Research On The Relationship Between The Ability Of Frontline Staff To Deal With Customer Misbehavior And Fellow Customers’ Behavior Intention

According to data from the National Bureau of Statistics,the service industry is expected to become the largest industry in China’s national economy.It is an important foundation for sustainable economic development.The importance of the service industry is increasing day by day,and how service companies continue to attract customers affects their development.However,due to the sharedness and complexity of services,service errors caused by customer misbehavior are uncontrollable,and their negative impact affects many subjects,especially damaging the consumption experience of fellow customers,resulting in customer loss.Frontline staff "connect" with enterprises and "connect" with customers,and responding to customer misbehavior is an important part of their work.When customer misbehavior occurs,how does the ability of frontline staff to deal with customer misbehavior affect fellow customers’ behavior intention?What is the mechanism by which the ability of frontline staff to deal with customer misbehavior affect fellow customers’ behavior intention?Only by answering the above questions can we provide a theoretical basis for the academic and business circles to deal with customer misbehavior.Based on the above,this study constructs and examines the impact mechanism model of the ability of frontline staff to deal with customer misbehavior on fellow customers’ behavior intention in the context of customer misbehavior,and examines the mediating role of cognitive trust and the moderating effect of fellow customer power distance belief.Specifically,this study takes tourism and catering industries as the survey objects,designs questionnaires with the help of virtual scenario simulation method,collects data online,and uses data analysis software for analysis and hypothesis verification.Three experiments are designed in this paper.The main experiment 1 is used to verify the relationship between the ability of frontline staff to deal with customer misbehavior(high vs.low)and fellow customers’ behavior intention;The main experiment 2 verifies the main effect and the mediating role of cognitive trust;Main experiment 3 verified the main effect and mediating effect.At the same time,it tests the moderating effect of power distance belief on the relationship between the ability of frontline staff to deal with customer misbehavior and customers’ behavior intention.The empirical results show that:(1)The ability of frontline staff to deal with customer misbehavior has a significant positive impact on fellow customers’ behavior intention.(2)Cognitive trust mediates the influence of the ability of frontline staff to deal with customer misbehavior on fellow customers’ behavior intention.(3)Power distance belie is the moderating variable of the influence of the ability of frontline staff to deal with customer misbehavior on fellow customers’ behavior intention.This paper explores the inducing mechanism of fellow customers’ behavior intention from the perspective of customer misbehavior,enriches the related research on service failure and service recovery,and provides a certain theoretical reference for enterprises to effectively deal with customer misbehavior.