A Study On The Relationship Between Postponement And Reproduction

Word of mouth as a important way for enterprises to retain old customers and to develop new customers, it is not only low cost, its influence is wide ranged. At the same time, word of mouth is the key point to shaping the corporate brand image and build the brand assets, so many enterprises begin to realized to pay more attentions to it. However, in the modern network marketing practice experience, dissatisfaction and regret caused by the failure of customer’s experience largely raises the customers’ negative word-of-mouth, which greatly hindered the customer loyalty to the enterprise. In the field of research, how to carry out the service recovery, reduce the maximum customer regret, generate positive word of mouth under the scene of service failure has become a new research topic.In the failing experience situations, regret is produced greatly by customers, and then regret customer will spread the negative information which is often affected by the customer perceived value, customer regret strength, and the relationship quality between enterprise and customer and the surrounding community to the products or service evaluation factors. In the studies, scholars start to pay attention to the relationship of customer regret and negative reputation, but overall, there is little research in this aspect, and even few scholars consider relationship quality as the factor which has impact on customer regret and word-of-mouth. Based on Zeelenberg (1996) and profits from the domestic scholar Li Dong-jins (2012) studies on the relationship between regret and word of mouth, according to the theory of perceived value as the foundation, this study has established a model which examined the effects of relationship quality, post-purchase regret, and word-of-mouth. Through the theoretical and empirical research, this study tries to discuss the role relationship plays in influencing customer regret and word-of-mouth, and reveal its impact on regret and word-of-mouth etc. At last some suggestions are given for enterprises, the results of this study has an important guiding significance.First of all, the thesis reviews the way on an overview of domestic and foreign scholars on the regret, word of mouth, relationship quality of different research results and insights into the basis, content and latitude concepts relating to this research are defined. This study will divide the regret for two types:the results of regret and the process of regret. Negative word of mouth communication is divided into two dimensions of emotional negative word of mouth and rational negative word of mouth; Relationship quality can be divided into satisfaction, trust and commitment of three latitudes.Secondly, the thesis states the relationship between the negative reputation and the post purchase regret from the theoretical level. Demonstrate the important relations between the purchase of regret and negative influence. Through logical deduction to verify the research hypothesis based on the empirical research and statistical analysis. The results show that:(1) there exists the significant relationship between the customer post purchase regret and negative word-of-mouth communication, the higher the degree of customer regret, the greater the intention and the possibility of negative word-of-mouth;(2)in the customer post purchase regret scenario, relationship quality plays a significant mediation effect to the word-of-mouth of the customer.The trust and commitment relationships between customers and enterprises and customer satisfaction are significant mediation to customer regret, and it has the possibility to reduce the negative word-of-mouth.Finally, to combination the conclusion of the research and the enterprise management practice, then put forward relevant suggestions and countermeasures for the enterprise and, the advises mainly including:To provide quality products and services, Take appropriate remedial measures, Develop flexible effective marketing strategy and strengthen the establishment of the enterprise and the customer relations of cooperation. In order to settle customer regret, and reduce customer negative word-of-mouth behavior.The conclusion of the research proposal is intended to provide the basis for the enterprise to strive for more loyal customers, provided ideas and methods for constructing the enterprise brand equity.The innovation of this research is the study of post purchase regret scenarios, through combination the theoretical and empirical, according to the theory of perceived value as the basis, establish the regret-based model of word-of-mouth, reveal the relationship between the two variables, and to evaluate the relationship quality into the model of inner, demonstrating the inherent mechanism between variables, and proved that the mediation role play in the relationship between the two regret and word-of-mouth spread through empirical research. On the one hand, the results of this study is good for extension the theoretical research of regret, reputation and enriches the; on the other hand, according to the research conclusions and recommendations, it can also provide certain guidance and reference for the enterprise management practice,...