农村顾客抱怨行为与情景因素关系的实证分析

Correlation between rural customer complaints and situational elements

情景因素是影响顾客抱怨行为的最主要因素之一,当发生消费失败时,在不同的情景因素下,顾客会选择不同的抱怨行为。农村顾客,由于其价值观和生活习惯的不同,在相同的情景因素下,可能会选择不同于城市顾客的抱怨行为。运用SPSS17.0软件,采取回归分析的方法,比较分析不同情景因素对农村顾客抱怨行为的影响,旨在探究农村顾客在不同情景因素下可能采取怎样的抱怨行为,存在的差异,提出针对农村顾客抱怨的管理意见,有利于提高农村顾客满意度和忠诚度,为企业的农村渠道建设和维护提供借鉴。

This situational element is a most important one that affects customer complaint in the case of consumption failure. Customers will choose to complain differently under various circumstances. Rural customers, with their values and habits different from their urban counterparts, may choose a different way of complaint even comparative analyses were made based on SPSS in the face of same situations. Regressive and 17.0 of the effects of different elements on rural customers＇ complaint in order to explore different complaints for rural customers in different situations, and differences between these complaints. Proposals are then made for managing rural customer complaints, which will help raise rural customer satisfaction and loyalty and provide reference for enterprises in rural construction and maintenance of channels.