The Relations between the Firms’ Name Recognition and the Attribution, Complaint, Compensational Preference of Consumers

• Main Authors: Shih Li-Kang, 石立康
• Other Authors: 張重昭
• Format: Others
• Language: zh-TW
• Published: 2002
• Online Access: http://ndltd.ncl.edu.tw/handle/44664936314591843230

碩士 === 國立臺灣大學 === 商學研究所 === 90 === DISSERTATION ABSTRACT “The Relations between the Firms’ Name Recognition and the Attribution, Complaint, Compensational Preference of Consumers.” This study examines and analyzes the industry of consumer goods from three dimensions that are the attribution, complaint and compensational preference of consumers. The main purposes are： （1）According to the research on the industry of consumer goods and from the collected study result, the data can provide a distinguished attribution and complaint mode from the study on the well-known manufacturers and distribution channels. （2）Examining the existent method and communication channel of consumers’ complaint in the industry of consumer goods. Moreover, finding out the most available, satisfying method and channel of compensation for consumers. It means that the study will determine whether the manufactories or the distribution channels should take the responsibility to accept the complaints and compensate for the consumers. Therefore, the target product in the study will limit to the “utilitarian benefited products” which the consumers can easily buy in large-scale retail stores and convenience stores. The research is an experiment design and it can divide into two parts. The first part is discussing the effects on the behavior reaction mechanism of consumers’ attributions and complaints by different well-known manufactories and distribution channels. The second part is discussing the effects on the compensation mechanism by different well-known manufactories and distribution channels. The structure is similar to the first part but the difference is that the second part aims to find out the most simple channel and methods to complain and ask for compensation in consumers’ minds. Through different experiments, the conclusion of the research are ： （1）When the utilitarian benefited products fail to satisfy the consumers, the name recognition will truly affect the attribution behavior of consumers. （2）For the consumers who will complain to enterprises, the manufactories with high name recognition will become the target for consumers to complain. However, for the distribution channels, no matter their name recognition, more than ninety percent of the consumers will complain to them. （3）If the consumers believe that their complaints will benefit the whole society in a long-term period, they will “complain to the third person” more often. And when the consumers get more positive responses and experiences after complaining, it is unlikely for them to complain privately. （4）The name recognition of manufactories and distribution channel do affect the compensation preference of consumers, and more than sixty percent of consumers will ask “exchanging a new one” for compensation. （5）When the manufactories and the distribution channels have the same name recognition, the “convenience” will be the key element for consumers’ decision. Therefore, more than half of the consumers will choose distribution channels as their compensation preference. （6）The consumers can divide into three groups according to their complain reaction behavior. The first one is complaining privately. The second one is complaining to the enterprises. The third one is complaining to the enterprises and the third person group.