The effect of consumer involvement on customer complain behavior–moderating of consumer behavior

• Main Authors: Ming–Li Wang, 王明俐
• Other Authors: Chun–Lin Lu
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/31037759465067768829

碩士 === 育達商業科技大學 === 企業管理所 === 99 === recent years, the rise in consumer awareness, consumer goods for their favorite will take more time to study before deciding to buy or not. Therefore, many papers have a lot of consumer involvement dwell, which the study of consumer shopping behavior is most extensive. But most of the research show that consumer satisfaction with the degree of involvement were highly positively correlated. This study places the reverse way of thinking, for customer complaints and consumer involvement on the impact of customer complaint behavior research. Research focus is: (a) of consumers purchase in the event of unsatisfactory conditions, whether the act would have complained. (b) the difference would interfere with consumers' spending habits involved in the effect on the strength of customer complaints. In this study, questionnaires were obtained 373 valid questionnaires, the data analysis was to the following conclusions: (a) the involvement of the customer complaint behavior of consumers have a significant effect. (b) the consumer habits of the consumers involved between customer complaint behavior and interference. These conclusions will help the industry understand consumer behavior and marketing strategy as the basis for selection.