The Study On The Influence Of Customer Misbehavior On Service Enterprise Frontline Employee's Retaliation Tendency And Turnover Intention

At present,China's economy is in a stage of transformation,the service industry in China's social and economic development is playing an increasingly important role,and has become the largest labor employment industry in China.The majority of employees engaged in contact customer service work because of the characteristics of customer participation of the service industry.“the customer is always right” philosophy requires employees to serve customers in a friendly and polite manner even in the event of customer verbal aggression and harassment.But the frontline employee has normal emotional needs,customer misbehavior has become front-line employee's major work obstacles,easily lead to negative emotions and behavior of employees,may ultimately damage to customers,businesses and employees.However,through the review of the related literature of customer misbehavior,it has been much discussion of the impact of customer misbehavior on other customers in the same consumer environment,while the front-line employee,which is the provider of service,hasn't been given much attention.Even the discussion was about front-line employee,it was concerned about employee turnover,not for a potential risk of Service Enterprises-the front-line employee's retaliation tendency.This study starts from the customer misbehavior,in the context of face to face service,explore the influence of various dimensions of the customer misbehavior to the front-line employee's retaliation tendency and turnover intention,test the mediating effect of emotional dissonance,and the moderating effect of involvement degree and ocus of control,builds a customer misbehavior-retaliation tendency and turnover intention model.The previous studies only explore the impact of single dimension of customer misbehavior(such as violations,verbal abuse,unreasonable demands,etc.)on front-line employee's behavioral responses,lack of the study of the whole customer misbehavior.In this paper,we explore the impact of the whole customer misbehavior on front-line employee's behavioral responses,and customer misbehavior has been divided into verbal abuse,unreasonable demands,deregulation.Through empirical analysis,this study explore the effect of customer misbevior on employee's retaliation tendency and turnover intention.The questionnaires were employed to collect data from 265 front-line employees from Service Enterprises.Then,test the research hypothesis and verify the accuracy of the initial theoretical model by analyzing data.Finally come to the following conclusions:(1)Verbal abuse,unreasonable demands,deregulation have a significant positive effect on front-line employee's turnover intention;Verbal abuse,deregulation have a significant positive effect on front-line employee's retaliation tendency,and unreasonable demands has no significant positive effect on front-line employee's retaliation tendency.(2)Unreasonable demands,deregulation have a significant positive effect on front-line employee's emotional dissonance,while verbal abuse can not effectively predict emotional dissonance.Front-line employee's emotional dissonance has a significant positive effect on their retaliation tendency and turnover intention.(3)Emotional dissonance partly mediates the impact of verbal abuse to retaliation tendency and turnover intention;Emotional dissonance has a full mediating effect on the relationship between deregulation and retaliation tendency,turnover intention;There are no mediating role of emotional dissonance in the relationship between unreasonable demands and retaliation tendency,while it has a full mediating effect on the relationship between unreasonable demands and turnover intention.(4)Involvement only moderate the impact of unreasonable demands to emotional dissonance,on the influence of unreasonable demands,deregulation to emotional dissonance,it play no moderating effect.locus of control has no moderating effect both in the relationship of emotional dissonance and retaliation tendency and turnover intention.Finally,on the basis of the conclusions of this study,come up with some management suggestions on how to relieve or prevent the impact of customer misbehavior to front-line employee's retaliation tendency and turnover intention,and points out four research limitations,and puts forward the prospect of future research.