| Hairdressing is a rising industry in our country. After several years developing, hairdressing is growing very quickly to a mature stage. This business is already becoming a consumption fads just as same as the housing, cars, traveling and communications.Because of the increasing of the consumption, the customers, especially the female, they would like to pay more attention to the personal appearance and the life quality. These reasons make the hairdressing business have a great developing chance.Currently, the hairdressing business has several characteristics, which are huge market demands by the customers, young practitioners in this field, large amount of investment in each year and low level of the industrial structure. Also, from the characteristics listed above, we can find out this business field has a great opportunity to have a good return, so lots of money is running into this field that cause a cut-throat competition in the hairdressing business.Hairdressing has the same features like others service industry, such as invisibility, impartibility, heterogeneity and perishable. However, under the influence of Chinese culture, the guanxi not only can explain the influence model of perceptional justice in Chinese customers’ purchasing behavior, but also can alleviate the discontent and complain brought from the failure service.Therefore, the hairdressing business should do some homework on enhancing the relationship between the services and the customers, not just pay attention on the recognition of brand. Under the situation of failure service, we can count on the guanxi to alleviate the dissatisfaction and perceptional injustice which will cause some negative influence.This paper focuses on the accommodation between perceptional justices and complains where happen in different relationship and types of failure services. The research concentrates on hairdressing business, and the research target focuses on the customers who had several hairdressing consumption experiences.This study is based on service failure situation, and links with types of service failure and states of relationship, to explore how complain behaviors are influenced by perceptional justice. It summarizes a salutary lesson and academic guidance of service enterprises in our country. Because there are not many research results in this field, this paper contributes to make a beneficial supplement through empirical analysis research. The innovations summarized as following:(1) In the study of service failure, this paper brings forward an innovation of group standard which come from the customers opinions. The study is not only confined to the old idea of defining relationship from enterprises, and it suggests a different moderator, which are based on a new category of relationships between customer and enterprise, or customer and staff. The moderator has been confirmed, and it points out the practical sense of applying relationship marketing theory in reality again.(2) On the choice of the relational variables, the study put forward the two variables:Strength of relationship and partner of relationship to2×2cross combined, and then, there are four relational variables. The research result could describe the moderator of relationship more clearly and comprehensively. It perfects the study of relational variables under service failure.(3) The uniqueness of the research. Recently, the research of service perceptional justice is the focus followed by scholars all the time, but it studies based on failure remedy. However, remedial service is a service style which is not an overall, widespread or not aims at all customers, the overall, widespread first service failure is neglected. It would support the theory to perfect and develop oneself by studying the more service cases which customers meet. |
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