The Consumer Emotions Research Based On Service Failure

With the rapid growth of service industry in china, the requirements of customer to the service enterprises are getting higher and higher. Because of the characteristics of service, the service failure is inevitable. At the beginning of the study, scholars focused on the impact of the different service failure to the customer behaviors. And they got agreement on customer behavior when the service failure happens. Then scholars found there is no automatic relationship between the service failure and customer behavior. And emotions act as a balance wheel between the service failure and customer behaviors. After that scholars pay much attention on the relationship of emotions and customer behaviors when the service failure occurs.According to the theory of divisions of the service failure established by Bitner,Boom & Tetreault at 1990, we classified the service failure into the service delivery system failure, the failure respond to the special requirements of customer and the redundant actions caused by staffs and study the influence each of them to the customer emotions based on banking industry. The Methodology we used is empirical study and normative study. First we reviewed the classics, and then designed the questionnaire according to our study. After we got the data, we use reliability analysis, validity analysis, principal component analysis and mean analysis to discuss the weighting coefficient of emotions under the three service failures context. At last we made a two-dimensional map based on the weighting coefficient and the emotional strength to sort the emotion, and then we summarized the different emotion in common. The results can help the service enterprises make an appropriate recovery.As we discussed, the innovations of this study are in the following:1. We got the weighting coefficient of emotions of Chinese consumer in the three service failure.2. The two-dimensional map based on the weighting coefficient and the emotional strength show us the emotion which has highest weighting coefficient is not most common emotion in the service failure context. Which emotions will happen in consumer mostly, the emotional strength is can not be ignored.3. Summarized the different emotion in common, and make the points of the service recovery to the service enterprises.