服务企业顾客抱怨管理新观——《顾客为什么抱怨》评介

A Book Review of Why Does A Customer Complain: A New Perspective and Framework of Customer Complaints Management in Service Enterprise

陈国平教授新著《顾客为什么抱怨——服务企业顾客抱怨管理新视角与新框架》,运用自我概念理论构建了一个解释顾客服务失误认知和抱怨动机产生的新框架,探讨了服务失误时顾客抱怨行为的内在机制.作者充分收集了中国旅游服务业的相关数据资料,综合运用定性分析、实验调查等实证方法,揭示了服务失误背景下消费者多重抱怨动机、检验自我威胁感知和自我监控性在顾客抱怨行为动机中的作用机理.著作以全新的视野诠释了顾客多重抱怨动机产生的心理机制,该研究丰富和发展了消费者行为理论,对指导企业运用恰当的服务补救策略挽救顾客忠诚予以深刻启示.

The new book by professor Chen Guoping, Why Does A Customer Complain: A New Perspective and Framework of Customer Complaints Management in Service Enterprise, established a new framework to explain customers' cognition on service failure and generating of complaining motivation by using the self-concept theory.The book has also discussed the internal mechanism of customer complaint behavior after service failure.Combining the empirical research methods, such as qualitative research and experimental investigation, to collect the data of China's tourism services, the study has revealed consumers' multiple complaints motivation under the background of service failure and tested how self-threat and self-monitoring influence the motivation of customer complaining. The book, from a new angle, explained the psychological mechanism about how customers' multiple complaining motivations form, which is helpful to enrich and develop the consumer behavior theory, and of great significance for enterprises to adopt proper service recovery strategies to rescue customer loyalty. By careful reading experience, this review tries to reveal the main idea and implication of the book.