顾客抱怨处理公平性对口碑传播意愿的影响研究——以零售企业为例

Study on the Relationship between Dealing with Customer Complaints and Will Spreading of Mouth to Mouth

基于公平性理论,在对顾客抱怨处理和口碑传播意愿理论归纳和阐述的基础上,设计调查问卷,进行抽样调查,借助结构方程模型(SEM)对顾客抱怨处理公平性与口碑传播意愿之间的关系进行了实证分析。结果显示:顾客抱怨处理的程序公平性、互动关系公平性和补偿公平性对口碑传播意愿有非常显著的正向影响。当顾客的抱怨得到公平处理时,顾客感到很高兴并对消费经历感到满意,倾向于继续在该企业消费并向他人讲述经历,并推荐该企业或产品,企业应该尤其重视顾客抱怨处理的公平性。

Based on equity theory,on the basis of the questionnaire design and sample surveys,an empirical analysis is made to find the impact of fairness in dealing with customer complaints on the will spreading of mouth to mouth.The results show that the procedural fairness,the interactive relationship fairness and the compensation equity of dealing with customer complaints have an obvious positive effect on the will spreading of mouth to mouth.When customer complains have been dealt with fairly,customer often feel happy and satisfied for the consuming experiences.Hence they are inclined to continue consuming at this enterprise,talk about his experiences to others,and recommend the enterprise or the product.Therefore,enterprises should pay more attentions to the fairness in dealing with customer complaints.