Research On The Effect Of Customer Psychological Empowerment On Service Failure Attribution

Psychological empowerment theory has been investigated in Organizational Behavior for a long time. Nowadays, facing the fiercing competition, companies focus on establishing a good relationship with the consumers. So some scholars introduced psychological empowerment into the research of marketing. Current reaearches mostly focus on the quailty of service and customer’s satisfaction, rearly at the aspect of service failure attribution in the service failure context. Therefore, study the effet of customer psychological empowerment on service failure attribution will help to enrich the causing factor of service failure attribution, while also broaden the application scope of customer psychological empowerment.To explore the relationship between customer psychological empowerent and service failure attribution in the service failure context, this paper will also add the variable of internal-external locus of control. Then demonstrate the concept effect model. Finally a questionnaire empirical research was done by the customers of e-commence retail in the Shenyang region. The main conclusions of this research are as follows:(1) Customer psychological empowerment in e-commence retail industry has a remarkable effect on service failure attribution. Consumer meaning has influence on locus and stability; consumer competence has impact on controllability and stability, consumer determination has impact on controllability and stability; consumer impact has influence on locus, controllability and stability.(2) Internal-external locus of control is a moderator during the effect of customer psychological empowerment toward service failure attribution.