消費(fèi)者行為學(xué)第九章

1、消費(fèi)者購(gòu)買決策與購(gòu)買行為消費(fèi)者購(gòu)買決策與購(gòu)買行為2021-12-7Ma Guo, CEBA, Teaching Notes of Consumer Behavior1Buying decision-making process 購(gòu)買決策過(guò)程Buying behavior 購(gòu)買行為Post-buying behavior 購(gòu)后行為2021-12-7Ma Guo, CEBA, Teaching Notes of Consumer Behavior22021-12-7Ma Guo, CEBA, Teaching Notes of Consumer Behavior3認(rèn)識(shí)問(wèn)題認(rèn)識(shí)問(wèn)題Needs cog

2、nition搜尋信息搜尋信息Search information評(píng)價(jià)備選評(píng)價(jià)備選方案方案Alternative evaluation購(gòu)買行為購(gòu)買行為Buying behaviors購(gòu)買后購(gòu)買后行為行為Post-buying behaviors消費(fèi)者購(gòu)買決策五階段模型消費(fèi)者購(gòu)買決策五階段模型Need cognition occurs when a discrepancy develops between an actual and a desired state. (This definition is identical to that for needs.)當(dāng)實(shí)際的狀態(tài)和希望的狀態(tài)出現(xiàn)差別時(shí)

3、，且這一差別足夠大時(shí)，需求被激活。2021-12-7Ma Guo, CEBA, Teaching Notes of Consumer Behavior4Desired Desired State State 2021-12-7Ma Guo, CEBA, Teaching Notes of Consumer Behavior5ActualStateDegree of DiscrepancyAt or aboveThreshold No NeedRecognition Below ThresholdNeed Recognition The need recognition process cent

4、ers on the degree of discrepancy需求激活的影響因素 The influence factors of need activation 時(shí)間 Time 周圍環(huán)境條件的變化 Changing of the conditions of circumstance 商品的獲得 Obtaining a product 商品的消費(fèi) Consumption of a product 市場(chǎng)營(yíng)銷的影響 Impact of marketing 個(gè)體差異 Individual differences2021-12-7Ma Guo, CEBA, Teaching Notes of Con

5、sumer Behavior6Information searching 信息搜尋：是指對(duì)儲(chǔ)存在記憶中的知識(shí)的主動(dòng)的激活和從外部環(huán)境中獲取信息的過(guò)程。1）Internal search內(nèi)部搜尋：是指對(duì)儲(chǔ)存在長(zhǎng)期記憶中的與決策相關(guān)的知識(shí)記憶掃描的過(guò)程。2021-12-7Ma Guo, CEBA, Teaching Notes of Consumer Behavior72021-12-7Ma Guo, CEBA, Teaching Notes of Consumer Behavior8Need RecognitionInternal Search Determinants of Internal

6、Search1.Existing Knowledge2.Ability to RetrieveInformationInternal SearchSuccessful?ProceedDecisionUndertake External SearchYESNO(1) The types of internal search 內(nèi)部搜尋信息的類型 Awareness set 意識(shí)域：對(duì)產(chǎn)品或品牌的總體映象 Unawareness set 非意識(shí)域：對(duì)品牌無(wú)意識(shí) Consideration set 考慮域：消費(fèi)者認(rèn)為可以接受，并進(jìn)一步考慮的品牌和產(chǎn)品 Inert set 惰性域：指消費(fèi)者無(wú)動(dòng)于衷的品牌

7、或產(chǎn)品 Inept set 排出域：不能接受的產(chǎn)品和品牌2021-12-7Ma Guo, CEBA, Teaching Notes of Consumer Behavior9（2）External search 外部搜尋Consumer searching information from outside. External search refers the behavious of consumers searching information from outside. 外部搜尋指消費(fèi)者從外部搜集信息的行為。當(dāng)內(nèi)部搜尋證明是不充分時(shí)，消費(fèi)者便可能決定由外部環(huán)境中搜集更多的信息。通過(guò)朋友、

8、去商店、咨詢等方式來(lái)進(jìn)行更大范圍的信息搜尋。(個(gè)人、商業(yè)、公共、經(jīng)驗(yàn)）2021-12-7Ma Guo, CEBA, Teaching Notes of Consumer Behavior10Information types of consumer search from external sources 消費(fèi)者通過(guò)外部搜集獲得信息的類型： Presented alternative brands 現(xiàn)有備選品牌 Criteria for brands evaluation 據(jù)以比較品牌的標(biāo)準(zhǔn) Importance of each evaluated criterion 各個(gè)評(píng)價(jià)標(biāo)準(zhǔn)的重要性 I

