The Influence Of Concern For Mianzi On The Tourists’ Complaint Intention Under The Service Failure Scenario

The high interaction and intangibility of services make service failures unavoidable.As a typical interaction event service failure involves social image,resource loss,self-esteem and other mianzi culture.After service failure,customers will suffer symbolic or material losses to varying degrees,which will cause embarrassment,distress,and other mianzi-losing emotions to customers.In order to save mianzi customers may take further behavioral choices.In this process mianzi become more and more important.Looking at the existing researches,there are few studies on the mechanism of mianzi under service failure.Few studies have analyzed the differences in the impact of mianzi needs on individual complaint intentions in the process of service failure under the usual and non-usual environments,and further explored the mechanism of mianzi in the complaint process of tourists.In order to further enrich the research content of the need for mianzi and the research framework of tourist service failure,this research constructs a research framework for the impact of sub-needs on individual complaint intentions under the service failure type.Through questionnaire survey and scenario simulation experiment(2 [ mianzi need: high VS low ] × 2 [ environmental difference: usual environment VS Unusual Environment]),this research have probed the main effect of need for mianzi on individual complaint intentions in the context of service failure,the moderating role of environmental differences in this process,and the mediating role of restoring the sense of control in this process.The experimental results show that:(1)In the context of different service failure types(process vs.result vs.process plus result),the different levels of individual mianzi needs have a significant impact on the individual’s complaint intention(assuming H1 is verified),that is,compared with individuals with low mianzi needs,high mianzi Individuals in need are more likely to complain after experiencing service failure.(2)The need for control recovery plays a mediating role in the influence of mianzi needs on the complaint intention(assuming H2 is verified).Specifically,after encountering a service failure,individuals with a high need for mianzi need to regain a stronger sense of control and have a stronger intention to complain compared to individuals with a low need for mianzi.(3)Environmental differences play a moderating role in the effect of the need to restore the sense of control(hypothesis H3 is verified).Under the usual environmental service failure scenario,compared with individuals with low mianzi needs,individuals with high mianzi needs are more willing to restore their sense of control;There is no significant difference in the willingness of individuals with high mianzi needs and low mianzi needs to restore their sense of control under unusual environmental service failure scenarios.The article provides a theoretical basis for the study of the need for mianzi,and provides a new perspective for tourism managers and departments to further understand the psychological mechanism of tourists’ complaints under unusual circumstances.At the same time,this research provides a theoretical basis for marketing management companies to pay attention to the influence of mianzi culture in the process of service failure.