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基于中国传统文化背景的顾客抱怨管理机制研究

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摘要 随着服务经济的不断发展,关于服务营销的研究也随之备受关注。顾客抱怨作为消费行为研究中的一个重要课题,已成为营销研究的热点。文化是影响顾客抱怨的重要因素,顾客抱怨行为方式受其所处文化中的价值取向影响。中国传统文化背景下,顾客受命、缘、面和集体主义等价值观的影响,当发生消费者不满时,不愿直接向企业提出抱怨而更多选择进行大量的负面口碑传播。分析中国传统文化对顾客抱怨行为的影响,审视其文化成因,进而采取相应的措施,建立顾客抱怨管理机制,进行企业顾客抱怨创新管理,有利于提高顾客满意度和忠诚度。
作者 李华敏 张辉
出处 《西部商学评论》 2010年第2期121-129,共9页
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