Research On The Influential Factors Of Customer Complaint Behavior Of Commercial Bank

Since the reforming and opening up, China's financial industry development is very rapid. Bank as the main body of modern finance, has become the hub of the national economy. With the increasing of openness, foreign Banks into China in succession.Increased competition.How to improve the quality of its services,grasp the consumer's heart has very important significance for commercial Banks.This paper focuses on determinants of business consumer complaining behavior of commercial bank and what kind of complain tendency. Based on the literature review, content analyses of consumer comments on Social networking sites and empirical analysis, the system of determinants of consumer complaining behavior is constructed. To explore the correlation between determinants and consumer complaining behavior and the influence degree of each determinant for consumer complaining behavior, Demographic characteristics are studied in various determinants evaluation and consumer complaining behavior differences. Finally, this paper puts forward some suggestions for commercial banks.Four conclusions are derived from empirical analyses. Firstly, the determinants of consumer complaining behavior consist of five factors, which are quality of service, accessibility of complaints, rule of attitude, complain about the cost, error severity. Secondly, with regard to the possibility of the four consumer complaining behavior, privately complain first, followed by stop buying, direct complaints and the third party complaint, the minimum possibility is the third party complaint. Thirdly, Different gender, education, occupation, income, and choice of the bank have different results for the influence factor of customer complaint behavior evaluation. Different education, occupation, income and bank of choice for customers complain of evaluation have significant differences. Finally, the key factors of complaining to staff are quality of service, error severity, rule of attitude. The key factors of privately complain are rule of attitude, error severity and accessibility of complaints. The key factors of the third party complaint are rule of attitude, accessibility of complaints and error severity. The key factors of stop buying quality of service, rule of attitude and error severity. On the basis of the above empirical study, this paper puts forward some Suggestions for commercial bank.