Analysis of the Driven Types of Consumer Silence Behaviors in Scenarios of Service Failure

Abstract

It will have significant practical and theoretical value that when we pay attention to the consumer silence behaviors in scenarios of service failure. The paper begins with the exploration of the five types of silence behaviors and their causes, including defense-driven, helplessness-driven, suspicion-driven, pro-social-driven and disregard-driven behaviors, followed by appropriate management strategies proposed on the basis of an analysis of the impact on those types of behaviors on brand loyalty.