The Importance Of Customer Complaint Treatment To Customer Loyalty In Service Industry

Today, international position is the change from practicality economy to service economy, customer retention become more important. Customers are the real source of corporation profit, not products or brand. Now the service corporations of China still want to attract new consumers, but their retention customer and maintain customer loyalty is not ideal. With Chinese economy developing rapidly, Chinese customers'consume consciousness grows mature more and more, they put higher request to servings of service corporation forward. But service is not perfect, thus customers are unsatisfied, ulteriorly they complain. Corporation shouldn't revolt customers'complaint, because thus corporation can not only find their limitation and lack in service, but also conciliate customers'loyalty. Because the immateriality,elapse ease and unification of product and consume of service, it makes the effect of complaint to customer satisfaction and customer loyalty in service corporation more prominent than in manufacturing industry. So Chinese corporation especially service corporation should learn attaching importance to customer complaint from foreign advanced enterprise, and look on customer complaint as the chance to improve servings and gain customer loyalty. We know loyalty is not a single dimensionality concept, it include cognitive loyalty, affective loyalty, intentional loyalty and behavioral loyalty. Customer complaint treatment is showed by interaction justice, process justice and repair justice. So if we want to know the importance of customer complaint to customer loyalty, we must know the connection of customer complaint with customer loyalty, further more with each factor in customer loyalty.