顾客抱怨倾向的决定因素:模型及基于中国零售业的实证检验

本研究构建了一个较全面的顾客抱怨倾向影响因素模型,通过以中国零售业为行业背景的实证分析,检验了各个因素对顾客抱怨倾向的影响效应.数据分析结果发现,不满顾客的抱怨价值和抱怨成功、可能性感知、抱怨态度等是影响顾客直接抱怨倾向的重要决定因素,不满顾客的抱怨经验、行业疏离感和问题的可控制程度是作用于这些决定因素的前因.研究结论为企业促进顾客的直接抱怨行为、减少购买抵制和负面口碑提供了借鉴.

Determinants of Customer's Complaint Intention: Model and Empirical Analysis Based on China's Retail Trade

Manage dissatisfied customer's direct complaint is very important because it provides useful information for improvement of product and service quality and opportunity to regain customer back. Based on the literatures review,this paper develops an integrated model to understand the determinants of customers' complaint inten- tion to firms and their effects on complaint intentions comprehen- sively.The results show that perceived value complaint,perceived likelihood of successful complaint and attitude toward complaining all have significant effects on the complaint intention.Also,consumer discontent,prior experience of complaining and controllability are analyzed as the antecedent.The results indicate that the firms should encourage the customers to make complaints,which may reduce buy- ing boycotts and negative word-of-mouth effects from the buyers.