The Research Of The Impact Of Customers'regret Based On Cultural Values And Service Fairness

In recent years, with economic development, service sector has made considerable progress. Competitions between service-oriented enterprises have become more intense. To enhance their quality of service enterprises pay more attention to consumer satisfaction. However, in the service process, service failure such as unfair phenomenon is inevitable. Consumers suffer from the event of unfair service failure, which will lead to negative emotions, including regret, such as "if I have not patronized this store, it would be better","knew that early, I should have chosen another store". Scholars have found that negative emotions have the broader and deeper impact than positive emotions.By combing the literature, regret theory is applied to mobile phones, computers and other durable products, discussed the impact of consumer regret effects. In the field of services marketing, scholars have focused on the relationship between services fairness and consumer satisfaction or loyalty. However the literature combining service fairness with consumers'negative emotions has been limited. The purpose of this paper is to discuss the relationship between services fairness and consumers'regret on the basis of classifying the cultural values which including three dimensions—uncertainty avoidance, individualism and power distance. This paper also discussed the relationship among services fairness including Hofstede's three dimensions—intercourse justice, procedure justice, distributive justice, regret, complain and switching.By using the previous maturity questionnaire, this paper tests the reliability and validity, verified the hypothesis via a structural equation model. Results showed that distributive justice and intercourse justice have a significant impact on regret: the impact of procedure justice on regret is not significant; complain and switching are positively correlated with regret; switching is positively related to complain. According to the cultural values, the customers are classified three types—individualism customer. vulnerable consumers and strong pressure-type consumers. For individualism customer, get the same results. For vulnerable consumers, distributive justice has the negative impact on regret: the impact of intercourse justice on regret is not significant; complain is positively correlated with regret; the impact of regret on switching is not significant; switching is not related to complain. For strong pressure-type consumers, distributive justice and intercourse justice have a significant impact on regret; the impact of procedure justice on regret is not significant; complain and switching are positively correlated with regret; switching is not related to complain.The results of this study enrich the application of regret theory. At the same time, the conclusions can direct service enterprises to make marketing decision-making. Service-oriented enterprises should treat their consumers friendly and enhance communication with consumers, making customer feeling the service is reasonable and desirable. At the mean time, service-oriented enterprises can classify the customer via culture values to management the customer relationship. Only this way to improve their service quality can enhance their competitiveness in the competitive environment...