| Summary: | 碩士 === 國立臺灣科技大學 === 企業管理系 === 98 === With the rising of consumer awareness and corporate competitiveness in recent decades, both the academics and practitioners are more emphasizing on consumer dissatisfaction behaviors. Scholars indicated that consumers who encountered dissatisfied experiences would have dissatisfied behaviors; however, dissatisfied consumers do not necessarily engage in dissatisfaction behaviors actually. This research bases on consumer dissatisfaction behaviors, divides into brand switching, negative word-of-mouth, and complaining accordingly, and attempts to filter out the reasons why consumers do not engage in dissatisfaction behaviors by in-depth interviewing. The findings of reason that consumers do not engage in dissatisfaction behaviors are Complaining Effectiveness, Channel Capability, Complaining Cost, Personality Trait, Transforming Cost, Corporate Advantage, Product Attribution, Responsibility Attribution, Topic Commonality, and Corporate Informativity. Results can help corporate understand the ratio of dissatisfied consumers in different response regions, clarify the reasons of dissatisfied consumer behaviors, and find corresponding solutions accordingly to reduce the dissatisfaction behaviors by consumers. Finally, this research also helps corporate build a virtuous circle with consumers by encouraging them to voice out through constructive ways.
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