移动通讯行业顾客抱怨行为影响因素研究
摘要
对于企业来说,为顾客提供完美无缺的产品和服务是一种理想状态,因为在生产和服务的过程中,失误是难以避免的。作为企业,面对失误的态度就是牢记和总结第一次的经验教训,把握第二次机会,重新赢得顾客的满意。作为最直接的市场信息,顾客抱怨已经成为营销实务界和学术界关注的热点问题。顾客抱怨行为作为顾客抱怨研究的核心内容,研究其影响因素可以从根本上了解顾客抱怨行为,提升企业的顾客抱怨处理水平,以较低成本保留更多的顾客资源。
移动通讯产品和服务作为人民生活中非常重要的产品,其顾客抱怨情况也较为严重。所以,研究移动通讯行业顾客抱怨行为具有深刻的意义。本研究首先对大量的文献进行了综述,归纳了顾客抱怨行为的分类、影响因素及顾客抱怨的原因,并分析了移动通讯行业的特点。在理论分析的基础上,通过问卷调查收集数据,分析得出移动通讯行业顾客抱怨行为的影响因子;检验了不同人口统计特征的顾客在各因素评价及抱怨行为方面的差异;研究了各影响因子对顾客抱怨行为的影响程度。
通过实证分析,本文得出以下主要研究结论:(1)移动通讯行业顾客抱怨行为影响因素由三各因子组成,包括“服务态度”、“服务质量”及“抱怨可能性”;(2)在顾客抱怨倾向的可能性大小方面,直接抱怨略高于私下抱怨,第三方抱怨最低;(3)不同学历、平均年收入的顾客对影响因素的评价存在显著差异,不同年龄、年平均收入的顾客对顾客抱怨行为的评价存在显著差异;(4)对直接抱怨影响较大的因子为服务态度和抱怨可能性,对私下抱怨影响较大的因子为抱怨可能性。
It is ideal to deliver perfect products and services to customers, yet failure are inevitable in the course of manufacturing and service. Enterprises should grasp the second chance to regain their customers' satisfaction, if having not done things correctly for the first time. As the direct market information, customer complaint has become a hot topic for both marketing practitioners and scholars. As the core of customer complaint research, to study the s of Customer Complaint Behavior (CCB) can help the enterprises understand the CCB and improve the level of customer complaint disposal and retain more customers with lower costs.
The products and services of the Chinese Mobile Communication industry are the important products in the life. Its customer complaints are high, so it' s significant to study the customer complaint behavior in the Chinese Mobile Communication industry. Firstly, this thesis collects lots of literatures, and sums up the the sorts and influencing factors of CCB, reasons for customer complaint, and analyses the characteristics in the Chinese Mobile Communication industry. Based on the related theories , through questionnaire investigation,we analyse and confirm the determinants of CCB,detecting the differences of CCB and its determinants between different consumers, investigating the correlation between determinants and CCB.
Four conclusions are derived from empirical analyses.Firstly,the determinants of CCB consist of three factors,which are quality of service,service attitude and possibility of complaint. Secondly, with regard to the possibility of the three CCB,direct complaint first, followed by complaint in private and complaint to some organizations. Thirdly, differences in evaluation of the factors arise from the influence of education level and average annual income. Consumer with different age and average annual incom have different CCB. Fourthly,the key factors of direct complaint are service attitude and possibility of complaint;the key factors of complaint in private is possibility of complaint.
