中国顾客抱怨行为的文化成因及“疗法”研究

The Cultural "Gene" and Management Strategy of Chinese Customer Complaining Behavior

文化背景影响顾客抱怨行为。中国传统文化背景下的顾客在经历产品或服务失败之后,倾向于将其归因为"缘分"、运气等不可控因素,不满意程度较低;而重视面子和讲求中庸等观念使得他们往往不愿意直接向企业投诉;集体主义和人与人之间互相依赖的价值导向则使得他们可能会进行大量负面口碑宣传。因此,企业需要认真审视这些行为表现及其文化成因,采取相应措施,鼓励顾客直接向企业投诉;管理顾客负面口碑;同时,还需开发测量中国顾客满意度的新标准。

Customers’ complaining behavior will be strongly influenced by their cultural identity. Dissatisfied Chinese customers are likely to attribute the failure to Yuan and fate and are less dissatisfied. The concept of "face" and the doctrine of the mean make them less likely to complain to the organizations. Because of their group orientation and stronger societal bonds,dissatisfied Chinese customers are more likely to spread bad words of mouth. The companies should study Chinese customers’ complaining behavior...