Final answer:
Firms respond quickly to complaints aiming to resolve issues, increase satisfaction, and avoid negative reviews, as seen in Gavi's Fast Food Restaurant's case. A good reputation leads to trust, repeat business, and potentially higher prices. Mail-order firms like L.L. Bean depend on quality and guarantees to overcome the challenge of buyers not seeing products in advance.
Step-by-step explanation:
Most firms maintain customer complaint services online, in the store, or over the telephone and attempt to respond quickly to complaints, hoping to resolve the issue, increase customer satisfaction, and avoid negative reviews. An example to illustrate this involves a situation at Gavi's Fast Food Restaurant where the lunch-hour manager addressed complaints about the payment line system by implementing floor markings for better queue management. The result was an improvement in service efficiency and customer satisfaction, with no further complaints during high traffic periods.
Firms prioritize establishing a good reputation because it leads to repeat customers and recommendations. A well-established grocery store is a prime example, where a strong reputation allows for higher prices as buyers have more trust in the product quality, as opposed to a temporary stand at a local farmer's market. Mail-order firms, such as L.L. Bean, rely on their reputation for quality and customer service policies like money-back guarantees to flourish despite the challenge of customers not being able to physically examine products before purchasing.