| With Chinese rapid economic development and income level's rising, consumers' payments are increasing fastly. Meanwhile, under the guidance of new consumption concept, the consumption concept of our residents is continuously updated, more and more people choose the catering consumption outside their homes. However, as part of the intangible nature, the simultaneous production and consumption of catering, that makes the probability of catering customer complaint higher than other industry's. Catering units must strengthen the management of customer complaints and the most important task is establishing catering customer complaints model.This paper successfully establishes the catering customer complaints model based on action-not action perspective through literature research, factor analysis and descriptive statistical analysis method. The model can help the catering units better understand customer complaints behavior incentives and help it carry out scientific methods to conduct the service recovery work. Firstly, this paper studies the factors influencing catering customer complaints behavior by literature search and interview method, then this paper lets related customers to complete the questionnaires in order to find the importance of each factor in their opinion. Secondly, this paper uses factor analysis to group these factors into four aspects:service level, product situation, and visual hardware and customer themselves. Thirdly, this paper uses empirical method to analyse the performances and causes of the catering customer complaints behaviour, makes progressive breakdown for the "not-action" type of catering customer complaints behaviour and constructs catering customer complaints behavior model based on action-not action perspective. Finally, catering units can identify catering customer complaints behaviour and take measures to make service recovery under the guidance of the final action-not action model. |
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