| Service and social public service in today’s society has played more and more important role. In recent years, China has pay more attention to the development of service and social public service industry, commerce, tourism, catering, finance, insurance, transportation, communication, electronic content and government services have made significant development. Services, different from manufacturing goods, involve customer conducts that have the property of following or violating social norms. Customer misbehavior may be defined as behavioral acts by consumers, which violate the generally accepted norms of conduct in consumption situations, and thus disrupt the consumption order, such as crowding, noising, abandoned property anywhere, against the customs, shoplifting and so on. With the increasing interactions among people and extended public space, customer misbehavior become more and more prominent。Customer misbehavior would not only result in service staffs short-term or long-term psychological pressure, but also spoilt other consumer’s service experience and bring direct or indirect economic loss to service organization. Prevention and control of customer misbehavior maintenance order is very important. Therefore, this article focuses on the gap of customer misbehavior theoretical research; reveal the effects of customer misbehavior, critical antecedent variables, testing the effectiveness of management measures in order to provide theoretical support and practical guidance for the management of customer misbehavior.The main research of this dissertation is as follows:(1) The impact of customer misbehavior on the customer in the same environment. Using the Critical Incident Technique, survey the customer during retailing, catering, transportation and tourism industries, summarize the type of customer misbehavior and the impact on other customer. The founding shows that customer misbehavior concludes the violation of moral norms, contractual norms and administrative norms. Customer misbehaviors have negative impact on the other customers. The negative impact on the other customers is reflected in for depression, irritability, anger, resentment and other enterprises to follow the main emotions and behavior. Survey shows that companies often neglect the management of customer misbehavior. One of the key reasons of customers misbehavior occurred and spreading is that most enterprises in disregard of state and no remedies. Analyze the impact of other customer misbehavior on customer service satisfaction and behavioral intentions, testing the moderating effect of relationship quality. The founding demonstrates that relationship quality between customer and service enterprises will change customer’s attribution of other customer misbehavior, and the subsequent of satisfaction and behavioral intentions. Under the condition of other customer misbehavior, relative to the low-relationship quality customer, high-relationship quality customer’s perceptions of enterprise responsibility has lower negative effect on satisfaction, perceived employee effort has higher positive effect on satisfaction, and satisfaction has lower negative effect on departure tendency. Based on these conclusions, strengthen the quality of relationship is equivalent to enhance the organization capacity to weaken the negative effect of customer misbehavior, and enhance employee’s ability and skills to responds to and deal with customer misbehavior is the fundamental measure.(2) The customer ethical beliefs. Ethical belief is the key antecedent variables of consumer moral or immoral behavior. The result shows that five dimensions of consumer ethical beliefs were retained, that is,"actively benefiting, passively benefiting, questionable action, no harm, doing good/recycling". Consumer ethical beliefs’ differences were not statistically significant on age and education and were statistically significant on gender, occupation and income. The findings should benefit service enterprises in understanding the ethical decision rules of consumers and adopting methods to deterrent and control consumer unethical behaviors.(3) The impact of Social norms signs on customer behavior intention and satisfaction. On the basis of interviews and preliminary experiments, the retail industry background scenario simulation experiment was conducted to identify social norm sign’s validity. With the object of random sample of university students, the result of ANOVA shows that:social norm signs have a significant effects on customer behavior intention to comply with social norms; social norms signs of guiding have stronger effects on social norms behavior intention and satisfaction than the signs of preventing; for the preventing signs, signs written in softness tone have stronger effects on social norms behavior intention and satisfaction than the signs written in crudeness tone. These findings provide theoretical support to design effective social norms signs for the service companies.(4) Management strategy of customer misbehavior. Provide the management and education strategy recommendations from the perspective of service business, government and education departments. Service enterprises should change the traditional marketing concept, rational treatment of customers; convey the company value, and strengthen ethical beliefs; rational design planning services, improve the social norm evidence; exhibit service content and procedure; examine the market segments, strengthen Customer Compatibility Administrator; specification access to employee behavior, improve the management skills of customer misbehavior; conduct customer education and ease the social norms. Government and related departments should improve the "Consumer Protection Law" clearly provides consumers’ obligation, and gradually introduced laws and regulations regulate all kinds of consumer misbehavior. Consumer education at all levels, particularly in the education sector should be the consumer obligations and social responsibility, ethics education into the curriculum system, so that consumers establish awareness of social norms, the concept of the formation of a harmonious consumption.At the end of the dissertation, it summarizes the main conclusions, points out the limitations of this study and further research direction in the future. |
