Customer Participation In The Impact Of Service Failure Attribution And Behavioral Intentions

With the gradually development of relationship marketing and brand retail industry,more and more enterprises begin to realize:it is important to emphasis on maintaining and retention of customers in order to get a steady development.But the service is intangible and the customer is subjective,and has the difference,so,it is hard to achieve zero error even the most outstanding enterprise and the most professional service staff through the process of service,in other words,service failure is inevitable.When service failures occured,the customer would first to analyze the reasons and think who should be responsible for this mistake and attribution,and the result of this kind of attribution would guide and influence the customer's behind behavior.So,it has an important guiding role to discuss the pattern of attribution when customers face the service mistakes scenario.According to previous research,customer service failure attribution way will be affected by the influence of different level of involvement,customer participation different,its attribution way is different,which in turn shows the behavioral intention is also different.Therefore,in order to better guide the enterprise management customers,reduce customer churn rate,explore how the customer participation affect service failure attribution and behavioral intention has important research significance.Based on this,with the electronic commerce rapid development,it now constantly changed people's production and life style,but,according to the statistics show that online shopping service turnovers are still high,the traditional way of offline purchases also exsist service failure because of the service itself unique properties,so,this paper based on the customers' two types of purchase,through the contrast analysis of two kinds of purchase way to discuss the influence of customer participation on service failure attribution and the follow-up behavior intention,then providing better guidance for our country's retail stores and online stores.Based on service failure as the research background,this paper based on the social exchange theory and take combination of the analysis methods of simulation and questionnaire to explore the influence of the different degree of customer participation on service failure attribution and behavioral intention,and verify that the adjustment effect of two different buying way in the customer participation and service failure attribution,at the same time inspection the mediating role of service failure attribution in this process.this study take the customer participation degree as the independent variable,three dimensions of service failure attribution as intermediary variables,two different purchase way as regulating variable,four degree of customer behavioral intention as the last variable established the concept model of this paper,respectively,with high participation,online purchase;High participation,offline purchase;Low participation,online purchase;Low participation,offline purchases as the research situation,set up corresponding four sets of questionnaire.through the questionnaire star on the issue and recovery for the relevant data of this study to test the conceptual model quantitatively.The results of this article found that customer participation was significant associated with the belonging dimension and controlling dimension of service failure attribution,and were not associated with stability attribution;Shopping form adjust the relationship between customer participation and service failure attribution;the external belonging dimension of service failure attribution was significant associated with complain,left and negative word-of-mouth intention;internal belonging dimension of service failure attribution was significant associated with complaints,repurchase and negative word of mouth intention;Controlling attribution was significant associated with complain,leave,repurchase and negative word of mouth intention;Stability attribution was significant associated with repurchase,left,and negative word-of-mouth intention.