论顾客投诉处理与顾客忠诚度的培养

顾客投诉对任何企业来讲都是不可能完全避免的。积极有效的顾客投诉处理对保留顾客,培养顾客忠诚度具有十分重要的意义。本文基于国外研究消费者行为的文献,对顾客投诉的意义,影响顾客投诉行为的因素进行分析,并提出建立有效投诉处理策略的原则。     

华湘化工市场营销策略研究

市场营销策略根本特征就是与顾客进行有效的双向沟通,并建立一种长久的关系.顾客沟通策略要求企业与顾客之间有信息流的往返.企业将产品与服务信息传递给顾客,同时企业也会得到消费者提供的有关产品和服务的信息.本着这一原则,华湘化工选择多种销售渠道,以此达到整合市场的目的.企业生产出来的产品只有通过各种销售渠道和实物移动,才能到达最终用户手中.怎样才能使销售渠道畅通无阻,并且用最高的效率和最低的费用把产品运到用户手中,这是个值得研究的问题.     

顾客投诉行为管理及其系统构建

顾客投诉是企业面临的挑战,同时也是机遇。本文通过阐述顾客投诉行为管理在提高顾客满意度和忠诚度等方面的作用来明确其现实意义。之后,对顾客投诉行为管理应当遵循的预防性、鼓励性、公平性等原则进行解析。在此基础上,结合实际案例论述顾客投诉行为相互影响、相互作用的七个子系统。     

酒店顾客投诉行为研究

本文着重研究了酒店顾客投诉形成的原因,顾客投诉行为的升级,以及影响顾客进行投诉的因素等问题,从而提出如何易化顾客投诉行为并解决其问题的几点建议。     

12315酒店顾客投诉行为研究

本文着重研究了酒店顾客投诉形成的原因，顾客投诉行为的升级，以及影响顾客进行投诉的因素等问题，从而提出如何易化顾客投诉行为并解决其问题的几点建议。     

在线品牌社群成员关系对顾客创新行为的影响:创新自我效能的调节作用

产品创新不仅来自企业内部,还来自外部顾客。其中,在线品牌社群被认为是产品创新信息收集的一种重要渠道。基于知识分享——个体创新理论,通过实证方法,研究品牌社群成员关系对顾客创新行为的影响,在二者的关系中,顾客创新自我效能起调节作用。结果表明,当社群成员之间沟通频繁且关系密切,知识、信息的交流、传播等越多,顾客越能够创造出新的知识;并且,当顾客的自我效能越高,这种正向关系效果更明显。     

顾客投诉心理与应对策略分析

对产品或服务的不满是顾客投诉的直接原因,顾客投诉还有着深层的心理动机。分析了顾客投诉的几种正当投诉心理以及不正当投诉心理,同时简要分析了顾客不投诉的心理,提出了处理顾客投诉基本原则和具体的应对策略,为企业处理投诉提供参考。     

渠道成员参与情况下顾客忠诚影响因素研究

顾客忠诚度是影响企业竞争优势的重要因素.以往对顾客忠诚度的研究,主要集中在忠诚度的影响因素、满意度与忠诚度的关系等方面,忽略了对渠道成员(主要是中间商)参与的考虑.以服务业为背景,将渠道理论与客户关系管理理论结合起来,建立新的顾客忠诚理论模式进行研究发现,渠道成员的行为会对顾客的忠诚度产生深刻的影响.企业应该制定一个全面、有效的渠道成员行为管理计划,对渠道成员的行为进行有效的管理,使渠道成员更好地体现的企业形象;对各渠道成员成长过程中所需经历的行为进行培训、评估和给予激励等等.借助各渠道成员的力量来巩固和提高顾客忠诚度,拓展自己的市场.     

挖掘客户投诉的收益价值

营销学研究表明，企业发展一个新顾客所花费的成本是留住一个老顾客所需成本的两倍!因此，保持和发展与现有顾客的关系是企业的一项基本战略。然而，即使是最优秀的企业也不可能永远不发生失误或不引起顾客投诉。其实，顾客投诉并不可怕，只要正确处理，就可以将顾客投诉转变为企业的收益。     

跨渠道保留行为的影响机制研究

随着近年来我国经济的飞速发展,企业的多渠道营销行为也日益增多,越来越多的企业也纷纷开始在其现有的实体渠道之外开辟相对独立的网络渠道进行立体化的直销。而多渠道营销战略不仅是B2C领域的专利,还成为了B2B领域执行分销活动的主打策略,企业已经开始从传统的以生产为中心的经营范式开始向以渠道管理和消费者管理为中心的范式转型。而正是由于这样的多渠道环境,使得顾客间的沟通和顾客转换销售商都变得更加简便,企业的顾客群极易因跨渠道而流失,因此如何最大限度地做好消费者的跨渠道保留,成为企业当下亟待解决的问题。在本文中,在学界对多渠道营销中渠道的搭便车行为研究成果的基础之上,重点从渠道、供应商和消费者三个关键维度对跨渠道保留行为的内涵和影响机制进行归纳分析,以期为未来的学术研究提供理论依据。进而对企业的多渠道整合实践以及跨渠道保留提供相关理论支持和建议。     

