2011 6 486 Jun. 2011 Vol. 33 No. 06 * 230026 23 23 6 6 T C936 A 1002 5766 2011 06 0091 08 1 Fisk 1994 Parasurama 1991 Bitner 1990 Gr nroos 1994 Fisk 2000 Parasuraman 1991 Adrian Palmer 2000 Tax & Brown 2000 Gr nroos 1990 Bitner 1990 2011-03 - 01 * 70872101 1964 - E-mail shlzh@ ustc. edu. cn 1986 - E-mail liyong86@ mail. ustc. edu. cn 91
2011 6 486 Bitner Watkins 1996 1994 2002 2 Gr nroos 1984 2006 Homans & Berscheid 2006 2007 2010 Gr nroos 1990 3 Day & Landon 1977 2006 1 TARP 1986 10 Landon 20 2 2 1977 6 Richins 1982 6 MBA 4 Stephens & Gwinner 1998 Blodgett 1992 2007 1. 5 Day & Landon 1977 Richins 1983 32 Mary Jo Bitner 2000 32 27 Richins 1982 2006 T Balch 2 Chui 1988 22 92
2011 6 486 15 2 0. 5 4 1 2 3 4 5 6 23 X1 -. 123. 079. 226. 307. 786 -. 057 X2. 312 -. 145 -. 164 -. 027. 797 -. 046 Likert 5 X3 -. 008 -. 155. 073. 145. 774 -. 047 X4. 132 -. 122. 067. 151. 528. 330 X5. 097. 072. 020. 881. 152. 036 MBA X6. 517. 155 -. 069. 578. 054 -. 007 X7. 104 -. 044 -. 034. 807. 214 -. 094 X8. 268. 017. 122. 699. 072. 100 X9. 291 -. 042. 836. 074 -. 135 -. 081 X10. 110. 071. 891 -. 057. 006 -. 106 350 X11 -. 085. 061. 852. 149. 189. 011 296 84. 57% 3 X12 X13. 443. 773 -. 190. 071. 567. 125. 021. 217. 133. 116 -. 050 -. 051 1 X14. 638 -. 042. 368. 416. 031 -. 041 1 X15. 912 -. 029. 116 -. 004. 040 -. 071 X16. 713 -. 112. 063. 430 -. 064. 100 1 % X17 -. 131. 867. 141 -. 018 -. 020. 097 59. 42 16. 55 X18. 169. 811 -. 044 -. 106 -. 171. 203 40. 57 15. 88 X19 -. 005. 928 -. 024. 067 -. 043. 005 20 10. 14 13. 18 X20 -. 058. 843 -. 073. 181 -. 094 -. 025 21 ~ 29 36. 21 13. 04 X21. 201. 002 -. 210. 025. 337. 502 30 ~ 39 21. 72 10. 13 X22 -. 002. 111 -. 131 -. 031 -. 108. 889 40 ~ 49 20. 48 7. 09 X23 -. 177. 138. 051. 029 -. 010. 892 50 11. 59 5. 41 14. 54 5. 07 17. 37 4. 39 47. 90 3. 72 5. 316 3. 450 2. 750 2. 061 1. 818 1. 345 20. 29 42. 03 57. 97 59. 42 4 5. 74 28. 99 60. 87 10. 14 23. 114 14. 999 11. 957 8. 963 7. 903 5. 849 % 23. 114 38. 113 50. 070 59. 033 66. 936 72. 785 % 2 23 KMO 0. 680 Barlett's p < 0. 000 1 6 3 2 AMOS18. 0 2 23 NFI = 0. 959 RFI = 6 6 0. 917 IFI = 0. 985 TLI = 0. 944 CFI = 0. 984 23 0. 900 6 6 6 3 93
3 2011 6 486 0. 78 0. 76 0. 91 0. 72 0. 61 0. 83 0. 59 0. 39 0. 17 0. 24 0. 8726 0. 6331 0. 83 0. 76 0. 69 0. 31 0. 81 0. 66 0. 34 0. 74 0. 55 0. 45 0. 8657 0. 6176 0. 85 0. 93 0. 76 0. 76 0. 72 0. 86 0. 28 0. 14 0. 8965 0. 6857 0. 74 0. 55 0. 45 0. 79 0. 62 0. 38 0. 85 0. 72 0. 28 0. 80 0. 64 0. 36 0. 8734 0. 6336 0. 76 0. 76 0. 96 0. 82 0. 92 0. 67 0. 08 0. 33 0. 8970 0. 6873 0. 91 0. 82 0. 76 0. 85 0. 72 0. 59 0. 12 0. 27 0. 34 0. 8706 0. 6927 4 0. 72 ~ 0. 96 R 2 0. 5 6 0. 8657 ~ 0. 8970 0. 819 2009 0. 109 0. 786 0 0. 368 0. 828 0. 171 0. 364 0. 168 0. 796-0. 184 0. 167 0. 206-0. 330 0. 829 0. 192 0. 271 6 0. 259 0. 376 0. 442 0. 832 0. 6176 ~ 0. 6873 4 6 2009 2 4 F k 2 6 F k λ kl 2 6 l = 1 2 23 λ kl 94
