网购认知与顾客抱怨行为的关系研究

在网络购物过程中,顾客会因各种产品质量问题而感到不满意,从而产生抱怨行为。基于此,文章在网络购物背景下,分析顾客抱怨行为的影响因素,通过层级回归方法,重点探讨网购认知与顾客抱怨行为的关系。研究发现网购认知与顾客抱怨行为倾向之间存在正向关系,网购认知越高,顾客抱怨行为倾向越高。并且网购认知对向卖方抱怨、私下抱怨以及向第三方机构抱怨等三类抱怨行为均存在较大影响。因此电子商务企业应加强顾客抱怨管理,提升顾客满意度。     

Customer Complaints and Switching Behavior—A Study of Relationship Dynamics in a Telecommunication Company

Abstract

Data on customer complaints and switching behavior provide us with important information about customer relationship dynamics. Studying customer complaints and switching behavior, i.e., crossroads in a relationship, will help us better understand the consequences of customer dissatisfaction and what erodes loyalty and has a negative impact on profitability. This understanding will help manage complaints proactively rather than reactively and help prevent switching. It will also improve quality and support service development.     

Offshore responsiveness: theory of Constraints innovates customer services

This study describe a typical scenario occurring inside the stressful environment of a service call center working in shifts with high agent turnover, and offer ways to streamline operation through the usage of Theory of Constraints (TOC) methods. Offshore customer service representatives should not operate in fire-fighting mode but instead management should identify the root causes of customer dissatisfaction. A lesson learned from the study is that call centers should diminish reliance on automatic voice recognition technologies, which detracts executive attention from customer complaints about issues such as miss-communication, time zone differences, and national culture. Companies should complement the usage of TOC practices to improve key performance indicators by establishing career promotion paths for customer service representatives that would improve their well-being and elevate their status in the organizational hierarchy, consequently increasing their motivation to improve service level.     

Improving Customer Service

Abstract

The article presents a framework for implementing a TQM-oriented management process that can enable an organization to achieve continuous quality enhancements at minimal cost while simultaneously increasing the marketability of the service. The modeled framework demonstrates how such quality improvements can be made possible by heightening employees' sensitivity towards details pertaining to the many aspects of the service delivery process. The incidence of customer dissatisfaction resulting from sheer insensitivity towards detail during the delivery of service is established through real-world examples of actual customer experiences with numerous services. The severity of the implications of customer dissatisfaction and defection on a firm's bottom line are highlighted. The role of nonverbal communication and the many relevant forms of such communication are examined. A nonverbal communication feedback-response process model is presented that can help align the service with the expectations of the customer in high-contact services. Finally, a comprehensive set of managerial requisites for the creation of an enabling service quality culture is also identified. The framework presented also shows how performance can be enhanced, and competitive advantage gained, by effectively shaping and servicing the customer satisfaction plane.     

Receiving,Recording, and Responding to Customer Complaints: The Effects of Formalizing Customer Complaint Handling Policies in Retail Firms

ABSTRACT

Given the critical need for retail firms to provide high quality customer service and satisfaction, this article investigates the importance of formalizing customer complaint handling policies and procedures with regard to its relationship to the ways in which retail companies receive, record, and respond to customer complaints. A survey of 184 firms from the retail environment of a midsized community reveals that the existence of such formalized procedures is significantly associated with firm size, better channels of communication with customers, mechanisms of recording customer feedback, and better-trained employees, which have been shown to relate to higher firm performance.     

服务补救——留住顾客的关键

市场竞争日益激烈 ,越来越多的企业认识到维系顾客的重要性 ,而维系顾客的关键在于提高顾客的满意程度 ,只有顾客满意了 ,他们才会长时间的保持对企业的忠诚。但是实际上 ,即使最优秀的企业也难免发生失误 ,难免造成顾客的不满。这就要求企业对其失误进行补救 ,最大限度的降低顾客的不满 ,这就是服务补救。而企业要想真正把服务补救工作做好 ,必须制订完善的服务补救策略 ,来指导企业的服务补救工作。     

顾客抱怨的关系机理与营销对策

顾客抱怨是一部分或全部由于购买商品或服务而感到的满意引起的顾客的一系列多重反应,它是顾客不满意的信号,也是顾客即将流失的征兆。如果企业能够妥善处理顾客抱怨,顾客将更加忠诚;而如果企业对顾客抱怨没有处理或处理欠妥,顾客将加速流失。全面分析顾客抱怨的内涵与作用,通过建构顾客抱怨关系机理模型深入分析顾客抱怨的关系机理,并据此进一步为企业提出妥善处理顾客抱怨的策略选择。     

