The Impact Of Network Car Service Failure On Customer Complaints Behaviors:the Mediating Effect Of Regret And Moderating Role Of Regulatory Focus

The development of Internet big data technology has spawned the sharing economy.The emergence of network-car alleviates the objective situation of urban traffic congestion,on the other hand,it greatly utilizes the idle resources of the society.At the same time,improved the quality of people's travel.But the service quality of the network car is still criticized by the consumer.The problem of service failure occurs frequently,and the customer complains constantly.Through literature review,the author finds that there is no research on network-car service failure and customer complaint behavior from the perspective of consumer psychology.Therefore,based on the basic theory of service failure,this study introduces the intermediary role of regret,and investigates the internal motivation of consumers,which is the moderating effect of focusing on customer complaints.In this study,a questionnaire collecting platform using random sampling method to survey 580 who come from a provincehad net about car service failure of the user experience,after finishing out of 562 valid questionnaires,through statistical analysis of the main conclusions are as follows:1.service failure has a significant positive correlation with regret and customer complaint behavior.2.regrets play a part of mediating role between service failure and customer complaints.3.regulatory focus plays a moderating role between regret and customer complaint behaviors,when promotion focus is higher,the negative relationship between regret and customer complaint behavior is strengthening and when the prevention focus is at high levels,the negative relationship between regret and customer complaint behavior is weaking.