An Experimental Research On Factors Of Consumers’ Behavior Of Non-switching When Encountering Service Failure

With the rapid development of economy, the industry of service in our country has gained continuous increments in both scale and the number of employers. However, the personalities of invisibility, heterogeneity, fugitiveness, synchronization of production and consumption of service has made it unavoidable for consumers to encounter service failures, which will affect consumers’satisfaction and loyalty to service providers. The unavoidable service failure has become one of the important links which affect the development and quality of the service industry in our country. When consumers encounter service failures, they will have negative emotions, which may lead to complaint behaviors. If the quality of service can’t reach consumers mental expectations, there will be huge disparities in consumers" mental feelings, which will have significant effects on consumers’purchasing behaviors, as some of them may tend to other service providers. The previous researches are mainly focused on the causes of service failures and the complaint behaviors caused by unsatisfactory service, which haven’t involved both service failures and consumers’switching purchasing behaviors and don’t have a deep insight into the effects that service failures have on consumers’switching purchasing behaviors.This research extracts 22 factors which affect consumers’non-switching purchasing behaviors when they encounter service failures based on comprehension of previous relating literatures, which adopts scenario simulation method as we designed the research questionnaire according to theoretical model and collected data after pre-investigations and getting questionnaire filled. The relationships among the types of service that consumers’purchasing for, the relationship between consumers and service providers, and the service failures types that consumers’encounter are tested by descriptive statistical analysis, reliability and validity analysis, analysis of variance, independent equation model and independent-sample T test of data by SPSS. Finally, we draw several conclusions according to data analysis to make suggestions for service providers to make for their consumers for their unsatisfactory services.The main contributions of this research are listed below,1. We have a research on follow-up variables, such as consumers’behaviors when encountering unsatisfactory services according to the types of service failures, which makes up the blank in theory on effects that service failures have on behaviors and has theoretical innovation.2. According to research on the relationship between consumers’gender, the relationship between consumers and service provider, and consumers" non-switching purchasing behaviors, We find out that female consumers more easily tend to another service provider when encountering service failure, regardless of the types of service failures.3. The conclusions drew from this research make several managerial suggestions for service industry on how to improve competiveness, attract customers, and build loyalty between customers and service providers.