消费者遭遇服务失误不投诉影响因素分析

An Experimental Rresearch on Factors of Consumers' Behavior of Non-complaining when Encountering Service Failure

本文通过文献研究、深度访谈和预调查,提炼出了23个可能影响消费者遭遇服务失误不投诉的因素,进而通过探索性因子分析和验证性因子分析将这23个因素归纳为6类,然后在主成分分析的基础上计算了这6类因素的权重,发现从高到低依次是信任因素、收益因素、渠道因素、心理因素、成本因素和文化因素。通过独立样本T检验发现,消费者性别、遭受损失类型及其与企业关系类型,对遭遇服务失误消费者不投诉影响因素有一定影响。

Based on the previous literatures, depth interviews and pre-investigations, 23 factors that may affect customers＇ behavior of non-complaining when encountering service failure is abstracted. Through exploratory factor analysis and confirmatory factor analysis, these 23 factors are grouped into six categories, then calculate and weigh these six categories based on the principal eomponent analysis, that is the trust factor, in descending order, profit factor, channel factor, psychological factor, cost factor and cultural factor. Second, independent samples T test shows that consumers of different sexes, loss types and relationship types, have certain influence on the factors of consumers＇ behavior of non-complaining when encountering service failure.