Study On Consumer Complaint Management Based On Evolutionary Game Theory

For a long time,customer complaint has been a problem can't be completely solved by enterprises.In order to explain the contradictory phenomenon that enterprises regard consumer as god while customer complaint happens repeatedly,the paper studies the process of manufacturer and middleman's consumer complaint management in accordance to the internal logic of finding out reasons of deviation and give strategies to correcting.The paper builds an evolutionary game model of traditional marketing channel dominated by manufacture based on thoeries of evolutionary game theory,marketing channel theory,principal agent theory and expected utility theory.Firstly,the paper builds an improved evolutionary game model by considering the impacts of the manufacturer's and the intermediary's psychological factors on their behaviors.Through analyzing the model has been built,the paper finds out essential conditions under which both the manufacturer and the intermediary attach importance to the consumer complaint management.In addition,by combining results of behavioral science and marketing,the thesis finds out that behaviors during the process of consumer complain management of manufacturer and middleman will be influenced by overconfidence,self-attribution bias,service uncertainty,cross-organization supervision difficulty,and those factors will lead to deviation of consumer complaint management.The article explores the relationship between factors and manufacturer as well as middleman pay attention to consumer complaint management by using the numerical simulationSecondly,the paper builds the evolutionary game model with two heterogeneous middlemen as its game body and studies the effort level behavioral revolution of the heterogeneous middlemen during the process of consumer complaint management under manufacturer's incentive supervising.And analyzes the profit sharing coefficient,supervision intensity,punishment intensity,intermediaries' performance as well as the relationship between marginal revenue and marginal cost when intermediaries make efforts to manage consumer complaint.The interaction mechanism of the effort level behavior choice of consumer complaint management about the heterogeneous middlemen.Finally,the paper builds the evolutionary game model which constitutes manufacturer,middleman and consumer by adding the end user into the game model.After that,the paper analyzes the evolutionary equilibrium and evolution path of the three under different conditions,and demonstrates them through three imentional stereogram.Then the thesis provides strategies to correct deviation of complaint management.