The Research On Consumer Complaining Behavior Mode Of Food And Beverage Industry

This paper focuses on determinants of consumer complaining behavior(CCB) of food and beverage industry.Based on the literature review,interview,questionnaire and empirical analysis,the system of influencing factors of CCB is constructed.Then the paper makes investigation of the correlation between service failure and CCB,and the influencing degree of determinant and CCB;some feasible strategies to manage CCB are finally brought forward.Three conclusions are derived from empirical analyses.Firstly,differences in the factors of CCB arise from customer service failures,demographic characteristics and scene factors. Secondly,though the literature review and interview,the service failures are constitutive of thirteen factors,which are rudeness,incorrect bills,uncleanness,lack of product knowledge, forgetfulness,slow service,inattention,over-friendly service,rushed service,unwillingness to meet special requests,noisy environment,poor quality of food and beverage,as well as incomplete category.Moreover,these factors have significant influence on demographic characteristics and scene factors(gender,age,income,education level,family status,the reasons for dining-out and per capita consumption).Lastly,the trend of customers complain behavior rank in that the replacement of enterprises(not return to the restaurant) is the first,the negative word-of-mouth(tell friends and relations complaining) is following,the third is the direct complaints.Based on the results of empirical research,and the characteristics of CCB of food and beverage industry,the author proposed several tactics to eliminate CCB,which are the Business Process Reengineering,customer relationship management,organization management and the promotion of the education for employee.