【作者】 李林达；

【导师】 涂锦；

【作者基本信息】 西南交通大学 ， 技术经济及管理， 2007， 硕士

【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。更多还原

【Abstract】 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.更多还原