The Role of Relationship Norms in Consumers Complaint Intention

摘要：

Extant researches about consumer voice complaint are mainly based on the assumption that consumers are rational, but ignore their social characteristic. Consumers will establish different relationships with firms, and the norms of these relationships will influence their interactions. This article explores the role of relationship norm in consumers complaint behavior. We assume that there is an interaction effect between relationship norm and magnitude of product failure, which influence consumers complaint intention. Our results confirm above assumption and suggest that consumers complain to the firm in order to help the firm find out potential problems especially when the magnitude of a failure was low. This research has both theoretical and managerial implications on management innovation.

作者: ZHOU Yuanyuan HUANG Minxue ZHU Huawei

作者单位: School of Economics and Management,Wuhan University Wuhan, China School of Economics and Management,Wuhan University Wuhan.China

会议类型: 国际会议

会议名称: 2011 International Conference on Product Innovation Management(第六届产品创新管理国际会议)

会议地点: 武汉

会议语种:英文

页码: 328-331

在线出版日期: 2011-07-16（万方平台首次上网日期，不代表论文的发表时间）