Moving_from_Complaint_Behavior_to_Compliment_Behavior

Moving from Complaint Behavior to Compliment Behavior. Complain behavior usually occur in consumer decision process. Some reason can cause complain happened, such as hard to seek product information, choices did not match any unmet need, product out of order or experiences and performance fall short of expectation. The consumer decision process includes customers’ need, search for information, pre-purchase evaluation of alternative, purchase, consumption, post-consumption evaluation and divestment. Thus in order to discuss this complains behavior happens on consumer decision process, six points will be mentioned. The First point is products and service that do not solve consumer problems fail. The second point that will be discussed is limit information of product or service .Thirdly Shop’s product is out of stock. The fourth point is how salespeople influence purchases. Experiences and performance fall short of expectation will be discussed by following points. Meanwhile, some suggestion will be submit to move from Complaint Behavior to Compliment Behavior. Sales person characteristics affect consumer complaint response. This problem can happens on stage four of consumer decision process. Because a consumer's overall satisfaction or dissatisfaction with a retail experience is related to several factors including satisfaction with the store, the product and the salesperson, such as willingness to listen and salesperson knowledge. A salesperson’s willingness to listen has been described a person shows and is logically and empirically related to customer satisfaction. For example, when a customer talk about the feedback of product or service, salesperson should listen carefully and pay more patience on what is customer talking. If salesperson does not to listen customer’s feedback or express weary listen, then customer will compliant the salesperson and lost long-term customer. Some way can solve this problem. Offer a training course to salesperson, let salesperson to under willingness to listen is important for customer and using customer relationship management system to control all element of the relationship a store has with its customers and potential customer. The following Sales person characteristic is salesperson knowledge. A knowledgeable salesperson is necessary for store, this because if salesperson are not familiar with the product or service, customer will be misleader by salesperson. Finally customer bought product or service did not match ant unmet needs, then customer come to store to complain the salesperson misleader them to let them bought product. Meanwhile the store lost customer. Thus the salesperson should be assessed by every month and to earn the facts of the Customer’s complaint without cross examining the customer. Consumption also can occurs customer complain. “Consumer dissatisfaction maybe defined as the result of the discrepancy between expected and realized Performance or dissatisfaction with an attribute”( Schouten, V. and van Raaij, W. 1990, pp. 56-60) For instance, a customer bought a compute which is high performance and save power, but after three months the computer’s hard disk is broken or power consumption is higher than standard . This customer may complaints about poor product quality and value for money and then customer will not repeat purchase any computer product form the store ,finally the store lost customer . In order to solve customer complaint, the retailer should offer a durable product to customer and good after service to help customer use product properly. Another way is to increase loyalty towards a brand of product, service or retailer. For example, if the product have problem within one year, retailer will offer money refund or give some discount to customer when them next purchase. The next stage of consumer decision-making is post-consumption evaluation. In which consumers experience a sense of either satisfaction or dissatisfaction. Satisfaction means consumer’s expectations are matched by perceived. If customer has a good memory about product, they will store their satisfied evaluation in mind and refer to them in future decisions. For example, a customer buys a car, the car gets well performance and good fuel efficiency and this car type is very popular. After some years, when the customer to buy another car to replace old one, he/she will think about same brand car, because customer has a good memory about this car. However if the car has poor quality and not fashion, it is hard to let customer buy same brand again. Thus, shops should give customer a high satisfied. Another thing is post –purchase .A after post-consumption evaluation the customer may have second guessed “have I made a good decision'” Did I consider all the alternatives' Later, complaint will occur. To avoid this situation happen, shops should offer free-call telephone number to answer questions, provide hang-tags or brochures for consumer reference or follow up with a phone call a day or so after the sale to let customer this product is worth to buy. Emotions are another factor influence customer’s post-consumption evaluation. Thus shop should enhance emotions when customer thinks of post-consumption evaluation. In conclusion, Complain behavior usually occurs in consumer decision process. In today’s increasingly competitive environment, consumers are becoming more discriminating in their purchases and making complaints about poor after-sales service, product quality and value for money. Thus use some methods to let customer’s Complaint Behavior to Compliment Behavior is very important in business activity. References: Blackwell R.,& D’souza.C.(2007) CONSUMER BEHAVIOUR (1st ed). Thomson Schouten, V. and van Raaij, W., “ Consumer problem and satisfaction in aretail setting”, Consumer Satisfactior Mssatisfaction & Complaint Behavior, Vol. 3 Blodgett, J. G., Grandbois, D. H. and Walters, R.G. (1993) ‘The effect of perceived justice oncomplainant’s negative word of mouth behavior and repatronage intentions’, Journal of Retailing, Mischel, W. (1971) ‘Introduction to personality’, Holt, Rinehart and Winston Inc., NY, quoted by Fornell and Westbrook (1979).