The Effects Of Perceived Customer Transaction Value Losses And Regret On The Consumer Complaining Intentions

Customer's complaints may provide important opportunities and valuable information for the enterprises to win consumer's patronage. Hence, to understand consumer's complaining behavior and the causation have an important significance.Many of past research pointed out that if a consumer feels dissatisfaction after she/he purchased and used some products, she/he may response to her/his disaffections, which was known as consumer complaining behaviors (CCB), for instance, word of mouth and boycotts. The past discusses regarding to CCB was mainly based on the perceived qualities, that means, the main researchers interests were focused on the products/service failures. Going on this premise, customers merely care about the comparison of Chosen Option's performance and the expectation.According to this paper's view, the motivation of complaining not only influenced by the perceived qualities of products/service, but also influenced by the value appraisal. Based on this point, we discussed that due to transaction value change which produced influence to the consumer complaining tendency. Traditionally, when consumers take transaction value into consideration, mainly is before the transaction carries on, its function is helps consumers to carry on the purchase decision-making. This study from post-purchased angle discussed this question. When consumer purchased a product, consumers show expressly regarding to the product price change, e.g. the price falling suddenly, the acceptable price fall was influenced by the consumer post-purchase periods of time and their mental depreciation. If the product actual price falls surpassed the consumer's expectation, then the consumers may be suffered from the transaction value loss, and, may produce complaints tendencies. With the aid of experimental control and operation, the major results are as follow: mental disparity of price fall, which is the difference between the actual price falls and the customers acceptable price falls, influenced consumers perceived value significantly, Perceived transaction value losses have a significant effect on consumer regret, and the latter influenced customer's complaint intention significantly. This article's major contributions are as follows: First, we discussed the influence mechanism of customer's complaints from the transaction value angle, this is a breakthrough in the CCB domain. Second, regardless of the theoretically logic and the empirical test result indicated that customer's regret feeling has the significant influence on the complaint intentions, this research find out, Customer's complaint intentions was driven by the consumer's regret feelings, this result is very different form past researches with regarding to regret. Therefore, this article's findings enriched our existing understanding to the relationship of regret and complaints.