The Research On Influential Factors Of Customer Complaint Behavior For Express Enterprise Based On Theory Of Planned Behavior

For the service industry, the evaluation of consumer is particularly important. Express industry as a service industry, after 20 years of development, its service quality and service consciousness have been greatly improved, but there are still more problems. Problems are mainly concentrated in the express business express delay, delivery service, express loss, damage and express acceptance services and so on. Due to the emergence of these problems, express service failed to live up to the expectations of customers, therefore, customers will complain in psychology. By studying the influential factors of customer complaint behavior for the express enterprise and providing the corresponding management measures, to fundamentally solve the problems.This article mainly research influential factors of customer complaint behavior for express enterprise based on theory of planned behavior. First of all, according to the research results related with the theory of planned behavior and customer complaint behavior, analysis customer complaint behavior of express enterprises in our country, put forward the research hypothesis and complained model. Then, through questionnaire survey of 198 empirical studies often use courier services personnel, using SPSS and AMOS analysis the obtained data to verify the hypothesis, modify research models and come to the following conclusions:First, the behavior attitude, degree of difficulty perception complaints positively related to the complaint intention; Second, subjective norms and behavioral intention negatively correlated; Third, behavioral intention, perceived usefulness of complaining and complaint behavior are related. Finally, this article put forward appropriate management strategies based on the above research, namely eliminating customer’s psychological barriers, establishing effective complaint path, friendly and fair handle complaint behavior.The main innovation of this paper include:(1) the innovation on topic. Most of previous studies are committed to the express delivery service quality, express company customer satisfaction assessment or customer loyalty research. The study of express enterprise customer complaint behavior is less. In this article, through the empirical investigation to study the fundamental causes of express enterprise customers complain. (2) The innovation on research methods. According to the theory of planned behavior, this study build customer complaint behavior model, and explain the influential factors, and use AMOS to test and verify the model.