The Effect Of Service Recovery For Service Failure Induced By Customer Misbehavior

With the development of economy and the fast growing of customers’income, consumer sovereignty has become more popular, but then companies found that some of the costumers have been so irritability that they do harm not only to the company, but also to the employees and other customers. Problematic customers as an ordinary phenomenon has induced a lot of attention, which has also been researched in marketing, social psychology and customer behavior theory. Usually these theories have been focused on the type of different problematic customers, the motives of bad behavior, the related factors and the consequences. Somehow researchers ignored how different types of service recovery methods would affect other customers’emotion and behavior intention when the failure of service is caused by problematic customers. For solving this problem, based on other customers’perspective (whose service experience have been destroyed), this research find out when problematic customer (as an external factor) induced service failure, what kind of influence would three different service recoveries (company recovery, problematic customer recovery and joint recovery) have on other customers’ emotion and behavior intention. In the end, this research offers some advice and suggestions to managers who meet the same situation.Based on previous theories and the depth interview with marketing experts and customers who have been through related experience, this article has divided serve recovery methods into three types (when service failure is caused by problematic customer) which are company recovery, problematic recovery and joint recovery. This article uses situation simulation by questionnaire to test emotion and behavior intention and let interviewees answer the questions immediately. Firstly, reliability test and validity test have been done to make sure of the quality of the questionnaire and14factors have been refined into4categories of public factors. Secondly by using multifactor variance analysis, the result shows there’s a significant difference of emotion and behavior intention among company recovery, problematic recovery and joint recovery. Finally by using ANOVA analysis and mean value analysis, this article has found out that how different emotion and behavior intention are among3types of service recovery, the result indicates that customers who have been through company recovery, have the lowest positive emotion, word of mouth publicity and repeat purchase intention, and have the highest negative emotion, customers who have been through joint recovery have the highest positive emotion, word of mouth publicity and repeat purchase intention and have the lowest negative emotion, while customers who have been through problematic recovery are between them. According to the results, this article gives some advice to the managers and discusses the disadvantages of the research.