Consumer Complaint After Service Failure – Take Revenge Cognition as a Mediator
Date Issued
2014
Date
2014
Author(s)
Huang, Huei-Cih
Abstract
This study focused on customer complaint behavior after encountering a serious service failure. By investigating the effect consumers’ attribution and negative reciprocity belief affect on their revenge cognition and customer complaint behavior, this study tried to define the influence factors come from consumer themselves and to fill up the vacancy that literature about customer complaint were mainly focused on the factors come from business. The questionnaire of this study based on a 2x2 quasi-experimental design. By a manipulation of attribution and corporate image, this study collected 250 effective samples.
Results of the research indicated that negative reciprocity belief of the consumers can affect their complaint behavior obviously, especially in spreading negative word-of-mouth and complaining to mass media. Besides, attribution toward internal or external of a service failure experience can also affect consumers’ complaint behavior, especially in spreading negative word-of-mouth and refusing to be a return consumer. Moreover, revenge cognition could mediate the relationship between a predictor, negative reciprocity belief, and the two complaint behaviors mentioned above. And it could also mediate the relationship between attribution and complaint behaviors. Then, this study concluded that attribution and negative reciprocity belief could affect complaint behaviors through revenge cognition. However, the moderator effect of corporate image did on the attribution of service failure and customer complaint was not approved.
Finally, researcher pointed out the problems about attribution and corporate image manipulation of this study and provided some suggestions for future research within conclusion and advice chapter.
Subjects
服務失誤
歸因
負向回報信念
報復認知
消費者抱怨
Type
thesis
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