2011 6 486 μ k 2 6 F = 0. 0977X 1 + 0. 0750X 2 + 0. 0603X 3 + 0. 0920X 4 + 0. 1153X 5 + 0. 1444X 6 + 0. 0879X 7 + 0. 1284X 8 + F = 6 λ k1 μ k X 6 1 + μ k 6 λ k2 μ k X 6 2 + + μ k 6 λ k23 μ k X 6 23 μ k 0. 1134X 9 + 0. 1016X 10 + 0. 1067X 11 + 0. 1132X 12 + 0. 1653X 13 + 0. 1666X 14 + 0. 1485X 15 + 0. 1437X 16 + 0. 0933X 17 + 0. 1032X 18 + 0. 1025X 19 + 0. 0835X 20 + 0. 0748X 21 + 0. 0493X 22 + 0. 0562X 23 1 1 1 6 Blodgett 1992 2007 0. 14 0. 11 0. 10 ~ 0. 12 0. 10 0. 10 0. 08 TARP 1986 Mary Jo Bitner 2000 95
2011 6 486 7 1 Chui 1988 5 T T 5 6 7 5 T t sig. 31228 1. 764. 082. 27308 1. 176. 244. 12348. 703. 485. 35148 2. 070. 042. 15875 1. 104. 314. 15999. 834. 407 6 T 1 23 t sig -. 12996 -. 724. 471 -. 51466-2. 291. 025 -. 07823 -. 447. 657 -. 26573-1. 552. 125 -. 03685 -. 235. 815 2 -. 22701-1. 196. 236 7 T t -. 46908-2. 731. 008 -. 55335-2. 464. 016 -. 26720-1. 542. 128 -. 41485-2. 474. 016. 02352 -. 149. 882 -. 24071-1. 263. 211 sig 5 6 3 1 2010 96
2011 6 486 4 5 1 Adrian Palmer Rosalind Beggs Caroline Keown-McMullan. Equity and Repurchase Intention Following Service Failure J. Journal of Service Marketing 2000 6 14 513-528. 2 Bitner Booms Mohr. Critical Service Encounters The Employee's Viewpoint J. Journal of Marketing 1994 10 95-106. 3 Bitner Booms Tetreault. The Service Encounter Diagnosing Favorable and Unfavorable Incidents J. Journal of Marketing 1990 54 71-84. 4 Christian Gr nroos. From Scientific Management to Service Management J. International Journal of Service Industry Management 1994 5 5-20. 5 Gr nroos. C. A Service Quality Model and Its Marketing Implication J. European Journal of Marketing 1984 18 4 36-44. 6 Chi-Yue Chiu Sai-Chung Tsang Chung-Fang Yang. The Role of Face Situation and Attitudinal Antecedents in Chinese Consumer Complaint Behavior J. Journal of Social Psychology 1988 128 2 173. 7 Day R L Landon E. Towards a Theory of Consumer Complaining Behavior A. In A. G. Woodside J. N. Sheth and P. D. Bennett Eds. New York North-Holland 1977 425-437. 8 Fisk R. P. Brown S. W. Bitner M. J. The Development and Emergence of Services Marketing Thought J. International Journal of Service Industry Management 1994 5 1 21-48. 9 Fisk Raymond P. Wiring and Growing the Technology of International Services Marketing J. Journal of Service Marketing 2000 13 311-319. 10 Jeffrey G. Blodgett. Toward an Integrated Conceptual Model of Consumer Complaining Behavior J. Journal of Consumer Satisfaction Dissatisfaction and Complaining Behavior 1992 5 93-103. 11 Landon E. Laird Jr. A Model of Consumer Complaint Behavior A. in Ralph L. Day ed Proceedings of the 1977 CSIDD&CB Conference. 12 Moorman Christine Gerald Zaltman and Rohit Deshpande. Relationship Between Providers and Users of Market Research The Dynamics of Trust Within and Between Organizations J. Journal of Marketing Research 1992 29 314-329. 13 Mary Jo Bitner Stephen W. Brown and Matt L. Meuter. Technology Infusion in Service Encounters J. Journal of the Academy of Marketing Science 2000 28 1 138-149. 97