Perceived power imbalance and customer dissatisfaction

This study explores the causes of customer dissatisfaction in service interactions in which customers perceive a status of lower power than the service providers. Characterizing such service encounters as encounters between powerful service providers and subordinate customers, the study attempts to identify the service providers' specific actions that caused customers to experience memorable dissatisfaction. For contexts of the study, professional, judgemental, and governmental services are used. The customers' dissatisfying experiences with these services were studied by using the critical incident technique to uncover and classify the causes of dissatisfaction as well as their post-encounter behaviours. During the data analysis, 10 causes of dissatisfaction emerged. In addition, customers' reactions to their dissatisfaction were noted and classified. Implications for practitioners and academicians are provided.     

Complainers versus non-complainers: a multi-national investigation of individual and situational influences on customer complaint behaviour

Abstract

One of the least understood areas in customer complaint behaviour (CCB) research is why some customers complain and others do not in similar dissatisfaction situations. Prior research has explored differences in customer characteristics between complainers and non-complainers, but not in association with relevant situational factors. This gap is addressed with a new conceptual framework incorporating two situational variables – customer dissatisfaction and involvement – and two consumer traits – impulsivity and self-monitoring. Several hypotheses about their main and interaction effects are tested in two different contexts, using a survey-based study in three countries (Singapore, South Korea, and the United States). Specifically, it is shown that CCB is positively associated with involvement and impulsivity, and negatively with self-monitoring. Involvement and impulsivity are shown to moderate the association between dissatisfaction and CCB positively, and self-monitoring moderates it negatively. Some implications and directions for future research are also discussed.     

服务企业如何把抱怨顾客转变为忠诚顾客

本文通过对顾客公平感知对顾客抱怨满意的影响分析，提出企业可以通过形成以顾客公平感知为导向的抱怨处理环境，以有效提高抱怨处理质量，进而提高顾客对抱怨处理的公平评价。达到顾客抱怨满意。甚至顾客忠诚。     

Negative and positive customer shopping experience in an online context

Underpinned by the Bagozzi and Dholakia (1999) goal setting and striving framework this research firstly develops a negative online customer experience model after which regulatory focus theory is used to compare this model with a positive online customer experience model. Analysis of responses from 201 respondents in the first study shows service failure causes negative affective and cognitive experience and has an impact on dissatisfaction and negative word of mouth in the online retailing context. Moreover, results of a second study among 200 respondents indicates that while customer priority in a successful shopping context is affective experience, in a service failure the customer priority moves from an affective to a cognitive experience. Similarly, compared to cognitive experience, affective experience has a higher impact on customer satisfaction and positive word of mouth in a successful shopping context, while in an unsuccessful shopping context cognitive experience has higher impact on dissatisfaction and negative word of mouth. The findings of this study contribute to customer experience management in both successful and unsuccessful shopping situations.     

Timeliness,transparency, and trust: A framework for managing online customer complaints

This article discusses several practical solutions for dealing with online customer complaints. Online complaints are inevitable; how a firm responds can make the difference. There are techniques that managers can use not only to minimize the detrimental impact of online complaints, but also to produce beneficial outcomes. Herein, we introduce our 3T framework, designed to help managers and support teams respond to online complaints in a thoughtful and measured way. We build on word-of-mouth research and several theories from marketing, service marketing, journalism, and business ethics. With so many reviews posted online every second, firms must employ best practices grounded in empirical research and solid conceptualization to deal with this important component of online customer service.     

A service innovation framework for start-up firms by integrating service experience engineering approach and capability maturity model

The service sector contributes more than 70 % to the GDP of many countries in which their services should continually be innovated to improve customer satisfaction. This study reviews the literature from 1995 to 2014 in the field of service innovation, service experience and engineering, and maturity model. Results show that the existing service innovation frameworks lack a focus on business process improvement, particularly for start-up firms. It causes the startups not ready enough to deal with inevitable challenges that may be encountered in the future. Accordingly, this study proposes a novel framework that combines the service experience engineering method and capability maturity model of integration for service to develop a new innovative service and improve service quality process for start-up firms. A practical case is implemented by applying the proposed framework. A service innovation prototype system is developed on the basis of the case study to deliver a mobile campus merchandise purchasing service.     