Internet and distance channel use and European consumer complaint behavior

This exploratory study analyzes the effect of distance-shopping channel choice (i.e. the format first used by consumers in a retail transaction) on consumer complaint behavior, with a special focus on the Internet channel. It analyzes 2011 Eurobarometer data using a logistic regression model controlling for sociodemographic and country-specific variables to measure the impact of using the Internet, post/catalog, and telephone channels on complaint behavior. The results indicate that consumers using the Internet channel exhibit the greatest likelihood of complaint behavior when compared to consumers using traditional distance-shopping channels. Implications and suggestions for retailers are discussed, as are the contributions to the consumer complaint behavior literature.     

Learned helplessness as an explanation of elderly consumer complaint behavior

Studies of consumer complaint behavior have shown that many elderly consumers are very reluctant to pursue their rights through the complaint process when they encounter problems with products or services. This passive complaint behavior may be very costly to the elderly, who often live on fixed incomes. This paper presents a theory developed in experimental psychology that may help explain why clderly consumers are more likely than other consumers to incur losses rather than engage in complaint activity. The theory, known as learned helplessness (LH), refers to a process whereby noncontingent reinforcement produces the expectation that events are uncontrollable.The theory of learned helplessness is presented and related to specific behaviors of dissatisfied elderly consumers that have been reported in the literature. Strategy implications of the theory are discussed for counselors, consumer affairs practitioners, and others interested in helping elderly consumers exercise their rights.Mary C. LaForge is currently Associate Professor of Marketing at Clemson University. She received her Ph.D. in Marketing from the University of Georgia. Her current research interest focuses on the behavior of the elderly as consumers.     

Thiscompanysucks.com: the use of the Internet in negative consumer‐to‐consumer articulations

The Internet has provided a forum through which consumers who are dissatisfied with various companies can vent their anger towards these corporations. A number of World Wide Web (WWW) sites have cropped up on the Internet, their specific aim being the fomenting of negative communication about companies: these are known as corporate complaint WWW sites. Little research has been conducted on negative on‐line consumer‐to‐consumer articulations and the possible impact that these might have on consumers' perceptions and attitudes. This paper attempts to foster discussion on the use of the Internet in facilitating consumer‐to‐consumer communication, particularly negative communication. First, background information on corporate complaint WWW sites is provided. Then, a survey that was conducted in order to glean information on consumer knowledge of and responses to these kinds of WWW sites is discussed. The results indicate that, among the population used in this study, the awareness of corporate complaint WWW sites was moderate. However, when respondents were aware of them, they were likely to visit them. Social influence plays a role in influencing awareness and prompting visits to corporate complaint WWW sites. In addition, an individual difference factor, attitudes towards complaining, influenced the kinds of activities in which the respondents engaged when they visit corporate complaint WWW sites. Future research directions are proposed.     

Consumer Reactions to Unethical Service Recovery

Ethical business practices have been widely prescribed, but why? Consumer’s views on unethical business practices have been studied, but possibly more important to marketers and researchers are consumer actions and reactions to unethical business practices and the businesses themselves. Do consumers react negatively, or in such a way as to "punish" the unethical business? If so, what is the nature and extent of the punishment? This research seeks answers to these questions by examining consumer reactions, such as complaining and switching, to instances of unethical business practices. Using equity theory, this research proposes that consumers should be willing to tolerate some unethical behavior as long as they feel their investments and outcomes remain proportionately equal. Consumers who perceive that their outcome/investment ratio is proportionately unequal to their comparison other will respond by switching or complaining. In this research consumers were exposed to two types of service failures with different levels of service recovery in vignettes. Costs incurred by the consumer during the service transaction were also manipulated in the vignettes. Significant differences were found for complaint behavior in the failure recovery vignettes tested. Specifically, voice complaint was higher in the high cost service encounters in both types of services tested. The recovery attempt used (ethical, unethical, or none) led to significance differences in the variables of complaint, voice complaint, satisfaction, and quality. Higher satisfaction and quality ratings were found for the ethical recovery attempt and higher intentions to use complaint and voice complaint in the unethical recovery attempts. One significant interaction between cost and recovery attempt was found. Intentions to use voice complaint were higher in the high cost situations of ethical and unethical recovery, while approaching equality at the no recovery attempt.     

