The Influence Of Fault Attribution On Customer Misbehavior Intention In Service Failure Scenario

With the further development of market economy,the buyer's market pattern is becoming more and more stable,and customers have more and more right to speak in the dialogue with enterprises.If service enterprises want to remain invincible in the increasingly fierce competition,they must give more respect to their customers.In this context,the self-awareness of customers is constantly strengthening,and more and more eager to express their demands.When they encounter service failures,they often show improper behavior that violates social norms and disrupts social order,which has a great impact on enterprises.The generation of customer behavior is usually determined by customer perception.In customer perception,it is affected by the type of time and place failures,the attitude of service personnel.The mood of the day and other factors,through perceived differences to study the formation path of customers before making improper behavior is very important.In view of this,based on attribution theory,cognitive behavior theory and expectation theory,this paper studies the impact of service failure types on customer misconduct intentions,in order to know that enterprises in the provision of consumption,avoid service failure.On the basis of systematically combing the related literature such as service failure,failure attribution,service expectation quality,customer misconduct intention,the paper constructs a whole theoretical model of "service failure type-formation of customer misconduct intention".Through four situational experiments,the main contents of this study are as follows: 1.Whether different types of service failures have significant differences in attribution and intention of misconduct;2.Boundary conditions between service failures and intention of customer misconduct,that is,to explore the regulation of service expectation quality The third part is to study the influence of fault attribution on customer misconduct intention and the mediating effect of fault attribution on the path of "service failure type-customer misconduct intention".In this study,two grouping experiments were conducted to explore the main effects of different types of service failures on customer misconduct intentions and the mediating effects of customer emotional responses and attribution of failures.Types of failures: Procedural failures VS consequential failures)* Service expectation quality(high service expectation quality VS low service expectation quality),to explore whether service expectation quality has moderating effect in the "service failure type-fault attribution" path.A total of 400 valid samples were investigated,and SPSS22.0 was used to conduct an empirical study.Firstly,a small sample pre-experiment was conducted to test the manipulation effect of the test and the reliability and validity of the questionnaire.Secondly,in the formal experiment,the total effect of two different types of service failure on customer misconduct intention was tested by descriptive analysis,independent sample T-test,one-way ANOVA and regression analysis.The main conclusions are as follows:(1)Different types of service failures have a significant impact on customer stability attribution and controllability attribution;(2)Different types of service failures have a significant impact on verbal conflict misconduct intention,but no significant impact on excessive behavior misconduct intention;(3)Failure attribution in service There is a mediating effect between types of errors and intention of misconduct in verbal conflict;(4)Service expectation quality significantly moderates the relationship between types of service errors and controllable attribution.This study suggests that when service failure occurs,enterprises should:(1)clarify the criteria of customer controllability and cut off the source of controllability;(2)adopt targeted remedial measures in combination with the types of service failure;(3)strengthen process design,personnel education and management;(4)attach importance to and have a deep understanding of customer not.Act;(5)strengthen the prevention and deterrence of customer misconduct...