An Investigation Of The Fellow Customer's Intention Of Intervention To The Customer Misbehavior

"Customer is god" ? The fact is not the case,and "God" will jump the queue,damage service facilities.These acts are academically called "customer misbehavior".Customer misbehavior is a distressing phenomenon that has a negative impact on the business,especially for other customers(academically,what is called "fellow customer")is the most troubling thing for the business.Therefore,compani es are very concerned about the fellow customer's response when facing the customer misbehavior.In view of the thorny problems faced by marketers,academia has been concerned about the customer response model in the context of customer misbehavior.The paper starts from the pre-variables that affect the response of the same customers.It is found that the existing research confirms the influence of various factors on the response of fellow customer in the case of customer misbehavior,but does not involve the emotional level of fellow customer.Therefore,this article selected the perspective of incidental emotion cutting into the field of research,and concern about: which incidental emotion of fellow customer can result in more intense willingness to intervent customer misbehavior.The paper uses two kinds of emotional theories with broad influence to derive the hypothesis of this paper.Using the emotional theory of evolutionary psychology,this paper proves that emotion lead to different behavioral tendencies obtained by the long-term evolutionary choices when the customer is pride,gratitude,contentment,and these different behavioral tendencies make them different willingness of intervention encountering the misbehavior of the customer.This article argues that fellow customers with incidental pride or gratitude have more intense willingness to intervene than customers with incidental contentment.In addition,using assessment trend model(also known as ATF theory),the paper found: the emotional differences in the cognitive assessment of the dimension,will cause people to different risk preferences;fellow customer with incidental happy is more intense than customer with incidental surprise in the dimension of certainty,and this result in a stronger risk appetite;this creates a more intense willingness to intervene than customer with incidental surprise.In this paper,the experimental method to verify the above assumptions.Experiment 1 confirms that subjects with incidental pride and gratitude are significantly more likely to be intervene than those with incidental emotions.But the unexpected finding is: the willingness to intervene in subjects with a flat mood was also at a higher level,and significantly higher than the subjects with incidental contentment.Therefore,this paper argues that,because positive positive emotions(eg,pride and gratitude)tend to have stronger emotional predisposition to maintain emotions,the risk preference is more weaker.So this predisposition cause a weakening effect on the willingness to intervene.According to this,this paper argues that there is a significant difference in the willingness of fellow customer with positive emotion to carry out different perceived risks in the same way,and the willingness to intervene is the same in the fellow customer with flat emotion.By extending experiment 2,this paper confirms the above assumptions;this indirectly proves that the emotional maintenance tendency is influencing in this mechanism.In the third experiment,we found that there was no significant difference in the intervention intention of subjects with different incidental emotions,and the hypothesis was not confirmed by experiments.This paper argues that this may be due to the fact that ATF theory is not enough to explain the contrast between positive emotions.Therefore,this article confirms the impact of accidental sentiment on the willingness of fellow customer to the customer's misbeavior;and the influence of the different emotion on the willingness to intervene is different.