A New Framework to Deconstruct Customer Complaining Motivations:Based on Consumer Self-concept and Self-threats Perception
Based on the actual predicament of service recovery, this paper reviews the existing theories to analyze the insufficiency of explaining the customer complaining motivation, and tries to put individual self-concept into the study of customer complaints, aiming to establish a new perspective to explain customers cognition of service failure and how the motivation of complaining is produced. The study constructs an integrative model of customer complaining motivations in a service failure environment, in which the service failures (types) are taken as the initial independent variables ; customer self-threats perception is seen as the core intermediate variable；self-monitoring and value orientation are introduced as moderator variables. This study is hopeful to reveal the psychological mechanism of consumer service failure cognition and complaining motivations, which is of great significance for enterprises to adopt proper service recovery strategies to rescue customer loyalty.
CHEN Guoping YI Xiaoshi
Management School Wuhan University of Science and Technology Management School Wuhan University of Science and Technology Wuhan, P.R.China, 430081
国际会议
International Conference on Management and Service Science(2011年第五届管理与服务科学国际会议 MASS 2011)
武汉
英文
1-4
2011-08-12（万方平台首次上网日期，不代表论文的发表时间）