Impact Of Employees' Behavior On Customers' Service Recovery Cooperation Intentions

Due to the intangibility and heterogeneity of services,service failures are inevitable.After service failures occur in the process of tourism consumption,the implementation of company service recovery measures requires the participation and cooperation of customers.Customer' service recovery cooperation intention in remediation reflects the customer's tendency to cooperate with employees to solve problems and complete remediation.It directly affects the implementation of recovery measures by service companies and the recovery satisfaction of customers.Therefore,it is very important to explore the influencing factors of customer' service recovery cooperation intention in the process of service recovery interaction.The behavior of front-line employees is an important factor that affects customer' service recovery cooperation intention.However,the research on the influence of frontline employees' behavior in the context of t service failures has not received enough attention.Current research mainly focuses on the discussion of service recovery measures and their implementation effects.Few studies have focused on the influence of frontline employees' behavior on customers' service recovery cooperation intentions from the perspective of employee-customer interaction.In the process of service recovery interaction,what behaviors will the front-line employees have,and how do customers recognize and perceive these behaviors of frontline employees? What impact will these behaviors have on customers' willingness to cooperate? Are these effects different in different service failure types? What is the mechanism of these effect? In addition,with the continuous development of online travel,service failure in computer-mediated environment are inevitable.In the process of online service recovery interaction,how do customers recognize the behavior of service agents and the impact of these behaviors on customer' perceptions? There is still a lack of in-depth analysis and explanation of the relationship between employee behavior and customer behavioral intentions,and the influence mechanism of employee behavior on customer behavioral intentions is still unclear.In fact,warmth and competence are two important factors for frontline employees' behavioral performance.Customers will evaluate employees through their warmth and competence,and then determine their attitudes and behavioral intentions.Therefore,based on attribution theory,social information processing theory,etc.,this article explores the impact of employees' warmth and competence on customers' service recovery cooperation intentions under different service failure types.Then this article further analyzes online service agents' behavioral cues of warmth and competence of in the process of online service recovery interaction and the influence of these cues on customers' perceptions of warmth and competence.This article lays a theoretical foundation for deepening related research in the field of service recovery,and can provide some method guidance for traditional tourism service companies to improve the effectiveness of service recovery.Specifically,the paper consists of 7 parts:The first chapter elaborates this article's research background,research purpose,research significance,the main content,research method,research route and main innovation points of this article.The second chapter mainly reviews and sorts out related literature such as service failure,service recovery,employee-customer interaction,warmth and competence,etc.,introduces the main results and shortcomings of existing research.This chapter lays the cornerstone for this research.Chapter 3 is the qualitative research part.This chapter collects first-hand data through the in-depth interview method,and analyzes the original interview data using the coding analysis technology of qualitative research,and finally forms an initial conceptual framework.In the fourth chapter,based on attribution theory,social information processing theory,etc.,this article establishes a theoretical model among the interaction of frontline employees' warmth and competence and service failure types on customers' service recovery cooperation intentions,put forward research hypotheses,and analyze the relationship between various variables.In the fifth chapter,the author conducts empirical analysis and testing of the theoretical hypotheses proposed in Chapter 4 through situational simulation experiments.This chapter uses two scenario simulation experiments to examine the mechanism of front-line employee behavior on customers' service recovery cooperation intentions and the moderating effect of social distance.In Chapter 6,first,through literature review,this chapter identifies the main behavioral cues of service agents in online interactions,which including conversational cues and visual cues;Next,this chapter analyses the influence of online service agents' conversational cues and visual cues on customers' warmth and competence perception in online interaction,and conducts simulation experiments through data analysis.In the seventh chapter,the author mainly summarizes the research content of this article,and further elaborates the theoretical contribution of this article and its management enlightenment to the tourism service industry.Then the author points out the shortcomings of this article and prospects for future research.The innovations of this article are mainly reflected in the following five aspects:(1)This research focuses on the role of employees in service recovery interaction and expands the research perspective in the field of service recovery from the perspective of employee-customer interaction.At present,in the field of service recovery research,scholars are mostly concerned about service recovery measures and effects.There is a lack of in-depth discussion on how the behavior of front-line employees in the service recovery process of customer-employee interaction affects customers' service recovery cooperation intentions.The interaction between frontline employees and customers not only directly affects the perception of customer service quality,but also affects the implementation effect of recovery measures and customer recovery satisfaction.Therefore,it is very important to study the impact of employees' warmth and competence on customers' attitudes and behavioral intentions in the service recovery process.