移动通讯产品和服务作为人民生活中非常重要的产品,其顾客抱怨情况也较为严重。所以,研究移动通讯行业顾客抱怨行为具有深刻的意义。本研究首先对大量的文献进行了综述,归纳了顾客抱怨行为的分类、影响因素及顾客抱怨的原因,并分析了移动通讯行业的特点。在理论分析的基础上,通过问卷调查收集数据,分析得出移动通讯行业顾客抱怨行为的影响因子;检验了不同人口统计特征的顾客在各因素评价及抱怨行为方面的差异;研究了各影响因子对顾客抱怨行为的影响程度。
通过实证分析,本文得出以下主要研究结论:(1)移动通讯行业顾客抱怨行为影响因素由三各因子组成,包括“服务态度”、“服务质量”及“抱怨可能性”;(2)在顾客抱怨倾向的可能性大小方面,直接抱怨略高于私下抱怨,第三方抱怨最低;(3)不同学历、平均年收入的顾客对影响因素的评价存在显著差异,不同年龄、年平均收入的顾客对顾客抱怨行为的评价存在显著差异;(4)对直接抱怨影响较大的因子为服务态度和抱怨可能性,对私下抱怨影响较大的因子为抱怨可能性。
It is ideal to deliver perfect products and services to customers, yet failure are inevitable in the course of manufacturing and service. Enterprises should grasp the second chance to regain their customers' satisfaction, if having not done things correctly for the first time. As the direct market information, customer complaint has become a hot topic for both marketing practitioners and scholars. As the core of customer complaint research, to study the s of Customer Complaint Behavior (CCB) can help the enterprises understand the CCB and improve the level of customer complaint disposal and retain more customers with lower costs.
The products and services of the Chinese Mobile Communication industry are the important products in the life. Its customer complaints are high, so it' s significant to study the customer complaint behavior in the Chinese Mobile Communication industry. Firstly, this thesis collects lots of literatures, and sums up the the sorts and influencing factors of CCB, reasons for customer complaint, and analyses the characteristics in the Chinese Mobile Communication industry. Based on the related theories , through questionnaire investigation,we analyse and confirm the determinants of CCB,detecting the differences of CCB and its determinants between different consumers, investigating the correlation between determinants and CCB.
Four conclusions are derived from empirical analyses.Firstly,the determinants of CCB consist of three factors,which are quality of service,service attitude and possibility of complaint. Secondly, with regard to the possibility of the three CCB,direct complaint first, followed by complaint in private and complaint to some organizations. Thirdly, differences in evaluation of the factors arise from the influence of education level and average annual income. Consumer with different age and average annual incom have different CCB. Fourthly,the key factors of direct complaint are service attitude and possibility of complaint;the key factors of complaint in private is possibility of complaint.
引文
[1]赵平,莫亚林.中国耐用消费品行业顾客抱怨行为研究[J].清华大学报(哲学社会科学版),2002,03.
[2]蓝政伟.消费者抱怨行为、抱怨处理方式及其抱怨处理后行为之研究[J].企业管理学报.2000,12:139-172.
[3]尤建新.顾客抱怨管理[M].北京:石油工业出版社.2003,5:14-21.
[4]彭建军.酒店顾客抱怨行为影响因素研究[J].旅游学刊.2005,6:35-38.
[5]赵平,莫亚琳.中国耐用消费品行业顾客抱怨行为研究[J].清华大学学报(哲学社会科学版).2002年第2期第17卷:32-38.
[6]范秀成.价值取向对服务业顾客抱怨倾向的影响[J].南开管理评论.2002,(5):11-16.
[7]申跃.基于满意度的顾客抱怨模型研究[D].北京:清华大学,2005.
[8]陈光荣.现代行销导向——以客为尊[J].经济情势之评论季刊.1997.第2卷,第4期.
[9]施柏均.服务失误、服务补救、顾客满意与购买意愿之探讨——以北部地区行动电话服务业为例[D].台湾:国立台北科技大学商业自动化与管理研究所.2000.
[10]张帆.旅游消费者抱怨行为的研究[D].武汉:武汉大学.2004.
[12]殷正强.酒店行业对顾客抱怨的管理[D].武汉:武汉大学.2005.
[14]马义爽,樊而峻主编.消费心理理论与实务[M].中国商业出版社.1994.9:140-151.
[15]王官诚.消费心理学[M].电子工业出版社.2004.2:129-135.
