Consumer Evaluations of Responses to Complaints: What′s Fair and Why

States how marketers have been traditionally advised to allow unhappy customers to voice their opinions freely, offering apologies. Suggests that theories of procedural fairness such as equity theory can provide understanding of the effectiveness of such complaint‐handling strategies. Argues that an apology cannot compensate for lack of a tangible outcome such as a refund. Concludes with a consideration of how marketers may be able to satisfy their complainers more effectively.