Study On The Difference Of Consumer Complaint Information Between Urban And Rural Consumers

Consumer complaining is a way of expressing dissatisfaction, consumer complaining can help enterprises to discover and make up for their product or service failures, it gives enterprises the second chance to remedy and retain customers for enterprises. To analyze the difference of complaint information between rural and urban consumers, the thesis takes the mobile phone products as research example, takes urban and rural consumers of Sichuan province as research objects. The thesis uses literature study and questionnaire survey method to collect the information and data. The thesis adopts SPSS 17.0 to process variance analysis, regression analysis, correlation analysis, and hypothesis testing, and figures out the conclusion there are differences between urban and rural consumers complain information. There are six conclusions of the study:First, consumer complaint information mainly includes three contents, the characteristics of products and service failures, complaining behavior, situational factors. Second, the factors that lead rural and urban consumers to take complain behavior are not the same. Third, the same degree of complain reason cognitive, the dissatisfaction degree of urban consumer is higher than rural consumers, the requirement of enterprise from urban consumers are stricter than rural consumers. Fourth, the relationship between different situational factors and rural consumers'directly complaint behavior, privately complaint behavior and third party complaint behavior, are significantly different from urban consumers'. Fifth, when consumer dissatisfaction occurs, rural consumers don't tend to take directly complaint to the manufacturer's behavior, they tend to complain directly to dealers. Sixth, hypotheses H2-a?H2-b?H6-d and H6-f get no support, H3 is partially supported. Finally, the thesis puts forward some suggestion on the administration of urban and rural consumers'complaint management, it has reference significance for enterprises to perfect the construction of the three channels in urban and rural markets.