Study On The Effect Of Dysfunctional Customer Behavior On Customer Repurchase Intention In Service Recovery Perspective

The failure of service can have different negative impacts on customers and enterprises.The scholars have studied it from the perspectives of attribution theory,relationship type and contradictory attitude.However,the researches on dysfunctional customer behavior from the perspective of portfolio recovery strategy are aimed at improving customer perception of the enterprise through service recovery and improving customer's weight to buy.This study finds that it provides a theoretical reference for the management of dysfunctional customer behavior,so that the enterprises pay more attention to prevent and manage the dysfunctional customer behavior and takes timely and reasonable remedial measures for customers with different types of customer's retrograde behavior.No matter from controlling the cost of the enterprise or improving the customer experience is important.Firstly,this study combined with the interview method to investigate the failure of the customer service experience,then summarizes the different tendencies of dysfunctional customer behavior reverse behavior.Based on the theory of dysfunctional customer behavior,repurchase intention and service recovery,this paper proposes a research model of “behavior-recovery-effect”.Analysis of the data revealed: For the customers with the tendency of “negative word of mouth”,the tangible service recovery strategy is better than that of psychological service recovery strategy,the service recovery strategy is better than the delay instant recovery strategy.Tangible and delay effect of service recovery strategy is optimal.For the customers with the tendency of “brand switch”,the tangible service recovery strategy is superior to psychological service recovery strategy,“tangible and immediate” recovery strategy is optimal.For the customers with the tendency of " revenge motivation ",psychological remedy is better than physical remedy in real time,and the effect of physical remedy is better than psychological remedy under the delay opportunity.“Psychological and immediate” recovery strategy is optimal.To sum up,this study proposes the following suggestions: First,companies need to improve the sense of prevention of dysfunctional customer behavior;secondly,enterprises need to introduce effective service remedies to form an effective “service failure-behavior differentiation-service recovery” feedback mechanism.Finally,the front-line employees who have the most contact with customers need to improve their perceived and emergency remedy to service recovery through training.It also provides references for service enterprises to prevent and control dysfunctional customer behavior.