遭遇服务失误的消费者投诉动机研究

An Experimental Research on Motives of Consumers' Behavior of Complaining when Encountering Service Failure

通过文献研究、焦点小组访谈和预调查,将遭遇服务失误消费者投诉动机概括为18个;通过问卷调查和探索性因子分析、验证性因子分析,将18个投诉动机归纳为5类,进一步通过高阶因子分析归纳为两类。通过计算权重发现,遭遇服务失误消费者投诉动机从高到低依次为"推动企业改进工作"、"展示维权意识"、"寻求精神补救"、"寻求物质补救"和"发泄心中不满",即"互惠利他"是主要动机,"自我应对"是次要动机。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,对消费者投诉动机有一定影响。

Based on the literature search, focus group interview and pre-investigations, there are 18 motives of customers＂ complaining behavior when encountering service failure. Through ques- tionnaire survey, exploratory factor analysis and confirmatory factor analysis, the 18 motives are di- vided into five categories, and classified into two kinds. Based on weight computation, motives of customers＇behavior of complaining include promotion of improvement, showing rights awareness, seeking psychological comfort, seeking material compensation, and venting discontent in a descend- ing order. And ＂mutual-benefit＂ is the main motive, ＂self-respod＂ is minor motive. With individual sample T test, we find that the gender of customer, loss types and types of relationship with enter- prise has certain effect on the motives of consumers＂ complaining behavior.