How to manage bad customers

Abstract

Bad customers exist! Yon won't find much written about them in marketing textbooks, and business schools don't like teaching about them. The idea of the bad customer is encoded and repackaged as, for example: "retail shrinkage" (thefts from stores by customers and staff), "bad debt" (a bad debt is usually linked with a bad customer!), "persistent complainer" (the motive for the persistence is often not explained.

Keywords

• promotion
• consumer
• global concept
• product
• market