To Study The Impact Of Responsibility Attribution Of Customer Misbehavior On The On-site Customer Repurchase Intention In Service Places

In the service place, customer misbehavior event happens often. As customers pay more attention to the consumption process, more and more scholars and enterprises attach importance to the customer misbehavior event. In the background of customer misbehavior, researches have been done in different aspects, such as from the view of enterprise, employees, misbehavior customer, but very few researches have been done from the perspective of the on-site customer which is the most important target customer form the enterprise. Therefore, from the point of view of on-site customers, based on the previous researches of customer misbehavior, attribution theory, customer complaints and customer repurchase intention, using the empirical research method, to study the influence of customer misbehavior on customer complaints and customer repurchase intention. By analyzing the customer complaints and their influence on repurchase intention, the research can enrich the theory and provide recommendations for enterprises.Based on the studies of related theories, the study put forward the model and hypotheses, and collected 264 samples of data through the questionnaire survey way. It used descriptive statistical analysis, reliability and validity analysis, variance analysis, correlation analysis and regression analysis, to verify the research hypothesis, and draw the following conclusions: the attribution of responsibility was significantly correlated with customer complaints, and has significant positive correlation with customer privately complain, directly complain and complain to third the party; the attribution of responsibility has negative influence on the customer repurchase intention, and the negative intention of attribute to the responsibility of the enterprise is stronger than the implementation; privately complain and complain to the third party played a part of the intermediary role between the attribution of responsibility and customer repurchase intention, however, directly complain did not. Based on the above conclusions, combined with the actual operation of enterprises, the study proposed the process of “early prevention, discovery, measures" to solve customer misbehavior events for service enterprises.