Study on Rural Consumer Complaint Behavior in China
Marketing is an important factor of enterprise soft power.Complaint analysis is one of the main content of the modern marketing analysis, it is the key part of the defense marketing, Situational factor is one of the main influence factors of customer complaint behavior, when under different situation factors, a rural consumers may choose different complaint behavior.The research uses SPSS17.0, and adopts the method of regression analysis, to explore how rural customers may take complaint behavior, when under different situation factors.The study figures out that, when under different situation factors, rural customer complaint behaviors are not all the same, and puts forward some advice about rural customer complaint management.Good complaint remedy is good to improve rural customer satisfaction and loyalty, so it provides reference for enterprises soft power—consumer satisfaction of marketing.
Enterprise soft power Customer satisfaction Customer complaint behavior Situational factors Rural customers
ZHANG Lian LI Baoku
school of Marketing management,Liaoning Technical University,P.R.China
国际会议
The 3rd(2013) International Academic Seminar of SoftPower(第三届国际软实力学术研讨会)
济南
英文
653-657
2013-10-18（万方平台首次上网日期，不代表论文的发表时间）