9、nformation formed beliefs 據(jù)以形成信念的信息 Attributions of brands 品牌擁有的屬性 The benefits provided by each brand 各種品牌提供的利益2021-12-7Ma Guo, CEBA, Teaching Notes of Consumer Behavior11（3）the influence factors on external search 影響外部搜尋程度的因素 Revenues and costs of search 搜索的收益超過(guò)成本 The level of involvement 關(guān)注程度 Tim

10、e 時(shí)間 Perceptive risks 感知的風(fēng)險(xiǎn) Buying attitudes 對(duì)購(gòu)物的態(tài)度 Education, income and social status 受教育程度、收入水平、社會(huì)地位等 Market environment 市場(chǎng)環(huán)境 Product experience 產(chǎn)品經(jīng)驗(yàn)2021-12-7Ma Guo, CEBA, Teaching Notes of Consumer Behavior12Alternative evaluation of consumer is for obtaining the available information for final

11、decision making. 消費(fèi)者對(duì)備選方案的評(píng)價(jià)是為制定最終決策獲取所需要的信息。1）evaluation criteria 評(píng)價(jià)標(biāo)準(zhǔn) Price 價(jià)格 Brand name 品牌名稱 Manufacturing country and region 制造國(guó)別和地區(qū)2021-12-7Ma Guo, CEBA, Teaching Notes of Consumer Behavior132) Salient attributions of selected criteria 選擇標(biāo)準(zhǔn)的重要性3) The determinant factors of the evaluation crite

12、ria 評(píng)價(jià)標(biāo)準(zhǔn)的決定因素 Situation condition influence 環(huán)境條件的影響 （情景） Motives 動(dòng)機(jī) The level of involvement 介入程度 Knowledge 知識(shí)2021-12-7Ma Guo, CEBA, Teaching Notes of Consumer Behavior14 The use of cutoffsThe use of cutoffs采用中止條件 The use of signalsThe use of signals采用信號(hào)或標(biāo)志 Selecting a Decision RuleSelecting a Decis

13、ion Rule應(yīng)用決策原則 Decision ruleDecision rule represents the strategies consumers that use to make a selection from the alternative. 決策原則是消費(fèi)者在不同的備選方案中作出選擇時(shí)所采用的策略。 2021-12-7Ma Guo, CEBA, Teaching Notes of Consumer Behavior151） Non- compensatory Decision RulesNon- compensatory Decision Rules Non- compensa

14、tory Decision Rules are characterized by the fact that a weakness of one attribute cannot be offset by a strength of another attribute.非補(bǔ)償性決策原則-是指產(chǎn)品的一個(gè)屬性的缺點(diǎn)不足， 不能由另一個(gè)屬性的長(zhǎng)處來(lái)彌補(bǔ)。2021-12-7Ma Guo, CEBA, Teaching Notes of Consumer Behavior16 Lexicographic rules (see Table at next page) 詞典編撰原則在第一輪中選擇中，按最重要

15、屬性來(lái)確定， 依次選擇，選得分最高的；如果不能確定，然后會(huì)在第二輪中，按此原則進(jìn)行選擇。 Elimination by aspects 排除性原則按照“至少需要達(dá)到的標(biāo)準(zhǔn)”來(lái)選擇，依次選擇。未達(dá)到的，將被排除。 Conjunctive decision rules 結(jié)合原則對(duì)每個(gè)要分析的屬性設(shè)置一個(gè)最低應(yīng)達(dá)到的水平。如果某個(gè)產(chǎn)品在某個(gè)屬性上未達(dá)到相應(yīng)的最低水平，就被排除。 舉例：（見(jiàn)下頁(yè)）2021-12-7Ma Guo, CEBA, Teaching Notes of Consumer Behavior172021-12-7Ma Guo, CEBA, Teaching Notes of Con

16、sumer Behavior18 Brand Performance RatingsBrand A Brand B Brand C Brand DImportanceRankingAttributeTaste 1 excellent very good very good Exce.Price 2 good very Good Exce. FairNutrition 3 Good Good Poor Exce.Convenience 4 Fair Good Good Exce.2） Compensatory Decision Rules補(bǔ)償性決策原則 在補(bǔ)償性原則下評(píng)價(jià)產(chǎn)品時(shí)，對(duì)一個(gè)屬性的感受

