The Effect Of Perceptional Service Justice Of Tourist Spot On Customer Complaints

With the rapid development of the world economy and China’s economy,China’s tourism industry has developed rapidly, but competition is increasingly fierce, the tourism industry is facing the problem of negative word-of-mouth publicity, customer complaints high turnover rate and other issues.In the academic community, many researchers think the quality of service acts as an important tourist exogenous variables and service quality is the main factor of dissatisfied tourists complain behavior,less researchers pay attention to the emotional factors in the process of tourism activities. In practice, many tourist pay attention to enhance the quality of service,but there are still a large number of customer complaints, which makes a lot of tourist attractions managers feel confused. Therefore, how to implement the service fair and deal with customer complaints become a key invincible in the fierce market competition, customers take direct complain offer more valuable advice and information for the improvement and management of tourist attractions, the research of the relationship between equity of customer service and customer complaints have practical significance.In this paper, from the perspective of social psychology, the negative emotions as a mediating variable of customer negative emotions, establish a theoretical model of negative emotions and behavior of customer complaints. At the same time learn from the mature scale, modify the existing scale to apply to the study. Most scholars take restaurants, hotels, banks and other industries as the research background.Thus,in this paper take tourist attractions as the paper industry background, based on a questionnaire survey dissatisfied passengers past travel experiences. Through data analysis, fairness and customer service is negatively correlated negative emotions, the higher the level of customer service unfair perception, the more intense negative emotions. In travel services, the result is fair and equitable procedures impact on the customer’s negative emotions significantly affect the interaction of the minimum fair. Customers complained about negative emotions have on customer behavior significantly positive impact, the more intense negative emotions, which tend to complain about the behavior of the more intense. Negative emotions on privately complain directly to complain, third party complaints, switching intention had significant positive effects.Study on the relationship between service justice, negative emotions and customer complaint behavior, opened the passenger in the course of consumption "black box", to provide a new perspective for the study of customer complaint behavior, has the theory significance. At the same time, more clear, more in-depth understanding of the process of consumption for passengers, tourist attractions take effective management measures, reduce customer complaints tendencies and negative evaluation, to maintain good customer relationship, improve market competitiveness, provide the basis for shaping the image of the tourist attractions, has practical significance.