[16]王长征.消费者行为学[M].武汉:武汉大学出版社.2003.5:121-125.
[17]江林.消费者行为学[M].首都经济贸易大学出版社.2002.1:252-256.
[18]彭建军.酒店顾客抱怨之诱因行为及其补救研究[D].暨南大学.2005,4:11,61.
[19]刘尧坤,覃伟,张震浩.顾客投诉管理与处置技巧[M].广东:广东经济出版社,2005.
[20]周凯,当顾客抱怨时[J],管理与财富.2002,06:42-44.
[21]吴明隆.SPSS统计应用实务.北京:中国铁道出版社.2000,9:15-27.
[22]江永众,樊胜.移动通信行业客户投诉影响因素的实证研究[J].市场研 究．2005,7．
[23] 吴丽娜,周支立,刘斌．移动通讯公司流失客户信息分析[J]．情报杂志．2005,5．
[24] Singh Jagdip . Consumer Complaint Intentions and Behavior : Definitional and Taxonomical Issues[J] . Journal of Marketing. Chicago. 1988, 1, Vol.52, Iss. 1: 93-109.
[25] Warlan, Rex H. . Dissatisfied Consumer-Who Gets Upset and Who Takes Action[J]. The Journal of Consumer Affairs. Madison. 1975, Vol. 9, Iss. 2: 148.
[26] Day, Palph L. and Laird Landon. Toward a Theory of Consumer Complaining Behavior, in Arch G. Woodside, Jagidsh N. Sheth, and Peter D. Benett(eds. ) [J] . Consumer and Industrial Buying Behavior.New York: North-Holland. 1977: 426-437.
[27] Day, R. L. Research Perspectives on Consumer Complaining Behavior, In Theoretical Developments in Marketing(eds.)[N]. Charles L. & Patrick D.Chicago, IL: American Marketing Association Press: 1980.
[28] Day, K. Grabricke, T. Schaetzle and F. Staubach. The Hidden Agenda of Consumer Complaining[J].Journal of Retailing. 1981, Vol.57: 86-106.
[29] Bearden, W. O. and J.E. Teel. Selected Determinants of Consumer Satisfaction and Complaint Reports[J] . Journal of Marketing Research. 1983, 2, Vol.20.
[30] Singh Jagdip. A Typology of Consumer Dissatisfaction Response Styles[J]. Journal of Retailing. Greenvale. 1990, Vol.66, Iss.1: 57.
[31] Moshe Davidow, Peter A. Dacin. Understanding and Influencing consumer complaint behavior:improving organizational complaint management[J]. Advance in Consumer Research. 1997, 24: 450-456.
[32] Blodgett, K.L., Hill, D. J. ,& Tax.. The Effects of Distributive, Procedural and Interactional Justice on Postcomplaint Behavior[J]. Journal of Retailing. 1997, Vol.73, No.2: 185-211.
[33] Warland R. H, Herrmann R. O, Willits J. Dissatisfied consumers: Who gets upset and who takes action[J]. Journal of Consumer Affair. 1975, 9(2):148-163.
[34] Day R. L, Landon E. Towards a Theory of Consumer Complaining Behavior, in Woodside A G.Sheth J N, Bennett P D(eds). Consumer and Industrial Buying Behavior. New York. 1977:425-437.
[35] Bearden W O, Teel J.E, Crockett M. A path model of consumer complaint behavior, in Bagozzi R et al. (eds). Marketing in the 80' s. Chicago: American Marketing Association. 1980.
[36] Morganosky M.A, Buckley H. M. Complaint behavior: Analysis by demographics, lifestyle and consumer values. In Wallendorf M, Anderson P. (eds), Advances in Consumer Research. 1987, 14:223-226.
[37] Richins, M. L. . Negative Word-of-Mouth by Dissatisfied Consumers: A Pilot Study[J]. Journal of Marketing. 1983, Vol.47: 68-78.