(2)This article explores the importance of contextual factors to customer perception and inference,and finds that employees' warmth and competence in different contexts have different effects on customers' service recovery cooperation intentions.Contextual factors have an important influence on customers' inferences about employees' warmth and competence.Sociology and social psychologists emphasized the importance of the interaction between cognition,environment and behavior.However,previous studies have inconsistent conclusions on the effects of people's warmth and competence,and lack of investigation of situational factors.This article focuses on the situational factors of service failure types and social distance,and explores the influence of employee's warmth and competence on customers' service recovery cooperation intentions under different service failure situations,as well as the boundary effect of social distance.This paper analyzes the important influence of contextual factors on customer cognition inference,and deepens the relevant research in the field of service recovery.(3)This paper reveals the mechanism of the influence of employees' warmth and competence on customers' service recovery cooperation intentions by introducing two important variables in the attribution process such as sincere perception and altruistic motivation.In the process of service recovery interaction,how customers respond to employees' behaviors depends on customers' cognitive inferences about employees' motives,and customers' perceptions about employees' sincerity will directly affect customers' perceptions of employees' motivations.Therefore,this article believes that customers' sincere perception of employee behaviors will affect customers' inferences of employees' altruistic motives,and in turn affect customers' service recovery cooperation intentions.This paper deeply analyzes the mechanism of the relationship between the behavior of frontline employees and customers' service recovery cooperation intentions in the service recovery interaction,and enriches the relevant research in the field of service recovery.(4)This article further focuses on online service recovery scenarios,and identifies the behavioral cues of online service agents and their different influence on customers' perception of warmth and competence.It will expand the relevant research in the field of online service remediation.Compared with frontline employees in face-to-face interactions,customers have a different perception about service agents during the online service recovery process.This paper analyzes the behavioral cues transmitted by online service agents in the interaction with customers,and explores the customer's perception of online service agents' behavioral cues,which is beneficial to supplement and expand research in the field of online service recovery.Due to the constraints of time,ability,resources and other conditions,this article still has certain limitations,which are mainly reflected in the following aspects: First,there are limitations in sample selection.In the third chapter of this article,the author mainly uses case interview data to conduct a qualitative analysis of the influence of front-line employees' behavior on customers' service recovery cooperation intentions.In the fifth and sixth chapter of this article,based on the availability of data,it is mainly to collect data in the context of China.Whether the research conclusions are applicable to other countries or regions,that is,the universality of the research conclusions needs to be further verified;Secondly,there are limitations in research methods.This paper adopts the method of scenario simulation experiment.The difference between the simulation scenario and the real situation may cause the deviation of the research conclusion and the actual situation.In subsequent research,it is necessary to combine questionnaire surveys,field experiments and other methods to further verify the external validity of the research;Finally,the research model still has room for expansion and improvement.In this paper,when discussing the mechanism of front-line employees' warmth and competence on customers' service recovery cooperation intentions,it only considers the mediating effect of sincere perception and altruistic motivation perception.Whether there are other mechanisms is a direction that can be considered for follow-up research.In the online interaction research part,this article does not discuss the influence of contextual factors such as service failure types,and also does not discuss the mechanism of the influence of online service agents' warmth and competence on customers' service recovery cooperation intentions.Therefore,one of the follow-up research directions is to further investigate the mechanism of online service agents' warmth and competence on customers' service recovery cooperation intentions under different types of service failure.