Research On Influencing Factors Of Customer Recessive Complaint In Catering Industry

In recent years, the living standards of the residents have been steadily improved asthe development of China’s economy. As the amount of per capital disposableconsumption’s improvement, people’s consumption concept has also been changed tosome extent, be going out to eat has become one of the most important ways ofconsumption. Under the guidance of the new concept of consumption, catering industrywhich is a part of the traditional service sector showed a huge market potential. But at thesame time, in the highly competitive environment, consumer demands for qualitycatering services are also growing. When service failures happen, the possibility ofconsumers complains has greatly increased. Therefore, how to identify and remedies theservices failures to safeguard consumers’ loyalty has become an important part ofmanagement of the catering owners, and studies about the management of complains ofthe catering industry has become a hot topic in the field of marketing at present.Consumers will be dissatisfied when they perceive products or services do not meetthe expected standards, and the failures in consumer activity are complain the directfactors of complains. So if companies want to make consumers satisfied and be willing tocome and do some consumption again, they must have ability of rapid identification andeffective management. In the perfectly competitive environment of catering industry, thetransfer costs is very low, and some studies indicate that among the dissatisfiedconsumers, only some of them will choose directly complain, most consumers willmakes negative drumbeating to others or change consumption to other cateringsconsumers. Caterings companies can’t effectively identify these complaints, and lost theperfect remedy opportunity. Among the consumers who do complain, if they becomesatisfied after remedy, their purchase intentions can be as high as69%-80%, but if theirsatisfactions have not been properly resolved, the consumption is only17%-32%. Atpresent, China has basically established a catering channel and complaint handlingmechanisms for customer complaints, then how to transfer the recessive complainconsumers to be the noise ones and make them be the loyal customers is very important.To manage recessive complains effectively, we must not only know the recessive complaining behaviors, but also understand the deeper reasons for consumer recessivefrom nature.Based on the previous studies, this article has build a model of the affecting factorsof consumers complains and has proved that service failure factors, situational factorsand individual consumers factors do affect recessive complaints of consumers of cateringindustry by using linear regression methods to analysis the data which was collected byquestionnaire. At last, according to analysis results, we also offered some solution forcatering companies about consumers complains. I hope the results can help cateringscompanies manage consumer recessive complaints behavior more effectively, andimprove customer loyalty.