The Influence Of Customer Misbehavior On Reactions After The Misbehavior

Service industry has gained prominence by China during recent years.Service in today's society has made significant development in commercial trade,tourism and catering,post and telecommunications and so on.The biggest difference between service and manufacturing goods is customer participation.In the process of customer participation,customer behavior that violates acceptable behavioral norms and destroys consumption order is called customer misconduct.The frequency of customer misbehavior is increasing as customers' interactions grow.Based on social cognitive theory and moral emotion theory,this study conducts research on the relationship between customer misbehavior and reaction.In this paper,we have systematically reviewed the relevant literature on customer misbehavior,guilt emotion,behavior modification and self reflection,on which we build a model and proposed hypotheses.First of all,we test the reliability level of questionnaires through the small sample test to revise items.Secondly,we adopt reliability and utility analysis to verify the validity of data and use regression analysis to test hypotheses.Thirdly,we test the difference between customer misbehavior and reaction in population variables through independent sample T-test.Finally,we verify the causation through regression analysis.The main conclusions follow:(1)Customer misbehavior,guilt emotion and behavior modification have no distinct effect on gender,age,education,expenditure and income.(2)Customer misbehavior has three dimensions--verbal injury,aggressive behavior,norm violation.The three dimensions significantly influence guilt emotion and behavior modification.(3)Verbal injury,aggressive behavior and norm violation have significant positive impact on self reflection.Meanwhile,the three dimensions also significantly influence guilt emotion and behavior modification.(4)Self reflection has a full mediating effect on the relationship between verbal injury and guilt emotion;self reflection has a full mediating effect on the relationship between aggressive behavior and behavior modification;self reflection has a full mediating effect on the relationship between norm violation and guilt emotion;self reflection has a full mediating effect on the relationship between norm violation and behavior modification;self reflection has no mediating effect on the relationship between verbal injury and behavior modification.;self reflection has no mediating effect on the relationship between aggressive behavior and guilt emotion.Based on the above research conclusions,this study proposes the following management recommendations: Changing the traditional marketing idea and treating customers properly;Transferring the corporate values and strengthening customer moral belief;Planning and service design reasonably and improving service process;Carrying out education and persuasion in social norm;Regulating employees' behaviors,and improving the management skills of misbehavior.Finally,this thesis summarizes and put forward expectation.