服务消费中顾客不当行为研究
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摘要
服务业和社会公共服务事业在当今社会中具有越来越重要的作用。近年来,中国对服务业及社会服务事业的发展非常重视,在商贸、旅游餐饮、金融保险、交通运输、邮电通信、电子内容提供、政府服务等方面有了长足发展。服务产品与制造产品相区别的最大特性是顾客参与性,在顾客参与的过程中,顾客的社会行为会有遵守和违反社会规范的判断。违反消费情境中可接受的行为规范,并且破坏消费秩序的顾客行为被称为顾客不当行为,如拥挤、喧哗、随处弃物、违背习俗礼仪、顺手牵羊等等。随着人与人之间交互增加和公共活动空间扩大,服务业顾客不当行为现象越来越突出。顾客不当行为不但会对服务员工造成短期情绪困扰或长期心理影响,还会破坏同属顾客的消费经历,给服务组织带来间接或直接的经济损失。防范和控制顾客不当行为,维护服务秩序是非常重要的。为此,本文着眼于顾客不当行为理论研究的空白点,揭示顾客不当行为的影响效应、关键前因变量,检验管理措施的有效性,以期为管理顾客不当行为提供理论支持和实践指导。主要研究工作有以下几个方面：
(1)顾客不当行为对同属环境顾客影响研究。运用关键事件法,对零售、餐饮、交通和旅游业消费者进行调查,分析归纳顾客不当行为类型及其对同属顾客服务经历造成的影响。研究发现,违反道德性规范、契约性规范和行政性规范的顾客不当行为均有发生并且对同属顾客的服务经历产生负面影响,其中违反道德性规范行为尤为突出。顾客不当行为会使同属顾客产生郁闷、烦躁、愤怒、对企业不满等主要情绪反应以及抱怨、终止服务甚至效仿等行为反应。另外,企业常常疏于对顾客不当行为的管理,多数企业处于无反应状态是顾客不当行为发生和传播的关键原因之一。
揭示其他顾客不当行为对同属顾客的服务满意及行为倾向的影响机理,并检验关系质量的调节作用。研究表明,顾客与企业的不同关系质量会改变顾客对其他顾客不当行为的归因,以及随后的满意感知和行为倾向。在其他顾客实施不当行为的情况下,相对于低关系质量的顾客,高关系质量顾客的感知企业责任对满意的负面影响更小,感知员工努力对满意的正面影响更大,低满意度带来的离开倾向更小。加强关系质量相当于在一定程度上增强了服务组织削弱顾客不当行为影响的行为能力。增强员工应对和处理顾客不当行为的能力和技巧是管理顾客不当行为的重要措施。
(2)顾客道德信念研究。道德信念是顾客实施道德或不道德行为的关键前因变量。实证研究表明,顾客道德信念具有多因子结构,包含了5个因子,即“主动获利”、“被动获利”、“无伤害行为”、“侵权”以及“环保和做好事”。顾客道德信念在年龄和教育程度上差异不显著,在性别、职业和收入上有比较显著的差异。研究结果可以使服务企业更好地理解顾客行为决策的道德信念准则,结合顾客特征采取恰当措施防范和控制消费者不道德行为。
(3)服务业社会规范标识对顾客不当行为和满意的影响研究。在访谈和预实验的基础上,通过以零售业为行业背景的情景模拟实验检验不同特征的社会规范标识的有效性。以大学生随机样本为研究对象,方差分析结果表明：社会规范标识使顾客有更强的遵守社会规范的行为意图；引导型社会规范标识比阻止型社会规范标识会使顾客有更强的遵守社会规范行为意图和满意度；语气委婉的阻止型标识比语气生硬的阻止型标识会使顾客有更强的遵守社会规范行为意图和满意度。研究结果为服务企业设计有效的社会规范标识提供理论支持。
(4)顾客不当行为管理策略研究。从服务企业、政府和教育部门三方面视角提出顾客不当行为的管理与教育策略建议。服务企业应转变传统营销观念,恰当对待顾客；传递企业价值观,强化顾客道德信念；合理规划服务设计,完善标识等规范实据；恰当展示服务内容和程序；审视市场细分,加强顾客兼容性管理；规范接触员工行为,提高不当行为管理技巧；开展顾客社会规范教育与疏导。政府及相关部门应完善《消费者权益保护法》,明确规定消费者义务,并逐步出台法律、法规规范各类消费者不当行为。各级教育部门应将消费者教育尤其是消费者义务和社会责任、伦理教育纳入课程体系中,使消费者树立社会规范意识,形成和谐消费的观念。
最后,总结了本文的主要结论,并指出了本文研究的局限性及进一步研究方向。
Service and social public service in today's society has played more and more important role. In recent years, China has pay more attention to the development of service and social public service industry, commerce, tourism, catering, finance, insurance, transportation, communication, electronic content and government services have made significant development. Services, different from manufacturing goods, involve customer conducts that have the property of following or violating social norms. Customer misbehavior may be defined as behavioral acts by consumers, which violate the generally accepted norms of conduct in consumption situations, and thus disrupt the consumption order, such as crowding, noising, abandoned property anywhere, against the customs, shoplifting and so on. With the increasing interactions among people and extended public space, customer misbehavior become more and more prominent。Customer misbehavior would not only result in service staffs short-term or long-term psychological pressure, but also spoilt other consumer's service experience and bring direct or indirect economic loss to service organization. Prevention and control of customer misbehavior maintenance order is very important. Therefore, this article focuses on the gap of customer misbehavior theoretical research; reveal the effects of customer misbehavior, critical antecedent variables, testing the effectiveness of management measures in order to provide theoretical support and practical guidance for the management of customer misbehavior.
