Marketing Science 2024

Call Me Maybe: Does Customer Feedback Seeking Impact Nonsolicited Customers?

Rupali Kaul¹; Stephen J. Anderson²; Pradeep K. Chintagunta³; Naufel J. Vilcassim⁴

¹ INSEAD · ² Texas A&M University · ³ University of Chicago · ⁴ London School of Economics and Political Science

Abstract

When small business owners in Rwanda start seeking feedback from some of their customers, we find that customers from whom feedback is not sought also respond to changes made by the businesses by increasing their sales at these stores.

DOI

10.1287/mksc.2023.0324

Sources

openalex

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APA 7 MLA 9 Chicago (author–date) Harvard Elsevier Harvard (JFE, JBF…) The Accounting Review Academy of Management American Marketing Association INFORMS (Management Science) Copy citation Copied ✓