[38] Bearden W O, Mason J B. An investigation of influences on consumer complaint reports.Advances in Consumer Research.1984,11:490-495.
[39] Day,R.L. . Modeling Choices Among Alternative Responses to Dissatisfaction[C].In Thomas C. , Kinnear, ed. , Advances in Consumer Research, Vol.11, Ann Arbor, MI. : Association for Consumer Research. 1984: 496-499.
[40] Richins, Marsha L. Factors affecting the level of Consumer initiated complaints to marketing organization[J]. In consumer satisfaction, dissatisfaction and complaining Bloomington, eds.Bloomington. IN:BBA, 1985: 82-87.
[41] Greenberg J. Organizational justice: Yesterday, today, and tomorrow. Journal of Management. 1990,16 (2):399-432.
[42] Singh Jagdip. Voice, exit, and Negative word-of-mouth behaviors: and investigation across three service categories [J]. Journal of the Academy of Marketing Science. 1990.18(1): 1-15.
[43] Keng K. A, Richmond D, Han S. Determinants of consumer complaint behavior: A study of Singapore consumers. Journal of International Consumer Marketing. 1995, 8 (2):59-76.
[44] Binter, M. J. Evaluating Service Encounters. The Effect of Physical Surroundings and Employee Responses[J] . Journal of Marketing. 1990, 4, Vol.54.
[45] Binter, Mary Jo, Bernard H. Booms, and Mary Stanfield Tetreault . The Service Encounter:Diagnosing Favorable and Unfavorable Incidents [J]. Journal of Marketing.Vol.54. 1990.1: 71-84.
[46] Binter, Mary Jo, Bernard H.Booms, and Lois A.Mohr. Critical Service Encounters: The Employee' s Viewpoint[J]. Journal of Marketing. 1994.10, Vol.58: 95-106.
[47] Keaveney, Susan M. Customer Switching Behavior in Service Industries: An Exploratory Study[J]. Journal of Marketing. 1995, 4, Vol.59: 71-82.
[48] Schlesinger, Leonard A, and James L.Heskett. Breaking the Cycle of Failure in Services [J]. Sloan Management Review. 1991, Vol.32: 17-29.
[49] Kelly, S. W. , Hoffman, K. D. and M.A.Davis. A Typlogy of Retail Failure and Recoveries[J]. Journal of Retailing. 1993, Vol.69, No. 4.
[50] Hoffman, K.D., Kelly, S.W. and H.M.Rotalsky. Tracking Service Failure and Employee Recovery Efforts[J]. Journal of Service Marketing. 1995, Vol.9, No.2: 49-61.
[51] Tax, S. S. , Brown, S. W. , Chandrashekaran, M. . Customer Evaluations of Service Complaint Experiences: Implications for the Relationship Marketing[J] . Journal of Marketing. 1998,Vol. 62: 60-76.
[52] McCollough M. A, Bharadwaj S. G . The recovery paradox: An examination of consumer satisfaction in relation to disconf irmation, service quality, and attribution based theories. In Chris T. A et al. (eds) [M] . Marketing Theory and Applications. Chicago, IL : American Marketing Association. 1992.
[2]蓝政伟.消费者抱怨行为、抱怨处理方式及其抱怨处理后行为之研究[J].企业管理学报.2000,12:139-172.
[3]尤建新.顾客抱怨管理[M].北京:石油工业出版社.2003,5:14-21.
[4]彭建军.酒店顾客抱怨行为影响因素研究[J].旅游学刊.2005,6:35-38.
[5]赵平,莫亚琳.中国耐用消费品行业顾客抱怨行为研究[J].清华大学学报(哲学社会科学版).2002年第2期第17卷:32-38.
[6]范秀成.价值取向对服务业顾客抱怨倾向的影响[J].南开管理评论.2002,(5):11-16.
[7]申跃.基于满意度的顾客抱怨模型研究[D].北京:清华大学,2005.