17、上的缺陷或不足可以由感覺(jué)到的另一個(gè)屬性的長(zhǎng)處來(lái)彌補(bǔ)。3）The relations between involvement and decision making rules 關(guān)注程度高低與決策原則的關(guān)系2021-12-7Ma Guo, CEBA, Teaching Notes of Consumer Behavior19 Compensatory Decision Rules are used when consumers are with a high involvement. 補(bǔ)償性原則模型常被用于高關(guān)注情況下，允許以一個(gè)高的排位補(bǔ)償另一個(gè)低的排位的屬性。 Non Compensator

18、y Decision Rules are used when a low involvement situation. 非補(bǔ)償性原則常被用于低關(guān)注情況下或判斷有難度時(shí)，強(qiáng)調(diào)一個(gè)高的排位的屬性不能替代另一個(gè)低的排位的屬性。2021-12-7Ma Guo, CEBA, Teaching Notes of Consumer Behavior204）Staged decision making rules 分階段決策原則 是指消費(fèi)者依次使用兩個(gè)非補(bǔ)償性原則或先采用非補(bǔ)償性原則，然后采用補(bǔ)償性原則進(jìn)行選擇。 研究發(fā)現(xiàn)： 編撰詞典式?jīng)Q策原則（非補(bǔ)償性原則）采用得最為頻繁，大約61%的人使用 其次最常用的是

19、補(bǔ)償性原則（32.1%） 分階段性決策原則，即先使用結(jié)合原則，在用補(bǔ)償性原則的分階段決策模式，約5.4%2021-12-7Ma Guo, CEBA, Teaching Notes of Consumer Behavior219.2.1 Buying behavior process 購(gòu)買行為過(guò)程 Two determinant factors that influence consumer buying process 決定購(gòu)買過(guò)程的兩個(gè)因素: intent and 意圖 situation 情境影響 (信息環(huán)境、購(gòu)物點(diǎn)環(huán)境） individual differences 個(gè)體差異 （個(gè)人做出

20、決策的時(shí)間）2021-12-7Ma Guo, CEBA, Teaching Notes of Consumer Behavior221) Buying intent 購(gòu)買意圖 Classified by consumer selected level of buying intentions 根據(jù)消費(fèi)者購(gòu)買目標(biāo)的選定程度分類： Fully planned 確定型 Partially planned 半確定型 Unplanned 不確定型2021-12-7Ma Guo, CEBA, Teaching Notes of Consumer Behavior23 Classified by consu

21、mer attitudes of buying 根據(jù)消費(fèi)者購(gòu)買的不同態(tài)度進(jìn)行劃分： Habitual buying 習(xí)慣型 Sensible buying 理智型 Economic buying 經(jīng)濟(jì)型 Impulse buying 沖動(dòng)型 Follower buying 從眾型 Suspicious buying 疑慮型 Imagined buying 想象型2021-12-7Ma Guo, CEBA, Teaching Notes of Consumer Behavior249.3.1 Post buying behavior 購(gòu)買后行為 Buyers generally evaluate

22、 products/services that they have bought. After consumer buying, there are a lot works need to do for marketers. 購(gòu)買者在購(gòu)買前和購(gòu)買后都要對(duì)所選擇的商品/服務(wù)進(jìn)行評(píng)價(jià)。營(yíng)銷者的任務(wù)在產(chǎn)品/服務(wù)銷售完成之后，還有大量工作要做。2021-12-7Ma Guo, CEBA, Teaching Notes of Consumer Behavior25 Post-buying satisfaction /dissatisfaction has significant impact on ne

23、xt buying. 顧客購(gòu)買后的滿意/不滿意對(duì)未來(lái)的購(gòu)買有重大影響。 It is a big challenge that how to increase consumers post buying satisfaction. 如何提高和增加顧客的購(gòu)后滿意度是廠商面臨的極大的挑戰(zhàn)。2021-12-7Ma Guo, CEBA, Teaching Notes of Consumer Behavior26Definition 消費(fèi)者的滿意度： Satisfaction refers consumers general attitudes after obtaining and using a pr

