顾客直接抱怨处理对顾客忠诚的影响
摘要
营销环境不断变化,市场竞争的焦点已从吸引顾客向维系顾客转移,因此顾客购后行为越来越引起管理者和营销学者的重视。
顾客抱怨行为是顾客购后行为的表现之一,顾客直接抱怨是顾客抱怨行为的积极表现形式,其中隐含着大量的有价值的信息,及时有效的处理顾客直接抱怨不但可以消除顾客不满的情绪,还可以增加顾客对企业的忠诚。
本研究以海口移动通信公司为例,对顾客直接抱怨处理与顾客忠诚之间的关系进行实证研究。数据表明:妥善处理顾客直接抱怨,对认知性忠诚、情感性忠诚、意向性忠诚和行为性忠诚有非常重要的影响。
因此,中国的服务性企业应该加强对顾客抱怨处理的重视程度,完善服务体系,提高服务质量,赢得越来越多的忠诚顾客。
In the recent years, due to the boom of service industries, customer retention becomes more important. Customers are the real source of corporate profit, not products or brand. Corporation core strategy should cultivate the customer loyalty.
The loyal customer is able to buy more commodities and services from corporation (Reichheld, 1996); the high degree of loyal customer also shows higher resistance to competitor's products and services (Dick and Basu, 1994); the high degree of loyal customer can accept a premium more. In fact, compared to the new one, the loyal customer pays higher in most industries (Reichheld 1996); The loyal customer brings new business often by recommending to potential customers and other customers (Reichheld, 1996; Reichheld and Sasser, 1990; Zeithaml et al., 1996); Therefore, the loyal customer is the source of the value and profit and also is the basis of gaining profit and continuing growing. (Reichheld, 1996);
When the loyalty becomes the important competitive advantage of service industry gradually, the study on customer loyalty becomes more important. But most researches on the relationship of customer satisfaction and customer loyalty, the research on the effect of customer complain handling on customer loyalty is relatively less.
The research adopts the classification of Davidow and Dacin: Keep silent, no longer buying (boycott) ;complain in private (negative public praise);directly complain to corporation(claims);complaining to others .Compared to other three complaints, complain to corporation is the active manifestation of customer complains, because it contains a great deal of valuable information.
Customer's complaint is the good opportunity of winning customer loyalty again. We should regard complain as trust and expect rather than verbosity and fault-finding. Customer complains are the valuable information. Therefore, the customers who complain are Friends rather than enemies. Although complains make people uncomfortable, but corporation must take serious of handling customer complains because they are key issues to the corporation.
We know loyalty is not a single dimensionality concept; it includes cognitive loyalty, affective loyalty, intentional loyalty and behavioral loyalty. Customer complaint treatment is showed by outcome justice, process justice and interaction justice. So if we want to know the importance of customer complaint to customer loyalty, we must know the connection of customer complaint with customer loyalty, furthermore with each factor in customer loyalty.
After the demonstration research on China Mobile Group HaiKou CO.LTD, I collect 280 questionnaires.By doing statistics analysis, the conclusion as follows:
1. Complaint treatment affects cognitive loyalty prominently;
2. Good complaint treatment will make customer attach corporation in sensibility, like corporation’s service and enjoy corporation, that is, complaint treatment affects emotional loyalty very prominently;
3. After analyzing data, I find complaint treatment affect intentional loyalty positively.
4. Complaint treatment also affects behavioral loyalty prominently.
This research demonstrates the importance of customer complaint treatment to customer satisfaction and loyalty .This result is also important to corporation improving service, existence and development. But customer complaint treatment in many Chinese service corporations is still in the germination stage, corporation culture of attaching important to and encouraging customer complain has not been built up. There is no separate department to treat customer complaint.
With customers’consume consciousness becoming mature more and more, customer complaint is a problem that can’t be neglected by corporation. It can help corporation understand customer, discover its own lack and win customer loyalty finally.
顾客抱怨行为是顾客购后行为的表现之一,顾客直接抱怨是顾客抱怨行为的积极表现形式,其中隐含着大量的有价值的信息,及时有效的处理顾客直接抱怨不但可以消除顾客不满的情绪,还可以增加顾客对企业的忠诚。
本研究以海口移动通信公司为例,对顾客直接抱怨处理与顾客忠诚之间的关系进行实证研究。数据表明:妥善处理顾客直接抱怨,对认知性忠诚、情感性忠诚、意向性忠诚和行为性忠诚有非常重要的影响。
因此,中国的服务性企业应该加强对顾客抱怨处理的重视程度,完善服务体系,提高服务质量,赢得越来越多的忠诚顾客。
In the recent years, due to the boom of service industries, customer retention becomes more important. Customers are the real source of corporate profit, not products or brand. Corporation core strategy should cultivate the customer loyalty.
