Firms maintain customer complaint services to achieve which of the following goals?

Maintaining customer complaint services primarily aims to minimize negative word of mouth. When customers experience issues with a product or service, their dissatisfaction can lead to negative reviews, which can significantly impact a company's reputation. By addressing complaints effectively, firms can resolve issues before they escalate, ensuring that customers feel heard and valued. This proactive approach not only enhances customer satisfaction but also encourages those whose complaints are resolved to share positive experiences instead of negative ones.

Additionally, effective complaint management can help a business improve its offerings based on feedback, ultimately leading to decreased customer churn and an enhanced brand image. Therefore, minimizing negative word of mouth is essential for maintaining a positive perception in the market and fostering customer loyalty.