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- Title
AU-DELÀ DES RÉCLAMATIONS.
- Authors
Roux, Dominique
- Abstract
Beyond consumer complaints, the objective of this paper is to analyze consumer disputes. A qualitative exploration of perceptions, judgments and customers' behaviors helps uncover the "canonical narrative schema" that structures their discourses. These are the story of clashes between the company and the customer deriving from a contract, which involves the skills that the customer needs to deploy when acting. The sanction illuminates the consequences that companies must take into account for the prevention and management of litigation.
- Subjects
CONSUMER complaints; ACTIONS &; defenses (Law); QUALITATIVE research; SENSORY perception; LEGAL judgments; CUSTOMER relationship management
- Publication
Décisions Marketing, 2012, Issue 67, p49
- ISSN
0779-7389
- Publication type
Article
- DOI
10.7193/DM.067.49.62