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本文通过对湖北农村顾客抱怨行为的调查分析,揭示中国农村顾客抱怨行为的特点。研究发现,农村顾客更倾向于私下抱怨,而在直接抱怨中,更倾向于向经销商抱怨。此外,农村顾客抱怨行为的影响因素与已有的研究结论存在一定的差距,人口统计特征、抱怨成本、不满意程度和消费经验等都与抱怨行为有关,但影响的程度和方向各有不同。
Through the investigation and analysis of complaints from rural customers in Hubei Province, this paper reveals the characteristics of customer complaints in rural China. The study found that rural customers are more likely to complain privately, while in direct complaints, they are more likely to complain to dealers. In addition, the influencing factors of rural customers complain behavior have some gap with the existing research conclusions. The demographic characteristics, complaining costs, dissatisfaction and consumer experience are all related to the complainant behavior, but the extent and direction of the impact vary.