CAJ | 학술논문

陈国平教授新著《顾客为什么抱怨——服务企业顾客抱怨管理新视角与新框架》，运用自我概念理论构建了一个解释顾客服务失误认知和抱怨动机产生的新框架，探讨了服务失误时顾客抱怨行为的内在机制。作者充分收集了中国旅游服务业的相关数据资料，综合运用定性分析、实验调查等实证方法，揭示了服务失误背景下消费者多重抱怨动机、检验自我威胁感知和自我监控性在顾客抱怨行为动机中的作用机理。著作以全新的视野诠释了顾客多重抱怨动机产生的心理机制，该研究丰富和发展了消费者行为理论，对指导企业运用恰当的服务补救策略挽救顾客忠诚予以深刻启示。
진국평교수신저《고객위십요포원——복무기업고객포원관리신시각여신광가》，운용자아개념이론구건료일개해석고객복무실오인지화포원동궤산생적신광가，탐토료복무실오시고객포원행위적내재궤제。작자충분수집료중국여유복무업적상관수거자료，종합운용정성분석、실험조사등실증방법，게시료복무실오배경하소비자다중포원동궤、검험자아위협감지화자아감공성재고객포원행위동궤중적작용궤리。저작이전신적시야전석료고객다중포원동궤산생적심리궤제，해연구봉부화발전료소비자행위이론，대지도기업운용흡당적복무보구책략만구고객충성여이심각계시。
The new book by professor Chen Guoping,Why Does A Customer Complain: A New Perspective and Framework of Customer Complaints Management in Service Enterprise, established a new framework to explain customers’cognition on service failure and generating of complaining motivation by using the self-concept theory. The book has also discussed the internal mechanism of customer complaint behavior after service failure. Combining the empirical research methods, such as qualitative research and experimental investigation, to collect the data of China’s tourism services, the study has revealed consumers’multiple complaints motivation under the background of service failure and tested how self-threat and self-monitoring influence the motivation of customer complaining. The book, from a new angle, explained the psychological mechanism about how customers’multiple complaining motivations form, which is helpful to enrich and develop the consumer behavior theory, and of great significance for enterprises to adopt proper service recovery strategies to rescue customer loyalty. By careful reading experience, this review tries to reveal the main idea and implication of the book.