The Study On The Behaviors Of Athletic Shoes Consumption And Complaint For Undergraduates Based On The SEM

Now the study on customer complaint has become a hot spot for both marketingpractitioners and scholars. For enterprises, it is ideal to provide customers withsatisfactory products or services, but failures are always difficult to avoid. After theoccurrence of dissatisfaction, customers will choose a variety of ways to complain,triggering a series of reactions. Customer complaint is the signal of customerdissatisfaction; it also could be a harbinger of the loss of customers. However, if thecompany can handle customer complaint timely and effectively, there is hope toregain the trust of customers.In this paper, customer complaint and customer loyalty theories are reviewed andsummarized to elaborate on the definition, the classification and the influencingfactors of customer complaint and customer loyalty. The relationship between them isdescribed. There is also a brief description of the research methods. The main contentof the paper is divided into two parts:First, this paper selects athletic shoes market as the research background. TianjinUniversity and Nankai University are the sample data sources. The questionnairesurveys the psychological and behavioral features of contemporary undergraduates interms of the consumption on athletic shoes. It contains the basic situation of therespondents, brand preference, purchase considerations, information sources, pricepositioning, suggestions on the improvement of national athletic shoes and so on toanalyze the features of athletic shoes consumption for the undergraduates fromvarious respects. Several strategies are given in oder to enhance the competitivenessof the domestic brands in the international market.Second, on the basis of studying existed literature, we propose some theoreticalassumptions on the determinants of complaint behavior and the relationship betweendirect complaint and customer loyalty, and then use structural equation model methodto set up the model of customer complaint about the athletic shoes consumption forcontemporary undergraduates. We verify the reasonableness of the established modeland the correctness of the hypotheses through AMOS software. At the end of thispaper, with the conclusions, we propose some recommendations on how to deal withcustomer complaint, and improve customer satisfaction and loyalty for athletic shoesmanufacturers and vendors.