Complaints Book is just an online platform for communication between brands and consumers. In other words, its intervention role is to create the possibility of sharing experiences, giving the opportunity for brands to be near their customers.

The reply to and treatment of public complaints by brands, has as a main purpose, the creation of confidence in the brand in the minds of consumers, taking into account that this information is in the public domain, and can be used to rank the company against its competitors.

Thus, the resolution of complaints through the website Complaints Book is very advantageous for brands that positively promote their reputation, and for consumers who are able to make a more informed and detailed purchase decision based on the information shared on the platform.