24、oduct /service. It is a post-selected evaluation which comes from a consumers certain buying and using experience. 滿意度滿意度是指消費(fèi)者獲得和使用產(chǎn)品/服務(wù)以后對(duì)產(chǎn)品/服務(wù)的總的態(tài)度。這是一個(gè)由特定產(chǎn)品或服務(wù)的購(gòu)買、使用和消費(fèi)體驗(yàn)后的評(píng)價(jià)。 The importance of keeping and increasing consumer satisfaction 維持和提高顧客滿意度的重要性2021-12-7Ma Guo, CEBA, Teaching Notes of Con

25、sumer Behavior279.3.3 The influence factors on consumer satisfaction/dissatisfaction 影響顧客滿意/不滿意的因素分析五個(gè)主要因素：產(chǎn)品質(zhì)量、滿意/不滿意、公平交易、歸因、情感反應(yīng) 1）Quality standards 質(zhì)量標(biāo)準(zhǔn)：服務(wù)和有形產(chǎn)品的標(biāo)準(zhǔn) 2）The determinants of satisfaction/dissatisfaction 決定消費(fèi)者滿意/不滿意的因素： They are depend on the relations between consumers expectation an

26、d product/service performance. 取決于消費(fèi)者對(duì)產(chǎn)品/服務(wù)的期望與所感受的產(chǎn)品/服務(wù)表現(xiàn)之間的關(guān)系。 產(chǎn)品表現(xiàn)期望 消費(fèi)者失望（不滿意） 產(chǎn)品表現(xiàn)= 期望 消費(fèi)者滿意 產(chǎn)品表現(xiàn)期望 消費(fèi)者高興（超值滿意）2021-12-7Ma Guo, CEBA, Teaching Notes of Consumer Behavior28 （3）Equity Theory 公平理論：感覺(jué)不公平的交易，會(huì)導(dǎo)致不滿意。 （4）Attribution Theory 歸因理論 ：失敗的原因歸于產(chǎn)品/服務(wù)本身時(shí)，會(huì)產(chǎn)生不滿意。 （5）Experiential based affective

27、feelings 情感反應(yīng)：消費(fèi)者滿意都會(huì)受消費(fèi)者在購(gòu)買和使用產(chǎn)品/服務(wù)過(guò)程中情感的影響。2021-12-7Ma Guo, CEBA, Teaching Notes of Consumer Behavior29 A的收獲A的投入 = B的收獲B的投入2021-12-7Ma Guo, CEBA, Teaching Notes of Consumer Behavior30企業(yè)產(chǎn)品企業(yè)產(chǎn)品/服務(wù)服務(wù)競(jìng)爭(zhēng)者競(jìng)爭(zhēng)者產(chǎn)品產(chǎn)品/服務(wù)服務(wù)顧客顧客決策決策過(guò)程過(guò)程顧客顧客期望期望水平水平購(gòu)買購(gòu)買顧客顧客感知的感知的價(jià)值價(jià)值顧客顧客滿意滿意增加使用增加使用重復(fù)使用重復(fù)使用品牌品牌忠誠(chéng)忠誠(chéng)品牌轉(zhuǎn)換品牌轉(zhuǎn)換顧客滿意度

28、發(fā)生的過(guò)程及結(jié)果顧客滿意度發(fā)生的過(guò)程及結(jié)果 Common complaint behaviors: 幾種的投訴抱怨行為 Do nothing or deal with the retailer in some manner 不行為或與零售商交涉。 Avoid using the retailer again and persuade friends and family to do the same 避免再次光顧零售商店， 并向親朋訴說(shuō)。 Take overt action with third parties (e.g., legal action) 向第三方采取公開(kāi)行為 Boycott t

29、he firm or organization. 發(fā)起公眾聯(lián)合抵制該產(chǎn)品2021-12-7Ma Guo, CEBA, Teaching Notes of Consumer Behavior319.4.2 Consumers Complain Major Reasons消費(fèi)者投訴的兩大原因: To recover an economic loss by getting an exchange or refund為了彌補(bǔ)經(jīng)濟(jì)損失 To rebuild a consumers self-image重建自我形象2021-12-7Ma Guo, CEBA, Teaching Notes of Consu

30、mer Behavior32 The level of consumer dissatisfaction increases 顧客不滿意程度升高時(shí)。 The attitude of the consumer toward complaining becomes more positive 消費(fèi)者對(duì)投訴的態(tài)度積極時(shí)。 The amount of benefit to be gained from complaining increases 從投訴中獲得的利益增加時(shí)。2021-12-7Ma Guo, CEBA, Teaching Notes of Consumer Behavior33 The f

