Historically, business's response to consumer stakeholders began as tepid. It did not seem to take consumer concerns seriously. At the time the consumer movement began, business's response to consumers was casual, symbolic and not effective. Now, business has realized that consumers today are more persistent, more assertive, and more likely to exhaust all appeal channels in a dispute. Consumer activisits have exercised considerable power. As a result, business has responded with a more effective response, including customer service programs, toll-free hotlines, user-friendly Web sites, and consumer service representatives.
As to why business's response has improved, students will have differing opinions. Some will say the cause was fear of legal entanglement. Others may say that business had no choice but to address quality and safety concerns.