The purpose of this multiple case study was to explore strategies managers in the online auction industry used to manage customer complaints to improve customer satisfaction. The targeted population consisted of 4 managers of online auction companies in the southwestern region of the United States. The conceptual framework for the study was Argyris and Sch�n\u27s double-loop learning theory. Data were collected via semistructured interviews with business managers, observation of company operations and behaviors, review of documentation, and member-checking activities. Data analysis consisted of text interpretation of data and notes using coding techniques. Data analysis resulted in 5 themes: business orientation, customer purview, complaints handling, coping strategies, and learning abilities. The implications of this study for positive social change include facilitating the growth of online markets and increasing lower-cost purchasing opportunities for consumers with limited access to conventional marketplaces