31、irm is blamed for the problem 公司的責(zé)任。 The product is important to the consumer 產(chǎn)品對(duì)消費(fèi)者很重要時(shí)。 The resources available to the consumer for complaining increases 消費(fèi)者投訴可用資源增加時(shí)。2021-12-7Ma Guo, CEBA, Teaching Notes of Consumer Behavior349.4.4 Companies responses to consumer complaints 公司對(duì)消費(fèi)者投訴的反應(yīng) Continuall

32、y track consumer satisfaction 跟蹤滿意度 Provide the complaint channels for consumers 提供投訴的渠道 和恰當(dāng)?shù)奶幚硗对V（參考資料）2021-12-7Ma Guo, CEBA, Teaching Notes of Consumer Behavior359.5 Brand Loyalty 品牌忠誠(chéng)度 9.5.1 The definition 品牌忠誠(chéng)度的定義： Brand Loyalty refers the extent of consumers positive attitudes, commitment, and d

33、esire to continually purchasing a certain brand in further. 品牌忠誠(chéng)度指消費(fèi)者對(duì)某種品牌持有肯定態(tài)度的程度、承諾(守約）的程度以及愿意在未來(lái)繼續(xù)購(gòu)買的程度。2021-12-7Ma Guo, CEBA, Teaching Notes of Consumer Behavior36 Attitude measurement on brand loyalty 品牌忠誠(chéng)度的態(tài)度測(cè)量法 品牌忠誠(chéng)度是一個(gè)連續(xù)體：局限：這種方法不能指出消費(fèi)者購(gòu)買品牌的原因。 需要注意的問(wèn)題： 重復(fù)購(gòu)買與品牌忠誠(chéng)的區(qū)別 品牌忠誠(chéng)是按產(chǎn)品分類的 （研究發(fā)現(xiàn)） 產(chǎn)品質(zhì)量和

34、廣告是建立品牌忠誠(chéng)度的關(guān)鍵因素2021-12-7Ma Guo, CEBA, Teaching Notes of Consumer Behavior37專一忠誠(chéng)專一忠誠(chéng)品牌無(wú)差異品牌無(wú)差異9.5.4 Comparison between satisfaction and loyalty 滿意度與忠誠(chéng)度的比較 Satisfaction does not mean loyalty. 滿意不一定忠誠(chéng) Satisfaction is a temporary, relative passive status. 滿意是一種暫時(shí)、相對(duì)被動(dòng)的狀態(tài) It is crucial that transfer temp

35、orarily satisfaction into long-term loyalty. 將短暫的滿意轉(zhuǎn)化為長(zhǎng)期的忠誠(chéng)是至關(guān)重要的。2021-12-7Ma Guo, CEBA, Teaching Notes of Consumer Behavior38u維系和發(fā)展顧客關(guān)系的策略 公司在爭(zhēng)取到消費(fèi)者的認(rèn)同和初次購(gòu)買之后,更重大的營(yíng)銷目標(biāo)是：如何從一次購(gòu)買到多次購(gòu)買？如何贏得長(zhǎng)期的顧客？要贏得長(zhǎng)久的顧客，就需要運(yùn)用關(guān)系營(yíng)銷的策略。u什么是關(guān)系營(yíng)銷？什么是關(guān)系營(yíng)銷？ 關(guān)系營(yíng)銷關(guān)系營(yíng)銷是一種理念、一種與顧客共同創(chuàng)造價(jià)值的全新的營(yíng)銷理念。關(guān)系營(yíng)銷的基本思想是通過(guò)不斷溝通和長(zhǎng)期承諾來(lái)激勵(lì)歸屬基本思想是通過(guò)

