近年來,由於消費者意識的高漲與企業競爭的激烈,使得消費者的不滿意行為受到學術界與實務界的高度重視.以往研究顯示遭受不滿意經驗的消費者會進行不滿意行為,然而,事實上不滿意行為並非必然發生.本研究以消費者不滿意行為為背景,依據文獻分為品牌轉換,負面口碑與抱怨三種不滿意行為反應,藉由深度訪談的方式找出消費者不進行不滿意行為的動機.研究發現,消費者不進行不滿意行為的原因主要有:抱怨有效性,管道暢通性,抱怨成本,人格特質,轉換成本,廠商優勢,產品屬性,責任歸因,話題共通性與廠商資訊性.研究結果不僅可協助企業將有限資源精準聚焦在顧客需求上,更可釐清消費者不滿意行為的動機,並據以提出應對方式與解決方案,減少消費者面臨不滿意服務時所衍生的行為,再透過具體方式鼓勵消費者主動發聲,與消費者形成一個良好的互動循環.

With the rising of consumer awareness and corporate competitiveness in recent decades, both the academics and practitioners are more emphasizing on consumer dissatisfaction behaviors. Scholars indicated that consumers who encountered dissatisfied experiences would have dissatisfied behaviors; however, dissatisfied consumers do not necessarily engage in dissatisfaction behaviors actually. This research bases on consumer dissatisfaction behaviors, divides into brand switching, negative word-of-mouth, and complaining accordingly, and attempts to filter out the reasons why consumers do not engage in dissatisfaction behaviors by in-depth interviewing. The findings of reason that consumers do not engage in dissatisfaction behaviors are Complaining Effectiveness, Channel Capability, Complaining Cost, Personality Trait, Transforming Cost, Corporate Advantage, Product Attribution, Responsibility Attribution, Topic Commonality, and Corporate Informativity. Results can help corporate understand the ratio of dissatisfied consumers in different response regions, clarify the reasons of dissatisfied consumer behaviors, and find corresponding solutions accordingly to reduce the dissatisfaction behaviors by consumers. Finally, this research also helps corporate build a virtuous circle with consumers by encouraging them to voice out through constructive ways.

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