Consumers who do not complain directly to the firm but tell others of their dissatisfaction:

Question

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Consumers who express their dissatisfaction to others, rather than directly to the firm, can harm the reputation of the firm. Word-of-mouth is a powerful form of advertising and negative comments can spread quickly, potentially reducing future sales. It is important for firms to track and address these types of complaints to protect their brand image.

Consumers Who Do Not Complain Directly to the Firm but Tell