36、不斷溝通和長(zhǎng)期承諾來(lái)激勵(lì)歸屬感，取得顧客信任，培養(yǎng)顧客忠誠(chéng)感，取得顧客信任，培養(yǎng)顧客忠誠(chéng)。 顧客的信任和忠誠(chéng)又會(huì)帶來(lái)持續(xù)的交易，于是企業(yè)便可以降低經(jīng)營(yíng)風(fēng)險(xiǎn)和成本從而獲利。2021-12-7Ma Guo, CEBA, Teaching Notes of Consumer Behavior39傳統(tǒng)營(yíng)銷的重點(diǎn)傳統(tǒng)營(yíng)銷的重點(diǎn)關(guān)系營(yíng)銷的重點(diǎn)關(guān)系營(yíng)銷的重點(diǎn)著眼于單筆交易不連貫的客戶服務(wù)重視產(chǎn)品特征短期銷售行為幾乎不強(qiáng)調(diào)客戶關(guān)系對(duì)滿足客戶預(yù)期作有限的承諾質(zhì)量是生產(chǎn)部門關(guān)心的問(wèn)題著眼于客戶關(guān)系的保持連貫的客戶聯(lián)系重視客戶價(jià)值長(zhǎng)期銷售行為非常重視客戶服務(wù)對(duì)滿足客戶預(yù)期做高度的承諾質(zhì)量是所有員工關(guān)注的問(wèn)題2021

37、-12-7Ma Guo, CEBA, Teaching Notes of Consumer Behavior40來(lái)源：阿德里安. 佩恩等著， 關(guān)系營(yíng)銷形成和保持競(jìng)爭(zhēng)優(yōu)勢(shì)。 信任、道德規(guī)范責(zé)任感可靠性友愛(ài)守諾（承諾）理解、同情共同的目標(biāo)互惠尊敬喜愛(ài)依賴感對(duì)歷史的了解雙向的交流溫暖、親切對(duì)需求的關(guān)心知識(shí)回應(yīng)社會(huì)支持、社區(qū)能力2021-12-7Ma Guo, CEBA, Teaching Notes of Consumer Behavior41其中信任感和責(zé)任感是最重要的，其中信任感和責(zé)任感是最重要的， 被稱為理想關(guān)系的基石。被稱為理想關(guān)系的基石。uIncreasing customer perce

38、ptive values Increasing customer perceptive values 提升顧客感知提升顧客感知價(jià)值價(jià)值 Achieve it through increasing quality of product/ service Achieve it through increasing quality of product/ service ( functions, traits, consistence, reliability, services, and ( functions, traits, consistence, reliability, services

39、, and aesthetics etc.) , setting reasonable pricing strategies, aesthetics etc.) , setting reasonable pricing strategies, and lowing customer expectation. and lowing customer expectation. 可以通過(guò)提升產(chǎn)品可以通過(guò)提升產(chǎn)品/ /服務(wù)質(zhì)量（性能、特性、一致性、耐用性、服務(wù)質(zhì)量（性能、特性、一致性、耐用性、服務(wù)性、美學(xué)性等），制定合理的價(jià)格策略、降低顧客期望值來(lái)服務(wù)性、美學(xué)性等），制定合理的價(jià)格策略、降低顧客期望值

40、來(lái)實(shí)現(xiàn)。實(shí)現(xiàn)。2021-12-7Ma Guo, CEBA, Teaching Notes of Consumer Behavior42Customer satisfaction has directly impact on Customer satisfaction has directly impact on customer commitment and the obligation between customer commitment and the obligation between buyers and sellersbuyers and sellers顧客滿意度會(huì)直接影響到顧客

41、的承諾和買賣雙方之間的約顧客滿意度會(huì)直接影響到顧客的承諾和買賣雙方之間的約束。束。2021-12-7Ma Guo, CEBA, Teaching Notes of Consumer Behavior43uGuide consumers to have a reasonable Guide consumers to have a reasonable expectation level. expectation level. u引導(dǎo)消費(fèi)者形成合理的期望水平。引導(dǎo)消費(fèi)者形成合理的期望水平。uIdentify the different influences of functional Identi

42、fy the different influences of functional attributes of product s on satisfaction. attributes of product s on satisfaction. u區(qū)分產(chǎn)品不同的功效屬性對(duì)滿意度的影響。區(qū)分產(chǎn)品不同的功效屬性對(duì)滿意度的影響。uContinually undertake consumer satisfaction Continually undertake consumer satisfaction investigation. investigation. u進(jìn)行持續(xù)的消費(fèi)者滿意度調(diào)查進(jìn)行持續(xù)的消費(fèi)者滿意度調(diào)查2021-12-7Ma Guo, CEBA, Teaching Notes of Consumer Behavior44Build a consumer complaint processing center Build a consumer complaint processing center 建立顧客投訴處理中心。建立顧客投訴處理中心。