群体服务失误下顾客间“关系”互动对抱怨的影响机制——群体极化和去个体化的中介作用
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摘要
顾客抱怨研究由来已久,但以往研究更多停留在个体层面,缺乏群体层面的关注。文章基于中国人际"关系"视角,将群体服务失误下顾客间互动分为工具性关系互动和情绪性关系互动,通过设计旅游团遭遇群体服务失误的情景模拟实验,探讨群体服务失误下顾客间"关系"互动对抱怨的影响机制。研究结果表明,群体服务失误下,工具性关系互动通过影响群体极化和去个体化进而影响顾客直接抱怨,且群体极化的中介作用更明显;顾客间情绪性关系互动越强,去个体化和群体极化程度越大,进而诱发更强的直接抱怨倾向,且去个体化在其影响过程中作用更强。研究有助于丰富顾客间互动对抱怨影响的研究视角,完善顾客群体性抱怨理论框架,也对顾客群体抱怨处理提供决策依据。
It is increasingly common to see group service in most tourism service contexts. Customer dissatisfaction might not lead to complaints or other behavioral consequences. In a group of customers,however, intergroup interactions can impact customers' decision making. The assimilation and contraction in a group will significantly impact the group decision. Therefore, under a group service failure context, customers' intergroup interaction is extremely critical. Although customer complaints have long been a study focus, previous research is mainly based on the individual level. Group customer complaints remain unclear.In China, Guanxi not only reflects the essence of Confucianism, but also represents a type of psychological bonding and social network. Previous studies suggest that Guanxi affects group customers' behaviors. Hence, this study proposes a conceptual framework for the customer-to-customer interaction from a Guanxi perspective under a group service failure setting. Based on the perspective of Chinese interpersonal Guanxi, the present work classifies customer-to-customer interaction under the context of group service failure into instrumental Guanxi interaction and emotional Guanxi interaction.Instrumental interaction refers to interactions encountered in pragmatic transactions and exchanges related to work or businesses. In the context of service failure, instrumental interactions include getting justice, compensations, and how to complain. The emotional tie is generally a relatively permanent and stable social relationship. It can render an individual's feelings of affection, warmth, safety, and attachment. To understand Chinese Guanxi concept, although individuals can still utilize their emotional tie as an instrument to secure some desired resource, the emotional interaction always claims precedence over instrumental interaction. Previous studies actually suggest that the social- emotional support helps individuals under pressure. In regard with intergroup Guanxi interactions, emotional interaction refers to the interactions that focus on the affection and self-expression. Under the context of service recovery, individuals tend to express and exchange their feelings with other group members.This study investigates the mechanism on complaints imposed by the customer interaction under the condition of service failure through conducting a tourism service failure simulation experiment.During a group service failure, customers confirm their loss with the group interaction. Instrumental interaction enhances the perceived loss in the service failure. Moreover, when customers confirm the perceived unfairness, they tend to express their dissatisfaction and seek for emotional support. Both instrumental and emotional interactions strengthen the group polarization, thus customers tend to make a decision in accordance with the function of group interactions. In the process of group decision making, both instrumental and emotional interactions focus on the group benefits, which enhances the underlying de-individualization, and in turn, increases the intention to complain.Results show that customer- to- customer instrumental Guanxi interaction affects direct complaint through group polarization and de-individuation, and the mediation effect of group polarization is more apparent, compared to de- individuation. Similarly, group polarization and de- individuation play important roles in the effect of emotional Guanxi interaction on direct complaint, but the mediation effect of de- individuation is more apparent than group polarization. To conclude, this research helps enrich theory of complaints resulted from customer- to- customer influences, perfect theoretical framework of group customer's complaints, and also helps provide decision references for group customer complaint resolutions.
It is increasingly common to see group service in most tourism service contexts. Customer dissatisfaction might not lead to complaints or other behavioral consequences. In a group of customers,however, intergroup interactions can impact customers' decision making. The assimilation and contraction in a group will significantly impact the group decision. Therefore, under a group service failure context, customers' intergroup interaction is extremely critical. Although customer complaints have long been a study focus, previous research is mainly based on the individual level. Group customer complaints remain unclear.In China, Guanxi not only reflects the essence of Confucianism, but also represents a type of psychological bonding and social network. Previous studies suggest that Guanxi affects group customers' behaviors. Hence, this study proposes a conceptual framework for the customer-to-customer interaction from a Guanxi perspective under a group service failure setting. Based on the perspective of Chinese interpersonal Guanxi, the present work classifies customer-to-customer interaction under the context of group service failure into instrumental Guanxi interaction and emotional Guanxi interaction.Instrumental interaction refers to interactions encountered in pragmatic transactions and exchanges related to work or businesses. In the context of service failure, instrumental interactions include getting justice, compensations, and how to complain. The emotional tie is generally a relatively permanent and stable social relationship. It can render an individual's feelings of affection, warmth, safety, and attachment. To understand Chinese Guanxi concept, although individuals can still utilize their emotional tie as an instrument to secure some desired resource, the emotional interaction always claims precedence over instrumental interaction. Previous studies actually suggest that the social- emotional support helps individuals under pressure. In regard with intergroup Guanxi interactions, emotional interaction refers to the interactions that focus on the affection and self-expression. Under the context of service recovery, individuals tend to express and exchange their feelings with other group members.This study investigates the mechanism on complaints imposed by the customer interaction under the condition of service failure through conducting a tourism service failure simulation experiment.During a group service failure, customers confirm their loss with the group interaction. Instrumental interaction enhances the perceived loss in the service failure. Moreover, when customers confirm the perceived unfairness, they tend to express their dissatisfaction and seek for emotional support. Both instrumental and emotional interactions strengthen the group polarization, thus customers tend to make a decision in accordance with the function of group interactions. In the process of group decision making, both instrumental and emotional interactions focus on the group benefits, which enhances the underlying de-individualization, and in turn, increases the intention to complain.Results show that customer- to- customer instrumental Guanxi interaction affects direct complaint through group polarization and de-individuation, and the mediation effect of group polarization is more apparent, compared to de- individuation. Similarly, group polarization and de- individuation play important roles in the effect of emotional Guanxi interaction on direct complaint, but the mediation effect of de- individuation is more apparent than group polarization. To conclude, this research helps enrich theory of complaints resulted from customer- to- customer influences, perfect theoretical framework of group customer's complaints, and also helps provide decision references for group customer complaint resolutions.
引文
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