The Influence Of Organizational Service Failure On Customers' Behavior Intention To The Service Staff

The Service has the characteristics of production and consumption synchronicity.It makes service failure inevitable.Service failure can affect the mood and behavior of consumers.Service failure refers to the situation when the services provided by the enterprise can not meet the requirements and expectations of consumers.A large number of studies have shown that service failure can lead to negative effects such as consumer complaints,consumer defection and negative word-of-mouth.Therefore,exploring the service failure is of great significance for the influence of consumer behavior intention.This paper examines the influence of organizational service failure on customers' behavior intention to service staff.Based on the study of service failure and its impact on customers' intention,organizational service failure is divided into process failure and outcome failure,and its severity level is divided into high and low.Combining with consumers' perceived loss and negative emotion of service failure,this paper builds a model for the influence of organizational service failure on customers' behavior intention.Based on the scenario simulation experiments,this paper conducts one-way analysis of variance and regression analysis on 305 available questionnaires to verify the hypothetical model.The results demonstrate that the organizational service failure significantly influences customers' behavior intention.Specifically,the complaining intention significantly increases and the score of service employee significantly declines for high severity of outcome failure and process failure as well as low severity of outcome failure occurred.While for low severity of process failure,there is no significantly change on the complaining intention has,however,the score of service employee significantly declines.