The Intention And Influencing Factors Of Online-Complaint Consumer Participating In Service Value Co-Creation

Online complaint is one of the most common post-purchase behavior, and effective management of online complaint for an enterprise to retain old customers and develop new customers is of great value. Online complaint that understanding to the enterprise service process design, personnel arrangement, information management, and environmental design has important significance, so attracting consumer participating in service value co-creation, to build the competitive advantage of service trade and. cultivate their own core competence is crucial. Therefore, the enterprise through the focus on online complaints, and timely communication with customers, making effective incentive policy, launching online complaints of consumers involved in the enterprise value creation, to strengthen the relation between the consumer and enterprise network, and thus forms the enterprise’s unique competitive advantage.This paper draws lessons from recent theories about consumer participation and value co-creation, in order to consturct a proposed model of the intention of online complaint consumer participating in service value co-creation. At the same time, this paper takes a profound literature review on sales promotion etc., and then designs a questionnaire to gather the data by the way of investigating the target consumer. At last, this paper uses the structural equation model to testify the mechanism model which was proposed, and finds such important conclusions as follows.Firstly, online complaints of the motivation for that altruism and problem solving still hope for business, and they will receive further communication with the enterprise. The type of problem solving consumers also has a positive emotional connection to the enterprise. Accordingly, complaining consumers still have great value.Secondly, privately and direct complaining consumers will also actively communicate with enterprises the service experience which they are not satisfied with, so as to achieve consumers seek compensation, etc. Third party complaining consumer is notable, because they not only took the unilateral decision to sever the relationship, but also will tell the unsatisfied service experience to the third authority party, which will cause considerable threat to the enterprise.Thirdly, the information exchange and emotional commitment is the key factor that influence consumer participation in value creating. Enterprises should take the initiative to communicate with consumers, clearly informing the customer service process and the consumer’s own job and responsibility, and employees and consumers are encouraged to establish trade friendship, in order to promote the consumer to participate.