The loyal customer is able to buy more commodities and services from corporation (Reichheld, 1996); the high degree of loyal customer also shows higher resistance to competitor's products and services (Dick and Basu, 1994); the high degree of loyal customer can accept a premium more. In fact, compared to the new one, the loyal customer pays higher in most industries (Reichheld 1996); The loyal customer brings new business often by recommending to potential customers and other customers (Reichheld, 1996; Reichheld and Sasser, 1990; Zeithaml et al., 1996); Therefore, the loyal customer is the source of the value and profit and also is the basis of gaining profit and continuing growing. (Reichheld, 1996);
When the loyalty becomes the important competitive advantage of service industry gradually, the study on customer loyalty becomes more important. But most researches on the relationship of customer satisfaction and customer loyalty, the research on the effect of customer complain handling on customer loyalty is relatively less.
The research adopts the classification of Davidow and Dacin: Keep silent, no longer buying (boycott) ;complain in private (negative public praise);directly complain to corporation(claims);complaining to others .Compared to other three complaints, complain to corporation is the active manifestation of customer complains, because it contains a great deal of valuable information.
Customer's complaint is the good opportunity of winning customer loyalty again. We should regard complain as trust and expect rather than verbosity and fault-finding. Customer complains are the valuable information. Therefore, the customers who complain are Friends rather than enemies. Although complains make people uncomfortable, but corporation must take serious of handling customer complains because they are key issues to the corporation.
We know loyalty is not a single dimensionality concept; it includes cognitive loyalty, affective loyalty, intentional loyalty and behavioral loyalty. Customer complaint treatment is showed by outcome justice, process justice and interaction justice. So if we want to know the importance of customer complaint to customer loyalty, we must know the connection of customer complaint with customer loyalty, furthermore with each factor in customer loyalty.
After the demonstration research on China Mobile Group HaiKou CO.LTD, I collect 280 questionnaires.By doing statistics analysis, the conclusion as follows:
1. Complaint treatment affects cognitive loyalty prominently;
2. Good complaint treatment will make customer attach corporation in sensibility, like corporation’s service and enjoy corporation, that is, complaint treatment affects emotional loyalty very prominently;
3. After analyzing data, I find complaint treatment affect intentional loyalty positively.
4. Complaint treatment also affects behavioral loyalty prominently.
This research demonstrates the importance of customer complaint treatment to customer satisfaction and loyalty .This result is also important to corporation improving service, existence and development. But customer complaint treatment in many Chinese service corporations is still in the germination stage, corporation culture of attaching important to and encouraging customer complain has not been built up. There is no separate department to treat customer complaint.
With customers’consume consciousness becoming mature more and more, customer complaint is a problem that can’t be neglected by corporation. It can help corporation understand customer, discover its own lack and win customer loyalty finally.
引文
[1] 风笑天.社会学研究方法[M].北京:中国人民大学出版社 2001
[2] 韩小芸,汪纯孝,服务性企业顾客满意感与忠诚感关系[M].北京:清华大学出版社,2003,12
[3] 亨利.阿塞尔.消费者行为和营销策略[M].北京:机械工业出社,2000.64-65
[4] 侯杰泰,温忠麟,成子娟.结构方程模型及其应用[M].北京:教育科学出版社,2005,1
[5] 李硕.服务业顾客抱怨处理对顾客忠诚的重要性研究——以餐饮业为例[D].长春:吉林大学,2004
[6] (美)德里克.艾伦,特尼鲁.拉奥.客户满意度数据分析[M].陶骏,李慧主译,张金全审校,大连:东北财经大学出版社,2005,
[7] (美)小卡尔迈克丹尼尔等著,《市场调研精要》[M],范秀成译,电子工业出版社,2002
[8] (美)詹姆斯·赫斯克特、厄尔·萨塞、伦纳德·施莱辛格,服务利润链[M]牛海鹏等译,北京:华夏出版社,2001
[9] 吴明隆.SPSS 统计应用实务[M].北京:中国铁道出版社,袁永康,2000:1-171.
