A Study On The Influence Of Tourism Service Enterprises Dealing With Customer Mistreatment Based On The Perspective Of Third-party Customers

The service experience of third-party customers is often affected by customer mistreatment in the same service consumption scenario.Customer mistreatment refers to verbal aggression,vague demands,rude attitudes,and unreasonable requirements work of customers to service front-line employees.In the service consumption scenario,there are a large number of third-party customers.Their attitude and evaluation towards service products and service enterprises determine the sustainable profitability of enterprises.Therefore,it is of great value and significance for the survival and development of service enterprises to explore the impact of third-party customers in the context of customer mistreatment.As a disturbing factor in the service consumption scene,customer mistreatment destroys the overall service order and interactive atmosphere.Will the destruction of this service order and interactive atmosphere worsen the service experience and evaluation of third-party customers? The current research is relatively lacking.Although a few scholars pay attention to the impact of customer mistreatment on the third-party customers’ service experience,the research is not deep enough.In addition,as the provider of service products and the maintainer of service orders,service enterprises have the responsibility and obligation to provide customers with high-quality and efficient service products and maintain a good service experience order.However,what is the strategies for service enterprises to deal with customer mistreatment? What is the mechanism for service enterprises to deal with the impact of customer mistreatment on third-party customers? The industry is not clear about this,and the academic community is also lacking in-depth research.Although customer mistreatment has a great negative impact on the physical and mental health and works performance of front-line employees,scholars’ research on the types of customer mistreatment is still limited.At present,most scholars classify customer mistreatment from the frequency and harm content of customer mistreatment from the perspective of front-line employees and lack in-depth analysis from the perspective of third-party customers.What are the types of customer mistreatment from the perspective of third-party customers? What strategies do service enterprises adopt to deal with different types of customer mistreatment,which can effectively repair the impact on third-party customers? There is still a lack of corresponding research in the academic community.Therefore,it is necessary to deepen the analysis and interpretation of customer mistreatment from the perspective of third-party customers.On the basis of sorting out and commenting on relevant literature at home and abroad,this study is based on theories of environmental psychology,social psychology,and tourism such as cognitive evaluation theory,role theory,tourism field theory,etc.,using a combination of qualitative and quantitative research.It explores the conceptual model of service companies’ response to customer mistreatment from the perspective of third-party customers and reveals the mechanism by which third-party customers’ justice and emotional responses affect third-party customers’ repurchase intention.This paper consists of six chapters,and the specific structure is as follows:Chapter 1 is the introduction.It mainly expounds on the research background,research purpose,theoretical significance,practical significance,research content,structural arrangement,research methods,technical route,and innovation.Chapter 2 is literature review and basic theories.It mainly reviews the literature on customer mistreatment behavior,enterprise coping strategies,customer justice,customer emotion,and customer repurchase intention,focusing on summarizing the characteristics and types of customer mistreatment behavior,identifying research gaps,and further refining research questions.Chapter 3 is the exploratory research.This chapter first collects a large number of audio recordings and text materials through in-depth interviews and forms 56 initial concepts,11 subcategories,and 5 main categories through open coding and spindle coding.This chapter builds a theoretical model that is dominated by the cognitive evaluation and emotional response of third-party customers.Chapter 4 is model construction and research hypothesis.The hypothesis of this research is put forward combined with the results of qualitative analysis,cognitive appraisal theory,role theory,and related literature,This chapter further analyzes the influence of coping strategies adopted by service enterprises to deal with customer mistreatment behavior on the justice evaluation,emotion,and repurchase intention of third-party customers,and proposes the mediating mechanism of third-party customers justice perception and emotion reaction.Chapter 5 is experimental research.Through three studies,the theoretical framework and research hypothesis are verified.The verification process is as follows: through interviews and focus group discussions,the manipulated experimental stimulus materials are determined,and then subjects are selected to carry out formal research.Data are collected by experimental operating procedures.Finally,statistical analysis of experimental data is conducted to test research hypotheses.Chapter 6 is the research conclusion and discussion.Summarize the research conclusions,theoretical enlightenment,practical enlightenment,limitations,and put actions in the direction of future research.The innovation of this study is mainly reflected in the following three aspects:(1)From the perspective of third-party customers,this paper deeply explores the impact of service enterprises’ response to customer mistreatment on third-party customers and expands the research perspective of customer mistreatment behavior.(2)This paper focuses on the impact and management of customer mistreatment behavior in the shared service setting.Based on the perspective of third-party customers,this paper divides customer mistreatment behavior into three types,which enriches the research content of consumer behavior in the field of service interaction.(3)This paper studies the impact of service enterprises’ coping strategies on third-party customers,which improves the research framework of customer mistreatment behavior.(4)Based on cognitive appraisal theory,this paper discusses the influence mechanism of service enterprises’ coping strategies to deal with customer mistreatment behavior on third-party customers’ repurchase intention,which enriches the research results of customer mistreatment behavior.This study has several limitations,which can be addressed in future studies.First,in terms of research methods,this study adopts a scenario simulation experiment to describe the stimulus scene in words,which is different from the real scene.To reflect situations more realistically,videos can be used in the laboratory or real scenes to directly simulate customer mistreatment behavior in the future,to enhance the intuitive sense and personal experience of the subjects.Second,this study did not explore the victimized employee reactions during the interaction process,and it is necessary to further explore the role of employee reactions in service companies responding to customer mistreatment behavior and affecting third-party customers service experience.