[8]陈光荣.现代行销导向——以客为尊[J].经济情势之评论季刊.1997.第2卷,第4期.
[9]施柏均.服务失误、服务补救、顾客满意与购买意愿之探讨——以北部地区行动电话服务业为例[D].台湾:国立台北科技大学商业自动化与管理研究所.2000.
[10]张帆.旅游消费者抱怨行为的研究[D].武汉:武汉大学.2004.
[12]殷正强.酒店行业对顾客抱怨的管理[D].武汉:武汉大学.2005.
[14]马义爽,樊而峻主编.消费心理理论与实务[M].中国商业出版社.1994.9:140-151.
[15]王官诚.消费心理学[M].电子工业出版社.2004.2:129-135.
[16]王长征.消费者行为学[M].武汉:武汉大学出版社.2003.5:121-125.
[17]江林.消费者行为学[M].首都经济贸易大学出版社.2002.1:252-256.
[18]彭建军.酒店顾客抱怨之诱因行为及其补救研究[D].暨南大学.2005,4:11,61.
[19]刘尧坤,覃伟,张震浩.顾客投诉管理与处置技巧[M].广东:广东经济出版社,2005.
[20]周凯,当顾客抱怨时[J],管理与财富.2002,06:42-44.
[21]吴明隆.SPSS统计应用实务.北京:中国铁道出版社.2000,9:15-27.
[22]江永众,樊胜.移动通信行业客户投诉影响因素的实证研究[J].市场研 究．2005,7．
[23] 吴丽娜,周支立,刘斌．移动通讯公司流失客户信息分析[J]．情报杂志．2005,5．
[24] Singh Jagdip . Consumer Complaint Intentions and Behavior : Definitional and Taxonomical Issues[J] . Journal of Marketing. Chicago. 1988, 1, Vol.52, Iss. 1: 93-109.
[25] Warlan, Rex H. . Dissatisfied Consumer-Who Gets Upset and Who Takes Action[J]. The Journal of Consumer Affairs. Madison. 1975, Vol. 9, Iss. 2: 148.
[26] Day, Palph L. and Laird Landon. Toward a Theory of Consumer Complaining Behavior, in Arch G. Woodside, Jagidsh N. Sheth, and Peter D. Benett(eds. ) [J] . Consumer and Industrial Buying Behavior.New York: North-Holland. 1977: 426-437.
[27] Day, R. L. Research Perspectives on Consumer Complaining Behavior, In Theoretical Developments in Marketing(eds.)[N]. Charles L. & Patrick D.Chicago, IL: American Marketing Association Press: 1980.
[28] Day, K. Grabricke, T. Schaetzle and F. Staubach. The Hidden Agenda of Consumer Complaining[J].Journal of Retailing. 1981, Vol.57: 86-106.
[29] Bearden, W. O. and J.E. Teel. Selected Determinants of Consumer Satisfaction and Complaint Reports[J] . Journal of Marketing Research. 1983, 2, Vol.20.
[30] Singh Jagdip. A Typology of Consumer Dissatisfaction Response Styles[J]. Journal of Retailing. Greenvale. 1990, Vol.66, Iss.1: 57.
[31] Moshe Davidow, Peter A. Dacin. Understanding and Influencing consumer complaint behavior:improving organizational complaint management[J]. Advance in Consumer Research. 1997, 24: 450-456.
[32] Blodgett, K.L., Hill, D. J. ,& Tax.. The Effects of Distributive, Procedural and Interactional Justice on Postcomplaint Behavior[J]. Journal of Retailing. 1997, Vol.73, No.2: 185-211.
[33] Warland R. H, Herrmann R. O, Willits J. Dissatisfied consumers: Who gets upset and who takes action[J]. Journal of Consumer Affair. 1975, 9(2):148-163.