[10]Day R L. Research Perspective on Consumer Developments in Marketing, [M]Charles Lamb American Marketing Association Press, 1980, 211-215
[11]Jacoby, Jacob and Robert W. Chestnut Brand Loyalty. [M]New York: John Wiely&Sons(1978)
[12] Jill Griffin.Customer Loyalty:How to Earn and How to Keep it [M].New York:Jossey—BassIns,1995
[13] Kolter, P,Marketing Management: Analysis, Planning, Implementation and Control, 9th edition,[M]Englewood Cliffs, NJ, Prentice-Hall Inc, 1999.
[14]Oliver Richard L.Satisfaction: A Behavioral Perspective on the Consumer. [M] New York, NY: The rwin-McGraw-Hil.1997, 13
[15]Technical Assistance Research Program. Consumer Complaint Handling in American: Summary of Findings and Recommendations. Washington, DC :Department of Consumer Afairs, 1979
[16]Tax S, Brown S. Service Recovery: Research Insights and Practices. In: Swartz TA, Iacobucci D. Handbook in Services Marketing& Management, Thousand Oaks, CA: Sage Publications, 2000, 272
[1]罗晓光.顾客购后行为管理——营销管理的新视角[J].商场现代化,2005,12(下)总第 453 期:104-105
[2]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),2002,2(17):32-38
[3]申跃,赵平.消费者抱怨行为的比较[J].心理学报,2005,37(3):397-402
[4]范秀成.顾客满意导向的服务企业顾客抱怨管理体系分析[J]中国流通经济, 2002,(2):40-44
[5]范秀成、赵先德、庄贺均,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
[6]刘新燕,刘雁妮,杨智,万后芬,构建新型顾客满意度指数模型——基于S C S B、AC S l、E C S l的分析[J]南开管理评论,2003,6:52-56
[7] 张新安, 田澎, 张列平.建立中国顾客满意指数若干问题的研究[J]工业工程与管理,2002,3:18-22
[8] Andreassen Tor Wallin. What drives customer loyalty with complain resolution?[J]Journal of Service Research,1999,1(4):324-332.
[9] Barnes James G. Closeness, Strength, and Satisfaction: Examining the Nature of Relationships between Providers of Financial Services and Their Retail [J]. Customer Psychology and Marketing, 1997, 14(8):771
[10] Blogdet Jeffrey G. , Donald H. Granbois. Toward an Integrated Conceptual Model of Consumer Complaining Behavior.[J] Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 1992,(5): 93-103
[11] Blogdet,Jeffrey G,Kirk. L. Wakefield and James H. Bames. The Effects of Customer Service on Consumer Complaint Behavior.[J] Journal of Services Marketing, 1995, 9(4): 31-32
[12] Cathy, Ross. Consumer Responses to Service Failures: Influence of Procedural and Interactional Fairness Perceptions. [J] Journal of Business Research, 1992, 25(2): 149-163
[13] Davidow M, Dacin PA. Understanding and influencing consumer complaint behavior: Improving organizational complaint management. [J] .Advances in Consumer Research, 1997, 24:450-456
[14] Day Ralph L, Laird Landon. Collecting Comprehensive Consumer Complaining Data by Survey Research[J].Advance in Consumer Research,1977, 3:263-268.
[15] Day Ralph L., Granbicke K., Schaetzle,P.and Staubach,F., The Hidden Agenda of Consumer Complaining[J]Journal of Retailing,1981,57(3):86-106
[16] Day, Ralph L. Modeling Choices among alternative responses to Dissatisfaction in consumer research [J].Advances in Consumer Research, 1984, 11:469-471.
[17] Dick Alan and S, Kunal Basu. Customer Loyalty: Toward an Integrate Conceptual Framework. [J]Journal of the Academy of Marketing Science,1994,22(2):100-104
[18] Folkes, Claes and Birger Wemerfet. Defensive Marketing Strategy by Customer Management: A Theoretical Analysis.[J] Journal of Marketing Research, 1987,24(3): 337-346
[19] Fonell, C.,"A National Customer Satisfaction Barometer: the Swedish Experience,[J] Journal of Marketing, 1992, 55:1-22.
