「抱怨－負面口碑－品牌轉換」之探索性研究

The Exploring Study of ＂Complaint- Negative Word of Mouth- Brand Switching＂

林孟彥(Meng-Yan Lin) ； 莊銘洲(Ming-Chou Chuang)

《經營管理論叢》 2005特刊 (2005/12) Pp. 253-273

https://doi.org/10.6872/OMR.200512/SP.0017

摘要

本研究針對顧客不滿意的反應：抱怨、負面口碑及品牌轉換進行探索性研究，以文獻回顧與深度訪談的方式進行質化研究，探討三者互動之特性以及如何提高或降低抱怨，如何降低負面口碑與品牌轉換。本研究發現，針對不滿意的顧客，企業可以藉由情境重現、實質改善與申訴管道之建立來提高顧客的抱怨；同時發現，企業若能轉移顧客的心情，讓顧客逐漸淡忘，設法改善問題或不再提供顧客所抱怨的產品或服務，可以降低負面口碑；研究亦發現，企業可設法塑造企業優良形象、提供優質的服務、致力產品創新改良、推行顧客化服務以及促銷活動來降低品牌轉換。最後，研究發現，抱怨、負面口碑與品牌轉換三者互動的特性為：連鎖性、順序性、可逆性及交集性。

關鍵字

顧客不滿意 ； 抱怨 ； 負面口碑 ； 品牌轉換

並列摘要

This research is focused on the reaction of dissatisfied customers: by reviewing previous documentations and in-depth interviews, the exploring and researching of the characteristics of the three subjects and how they interacted with each other, also understanding how to increase and decrease complaints, as well as how to decrease negative word of mouth and brand switching. This research had discovered that enterprises can step into the dissatisfied customer's shoe, by understanding customers, realistically improvement also having a channel of communicating complaints can increase customer complaints; at the same time, if the enterprise can change customer's mind or feeling, let the customer forget, and try to improve the problem or no longer provide service or the product to the customer, this can certainly decrease the negative word of mouth; this research had also discovered that enterprises can create an image of excellence, provide superior service, be devoted to product innovation and improvement, provide customer service and promotion to decrease brand switching. At the end, discovering that complaint, negative word of mouth and brand switching have the characteristic of: chain reacting, sequencing, reversing and intersecting.

並列關鍵字

Dissatisfied Customer ； Complaint ； Negative Word of Mouth ； Brand Switching