The Impact Of Relationship Type On Customer Complaint Behavior Under The Circumstance Of Service Failure

Intangibility?variability and inseparability of service,coupled with the understanding of customer perception based on service make it difficult to avoid service failure.The service enterprise's perception of failure and the correct understanding of the customer have important significance for the enterprise to relieve negative emotions of customers?reduce customer complaints?retain customers and alleviate the negative effect of enterprise when service failure occurs.At the same time,the problem of service failure will become an opportunity to improve the work of service enterprises,which is conducive to the further development of enterprises.Through the existing literature reading analysis found that now the most scholars have accepted that service failure will lead to customer complaint behavior results.Also some scholars research on service customer complaint motivation and complaining channel choice combined with different personal characteristics and the relationship with the enterprise from different service failure type and the severity of failure after service failure.This study builds a model that in the situation of failure severity of failure and relationship type affect customer complaints from the perspective of customers and relationship types between customer and enterprise.And divided customer complaints into four categories.The paper use A 2(magnitude of service failure: high,low)* 2(type of relationship: trust,encounter)group between the design of the simulation experiment.In service failure scenario simulation test of respondents complain reaction,recycled by sorting out and analyzing data,the results found that:(1)The level of service failure has a positive effect on the customer direct complaint,the third party complaint,the negative word of mouth,the silence resistance and so on.(2)A total of the trust relationship between customers and encounter relationship customer after service failure on customer four complaints has a different effect,specifically,in the situation of low failure service,a total of customer relationship type of customer encounters relationship norms are more likely to directly complaint to the enterprise,and trading customer relationship norms than a total of relational norms of customers are more prone to resist the negative word of mouth and silence and it is not significant difference on the third party complaint behavior.Finally,on the basis of the summary this article conclusion,and put forward the advice on marketing service failure situations,In detail,the enterprise should take different remedial strategy targeted to different customers according to different relationship types of customs.Ultimately It is of great significance to improve the service of enterprises,heighten the level of management crisis,and enhance the competitiveness of service enterprises.