Participation, Service Failures And Behavioral Responses Of The Relationship. Hairdressing Industry Customer

Since reforming and opening, the hair-dressing industry in China through the rapid development of the past two decades has stepped into a highly mature state, but a large number of deep-rooted problems have been revealed, among which constant service failure and loss of customer are two prominent issues. The effect of customer's attributions about the causes of service failure on their following behaviors has been widely recognized, but what are key points influencing service failure attribution? If we can find out special element and improve it, customers' attribution will be benefit to the enterprise, which can cut down the rate of customer loss.This paper explores the relationship among customer participation, service failure attribution and behavior responses in the service failure context from the point of customer's view. Besides, customer's attribution about service failure is affected by personality traits of consumers, then we will research the impact of internal-external locus of control. In order to study the questions, this thesis attempts to advance the theory by service failure attribution, and make the customer participation as independent variable, customer behavior responses as the dependent variables and internal-external locus of control as moderator. Then this research investigates the customers in Hangzhou hair-dressing market and uses 274 effective samples to conduct statistical analysis. The main conclusions of this paper are as follows:(1) Customer participation in hairdressing industry has a remarkable effect on service failure attribution. Information sharing has influence on locus, stability and controllability; Responsible behavior has impact on locus and controllability; Personal interactions have influence on locus and stability.(2) Service failure attribution has remarkable positive influence on complaints to service provider, customer defection and negative word-of-mouth and has negative impact on repurchase.(3) Internal-external locus of control is a moderator during the effect of customer participation toward service failure attribution(4) The impact of customer participation on the customer behavior response are indirect realized by service failure attribution which is a mediator.