顾客抱怨的形成机理与补救策略

Forming Mechanism of Customer Complaint and Remedy Strategy

顾客抱怨是一部分或全部由于购买商品或服务而感到的不满意引起的顾客的一系列多重反应,它是顾客不满意的信号,也是顾客即将流失的征兆。如果企业能够妥善处理顾客抱怨,顾客将更加忠诚;而如果企业对顾客抱怨没有处理或处理欠妥,顾客将加速流失。文章在全面分析顾客抱怨的内涵与作用基础上,通过构建模型深入分析顾客抱怨的形成机理,最后进一步为企业提出妥善处理顾客抱怨的策略选择。

Customer complaint is a series of many reactions of a part or all of dissatisfied customers because they buy bad goods or service.It is a signal of customer＇s dissatisfaction,and also an omen of customer running off.If a corporation could properly handle customer complaint,the customer will be more loyal;but if it could do nothing or improperly handle customer complaint,the customer will run off rapidly.The article parses systemically the forming mechanism of the customer＇complaint by constructing model,based on analyzing roundly its＇connotation and effect,and correspondingly puts forward some chosen strategies for corporations to handle properly customer＇s complaint.