Suffering in Silence: Close Customers’ Reluctance to Complain Damages Service Relationships

Nita Umashankar, Georgia State University, USA
Morgan Ward, Southern Methodist University, USA
Service firms advocate for close relationships with their customers. However, close relationships may deter customers from providing valuable feedback resulting in customers’ higher likelihood to defect. We consider how close (vs. distant) customers’ likelihood to offer feedback following a service experience affects their downstream behavior.
[ to cite ]:
Nita Umashankar and Morgan Ward (2013) ,"Suffering in Silence: Close Customers’ Reluctance to Complain Damages Service Relationships ", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.