Can a company retaliate against a Better Business Bureau complaint?

A company can do whatever they wish. I have found the BBB to be pretty ineffective if the company is stubborn against you. If the retaliation is criminal or defamatory then you can persue legal options. You can also check out the company online or at ripoffreport.com. ClarkHoward.com is also really good if your complaint is valid - he will advocate for you and out them if they are jerks!