Abstract
It is desirable to place more importance on customers' requirements found through direct marketing, customers' satisfaction surveys, and so on. In this paper we consider effects on sales of word-of-mouth (WOM) information, particularly customers' complaints. WOM as an important information medium has become an important factor for the improvement of a company's product and service images to satisfy customers' diversifying quality demands. Of course efforts are always being made to improve product quality, but we ascertain in the commodity area covered, clothing, that it is also essential for manufacturers to establish a service system that sensitively reflects customers' opinions.
