The Impact Of Customer Dissatisfaction Leading To Complaint Action On Repurchased Intentions

Airline industry is to provide air transport services, which belongs to service industry. In our domestic airline industry, the majority of the revenue is the passenger revenue nearly 85% of total revenues, thus, the airline passenger business situation is good or bad for the overall business situation has a decisive role. With the advances in aviation technology, aircraft hardware and flight safety is gradually narrowing the gap. Therefore, the aviation products are getting more and more similar, and the competition between airlines is increasingly fierce. The airline price war between the airlines out of the crisis not only did not make, but make it into even greater financial difficulties. Therefore, the airline to gradually shift from price competition to quality of service has become an important strategic choice, and the airline industry to study the quality of service has become a hot issue in academia.However, the overall customer satisfaction in airline industry needs to be improved. American Consumer Satisfaction Index (ACSI) shows that air passengers' satisfactions are still relatively low, with decrease of 3 percentage points, which is its lowest level since 2001.China Consumer Association's report shows that the volume of complaints toward air transport services in the first quarter of 2010 increased 183.3 percent year on year, which has an increase in the forefront of complaints. Airline passenger service has many deficiencies. The investment adviser latest release of "2010-2015 China Civil Aviation Industry Investment Analysis and Forecast Report" shows that the low punctuality rate, poor quality food, service skills, the lower check cumbersome, lack of reasons to explain the unusual flight are the main reasons for complaints. Ensure a high quality of service is a typical question for airline service companies to survive, and also for the enterprises to achieve sustained, rapid, coordinated and healthy development of the important guarantee. Does not make customers satisfied with the service, there will be a stable customer flow, and it can not be achieved to enhance the competitiveness of airlines.Cultural factor is the most fundamental factor which determining people's needs, desires and behavior. As customers from different cultural backgrounds have different ways of thinking and work styles, their consumer behaviors, especially behaviors of the customer complaints are apparently different. Therefore, from the cross-cultural perspective on the airline industry in particular international routes with different cultural backgrounds of passengers'complaints and repeat purchase intension is particularly important to study. However, cross-cultural research on air services for the customer complaint behavior is still in its infancy, especially for the empirical study of Chinese cultural background in China. Thus, more in-depth empirical researches toward different cultural backgrounds customer complaint behavior have important practical and theoretical significance.This paper selects Chinese and British culture environments (the birthplace of Eastern and Western culture) to study the airline industry customers, by sorting out the relevant research literature, the conceptual model proposed and carried out empirical research. Study found that there are different complaint behaviors between the English airline customers who consist of customers. with individualistic culture, and the Chinese airline customers who are from a collectivistic cultural background. To be specific, the English customers who consist of customers from individualistic culture are more likely to complain to the airline service provider by examining the reasons of the problem. However, the Chinese airline customers who are collectivistic culturally based seldom to complain to the service provider if they have dissatisfactions with the airline services, instead, most of the dissatisfied Chinese airline customers will express their unhappiness to their friends and relatives, thereby increasing the rate of negative word of mouth. Also, the significant relationship between dissatisfaction leading to customer complaint behavior and customer repurchase intentions are also found in this study. To be more specific, if the customers are highly dissatisfied with the airline services, their complaint behavior will have a significant negative effect on their next purchase decision of the same airline company. Finally, the theoretical analysis of this study and a comprehensive discussion of the results of empirical research to explore the inadequacies of this study are followed.