顾客不当行为对自身事后反应的影响机制研究

The Influence Mechanism of Customer Misbehavior on Their Own After-Effect Reaction

顾客不当行为是指在消费情境中违反社会和行为规范,破坏消费秩序的行为。目前学术界及企业管理者普遍认为顾客不当行为制约企业发展,并对员工和同属顾客产生严重的不良影响。本文从道德行为理论与认知行为理论出发,通过实证研究揭示顾客不当行为与顾客事后反应之间的关系,并深入探讨自我反省在其中的中介作用。结果表明:顾客不当行为显著正向影响内疚情绪与行为修正;自我反省在顾客不当行为与事后反应的路径关系中起部分中介作用。本文的研究结果证实从道德层面引导不当行为顾客修正自身行为是服务型企业应对其不当行为的新途径。

Customer misbehavior refers to the behavior of customers that violates the generally accepted social and behavioral norms in the consumption situation and undermines the order of consumption.It is generally believed that the misconduct restricts the development of service enterprises and has a negative impact on both employees and customers.Based on the moral behavior theory and cognitive behavior theory,this paper makes an empirical study on the relationship between customer misbehavior and customer after-effect reaction,and discusses the role of self-reflection in this relationship.The results of the study are as follows:(1)Customer misbehavior has a significant positive effect on customers'guilt emotion and behavior amendment;(2)Self-reflection plays a mediating role in the relationship between customer misbehavior and after-effect reaction.The results of this paper prove service enterprises can deal with customer misbehavior by guiding the customers to amend their own behavior from the moral level.