A Study On The Influence Of Customer 's Misconduct On The Negative Emotion And Satisfaction Of The Same

With the advent of the era of customer sovereignty, the view that customer is supreme has become a consistent business philosophy in service industry. However, the customer is not always right. Customer misbehavior happens occasionally, such as smoking in the non-smoking zone of restaurants, making phone calls at the cinema, talking loudly in the corridor of the hotel, jumping the queue or crowding in the queue, and conducting verbal assaults and personal attacks on service personnel or other customers and so on. In many service circumstances, other customers’ misbehavior can destroy the fellow customers’consumption experience, affect their satisfaction degree, and make the service personnel produce short-term emotional distress and long-term psychological problem, which can reduce the production efficiency of service enterprises, cause direct or indirect economic loss for the enterprises, thus become an important and difficult problem for a service enterprise.Research on customer misbehaviors, more scholars summarize the concept of customer misbehavior, types, influence factors, and management strategies from a qualitative perspective, so as to prevent and control the customer misbehavior, and do less quantitative analysis on the impact consequences of customer misbehavior. What types of customer misbehavior in service consumption will have a negative impact on fellow customers? Why different customers will produce different emotional and behavioral responses when they are facing the same behavior? Why customers who are disturbed by other customers produce dissatisfaction to service enterprise? These are all worth thinking about.From the conclusion of the preliminary investigation, emotions of the customer who are facing other customer’s improper behavior tend to change largely, and emotions have a large impact on people’s cognitive mode and reaction model. Therefore, this study introduced the customer negative emotion as an intervening variable, at the same time take service contact and customer interactions and attribution theory as the foundation, introduce psychological capital and relationship quality as a moderator variable respectively to the customer’s individual level and organizational level, to discuss the problem of how and why customer misbehavior influence fellow customers’ satisfaction, in the hope of a more thorough understanding of customer behavior influence mechanism.First of all, the thesis summarizes the current domestic and foreign scholars’ different opinions for customer misbehavior, psychological capital, relationship quality by means of theoretical review, and defines the related concept of the study.Secondly, the thesis analyzes the type of customer misbehavior by the critical incident method, and it can be divided into violation of ethical norms behavior, violation of the administrative behavior, violation of the contract behavior according to the severity of the misbehavior.Thirdly, this paper states the influencing relationship between the customer misbehavior, psychological capital, relationship quality, negative emotions of fellow customer and customer satisfaction from the theoretical level, develops research hypotheses using the logical deduction, and based on questionnaire survey in service industries such as catering, tourism, transportation, using the correlation, regression and other statistical analysis to verify the hypotheses, results show that:(1) customer misbehavior has significant effects on the fellow customer’s negative emotions and satisfaction, and negative emotions have partial intermediary effects on the relationship between other customers’misconduct and customer satisfaction;(2) the higher the relationship quality between the customer and the enterprise, the weaker negative influence of other customers misbehavior on the fellow customer satisfaction, the less positive influence on fellow customer’s negative emotions. That is to say, relationship quality negatively adjust the relationship of customer misbehavior and fellow customer’s negative emotion and satisfaction;(3) the higher the customer psychological capital, the weaker negative impact of customers misbehavior on fellow customer’s satisfaction, the less positive influence on fellow customer’s negative emotions. That is, psychological capital negatively regulating the relationship of customer misbehavior and fellow customer’s negative emotion and satisfaction.Lastly, this paper put forward some proposals for the management practices of service-oriented enterprises based on the research conclusion:the customer misbehavior is common because the key factor is on-reaction to customer misbehavior for service enterprises, therefore, the enterprise should pay attention to the management of customer misbehavior, start from building civilized service environment, strengthening the frontline staff training, improving the relationship quality between enterprise and customer, exploring enterprise service recovery and other aspects, and strengthen the management of customer compatibility in order to prevent the producing and spreading of customers misbehavior.The innovation of this study is systematic induction and abstraction of a large number of critical events, and thus classifies customer misbehavior according to its severity, it will promote the in-depth understanding of customer misbehavior for the theory researchers and practice managers; at the same time, it builds the relationship model of customer misbehavior, fellow customer’s negative emotions, fellow customer’s satisfaction, and verifies the regulating effect of the customer psychological capital, relationship quality between enterprise and customer, reveals the influence of customer misbehavior on fellow customer and its mechanism.