The Influence of Situational Factors on the Online Customer Complaint Methods in Online Shopping

Abstract

Abstract:

Taking customers who have experienced customer complaint in online shopping as the respondents, this paper makes a logistic regression analysis to investigate how the situational factors, such as consumer involvement, expected benefits and costs, related knowledge and experiences, influence online customer complaint methods. Then we explore the characteristics of the four kinds of main complaints of online shopping including posting negative comments online, contacting online customer service, complaining though personal SNS and complaining though public online platform. The results suggest that (1) all the situational complaint factors have different significant impacts on each kind of customer complaint behavior of online shopping mentioned above. (2) There is a substitutional relation between posting negative comments online and contacting online customer service. That develops the further discussion of the relationship and differences among the four complaint methods of online shopping and the comparison between online and offline complaint behavior. The results can help companies guide customers' complaint methods so that they can manage customers' complaints behavior effectively.

Key words: customer complaint behavior, situational factors, complaint methods, online complaint

Wang Jingyu, Zhuang Guijun, Wu Lianjie. The Influence of Situational Factors on the Online Customer Complaint Methods in Online Shopping[J]. , 2018, 30(12): 89-98.

References

[1] 赵卫宏,熊小明. 网络零售服务质量的测量与管理——基于中国情境[J]. 管理评论, 2015,27(12):120-130
[2] 郭恺强,王洪伟,赵月. 消费者通过在线声誉系统发表评论的前因:基于TAM的实证研究[J]. 管理评论, 2014,26(9):180-190
[3] 杜建刚,范秀成. 服务失败情境下面子丢失对顾客抱怨倾向的影响[J]. 管理评论, 2012,24(3):91-99
[4] 金立印. 顾客抱怨倾向的决定因素:模型及基于中国零售业的实证检验[J]. 南开管理评论, 2007,10(1):38-43
[5] Garín-Muñoz T., Pérez-Amaral T., Gijón C., et al. Consumer Complaint Behaviour in Telecommunications:The Case of Mobile Phone Users in Spain[J]. Telecommunications Policy, 2016,40(8):804-820
[6] Chang C. C., Chin Y. C. Comparing Consumer Complaint Responses to Online and Offline Environment[J]. Internet Research, 2011,21(2):124-137
[7] 彭军锋,汪涛. 服务失误时顾客为什么会选择不同的抱怨行为?——服务失误时自我威胁认知对抱怨行为意向的影响[J]. 管理世界, 2007,(3):102-115
[8] Jean Harrison-Walker L. E-complaining:A Content Analysis of an Internet Complaint Forum[J]. Journal of Services Marketing, 2001,15(5):397-412
[9] Hong J. Y., Lee W. N. Consumer Complaint Behavior in the Online Environment[M]. Web Systems Design and Online Consumer Behavior, IGI Global, 2005:90-106
[10] Lee S., Cude B. J. Consumer Complaint Channel Choice in Online and Offline Purchases[J]. International Journal of Consumer Studies, 2012,36(1):90-96
[11] Singh J. Consumer Complaint Intentions and Behavior:Definitional and Taxonomical Issues[J]. Journal of Marketing, 1988,52(1):93-107
[12] Best A., Andreasen A. R. Consumer Response to Unsatisfactory Purchases:A Survey of Perceiving Defects, Voicing Complaints, and Obtaining Redress[J]. Law and Society Review, 1977,11(4):701-742
[13] Kolodinsky J. Complaints, Redress, and Subsequent Purchases of Medical Servicesby Dissatisfied Consumers[J]. Journal of Consumer Policy, 1993,16(2):193-214
[14] Moyer M. S. Characteristics of Consumer Complainants:Implications for Marketing and Public Policy[J]. Journal of Public Policy & Marketing, 1984,3(4):67-84
[15] 庄贵军,朱美艳. 顾客抱怨行为与重购意愿的logistic回归分析[J]. 商业经济与管理, 2009,211(5):90-96
[16] Moliner Velázquez B., Fuentes Blasco M., Gil Saura I., et al. Causes for Complaining Behaviour Intentions:The Moderator Effect of Previous Customer Experience of the Restaurant[J]. Journal of Services Marketing, 2010,24(7):532-545
[17] Singh J., Wilkes R. E. When Consumers Complain:A Path Analysis of the Key Antecedents of Consumer Complaint Response Estimates[J]. Journal of the Academy of Marketing Science, 1996,24(4):350-365
[18] Richins M. L., Verhage B. J. Seeking Redress for Consumer Dissatisfaction:The Role of Attitudes and Situational Factors[J]. Journal of Consumer Policy, 1985,8(1):29-44
[19] Kelley S. W., Hoffman K. D., Davis M. A. A Typology of Retail Failures and Recoveries[J]. Journal of Retailing, 1993,69(4):429-452
