群体服务失败中群体极化对顾客抱怨倾向的影响研究

Research on the Effect of Group Polarization on Customer Complaint Intention in Group Service Failure Setting

近年来,群体服务失败事件在世界范围内频繁发生,但以往的研究主要关注个体服务失败,针对群体服务失败的相关研究仍处于探索阶段。本文基于群体极化理论,采用情景模拟实验法,探讨了群体服务失败中群体极化对顾客抱怨倾向的影响。研究发现:在群体服务失败下,消费者在群体互动后抱怨意向会产生极化效应,即相较于互动前消费者个体抱怨倾向,具有同质高抱怨(或同质低抱怨)倾向的消费者经过群体互动后会产生更高(或更低)的群体抱怨倾向,并且随着群体规模的扩大,这种群体极化效应会得到放大。本研究在一定程度上可以丰富群体情境下服务失败的相关理论,同时也为服务企业处理群体服务失败事件提供参考价值。

In spite of frequent occurrence of group service failure events in recent years all over the world,previous studies have mainly focused on individual service failure,and related studies on group service failure are still in the exploratory stage.Based on the group polarization theory,this paper explores the effect of group polarization on customer complaint intention in group service failure by using a scenario simulation experiment.Research finds that group discussion can promote group polarization effect,namely,compared with individual complaint intention,consumers with homogeneous high-complaint intention(low-complaint intention)display a higher(lower)group complaint intention in group service failure setting after group discussion;in addition,group size can amplify this group polarization effect.To some extent,this study is likely to enrich the related research on service failure in group setting and provide guidance for service companies to deal with group service failure events.