对已购品牌的危机反应：不同品牌危机类型对消费者购后行为的差异化影响研究

基于自我分类理论,文章研究品牌危机类型(能力相关型与道德相关型品牌危机)对消费者购后行为(重复购买与口碑传播)的影响。通过分析实验数据以及消费者实际购后行为数据发现,道德相关型品牌危机会导致更高的矛盾态度,从而产生更低的重复购买和口碑传播。在能力相关型品牌危机下,强自我品牌联结消费者的重复购买和口碑传播都显著大于弱联结的消费者,而且强联结的消费者面对本土品牌的重复购买和口碑传播要显著高于外国品牌;在道德相关型品牌危机下,强联结消费者的重复购买显著大于弱联结的消费者,而口碑传播没有显著差异。文章拓宽了品牌危机与消费者行为研究视角,并为品牌商正确认识品牌危机与消费者群体关系提供理论指导。     

Measuring Consumer Perceptions of Procedural Justice in a Complaint Context

The idea of procedural justice as perceived by consumers has not been explored in the consumer behavior literature, although there has been some mention of consumer perceptions of fair treatment. This article describes the development of a scale using procedural justice as its theoretic base to measure consumers' perceptions of fair treatment when they complain. Results indicate that consumers make a distinction between the complaint process and the outcome of their complaint, indicating that procedural justice has further research potential. In addition, the proposed scale possesses the psychometric properties of an acceptable scale.     

Consumer vulnerability and complaint handling: Challenges,opportunities and dispute system design

Effectively designed complaint handling systems play a key role in enabling vulnerable consumers to complain and obtain redress. This article examines current research into consumer vulnerability, highlighting its multidimensional and expansive nature. Contemporary understandings of consumer vulnerability recognize that the interaction between a wide range of market and consumer characteristics can combine to place any individual at risk of vulnerability. While this broad definition of consumer vulnerability reflects the complex reality of consumers’ experiences, it poses a key challenge for designers of complaint handling systems: how can they identify and respond to an issue which can potentially affect everyone? Drawing on current research and practice in the United Kingdom and Australia, the article analyses the impact of consumer vulnerability on third party dispute resolution schemes and considers the role these complaint handling organizations can play in supporting their complainants. Third party complaint handling organizations, including a range of Alternative Dispute Resolution services such as ombudsman organizations, can play a key role in increasing access to justice for vulnerable consumer groups and provide specific assistance for individual complainants during the process. It is an opportune time to review whether the needs of consumers at risk of vulnerability are being met within complaint processes and the extent to which third party complaint handlers support those who are most vulnerable to seek redress. Empowering vulnerable consumers to complain presents specific challenges. The article discusses the application of a new model of consumer dispute system design to show how complaint handling organizations can meet the needs of the most vulnerable consumers throughout the process.     

Consumer complaints and redress: an important mechanism for protecting and empowering consumers1

This paper explores a consumer complaint programme as a tool for empowering consumers, using the consumer complaint programme of a United States federal agency as a case study. After describing the structure and role of the Federal Reserve System (the central bank of the United States) in handling complaints, the paper follows a complaint through the System, looks at trends in complaints and provides a profile of consumers who complain. The paper concludes with information on the economic impact of complaint resolution and consumer satisfaction with third‐party complaint investigation.     

Demographic Characteristics of Canadian Consumer Complainers

A survey of over 17,000 Canadian consumers who had written a letter of complaint to one of several government or consumer service agencies in 1972 found that the average consumer complainer is a middle aged, well educated, affluent, managerial-professional man or woman. The study also found that 49 percent of complaint letters are written by only 24 percent consumer of complainers and that consumers who write several letters of complaint are also well educated, affluent, and have managerial/professional occupations. These findings suggest that care must be taken in using consumer complaint data to identify the nature and severity of consumer problems in the marketplace or as a foundation for government policy and programs.     

South African Complaint Forums in the Retail Industry: a Survey of Literature and Some Lessons from the EU

South African consumers receiving poor service in the retail industry want to complain, but have limited or no knowledge of the available consumer complaint forums. The consumer complaint forums in the retail industry can generally be divided into those established in terms of the Consumer Protection Act 68 of 2008 and other complaint forums. Before consumers can decide which forum they want to lodge their complaint with, they first need to identify possible complaint forums and then measure each forum according to certain factors. This study made a unique contribution by identifying possible factors which a consumer can refer to in this regard. In developing these factors, guidance was taken from the EU Consumer ADR Directive and the ODR Regulation. The factors suggested in this study included the following: the cost of and time spent on lodging a complaint, the effective functioning of the complaint forum, transparency in the operation of the complaint forum, the relief that a consumer may obtain from the complaint forum, and the user-friendliness of the complaint process. The National Consumer Tribunal, the National Consumer Commission, the Consumer Goods and Services Ombud, and ordinary civil courts were assessed using the above factors. A limitation of this study was that not all complaint forums could be assessed in terms of these factors, due to the lack of publicly available information. This study found that even though South Africans now have more complaint forums at their disposal, this does not translate into positive outcomes for aggrieved consumers. The strength of these forums lies in the buy-in received from both consumers and retailers. True consumer power arises through collective action after careful investigation, and resolving individual complaints may not result in the change of consumer policy which is actually what is required in the long run.