2011 6 486 14 N. Stephens and K. P. Gwinner. Why Don't Some People Complain A Cognitive-Emotive Process Model of Consumer Complaining Behavior J. Journal of the Academy of Marketing Science 1998 26 172-189. 15 Parasuraman Berry Zeithaml. Understanding Customer Expectations of Service J. Sloan Management Review 1991 13 39-49. 16 Richins Marsha L. An Analysis of Consumers Interaction Styles in the Marketplace J. Journal of Consumer Research 1983 10 1 73-82. 17 Richins Marsha L. An Investigation of Consumers Attitudes Toward Complaining J. Advances in Consumer Research 1982 1 502-506. 18 Shankar Ganesan. Determinants of Long-Term Orientation in Buyer-Seller Relationships J. Journal of Marketing 1994 58 2 1-19. 19 Technical Assistance Research Program. Consumer Complain Handling in America An Update Study R. Washington DC Department of Consumer Affairs 1986. 20 Tax S Brown S. Service Recovery Research Insights and Practice A. Swartz T Iacobucci D Handbook in Service Marketing & Management C. CA Sage Publications 2000 273-275. 21 Watkins Harry S. and Raymond Liu. Collectivism Individualism and in Group Membership Implications for Consumer Complaining Behaviors in Multicultural Contexts J. Journal of International Consumer Marketing 1996 18 3 /4 69-96. 22. J. 2007 6. 23. J. 2002 5. 24. J. 2007 10. 25. J. 2006 5. 26. J. 2007 3. 27. 4 M. 2008. 28. AMOS M. 2009. 29. J. 2006 11. 30. J. 2010 3. An Experimental Rresearch on Factors of Consumers' Behavior of Non-complaining when Encountering Service Failure ZHANG Sheng-liang LI Yong Business School of University of Science and Technology of China Hefei Anhui 230026 China Abstract Based on the previous literatures depth interviews and pre-investigations 23 factors that may affect customers' behavior of non-complaining when encountering service failure is abstracted. Through exploratory factor analysis and confirmatory factor analysis these 23 factors are grouped into six categories then calculate and weigh these six categories based on the principal component analysis that is the trust factor in descending order profit factor channel factor psychological factor cost factor and cultural factor. Second independent samples T test shows that consumers of different sexes loss types and relationship types have certain influence on the factors of consumers' behavior of non-complaining when encountering service failure. Key Words service failure non-complaining trust factor 98