主题文章 度、市场环境等其它因素,探索它们之间的相互影 ing Industrial Buyer Complaints: Implications for 响,对抱怨行为给出更全面的解释 Satisfying and Saving Customers. Journal of Marketing, 61(Fall) 参考文献 [13] Hirshman, Albert 0.. Exit, Voice, and Loyalty: Responses [1] Ajzen, I. The Theory of Planned Behavior. In E. A. Locke(ed to Decline in Firms, Organizations, and States. Cambridge, MA: Organizational Behavior and Human Decision Processes, Vol Harvard University Press, 1970. [14] Hofstede, Geert. Culture's Consequences: Interna- 2 Andreasen, A R. Consumer Complaints and Redress: What We tional Differences in Work-related Values, Beverl Know and What We Don't Know. In E.S. Maynes (ed). Hills, Calif: Sage Publications, 1980. The Frontier of Research in the Consumer Interest. Columbia, [15] Keng, Kau Ah, Daleen Richmond and Serene Han. Determinants MO: University of Columbia and American Council of Consumer of Consumer Complaint Behavior: A Study of Singapore nterest,1988:675-725. Consumers. Journal of International Consumer Marketing, 1995, 3 Bearden, W.O. and J. E. Teel. Selected Determinants of Com- sumer Satisfaction and Complaint Reports. Jor [16] Plymire, J. Complaints as Opportunities. Journal of Consumer nal of Market[2]Bitner, Mary Jo, Bernard M.Booms,and Marketing, Vol 8( Spring), 1991: 39-13 Mary Stanfield Tetreault(1990). The Service Encounter [17] Singh, Jagdip and Robert E. Wilkes. When Consumers Complain agnosing Favorable and Unfavorable Incidents. Journal of A Path Analysis of the Key Antecedents of Consumer Complain Marketing,1983,54(1):71-84 Response Estimates. Journal of The Academy of Marketing 4 Blogdett, Jeffrey G. and Donald H. Granbois. Toward an Inte- Science, Volume,1996,24(4):350-365. grated Conceptual Model of Consumer Complaining Behavior. [18] Singh, Jagdip. Exit, Voice, and Negative Word-of-mouth Journal of Consumer Satisfaction, Dissatisfaction and Complain- Behaviors: An Investigation Across Three Service Categories. ing Behavior,1992,(5):93-103. Journal of the Academy of Marketing Science, Winter, 1990,(18) 5 Bolfing, Claire P. How Do Consumers Express Dissatisfaction and What Can Service Marketers Do About It? The Journal of [19] Stephens, Nancy and Kevin P. Gwinner. Why Don't Some ervices Marketing, 3(Spring), 1989: 5-23. People complain? A Cognitive-emotive Process Model of Con- [6 Day, Ralph L. and Muzaffer Bodur. Consumer Response to Dis umer Complaint Behavior, Journal of the Academy of Marke satisfaction with Services and Intangibles, in H. Keith Hunt (ed ing Science,l998,26(3):172-89 Advances in Consumer Research, Ann Arbor, JJ: Association for [20] Watkins, Harry S. and Raymond Liu. Collectivism,Individual- Consumer Research, 1978, (5): 263-72 ism and In-Group Membership: Implications for Consumer Com [7 Day, Ralph L. and Laird Landon. Toward a Theory of Consumer plaining Behaviors in Multicultural Contexts. Journal of Inter- mplaining Behavior, in Arch G. Woodside, Jagdish N. Sheth national Consumer Marketing, 1996, 18(3/4):69-96. and Peter D. Benett(eds.). Consumer and Industrial buying[2]范秀成.顾客满意导向的服务企业顾客抱怨管理体系分析.中国 Behavior. New York: North-Holland, 1977: 426-3 流通经济,2002,(2):40-44 8]East, Robert. Complaining as Planned Behavior. Psychology an作者简介范秀成,南开大学国际商学院教授,博士生导师,主要 Marketing,2000,17(12):1077-1095. 研究领域为品牌营销、服务管理和关系营销。赵先德,香港中文大 回 Fornell,, Claes and Birger Wernerfelt. Defensive Marketing Strat-学商学院教授,主要研究领域为运作管理和服务管理:庄贺均,香 egy by Customer Complaint Management: A Theoretical港中文大学商学院博士生 Analysis. Journal of Marketing Research, 24(November), 1987 Effect of Values on Complaining Intentions to Poor Service [10] Godwin, Beth, Paul G. Patterson, and Lester W.Johnson. Emotion, Coping and Complaining Propensity Following a Dis- Abs tract Customer complaint provides firms with useful information satisfactory Service Encounter, Journal of Satisfaction, Dissat- for improvement of service and opportunity to regain customer back isfaction and Complaining Behavior, 1995,(8):155-63. Based on the theory of planned behavior, this paper investigates the [ll] Harris, Eric G. and John C. Mowen. The Influence of moderating effects of cus tomer value profile on complaining intention Cardinal-, Central-,and Surface-level Personality Traits on Corr Research results show that determinants of complaint vary among sumers Bargaining and Complaint Intentions. Psy- ustomers wi th different values l8(11):1155-1185 Key Words Complaining Intention; Service Industry; Value [12] Hansen, Scott W, Thomas L. Powers and John E. Swan. Model- Orientation L6 南开管理评论2002年第5期 C1994-2007ChinaAcademicJournalElectronicPublishingHouse.Allrightsreservedhttp://www.cnki.net16 主题文章 南开管理评论 2002 年第5 期 度、市场环境等其它因素，探索它们之间的相互影 响，对抱怨行为给出更全面的解释。 