Consumer Complaint Propensity and Geo-Culture s Impact on it : An Empirical Examination in China

• 발행기관: 한국무역학회
• 저자명: Yue Shen Seong Hwan Yoon
• 간행물 정보: 『Journal of Korea Trade (JKT)』Vol.10 No.2, 97~115쪽, 전체 19쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2006.08.30

영문 초록

Researchers and practitioners have recently given increasing attention to CCB research in non-western settings. We made a dip into this field in China in this article. Based on the data of three industries in 20 regions, the Beta-Binomial model and Empirical Bayes method were employed to get the “true” complaint rate. By means comparison, we found that Chinese consumers are more likely to voice their discontent than to turn to private word-of-mouth communication. The division of regions into market segments with special geo-cultures in terms of the rate of voice responses and private responses of CCB was validated by cluster analysis.

목차

Abstract

Ⅰ. Introduction

Ⅱ. A Review of CCB Research

Ⅲ. Research Design

Ⅳ. Results and Discussion

Ⅴ. Research Implications

References

키워드

CCB voice response private response geo-culture