Customer complaint behaviour (CCB) in the retail sector: why do customers voice their complaints on Facebook?

With the increasing usage of platforms such as Facebook, understanding customer complaint behaviour (CCB) in the context of the social media is imperative for any businesses. Of the two billion users on Facebook, more than half of its users have shared their product-related experiences with others on the platform. This paper aims to explore CCB in the context of social media in regards to customers’ unfavourable buying experiences in the retail sector. A qualitative research approach and 12 in-depth interviews were conducted. The findings indicate that the respondents’ initial contact with the retailer directly resulted in service recovery failures and undesirable outcomes. Such double deviation then leads to frustration and uncertainty of the situation, which furthermore led to the respondents’ need to voice their complaint by sharing their unfavourable experiences on Facebook. The main reasons for the respondents to voice their complaints on the platform is to vent frustration, to share their unfavourable experiences, a need to be seen, understood and respected, to seek revenge by damaging the retailer’s reputation as well as offering the retailer a chance to improve. A proper way to manage complaints, in which frontline employees can solve the problem before the customers feel the need to turn to the social media, is crucial. However, once the complaints are voiced on Facebook, it is imperative to respond to the complaints and acknowledge the problem rather than ignoring the situation.     

商业企业员工职业生涯感知与工作满意度的研究

国内外的理论研究对于职业生涯管理和工作满意度的相关研究,取得了一定的进展。伴随大型综合超市以及百货业的发展,越业越多的人员投入到现代销售企业的服务领域,加强对销售企业员工的工作满意度研究,对于提升其服务质量,减少顾客抱怨提升顾客满意度有着重要的作用。     

Gender differences in the intentions to voice complaints across different service failure modes

The present study investigates the joint impact of the service failure mode (interpersonal service versus self-service technology) and gender on consumers’ intention to voice their complaints. Results from a quasi-experiment suggest that female consumers are more likely to voice their dissatisfaction following a self-service technology failure rather than an interpersonal failure. However, the service failure mode fails to influence male consumers’ complaint intentions. Moreover, our findings indicate that motivation to help is the mechanism behind female consumers’ complaint behaviors, thus mediating the effect of service failure mode on complaint intention. Therefore, hospitality practitioners might want to pay attention to the differences in each gender’s complaint behaviors across different service failure modes and provide effective service recovery solutions across the two genders.     

从家电企业谈顾客维系

随着家电市场竞争的日益激烈,顾客流失较为普遍,顾客的维度减弱已成为家电制造企业生存和发展中的最大困惑。产品质量缺陷、顾客对售后服务不满意、竞争对手夺走顾客、与顾客缺乏沟通是主要成因。有效防止顾客流失,企业应加快从＂以产品为核心＂向＂以顾客为中心＂转变,采取积极建立顾客档案、实施全面质量管理、提高服务质量、对顾客进行关联管理等有效措施,增强企业对顾客的维系度,降低顾客流失风险,提升市场竞争力。     

Segmenting Dissatisfied Restaurant Customers Based on Their Complaining Response Styles

ABSTRACT

This study attempts to segment dissatisfied restaurant customers based on their complaining response styles and to identify socio-demographic variables that discriminate those segments. Findings suggest the presence of two customer clusters with distinct response styles; namely “talkers” and “voicers.” The results indicate that all restaurant customers respond to a dissatisfactory dining experience. Most of them utilize multiple responses to dissatisfaction. Of the demographic variables examined, only dining out frequency and marital status were found to be potent variables.     

Analysis of the moderating role of the gender variable in service recovery processes

In this study, the authors focus on service recovery processes and identify a set of key factors that drive satisfaction with the recovery process, which ultimately leads to customer loyalty. In addition, the authors investigate the role of gender as a potential moderating variable in the recovery process. Using a sample of 202 customers who had experienced a problem with their provider, filed a complaint and received a response from the company, the authors empirically test the proposed framework in the mobile phone market. The findings reveal that men tend to be more demanding when dealing with service providers and less loyal, while women tend to exhibit a more fully-developed sense of justice and greater attitudinal and behavioral loyalty. These results provide valuable insights for the consumer services industry: Companies can use gender information to manage complaints in order to restore customer satisfaction and increase customer loyalty more efficiently.