As a many year member of BBB, I felt they protected the consumer and were an image I wanted to be associated with. I filed a complaint against another member and was told that as long as member responded in writing, that the matter was settled. The response of the other member was "what a whinner I was" and "I was no longer welcome in their store".
I was given no recourse, and felt if this is the way complaints are handled, I would no longer be a member. This leave the consumer with no protection against abuses by business unless (like me) the business belongs to a professional organization with a code of ethics or is licensed by the state.