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Journal of the Academy of Marketing Science
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When Customers Disappoint: A Model of Relational Internal Marketing and Customer Complaints

Simon J. Bell

University of Cambridge, United Kingdom, s.bell{at}jims.cam.ac.uk

Bülent Mengüç

Brock University, Canada

Sara L. Stefani

Telstra Corporation Ltd., Australia

The objective of this study is to examine internal marketing relationships and their influence on salesperson attitudes and behaviors in retail store environments. The authors investigate the moderating role of customer complaining behavior on the nature of these relationships. Specifically, they examine the relationship between organization-employee and supervisor-employee relationships and their association with salesperson job motivation and commitment to customer service. Customer complaints are expected to have differential moderating effects on the relationship between organizational and supervisory support and these salesperson outcomes. Our hypotheses were tested using a sample of 392 retail employees within 115 stores of a national retail organization. The model was partially supported. Theoretical and managerial implications are explored.

Key Words: customer complaints • internal marketing • service quality

Journal of the Academy of Marketing Science, Vol. 32, No. 2, 112-126 (2004)
DOI: 10.1177/0092070303261467
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 Journal of Service ResearchHome page
S. J. Bell and J. A. Luddington
Coping With Customer Complaints
Journal of Service Research, February 1, 2006; 8(3): 221 - 233.
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