| With the service economical arrival, The customer relations management and customer complaint management have attracted more and more attention. Under this kind of background, A lot of people start to research The Customer Complaint Behavior.In the past the researcher concentrated in the content of complaint behavior, reasons arising complaint behavior, influence factors of complaint behavior and the different ways to complain. Stelmach (1976) proposed that people has one kind of self- thought. It influences people's behavior. This kind of self- thought is the self- efficiency which proposed by American psychologist Bandura. The self-efficiency is self-Consciousness about estimating one's ability.It affects choices making process greatlyThis article has introduced the self-efficiency concept. And applied the theory to research customer complaint behavior.In addition the article has studied the difference of complaint behavior between male and female. At last the relationship between different methods to complain and post-purchase brand loyalty had been researched in the article.With the literature review, the theoretical model proposed. This article had collected the data through questionnaire survey. And used the SPSS13.0 software to analyze data. This research conclusion as follows shows:1,The self- efficiency can affect the choice that whether consumer will take the complaint action or not.The people with high self-efficiency attend to take actionincluding taking public action, the negative words and silence resisting when theyfeel dissatisfactory after purchase.2,Male and female have the remarkable difference in the complaint way. Male attend totaking public action, but female like to spread negative words among their closefriends.3,the complaint behavior will affect the following loyal behavior. The people takingpublic action has possibility to carry on the repeat purchase. The people adoptingnegative words are possible to repeat purchase though they don't attend to. |
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