The Resuarch About Relationship Quality,Expectation Disconfirmation And Customer Complaining Behavior

As diversification of products develops, customers have more and more choices. It is no longer easy for enterprises to satisfy their customers. By an important factor affecting the complaint behavior, the relationship quality is paid more attention, especially in China, the quality of relationship will affect the choices of customer's behaviour. In addition, customer complaining happens sometimes because products and services provided are deviated from customers' expectations. This kind of deviation on expectation may seriously harm customers' loyalty and even hinder the development of enterprise. Therefore, could the various factors in relationship quality or expectation disconfirmation theory customer complaining behavior? Influence to what extent? And how to reduce the negative impact of these effects? In response to these problems, the existing research has not given a reasonable and effective explanation.For this reason, this paper sample for the study of medium and small-sized stock sharing bank, selected six banks customer survey of 250 objects in Dalian. And author analyzes the information by questionnaires and secondary data. The main statistics tools, such as spss17.0, used in the analysis include Descriptive Analysis, Factor Analysis, ANOVA, Correlation Analysis and Regression Analysis. The purpose is to find the key factor of impact of customer complaining behaviour and then reduce behavioural effects because of complaining for the banks, provide a reference observations to improve customers'satisfaction levels.The contents of this study can be summarised into three parts. The first part mainly clarifies the background, meaning and related theories of the research. The second part is addressing on the factors which causes customer complaint by using Empirical Research, identifies the key driving factors of customer complaining behavior. Concrete step as follow:Through the arrangement of literature date, we will raise a research model and assumptions to measure complaining behavior; Through the corresponding questionnaire, we will explore the interrelations between relationship quality, expectation disconfirmation and complaining behavior in order to confirm key driving factors of customer complaining behavior. The final part concludes the research and provides related recommendations to help company improve customers'satisfaction.The main conclusions are as followed:(1) Investigation have the higher scores on relationship quality and expectation discomfirmation,but the degree of the customer complaining behavior is relative low.(2) Differences of customers' personal attributes lead to different in some factors of relationship quality and expectations.(3) After excluding the effect of expectation disconfirmation, the three factors of relationship quality, satisfaction, trust and promise, are positively related to customer complaint behavior. However, the factor of expectation disconfirmation, proper expectation, is only significantly positively related to complaining behavior if the interrupt of factors of rational quality is removed.(4) Promise factor of relationship quality doesn't have the significant relationship to ideal expectation factor of expectation disconfirmation. Besides, other factors are not significantly related to each other.(5) The satisfaction and trust factors of relationship quality and proper expectation factor of expectation disconfirmation have good prediction ability on customer complaining behavior.The main creation of this research is as followed.(1) Instead of single factor analysis, this research uses relationship quality and expectation disconfirmation theories by Empirical Research from several perspectives to deeply analyzes the key factors which causes customer complaint behavior.(2) From the perspective of research object, small and mid-sized stock sharing banks are considered as object of study for the first time. There is no similar research so far. (3) This article not only analyzed relationship quality, expectation disconfirmation and related problems overall, but also deeply analyzed the specific factors.(4) Most of previous research uses survey based on situation simulation, which is quite complex and inductive. This artible chooses to use independent measure survey to aviod subjective effects.In addition, the article cites a large amount of previous research and establishes the author's own model to do Empirical Research. However, due to the factors of ability and energy, this study still has limitation in object, variables and research methods, which also provides references and guidance to the future study of customer complaining behavior.