Using Data Mining Technology Theory To Analyze Consumer Complaint Behavior In City S

With the improvement of economy and living standard,consumers' needs for the quality of goods and service increase and consumers' awareness of rights maintenance develops gradually.The cases of consumer complaint see a growth with years.Single complaint handling cannot find out and know about the hidden contents behind consumer complaint.How do corporations know the real needs of consumers?How do consumers spend money reasonably?How does the government know about consumer markets and the development of industry?The main point is to find the change of consumer rights markets from consumer complaint with scientific and reasonable methods.The purpose of this thesis is using Data Mining Technology Theory to analyze the data of consumer complaint from 12315 complaint platform in city S and discuss the reasons and purposes of consumer complaints in order to summarize the hot issue leading consumer complaint.As a result,the thesis can provide reference to consumers and managers for their consuming and running and provide targets to supervision departments for their strict management.The thesis considers the data of consumer complaint from 12315 platform in city S between 2015 to 2016 as research object,takes consumer complaint behavior,customer management theory and data mining theory as the basis,applies data mining technology to analyze data of consumer complaint to find out that what consumers complain for,why they complain,and which industries are complained usually and give relevant suggestions.The result of data mining analyzing shows that the main purpose of consumer complaint is requiring refunds and penalty,the complaints for fraud advertisement ask penalty usually.Consumers complain to ask guarantee when merchants do not serve after sales.The main reason of consumer complaint is about goods' qualities.As to the type of consumption,clothing and shoes,telecommunication service and electronic products receive huge amount of complaints.As mentioned above,the thesis summarizes the hot issue of consumer complaint,such as,huge number of quality problems with clothing and shoes,significant problems with telecommunication service,dramatic increase in complaints of shopping online,complaining consumers mainly based on male consumers,professional anti-fraud workers pursuing interests,hard maintenance for electronic products and so forth.Taking all of these issues as the basis,the thesis give suggestions to managers,consumers and 12315 complaint platform in city S respectively.Managers should enhance the quality of goods and service,optimize consumer complaint handling and perform well in after sales service.Consumers should raise awareness of self-protection and accumulate consumption experience to protect rights.12315 complaint platform is suggested to implement the requirements of SAIC and Provincial Industrial and Commercial Bureau about consumer rights protection,take advantages of data resources and reflect the change of consumer complaint to improve the integral performance of industrial and commercial service.Finally,the thesis draws a conclusion and points out the prospects and existing problems in the research.