Empirical Analysis Of Influential Factors Of Customer Complaint Based On China Mobile Communications

For enterprises, to provide customers with the perfect products and services is only an ideal state, because mistakes are always unavoidable. Once an enterprise does something wrong, it should firmly grasp the second opportunity to re-win the customers'satisfaction. The study of customers'complaints has become a hot issue concerned by marketing practitioners and academics.This paper comprehensively analyzes the basic concept and classifications of the customer complaint and also its influential factors, selects China Mobile Communication Corporation as a research object, and raises the five factors that affect customer complaint: the customers'perception of the possibility of success in complaining, their knowledge about customer complaint, their attitude towards customer complaint, their alienated feeling of the industry, and the cost of complaining. Several hypotheses are proposed against those five factors, and a questionnaire is then designed and conducted. In the course of the study, an empirical analysis, about the impact on customer complaint from the five factors, has been made under three kinds of unsatisfaction-low unsatisfaction, medium unsatisfaction, high unsatisfaction.In this paper, the latent variable, or rather the target structure of the five factors, is studied. In the validating stage of the measuring model, the validity of all the variable structures has been tested under the confirmatory factor analysis. With the help of AMOS4.0 software, which is powerful in path analysis and hypothesis testing, the structural equation model analysis is carried out. According to the analysis results, except the assumption about their alienated feeling of the industry and the cost of customer complaint when they are in high unsatisfaction and the assumption about the changes of influential factors'effect when the kind of unsatisfaction is difference, the other assumptions all work.Through the study of this paper, you can learn more about the influential factors of customer complaint under the background of Chinese culture, and understand those factors' impact on costumer complaint under different degree of complaining. Adopt different approaches in accordance with different situations, so as to solve the customer complaint in a better way and make use of the information provided by the complainers in an effective way. This paper proposes some pertinent suggestions on how to learn the needs of clients and how to manage the customer complaint. It will be beneficial for China's mobile telecommunications industry, and eventually help it to achieve the purpose of improving the customers'satisfaction with the communications industry.