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以顾客个性特征(内控和外控)及顾客信任感为自变量,抱怨感知价值为中介变量,网络抱怨行为为因变量,应用SPSS+AMOS软件研究各变量之间的关系。研究发现顾客个性特征及信任感对网络抱怨行为影响显著,内控型顾客偏向于选择网络公共渠道抱怨;外控型顾客倾向于选择网络私人渠道抱怨;信任感越强烈的顾客越偏向于选择网络公共渠道抱怨。因此,现代企业应关注网络抱怨,采用主动积极的方法和措施化解顾客抱怨,并增加顾客忠诚度。
Customer personality characteristics (internal control and external control) and customer trust as independent variables, perceived value as an intermediary variable, online complaint as dependent variables, the application of SPSS + AMOS software to study the relationship between variables. The study found that customer personality traits and trust have a significant impact on online complaints. Internal customers tend to complain about choosing online public channels. External customers tend to choose private online channels. Customers with stronger trust tend to choose online public Channel complain. Therefore, modern enterprises should pay attention to online complaints, take proactive measures and measures to resolve customer complaints and increase customer loyalty.