[20] Goodwin, Cathy,Ross, Ivan,Consumer Responses to Service Failures: Influence of Procedural and International Fairness Perceptions.[J] Journal of Business Research; 1992, 3.(25) :149-163
[21] Gronholdt, L., A. Martensen, and K. Kristensen, "The Relationship BetweenCustomer Satisfaction and Loyalty: Cross-Industry Differences,"[J].Total Quality Management, 2000, 11,(5):509-516
[22] Grǒnroos, C., From Marketing Mix to Relationship Marketing. TowardA Paradigm Shift in Marketing [J]Management Decision, 1994, Vol.32, No.2: 4-32.
[23] Heskett, J. L., Jones, T. O,Loveman, G. W., Sasser Jr. W. E., and Schlesinger, L.A.,"Putting the Service-Profit Chain to Work,"[J] Harvard Business Review, 1994,72, (2) pp. 164-175.
[24] Huppertz, John W., Sidney J. Anderson, and Richard S. Evans. An Application of Equity Theory to Buyer-Seller Exchange Situations.[J] Journal of Marketing Research, 1978, 15(May): 250-260
[25] Jagdip Singh.Consumer Complaint Intentions and Behavior: Definitional and Taxonomical Issues.[J]Journal of Marketing,1988,52(1):93-107
[26] Jaishankar Ganesh, Mark J.Arnold&Kristy E.Reynolds. Understanding the Customer Base of Service Providers: An Examination of the differences between Swithers and Stayers [J] Journal of marketing, 2000, 64(3):65-87
[27] Jones, T. O,and Sasser, Jr. W. E., Why Satisfied Customer Defect [J] Harvard Business Review, 1995, 73, (6): 88-99.
[28] Newman Joseph W.,and Richard A. Werbel.Multivariate Analysis of Brand Loyalty for Major Household Appliances[J] Journal of Marketing Research,1973,10(4):404-409.
[29] Oliver Richard L. A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions and Repurchase Loyalty.[J] Journal of Marketing Research ,1980,17(4):460-469
[30] Oliver Richard L., Swan, John E. Consumer perceptions of Interpersonal equity and satisfaction [J].JournalofMarketing, 1989 53(2):21-36.
[31] Oliver Richard L. Whence Consumer Loyalty? [J].Journal of Marketing. Special Issue,1999,63(4):33-44
[32] Reichheld, F. and W. E. Sasser. "Zero Defections: Quality Comes to Services",[J]. Harvard Business Review, 1990,68(September-October): 105-111.
[33] Reichheld, Frederick F., "Learning from customer defections", [J] Harvard Business Review, 1996,74,(March-April):59-69.
[34] Richins, Marsha .L. Negative Word-of-mouth Behaviors:A Pilot Study.[J]Journal of Marketing,1983,47(4):68-78p
[35] Richard L.Oliver,Waynes,Desarbo,ResponseDeterminants in Satisfaction Judgments[J].Journal of Consumer Resarch,1988,3(4)495-507
[36] Selnes, F. "An Examination of the Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty“[J] European Journal of marketing, 1993, 27, (9):19-35.
[37] Singh Jagdip. Consumer complaint intentions and behavior: definitional and taxonomical issues [J].Journal of Marketing, 1988, 52(January):93-107.
[38] Singh Jagdip. Voice, exit, and negative word-of-mouth behaviors: an Investigation across three service categories [J].Journal of the Academy of Marketing Science, 1990, 18(1):1-15.
[39] Spreng Richard A., Mackoy Robert. D, An Empirical Examination of A Model of Perceived Service Quality and Satisfaction [J]Journal of Retailing,Volume: 1996,72(2):201-214
[40] Tax Stephen S., Stephen W. Brown, and Murali Chandrashekaran. Customer Evaluation of service Complaint Experience Implication for relationship Marketing.[J]Journal of Marketing,1998,62(2):60-76
[41] Zeithaml, V.A., Berry, L.L. and Parasuraman, A. "The Behavioral consequences of service quality", [J] Journal of marketing, 1996, 49, (1):33-46.
[2] 韩小芸,汪纯孝,服务性企业顾客满意感与忠诚感关系[M].北京:清华大学出版社,2003,12
[3] 亨利.阿塞尔.消费者行为和营销策略[M].北京:机械工业出社,2000.64-65
[4] 侯杰泰,温忠麟,成子娟.结构方程模型及其应用[M].北京:教育科学出版社,2005,1
[5] 李硕.服务业顾客抱怨处理对顾客忠诚的重要性研究——以餐饮业为例[D].长春:吉林大学,2004
[6] (美)德里克.艾伦,特尼鲁.拉奥.客户满意度数据分析[M].陶骏,李慧主译,张金全审校,大连:东北财经大学出版社,2005,
[7] (美)小卡尔迈克丹尼尔等著,《市场调研精要》[M],范秀成译,电子工业出版社,2002
[8] (美)詹姆斯·赫斯克特、厄尔·萨塞、伦纳德·施莱辛格,服务利润链[M]牛海鹏等译,北京:华夏出版社,2001
[9] 吴明隆.SPSS 统计应用实务[M].北京:中国铁道出版社,袁永康,2000:1-171.
