The Formation Mechanism Of Customer Misbehavior Intension During Service Failure Under Ambiguous Scenario

With the deep-going development of market economy, Buyer’s Market structure has become more and more steady. Customers have gained more discursive power over companies. Only the company who shows more respect to their customers can survive in the fierce competition. As a result,customers’self-awareness has constantly strengthened in such backdrops. Accordingly, they show more willingness to express their own requests. But, not all the requests are reasonable, some are unreasonable and sometime even go too far to get their demand satisfied. This is extremely common when they encountered service failure. In that cases, they are more likely to display some misbehavior to obtain what they want, which is obviously going against the social norms and do a lot of harm to the concerned company and social order.Customer misbehavior has caused wide attention in the research area due to its widely existence and rampancy. Because of the limitation of the research scenario, the researches so far have lose its power to explain the phenomena under ambiguous scenario. Thus, It is of vital importance for service companies to explore the mechanism of the formation of customer misbehavior intention during service failure under ambiguous scenario as to prevent and avoid customer misbehavior effectively.Focused on the service failure under ambiguous scenario, this paper investigates the impact of social distance, customer knowledge on attribution of service failure and customer misbehavior intention from the perspective of attribution of service failure. The results reveal that social distance has a significant positive effect on controllability attribution and stability attribution; Customer knowledge negatively affect the two dimensions of attribution of service failure; both of the two dimensions of attribution of service failure have a significant, positive impact on customer misbehavior intention; Internal-external locus of control moderates the correlation between social distance and attribution of service failure.This paper investigate the formation mechanism of customer misbehavior during service failure under ambiguous scenario, reflecting the innovation of research scenario; Grounded on the attributional theory, this paper discusses the formation of customer misbehavior from the perspective of attribution of service failure, realizing the innovation of research perspective; Not bounded to the traditional research pattern, this paper verifies its research hypothesis and theoretical model thorough empirical approach, proving its research content innovation.