国外顾客抱怨模型研究述评——从商品主导逻辑到服务主导逻辑

A Review of Foreign Consumer Complaint Behavior Model ——From Good Dominant Logic to Service Dominant Logic

顾客抱怨一直是理论界和实务界积极探讨的焦点问题。随着商品主导逻辑向服务主导逻辑转变,顾客抱怨行为方式也在发生着变化。本文以营销逻辑发展为背景,梳理和评介了国外经典的顾客抱怨模型,并就两大逻辑下顾客抱怨模型进行比较分析,在此基础上,归纳总结了顾客抱怨模型的特征,并且探讨了模型的演进,最后对顾客抱怨模型未来研究方向进行了展望。

Consumer complaint is a focal issue for academia and practice at all times. As the goods dominant logic is changed to service dominant logic, the way consumers make complaints is also changing. Setting against the backdrop of the marketing logic development, this article sorts and evaluats foreign consumer complaint behavior model. It makes a comparative analysis of consumer complaint model under the two logics. Based on this, it summarizes the features of consumer complaint model and discusses the model evolution. In the end, it expects the future study field of consumer complaint model.