A Study On The Relationship Of Customer Complaints Behaviors, Satisfaction And Loyalty

With the market competition is increasingly intensifying, more and more enterprises realize the influence of customer complaint on customer satisfaction, loyalty and the importance of customer complaints management. However, most studies on customer complaint are conducted in West, the findings are not necessarily suitable for other cultures. In addition, the research of customer complaints behaviour, influence factors and rules regarding China market are limited, most stop in introducing and analyzing the observation variables of customer complaints descriptively. The purpose of this study is to understand the relationship among customer complaints, satisfaction and loyalty, explore the difference on satisfaction and loyalty measurement between the customer who have complained and those that do not, obtain a forecast method about system behaviour of customer complaint management, and discuss the design of information system. It mainly contributes to the theory and practice as following:Firstly, the relationships of different complaint behaviours, satisfaction and loyalty are studied from the view of customer complaints. According to the hypothesis about these relationships, a structural equation model based on PLS (Partial Least2Squares) is built. Applying the PLS-Graph, these hypotheses are empirically tested with the data from China's mobile phone consumers.Secondly, the difference on satisfaction and loyalty measurement between the customers who have complained and those that do not is explored. For the customers who have complained, complaint dealing-with as a latent variable is introduced into the structure model. Then, the satisfaction and loyalty measurements are conducted for total customers, complained ones and no complained ones respectively. According to results, the differences among influence coefficients of latent variables are analyzed.Thirdly, in the system of customer complaint management, customer satisfaction, repurchases and loyalty are affected by complaint-voicing rate and complaint-dealing ability. According to the relationships among customer satisfaction, repurchases, loyalty, complaint-voicing rate and complaint-dealing ability, a model is built with the system dynamics method. Applying Vensim 5.0, customer flow is simulated with the data from mobile market and the sensitive parameters of system are obtained through analyzing the simulation results. Finally the high-point of the system running is obtained with adjusting the key factors effectively and continuously. Meanwhile, how to adjust the factors according to the experimental datum is studiedFinally, according to the features of customer complaint, the complaint management information system driven by satisfaction is set up. This system consists of voicing management sub-system, no voicing survey sub-system and information support sub-system. This system can help enterprises to deal with customer complaints effectively.