[10]Day R L. Research Perspective on Consumer Developments in Marketing, [M]Charles Lamb American Marketing Association Press, 1980, 211-215
[11]Jacoby, Jacob and Robert W. Chestnut Brand Loyalty. [M]New York: John Wiely&Sons(1978)
[12] Jill Griffin.Customer Loyalty:How to Earn and How to Keep it [M].New York:Jossey—BassIns,1995
[13] Kolter, P,Marketing Management: Analysis, Planning, Implementation and Control, 9th edition,[M]Englewood Cliffs, NJ, Prentice-Hall Inc, 1999.
[14]Oliver Richard L.Satisfaction: A Behavioral Perspective on the Consumer. [M] New York, NY: The rwin-McGraw-Hil.1997, 13
[15]Technical Assistance Research Program. Consumer Complaint Handling in American: Summary of Findings and Recommendations. Washington, DC :Department of Consumer Afairs, 1979
[16]Tax S, Brown S. Service Recovery: Research Insights and Practices. In: Swartz TA, Iacobucci D. Handbook in Services Marketing& Management, Thousand Oaks, CA: Sage Publications, 2000, 272
[1]罗晓光.顾客购后行为管理——营销管理的新视角[J].商场现代化,2005,12(下)总第 453 期:104-105
[2]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),2002,2(17):32-38
[3]申跃,赵平.消费者抱怨行为的比较[J].心理学报,2005,37(3):397-402
[4]范秀成.顾客满意导向的服务企业顾客抱怨管理体系分析[J]中国流通经济, 2002,(2):40-44
[5]范秀成、赵先德、庄贺均,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
[6]刘新燕,刘雁妮,杨智,万后芬,构建新型顾客满意度指数模型——基于S C S B、AC S l、E C S l的分析[J]南开管理评论,2003,6:52-56
[7] 张新安, 田澎, 张列平.建立中国顾客满意指数若干问题的研究[J]工业工程与管理,2002,3:18-22
[8] Andreassen Tor Wallin. What drives customer loyalty with complain resolution?[J]Journal of Service Research,1999,1(4):324-332.
[9] Barnes James G. Closeness, Strength, and Satisfaction: Examining the Nature of Relationships between Providers of Financial Services and Their Retail [J]. Customer Psychology and Marketing, 1997, 14(8):771
[10] Blogdet Jeffrey G. , Donald H. Granbois. Toward an Integrated Conceptual Model of Consumer Complaining Behavior.[J] Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 1992,(5): 93-103
[11] Blogdet,Jeffrey G,Kirk. L. Wakefield and James H. Bames. The Effects of Customer Service on Consumer Complaint Behavior.[J] Journal of Services Marketing, 1995, 9(4): 31-32
[12] Cathy, Ross. Consumer Responses to Service Failures: Influence of Procedural and Interactional Fairness Perceptions. [J] Journal of Business Research, 1992, 25(2): 149-163
[13] Davidow M, Dacin PA. Understanding and influencing consumer complaint behavior: Improving organizational complaint management. [J] .Advances in Consumer Research, 1997, 24:450-456
[14] Day Ralph L, Laird Landon. Collecting Comprehensive Consumer Complaining Data by Survey Research[J].Advance in Consumer Research,1977, 3:263-268.
[15] Day Ralph L., Granbicke K., Schaetzle,P.and Staubach,F., The Hidden Agenda of Consumer Complaining[J]Journal of Retailing,1981,57(3):86-106
[16] Day, Ralph L. Modeling Choices among alternative responses to Dissatisfaction in consumer research [J].Advances in Consumer Research, 1984, 11:469-471.
