消费失败后顾客情绪反应及其对投诉渠道选择的影响

Consumer's Emotional Response to Consumption Failure and its Influence on Complaint Channel Choice

顾客投诉作为企业与顾客的一种沟通,得到了很多学者和实践者的重视,但顾客在投诉过程中的心理及行为研究较少。文章将情绪引入顾客投诉行为中,把投诉看作一种特殊的沟通,以媒介丰度理论为基础,探索投诉者的情绪反应及其对投诉渠道选择的影响。旨在充实顾客投诉研究,为企业的投诉管理和渠道建设提供一定的指导和建议。

As a kind of communication between companies and consumers, consumer complaint attracts more and more attention from scholars and marketing practitioners. But there is a lack of research on the consumer＇ s psychology and behavior in the process of complaint. The study integrates emotion with consumer complaining behavior, which is viewed as a special communication task, and explores the influence of emotions of consumers who complain about the company on the complaint channel choice, based on media richness theory. The study enriches the consumer complaining behavior research, and provides suggestions on complaint management and channel building for enterprises.