[34] Day R. L, Landon E. Towards a Theory of Consumer Complaining Behavior, in Woodside A G.Sheth J N, Bennett P D(eds). Consumer and Industrial Buying Behavior. New York. 1977:425-437.
[35] Bearden W O, Teel J.E, Crockett M. A path model of consumer complaint behavior, in Bagozzi R et al. (eds). Marketing in the 80' s. Chicago: American Marketing Association. 1980.
[36] Morganosky M.A, Buckley H. M. Complaint behavior: Analysis by demographics, lifestyle and consumer values. In Wallendorf M, Anderson P. (eds), Advances in Consumer Research. 1987, 14:223-226.
[37] Richins, M. L. . Negative Word-of-Mouth by Dissatisfied Consumers: A Pilot Study[J]. Journal of Marketing. 1983, Vol.47: 68-78.
[38] Bearden W O, Mason J B. An investigation of influences on consumer complaint reports.Advances in Consumer Research.1984,11:490-495.
[39] Day,R.L. . Modeling Choices Among Alternative Responses to Dissatisfaction[C].In Thomas C. , Kinnear, ed. , Advances in Consumer Research, Vol.11, Ann Arbor, MI. : Association for Consumer Research. 1984: 496-499.
[40] Richins, Marsha L. Factors affecting the level of Consumer initiated complaints to marketing organization[J]. In consumer satisfaction, dissatisfaction and complaining Bloomington, eds.Bloomington. IN:BBA, 1985: 82-87.
[41] Greenberg J. Organizational justice: Yesterday, today, and tomorrow. Journal of Management. 1990,16 (2):399-432.
[42] Singh Jagdip. Voice, exit, and Negative word-of-mouth behaviors: and investigation across three service categories [J]. Journal of the Academy of Marketing Science. 1990.18(1): 1-15.
[43] Keng K. A, Richmond D, Han S. Determinants of consumer complaint behavior: A study of Singapore consumers. Journal of International Consumer Marketing. 1995, 8 (2):59-76.
[44] Binter, M. J. Evaluating Service Encounters. The Effect of Physical Surroundings and Employee Responses[J] . Journal of Marketing. 1990, 4, Vol.54.
[45] Binter, Mary Jo, Bernard H. Booms, and Mary Stanfield Tetreault . The Service Encounter:Diagnosing Favorable and Unfavorable Incidents [J]. Journal of Marketing.Vol.54. 1990.1: 71-84.
[46] Binter, Mary Jo, Bernard H.Booms, and Lois A.Mohr. Critical Service Encounters: The Employee' s Viewpoint[J]. Journal of Marketing. 1994.10, Vol.58: 95-106.
[47] Keaveney, Susan M. Customer Switching Behavior in Service Industries: An Exploratory Study[J]. Journal of Marketing. 1995, 4, Vol.59: 71-82.
[48] Schlesinger, Leonard A, and James L.Heskett. Breaking the Cycle of Failure in Services [J]. Sloan Management Review. 1991, Vol.32: 17-29.
[49] Kelly, S. W. , Hoffman, K. D. and M.A.Davis. A Typlogy of Retail Failure and Recoveries[J]. Journal of Retailing. 1993, Vol.69, No. 4.
[50] Hoffman, K.D., Kelly, S.W. and H.M.Rotalsky. Tracking Service Failure and Employee Recovery Efforts[J]. Journal of Service Marketing. 1995, Vol.9, No.2: 49-61.
[51] Tax, S. S. , Brown, S. W. , Chandrashekaran, M. . Customer Evaluations of Service Complaint Experiences: Implications for the Relationship Marketing[J] . Journal of Marketing. 1998,Vol. 62: 60-76.
[52] McCollough M. A, Bharadwaj S. G . The recovery paradox: An examination of consumer satisfaction in relation to disconf irmation, service quality, and attribution based theories. In Chris T. A et al. (eds) [M] . Marketing Theory and Applications. Chicago, IL : American Marketing Association. 1992.