中文摘要：

以顾客的直接投诉行为为研究对象,基于顾客投诉理论与相关研究文献提出8个假设;以对家电产品有直接投诉经历的顾客为调查对象,通过问卷调查共获得159份有效问卷;采用多元回归模型对数据进行分析,探讨了中国家电企业处理顾客投诉的方式对顾客满意的影响及其后果。数据分析结果总体上支持了提出的假设。文章最后对研究结果进行了讨论,并指出了研究结果的理论贡献与实际应用。

英文摘要：

Taking the focus on the customer’s direct complaint behavior,this study proposes eight hypotheses based on the literature of customer’s complaint.By means of survey,159 useable responses are obtained from a sample of customers with direct complaint experiences for household electrical appliances.This paper explores the impact of the handling methods of complaint on customer’s satisfaction and its result by analyzing the data with regression model.The empirical results generally support the hypotheses.The paper ends with discussion on the research findings the theoretical contributions and practical implications of the findings.