An Empirical Study Of Impact Customer Value On The Intent Of Customer Complaints

In the current marketing age full of the pursuit of Customer Satisfaction, Customer Value, and the largest of Social Welfare, Customer Complaints which is an objective and inevitable comes to be a critical issue in the theory. Doing research on Antecedent of customer complaints not only helps in improving business services from the source and reduce occurrence of customer complaints; also helps in handling of customer complaints more efficient after the occurrence of customer complaints. Based on the study of literature, this paper raises the issue whether the damage of Customer Value is the antecedents of the existence and extent of the intent of Customer Complaints. This paper studies the extent and direction of the impact of the Customer Value elements on the Intent of the Customer Complaint.In the present theorists, there is only a few research about the Intent of Customers Complaints, also there is no unified conclusion on the elements structure of Customer Value, There are different factor structures of Customer Value in different industries. Therefore, this paper studies the Automotive Aftermarket for example and explores the extent and direction of the impact of the Customer Value elements on the Intent of the Customer Complaints in Automotive aftermarket, hoping to draw some universal conclusions.Firstly, through expert interviews, consumer interviews, secondary information, Summarize the initial elements set of Customer Value in the Automotive aftermarket. And then through questionnaires and statistical analysis, especially applying exploratory factor analysis of SPSS, delete the unimportant elements from the initial set of elements, leaving the important elements and group them into factors. Lastly, there comes the structure of Customer Value factors in Automotive aftermarket.Then Questionnaire again explore the impact which the elements of Customer Value on the Intent of the Customer Complaints. DO the correlation and regression analysis to data based on the survey using SPSS 18.0, test hypotheses, and draw conclusions. This is the course of the study.This study concluded that:1, There are five elements of Customer Value in Automotive aftermarket, namely: Quality of the staff, Business Facilities, Price Service, Corporate image and Technical Services. 2, The relationship between the five elements of Customer Value and the Intent of Customer Complaints is a significant negative correlation.3,The Customer Value in Automotive aftermarket and Quality of the staff, Business Facilities, Price Service, Corporate image and Technical Services all make a significant negative impact on the Intent of Customer Complaints. Although the relationship between corporate image and the Intent of Customer Complaints is a significant negative correlation, but corporate image does not have a significant influence on the Intent of Customer Complaints.The contribution of this paper is that the value of study the Intent of Customer Complaints together with the Customer Value, the value of research the extent and direction of the impact the Customer Value on the Intent of Customer Complaints.The structure of Customer Value factors proposed from empirical analysis in Automotive aftermarket, not only provides guiding significance to companies in Automotive aftermarket, also can be used as the basis of other theories study in Automotive aftermarket. The research process and methods of this paper also have reference to other industries and other theoretical study.