Research On The Influencing Factors Of Customer Complaint Behavior About Household Appliances Enterprises

It is ideal to deliver perfect products and services to customers, yet failure are inevitable in the course of manufacturing and service. Enterprises should grasp the second chance to regain their customers'satisfaction, if having not done things correctly for the first time. As the direct market information, customer complaint has become a hot topic for both marketing practitioners and scholars. As the core of customer complaint research, to study the s of Customer Complaint Behavior (CCB) can help the enterprises understand the CCB and improve the level of customer complaint disposal and retain more customers with lower costs.Household Appliances are the important products in the life. Its customer complaints are high, so it's significant to study the customer complaint behavior in household appliances enterprises. Firstly, this thesis collects lots of literatures, and sums up the reasons for customer complaint, the sorts and influencing factors of CCB and the methods of customer complaint disposal, and analyses the condition and problems of customer complaint in household appliances enterprises. Based on the related theories and characteristics of Chinese market and Chinese customers, this thesis analyses the influencing factors of CCB deep and divides the influencing factors into two kinds. One is objective factors, the other is subjective. And it picks up twelve factors from them, such as the product quality, the dissatisfaction degree and the customer complaint costs and so on. Then this thesis discusses the relationships between the influencing factors and CCB, and constructs the influencing factors of CCB Model and puts forward some related hypothesis. This thesis takes the Midea as the study object, and investigates its customers through questionnaire and talking. Finally, it validates the relationships between the influencing factors and CCB through SPSS software.Through the analysis, this thesis finds that the product quality, the rationality of price, the level of service, the customer complaint costs and the age have the negative effects on CCB, and the success possibility of complaint, the education and the incomes have the positive effects on CCB. Meanwhile, based on the findings, this thesis puts forward the related suggestions on customer complaint disposal. It helps household appliances enterprise improve the customers'satisfaction.