[17] Dick Alan and S, Kunal Basu. Customer Loyalty: Toward an Integrate Conceptual Framework. [J]Journal of the Academy of Marketing Science,1994,22(2):100-104
[18] Folkes, Claes and Birger Wemerfet. Defensive Marketing Strategy by Customer Management: A Theoretical Analysis.[J] Journal of Marketing Research, 1987,24(3): 337-346
[19] Fonell, C.,"A National Customer Satisfaction Barometer: the Swedish Experience,[J] Journal of Marketing, 1992, 55:1-22.
[20] Goodwin, Cathy,Ross, Ivan,Consumer Responses to Service Failures: Influence of Procedural and International Fairness Perceptions.[J] Journal of Business Research; 1992, 3.(25) :149-163
[21] Gronholdt, L., A. Martensen, and K. Kristensen, "The Relationship BetweenCustomer Satisfaction and Loyalty: Cross-Industry Differences,"[J].Total Quality Management, 2000, 11,(5):509-516
[22] Grǒnroos, C., From Marketing Mix to Relationship Marketing. TowardA Paradigm Shift in Marketing [J]Management Decision, 1994, Vol.32, No.2: 4-32.
[23] Heskett, J. L., Jones, T. O,Loveman, G. W., Sasser Jr. W. E., and Schlesinger, L.A.,"Putting the Service-Profit Chain to Work,"[J] Harvard Business Review, 1994,72, (2) pp. 164-175.
[24] Huppertz, John W., Sidney J. Anderson, and Richard S. Evans. An Application of Equity Theory to Buyer-Seller Exchange Situations.[J] Journal of Marketing Research, 1978, 15(May): 250-260
[25] Jagdip Singh.Consumer Complaint Intentions and Behavior: Definitional and Taxonomical Issues.[J]Journal of Marketing,1988,52(1):93-107
[26] Jaishankar Ganesh, Mark J.Arnold&Kristy E.Reynolds. Understanding the Customer Base of Service Providers: An Examination of the differences between Swithers and Stayers [J] Journal of marketing, 2000, 64(3):65-87
[27] Jones, T. O,and Sasser, Jr. W. E., Why Satisfied Customer Defect [J] Harvard Business Review, 1995, 73, (6): 88-99.
[28] Newman Joseph W.,and Richard A. Werbel.Multivariate Analysis of Brand Loyalty for Major Household Appliances[J] Journal of Marketing Research,1973,10(4):404-409.
[29] Oliver Richard L. A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions and Repurchase Loyalty.[J] Journal of Marketing Research ,1980,17(4):460-469
[30] Oliver Richard L., Swan, John E. Consumer perceptions of Interpersonal equity and satisfaction [J].JournalofMarketing, 1989 53(2):21-36.
[31] Oliver Richard L. Whence Consumer Loyalty? [J].Journal of Marketing. Special Issue,1999,63(4):33-44
[32] Reichheld, F. and W. E. Sasser. "Zero Defections: Quality Comes to Services",[J]. Harvard Business Review, 1990,68(September-October): 105-111.
[33] Reichheld, Frederick F., "Learning from customer defections", [J] Harvard Business Review, 1996,74,(March-April):59-69.
[34] Richins, Marsha .L. Negative Word-of-mouth Behaviors:A Pilot Study.[J]Journal of Marketing,1983,47(4):68-78p
[35] Richard L.Oliver,Waynes,Desarbo,ResponseDeterminants in Satisfaction Judgments[J].Journal of Consumer Resarch,1988,3(4)495-507
[36] Selnes, F. "An Examination of the Effect of Product Performance on Brand Reputation, Satisfaction and Loyalty“[J] European Journal of marketing, 1993, 27, (9):19-35.
[37] Singh Jagdip. Consumer complaint intentions and behavior: definitional and taxonomical issues [J].Journal of Marketing, 1988, 52(January):93-107.
[38] Singh Jagdip. Voice, exit, and negative word-of-mouth behaviors: an Investigation across three service categories [J].Journal of the Academy of Marketing Science, 1990, 18(1):1-15.
[39] Spreng Richard A., Mackoy Robert. D, An Empirical Examination of A Model of Perceived Service Quality and Satisfaction [J]Journal of Retailing,Volume: 1996,72(2):201-214
[40] Tax Stephen S., Stephen W. Brown, and Murali Chandrashekaran. Customer Evaluation of service Complaint Experience Implication for relationship Marketing.[J]Journal of Marketing,1998,62(2):60-76
[41] Zeithaml, V.A., Berry, L.L. and Parasuraman, A. "The Behavioral consequences of service quality", [J] Journal of marketing, 1996, 49, (1):33-46.