The Eftects Of Service Failures On Customer Complaint Motivations

Our country’s services still accounted for less than50%in national economy, because ofour services lagging behind development and its poor service management and common servicefailures, especially in tourist industries. So, it’s very vital for our country’s tourist industriesdevelopment and even for all services development to study the relationship between servicefailure and customer complaining behavior completely and deeply.Recently, it’s widely accepted by the academia that service failures can lead to customerscomplaining behaviors. However, there’re two facets that are paid less attention: different kindsof service failures how to affect diverse customers complaining motives and the difference oftheir complaining motive and its strength among different types of customers in respect ofself-monitoring. This research structured a conceptual model about service failures impactingon customers complaining motives and the moderating effect of self-monitoring, on theperspective of positively taking attention to customers. Subjects complaining responses weretested on the spot and the data was also collected in the scene of simulated service failures,using2(service delivery system failure: high/low)×2(failure of response to customer needs andrequests: high/low)×2(unprompted and unsolicited employee action: high/low) groupssimulation experiment design, in the context of local tourisms and travel agencies service. Thenthe data was analyzed by statistical software technology. Several results were showed below:(1)Service delivery system failure significantly positively impacted on customers valuecompensation seeking motive;(2) Failure of response to customer needs, and requests andunprompted and unsolicited employee action respectively significantly positively affectedcustomers empathy needs motive;(3) Failure of response to customer needs, and requests andunprompted and unsolicited employee action respectively significantly positively influencedcustomers self-presentation motive;(4)Three types of failures all respectively significantlypositively influenced customers Communication and explanation motive;(5) Self-monitoringplayed a significant regulatory role in the influence of service delivery system failure oncustomers value compensation seeking motive;(6) Self-monitoring also played a significantregulatory role respectively in the influence of failure of response to customer needs andrequests,and unprompted and unsolicited employee action on customers empathy needs motive.Lastly, marketing management implications, research limitations and prospects were pointedout.