参考文献 [1] Ajzen, I.. The Theory of Planned Behavior. In E. A. Locke (ed.). Organizational Behavior and Human Decision Processes, Vol 1991, (50): 179-211. [2] Andreasen, A.R.. Consumer Complaints and Redress: What We Know and What We Don’t Know. In E.S. Maynes (ed.). The Frontier of Research in the Consumer Interest. Columbia, MO: University of Columbia and American Council of Consumer Interest, 1988: 675-725. [3] Bearden, W. O. and J. E. Teel.. Selected Determinants of Con￾sumer Satisfaction and Complaint Reports. Jour￾nal of Market[2]Bitner, Mary Jo, Bernard M. Booms, and Mary Stanfield Tetreault (1990). The Service Encounter: Di￾agnosing Favorable and Unfavorable Incidents. Journal of Marketing, 1983, 54(1): 71-84. [4] Blogdett, Jeffrey G. and Donald H. Granbois. Toward an Inte￾grated Conceptual Model of Consumer Complaining Behavior. Journal of Consumer Satisfaction, Dissatisfaction and Complain￾ing Behavior, 1992, (5): 93-103. [5] Bolfing, Claire P.. How Do Consumers Express Dissatisfaction and What Can Service Marketers Do About It? The Journal of Services Marketing, 3(Spring), 1989: 5-23. [6] Day, Ralph L. and Muzaffer Bodur. Consumer Response to Dis￾satisfaction with Services and Intangibles, in H. Keith Hunt (ed.). Advances in Consumer Research, Ann Arbor, JJ: Association for Consumer Research, 1978, (5): 263-72. [7] Day, Ralph L. and Laird Landon. Toward a Theory of Consumer Complaining Behavior, in Arch G. Woodside, Jagdish N. Sheth, and Peter D. Benett (eds.). Consumer and Industrial Buying Behavior. New York: North-Holland, 1977: 426-37. [8] East, Robert. Complaining as Planned Behavior. Psychology and Marketing, 2000, 17(12): 1077-1095. [9] Fornell, Claes and Birger Wernerfelt. Defensive Marketing Strat￾egy by Customer Complaint Management: A Theoretical Analysis. Journal of Marketing Research, 24(November), 1987: 337-46. [10] Godwin, Beth, Paul G. Patterson, and Lester W. Johnson. Emotion, Coping and Complaining Propensity Following a Dis￾satisfactory Service Encounter, Journal of Satisfaction, Dissat￾isfaction and Complaining Behavior, 1995, (8): 155-63. [11] Harris, Eric G. and John C. Mowen. The Influence of Cardinal-, Central-, and Surface-level Personality Traits on Con￾sumers’ Bargaining and Complaint Intentions. Psy￾chology and Marketing, 1995, 18(11): 1155-1185. [12] Hansen, Scott W., Thomas L. Powers and John E. Swan. Model￾ing Industrial Buyer Complaints: Implications for Satisfying and Saving Customers. Journal of Marketing, 61(Fall), 1997: 12-22. [13] Hirshman, Albert O.. Exit, Voice, and Loyalty: Responses to Decline in Firms, Organizations, and States. Cambridge, MA: Harvard University Press, 1970. [14] Hofstede, Geert. Culture’s Conseque nces: Interna￾tional Differences in Work-related Values, Beverly Hills, Calif: Sage P u blications, 1980. [15] Keng, Kau Ah, Daleen Richmond and Serene Han. Determinants of Consumer Complaint Behavior: A Study of Singapore Consumers. Journal of International Consumer Marketing, 1995, 8(2):59-76. [16] Plymire, J.. Complaints as Opportunities. Journal of Consumer Marketing, Vol.8 ( Spring), 1991: 39-43. [17] Singh, Jagdip and Robert E. Wilkes. When Consumers Complain: A Path Analysis of the Key Antecedents of Consumer Complaint Response Estimates. Journal of The Academy of Marketing Science, Volume, 1996, 24(4): 350-365. [18] Singh, Jagdip. Exit, Voice, and Negative Word-of-mouth Behaviors: An Investigation Across Three Service Categories. Journal of the Academy of Marketing Science, Winter, 1990, (18): 1-15. [19] Stephens, Nancy and Kevin P. Gwinner. Why Don’t Some People Complain? A Cognitive-emotive Process Model of Con￾sumer Complaint Behavior, Journal of the Academy of Market￾ing Science, 1998, 26(3): 172-89. [20] Watkins, Harry S. and Raymond Liu. Collectivism, Individual￾ism and In-Group Membership: Implications for Consumer Com￾plaining Behaviors in Multicultural Contexts. Journal of Inter￾national Consumer Marketing, 1996, l8 (3/4): 69-96. [21] 范秀成. 顾客满意导向的服务企业顾客抱怨管理体系分析. 中国 流通经济, 2002, (2): 40-44. 作者简介 范秀成，南开大学国际商学院教授，博士生导师，主要 研究领域为品牌营销、服务管理和关系营销。赵先德，香港中文大 学商学院教授，主要研究领域为运作管理和服务管理；庄贺均，香 港中文大学商学院博士生。 Effect ofValues on Complaining Intentionsto Poor Service Fan Xiucheng, Zhao Xiande, Zhuang Hejun Abstract Customer complaint provides firms with useful information for improvement of service and opportunity to regain customer back. Based on the theory of planned behavior, this paper investigates the moderating effects of customer value profile on complaining intention. Research results show that determinants of complaint vary among customers with different values. Key Wo r ds Complai ning Int enti on; Serv ice Indu stry ; Va lue Orientation