The Influence Of Service Failure On Customers’ Perception Difference

In2013, the National Bureau of Statistics announces that the service industry in theproportion of the national economy is44.6%. The service industry output valueproportion in gross national product shall be not less than45%, which is the internationalevaluation index of modernization in the1970s American sociologist, put forward by theBritish Kirsten. Even so, there is still a large gap compared with78%the proportion ofUSA.Combining the stategy of people-oriented society sustainable development with the12th five-year plan of the modern service industry’s development as one of the importantstrategy of promoting the national economic structure transformation, it is not only hashigh commercial value, but also a wide range of social significance to improve theservice quality of "heart" and "body". Tourism as a typical representative in the servicesector, it has larger ascension space in terms of service satisfaction and complaint rate.In terms of the effects of service failure on customers’ complaint behavior, it’swidely accepted that service failure will lead to customers’complaint behavior. But thereare not so much study on the different types of service failures how to influence thecustomers’ self-threat perception and it seldomly noticed that the self-threat perception’sdifference of customers’ culture value orientation.This research structured a conceptual model about service failures impacting oncustomers’ self-threat perception and the moderating effect of culture value orientation,in terms of the customers’psychology.Subjects complaining responses were tested on thespot and the data was also collected in the scene of simulated service failures, using2(failure of service delivery system: high/low)×2(failure of response to customer needsand requests: high/low)×2(unprompted and unsolicited employee action: high/low)groups simulation experiment design, in the context of local tourisms and travel agenciesservice. Then the data was analyzed by statistical software technology. Several resultswere showed below:(1) Failure of service delivery system significantly positively impacted oncustomers’private-threat/group-threat/public-threat perception;(2) Failure of response to customer needs and requests significantly positivelyimpacted on customers’private-threat/group-threat/public-threat perception;(3) Unprompted and unsolicited employee action significantly positively impacted on customers’private-threat/group-threat perception;(4) Culture value orientation played a significant regulatory role in the influence ofresponse to customer needs and requests failure on customers’private-threat/group-threat perception;(5) Culture value orientation played a significant regulatory role in the influence ofresponse to unprompted and unsolicited employee action failure on customers’private-threat/group-threat/public-threat perception;Lastly, marketing management implications, research limitations and prospects werepointed out.