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Let me ask you something.
If you purchased a product that was very cheap - barely any monetary value, but you liked it, and one day, you were dissatisfied with it's quality. This would definitely make you upset - regardless to it's cost, as it's a product you favored over others.
Because you always loved that product, you decided to file an online complaint regarding the product quality. Now, the reason I mentioned it's of no monetary value is that regardless to the outcome of the complaint submitted, it has a minute/minimal damage on you financially.
At this point, there's two possible outcomes:
In both scenarios, the output will be a marketing strategy:
Hope this answers your question..!
for sure the companies should have procedure for customer satisfaction and should follow up with the complains to solve it from it roots.