[20] Liu R. R., McClure P. Recognizingcross-Cultural Differences in Consumer Complaint Behavior and Intentions:An Empirical Examination[J]. Journal of Consumer Marketing, 2001,18(1):54-75
[21] Stephens N., Gwinner K. P. Why Don't Some People Complain? A Cognitive-Emotive Process Model of Consumer Complaint Behavior[J]. Journal of the Academy of Marketing Science, 1998,26(3):172-189
[22] Day R. L. Modeling Choices among Alternative Responses to Dissatisfaction[J]. Advances in Consumer Research, 1984,11(1):496-499
[23] Richins M. L. An Investigation of Consumers' Attitudes Toward Complaining[J]. Advances in Consumer Research, 1982,9(1):502-506
[24] Richins M. L. Negative Word-of-mouth by Dissatisfied Consumers:A Pilot Study[J]. Journal of Marketing, 1983,47(1):68-78
[25] 吕一林,郭文书. 网络抱怨的一般性实证研究[J]. 经济管理, 2008,(3):64-69
[26] 杜学美,丁璟妤,谢志鸿,等. 在线评论对消费者购买意愿的影响研究[J]. 管理评论, 2016,28(3):173-183
[27] 张艳辉,李宗伟. 在线评论有用性的影响因素研究:基于产品类型的调节效应[J]. 管理评论, 2016,28(10):123-132
[28] Koekemoer M. M. Consumer Complaintsand Complaint Forums Employedin the South African Motor Vehicle Service Industry:A Survey of the Literature[J]. Journal of Applied Business Research, 2014,30(3):659-670
[29] Cho Y., Im I., Hiltz R., et al. The Effects of Post-Purchase Evaluation Factors on Online vs. Offline CustomerComplaining Behavior:Implications for Customer Loyalty[J]. Advances in Consumer Research, 2002,29(1):318-326
[30] Blodgett J. G., Wakefield K. L., Barnes J. H. The Effects of Customer Service on Consumer Complaining Behavior[J]. Journal of Services Marketing, 1995,9(4):31-42
[31] Martin I. Expert-novice Differencesin Complaint Scripts[J]. Advances in Consumer Research, 1991,18(1):225-231
[32] Tronvoll B. Complainer Characteristics When Exit Is Closed[J]. International Journal of Service Industry Management, 2007,18(1):25-51
[33] Zaichkowsky J. L. Measuring the Involvement Construct[J]. Journal of Consumer Research, 1985,12(3):341-352
[34] Watson L., Spence M. T. Causes and Consequences of Emotions on Consumer Behaviour:A Review and Integrative Cognitive Appraisal Theory[J]. European Journal of Marketing, 2007,41(5/6):487-511
[35] Kim J. H., Chen J. S. The Effects of Situational and Personal Characteristics on Consumer Complaint Behavior in Restaurant Services[J]. Journal of Travel & Tourism Marketing, 2010,27(1):96-112
[36] Singh J., Pandya S. Exploring the Effects of Consumers' Dissatisfaction Level on Complaint Behaviours[J]. European Journal of Marketing, 1991,25(9):7-21
[37] Crie D. Consumers' Complaint Behaviour. Taxonomy, Typology and Determinants:Towards a Unified Ontology[J]. Journal of Database Marketing & Customer Strategy Management, 2003,11(1):60-79
[38] Day R. L., Landon E. L. Toward a Theory of Consumer Complaining Behavior[J]. Consumer and Industrial Buying Behavior, 1977,95:425-437
[39] Gursoy D., McCleary K. W., Lepsito L. R. Propensity to Complain:Effects of Personality and Behavioral Factors[J]. Journal of Hospitality & Tourism Research, 2007,31(3):358-386
[40] Jones D. L., McCleary K. W., Lepisto L. R. Consumer Complaint Behavior Manifestations for Table Service Restaurants:Identifying Sociodemographic Characteristics, Personality, and Behavioral Factors[J]. Journal of Hospitality & Tourism Research, 2002,26(2):105-123
[41] Maxham Ⅲ J. G., Netemeyer R. G. A Longitudinal Study of Complaining Customers' Evaluations of Multiple Service Failures and Recovery Efforts[J]. Journal of Marketing, 2002,66(4):57-71
[42] Nyer P. U. An Investigation into Whether Complaining can Cause Increased Consumer Satisfaction[J]. Journal of Consumer Marketing, 2000,17(1):9-19
[43] Evanschitzky H., Brock C., Blut M. Will You Tolerate This? The Impact of Affective Commitment on Complaint Intention and Postrecovery Behavior[J]. Journal of Service Research, 2011,14(4):410-425
[44] 王济川,郭志刚. Logistic回归模型:方法与应用[M]. 北京:高等敎育出版社, 2001
[45] Morganosky M. A., Buckley H. M. Complaint Behavior:Analysis By Demographics, Lifestyle, and Consumer Values[J]. Advances in Consumer Research, 1987,14(1):223-226
[46] Nimako S. G., Mensah A. F. Motivation for Customer Complaining and Non-Complaining Behaviour towards Mobile Telecommunication Services[J]. Asian Journal of Business Management, 2012,4(3):310-320