Research On The Influencing Factors Of Customer Complaint Behavior About Mobile Communication Industry

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.The products and services of the Chinese Mobile Communication industry are the important products in the life. Its customer complaints are high, so it' s significant to study the customer complaint behavior in the Chinese Mobile Communication industry. Firstly, this thesis collects lots of literatures, and sums up the the sorts and influencing factors of CCB, reasons for customer complaint, and analyses the characteristics in the Chinese Mobile Communication industry. Based on the related theories , through questionnaire investigation,we analyse and confirm the determinants of CCB,detecting the differences of CCB and its determinants between different consumers, investigating the correlation between determinants and CCB.Four conclusions are derived from empirical analyses.Firstly,the determinants of CCB consist of three factors,which are quality of service,service attitude and possibility of complaint. Secondly, with regard to the possibility of the three CCB,direct complaint first, followed by complaint in private and complaint to some organizations. Thirdly, differences in evaluation of the factors arise from the influence of education level and average annual income. Consumer with different age and average annual incom have different CCB. Fourthly,the key factors of direct complaint are service attitude and possibility of complaint;the key factors of complaint in private is possibility of complaint.