The Study Of Customer Reaction To Service Failure Of Other Members In The Supply Chain

In recent years, as China’s rapid development of modern service industry, It’sspecialization are getting increasingly sophisticated, one-stop service model toprovide customers with a single enterprise is seriously challenged. Actually, it needsseveral companies in the supply chain to complement each other in order to render aservice (such as travel, online shopping, etc.). This requires various enterprises in theservice supply chain serving customers with seamless docking. And this willundoubtedly increase the probability of service failure. With the improvement ofpeople’s living standard, customers also require the service enterprises to putforward higher service quality. Any aspect of the service supply chain occurringservice failure, Will affect the customer’s subjective feelings and behavioralintentions.Based on attribution theory, this article explores customer’s reaction on core SPwhen other members of the service supply chain appear different types of servicefailures. According to the classification of Hoffman K D, Kelley S W and Rotalsky HM, In this paper, the type of service failure is divided into: Service delivery systemfailures, Respond on customer needs failures, and the employees independent sexfailures. As for attribution Theory, based on Weiner research, this article dividedcustomer Attribution into three aspect:Attribution of responsibility, Stability andcontrollability. According to the empirical research, this article Reached the followingconclusions:Firstly, when other enterprises in the service supply chain emerge servicedelivery system mistakes, Customers tend to attribute the responsibility of the servicefailure on core SP; When it occur employees own sexual behavior mistakes,Customers prefer the responsibility of the service failure attributed to others of theservice supply chain.Secondly, When consumers consider the core services provider have highercontrollability to the service failure, Lower level of customer satisfaction andrepurchase intention with the core service provider will appear. Conversely, thehigher.Thirdly, When customers think the service failure occurs frequently, Lower levelof customer satisfaction and repurchase intention with the core SP will appear. On the contrary, the higher.Lastly, According to the empirical results, in connection with the actual situationof the enterprise with a long services supply chain, some relevant managementrecommendations have been proposed on. And explain that the papers exist somelimitations and the further research directions.