| In recent years,homestay industry has entered a new stage of prosperity and development,and has received extensive attention from academia and the industry.Previous research has mostly focused on consumer participation,but research from the perspective of host has increasingly become a new focus.Proactive customer service performance is a spontaneous,long-term,and lasting service behavior,which is crucial to creating positive host-guest interaction and creating a good family atmosphere.These are the unique features of homestays compared with traditional hotels.The host is a key factor in the operation and development of the homestay,and its proactive customer service performance also greatly affects the sustainable development of the homestay.Therefore,it is necessary to study the proactive customer service performance of homestay hosts and their influencing factors.Based on this,from the perspective of hosts,this study attempts to clarify the specific manifestations of homestay customer misbehavior perceived by hosts,and further based on social exchange theory and relationship norm theory,to reveal the impact of customer misbehavior on hosts’ proactive customer service performance,and from the perspective of entrepreneurial motivation to explore the formation mechanism of hosts’ proactive customer service performance.This article will solve the above problems through two studies.Study 1 analyzed bad reviews of Airbnb hosts through the three-level coding of qualitative research to explore the specific manifestations of customer misbehavior in the context of sharing accommodation.Study 1 provides specific manipulation materials for the experimental design of study 2.Through three experiments,study 2 explored the formation mechanism of hosts’ proactive customer service performance.Based on the above analysis,this study draws the following research conclusions:(1)The specific manifestations of homestay customer misbehavior perceived by the host include verbal abuse,violation of check-in rules,unreasonable demands and unenvironmental behaviors,among which verbal abuse and unreasonable demands are required to be consistent with customer misbehavior in the context of traditional service industries such as hotels.Violation of check-in rules and unenvironmental behavior are unique manifestations of customer misconduct in the context of homestay.(2)Customer misbehavior directly leads to the decline of the host’s proactive customer service performance,customer misbehavior is a key factor in inhibiting host out-of-role behavior.(3)Based on the identity of hosts as selfemployed tourism small business owners,entrepreneurial motivation plays an important role in the influencing mechanism of their proactive customer service performance.(4)The moderating effect of entrepreneurial motivation on customer misbehavior and host’s proactive customer service performance is indirectly plays a role through the mediating effect of psychological contract violation.The principle of equality and reciprocity in social exchange is an important driving mechanism for the host’s proactive customer service performance.This research has revealed the specific manifestations of homestay customers’ misbehavior from the perspective of the host,and compared with the performance of customer misbehavior in traditional service industries such as hotels,and clarified the specific impact mechanism of the host’s proactive customer service performance,which has certain theoretical significance.At the same time,this research conclusion can provide certain practical guidance for homestay platforms,homestay industry associations. |
