Customer Compliments as More than Complementary Feedback

Abstract

Customer compliments as under-researched forms of customer feedback are examined and ten propositions developed. Some preliminary findings from a pilot study are also presented in support of an extended set of motivations to explain complimenting behavior, that is, Complimenting behavior = f(delight, expected benefits, involvement, social norms, and personal and situational factors). Managerial and marketing implications are discussed throughout the paper, including a recommended four step process firms may use to capitalize on the potential that customer compliments offer: 1. Encourage compliments. 2. Recognize and capture compliments. 3. Understand compliments. 4. Act on compliments.