The main research of this dissertation is as follows:
(1) The impact of customer misbehavior on the customer in the same environment. Using the Critical Incident Technique, survey the customer during retailing, catering, transportation and tourism industries, summarize the type of customer misbehavior and the impact on other customer. The founding shows that customer misbehavior concludes the violation of moral norms, contractual norms and administrative norms. Customer misbehaviors have negative impact on the other customers. The negative impact on the other customers is reflected in for depression, irritability, anger, resentment and other enterprises to follow the main emotions and behavior. Survey shows that companies often neglect the management of customer misbehavior. One of the key reasons of customers misbehavior occurred and spreading is that most enterprises in disregard of state and no remedies.
Analyze the impact of other customer misbehavior on customer service satisfaction and behavioral intentions, testing the moderating effect of relationship quality. The founding demonstrates that relationship quality between customer and service enterprises will change customer's attribution of other customer misbehavior, and the subsequent of satisfaction and behavioral intentions. Under the condition of other customer misbehavior, relative to the low-relationship quality customer, high-relationship quality customer's perceptions of enterprise responsibility has lower negative effect on satisfaction, perceived employee effort has higher positive effect on satisfaction, and satisfaction has lower negative effect on departure tendency. Based on these conclusions, strengthen the quality of relationship is equivalent to enhance the organization capacity to weaken the negative effect of customer misbehavior, and enhance employee's ability and skills to responds to and deal with customer misbehavior is the fundamental measure.
(2) The customer ethical beliefs. Ethical belief is the key antecedent variables of consumer moral or immoral behavior. The result shows that five dimensions of consumer ethical beliefs were retained, that is,"actively benefiting, passively benefiting, questionable action, no harm, doing good/recycling". Consumer ethical beliefs' differences were not statistically significant on age and education and were statistically significant on gender, occupation and income. The findings should benefit service enterprises in understanding the ethical decision rules of consumers and adopting methods to deterrent and control consumer unethical behaviors.
(3) The impact of Social norms signs on customer behavior intention and satisfaction. On the basis of interviews and preliminary experiments, the retail industry background scenario simulation experiment was conducted to identify social norm sign's validity. With the object of random sample of university students, the result of ANOVA shows that:social norm signs have a significant effects on customer behavior intention to comply with social norms; social norms signs of guiding have stronger effects on social norms behavior intention and satisfaction than the signs of preventing; for the preventing signs, signs written in softness tone have stronger effects on social norms behavior intention and satisfaction than the signs written in crudeness tone. These findings provide theoretical support to design effective social norms signs for the service companies.
(4) Management strategy of customer misbehavior. Provide the management and education strategy recommendations from the perspective of service business, government and education departments. Service enterprises should change the traditional marketing concept, rational treatment of customers; convey the company value, and strengthen ethical beliefs; rational design planning services, improve the social norm evidence; exhibit service content and procedure; examine the market segments, strengthen Customer Compatibility Administrator; specification access to employee behavior, improve the management skills of customer misbehavior; conduct customer education and ease the social norms. Government and related departments should improve the "Consumer Protection Law" clearly provides consumers' obligation, and gradually introduced laws and regulations regulate all kinds of consumer misbehavior. Consumer education at all levels, particularly in the education sector should be the consumer obligations and social responsibility, ethics education into the curriculum system, so that consumers establish awareness of social norms, the concept of the formation of a harmonious consumption.
At the end of the dissertation, it summarizes the main conclusions, points out the limitations of this study and further research direction in the future.
(1)顾客不当行为对同属环境顾客影响研究。运用关键事件法,对零售、餐饮、交通和旅游业消费者进行调查,分析归纳顾客不当行为类型及其对同属顾客服务经历造成的影响。研究发现,违反道德性规范、契约性规范和行政性规范的顾客不当行为均有发生并且对同属顾客的服务经历产生负面影响,其中违反道德性规范行为尤为突出。顾客不当行为会使同属顾客产生郁闷、烦躁、愤怒、对企业不满等主要情绪反应以及抱怨、终止服务甚至效仿等行为反应。另外,企业常常疏于对顾客不当行为的管理,多数企业处于无反应状态是顾客不当行为发生和传播的关键原因之一。
揭示其他顾客不当行为对同属顾客的服务满意及行为倾向的影响机理,并检验关系质量的调节作用。研究表明,顾客与企业的不同关系质量会改变顾客对其他顾客不当行为的归因,以及随后的满意感知和行为倾向。在其他顾客实施不当行为的情况下,相对于低关系质量的顾客,高关系质量顾客的感知企业责任对满意的负面影响更小,感知员工努力对满意的正面影响更大,低满意度带来的离开倾向更小。加强关系质量相当于在一定程度上增强了服务组织削弱顾客不当行为影响的行为能力。增强员工应对和处理顾客不当行为的能力和技巧是管理顾客不当行为的重要措施。
(2)顾客道德信念研究。道德信念是顾客实施道德或不道德行为的关键前因变量。实证研究表明,顾客道德信念具有多因子结构,包含了5个因子,即“主动获利”、“被动获利”、“无伤害行为”、“侵权”以及“环保和做好事”。顾客道德信念在年龄和教育程度上差异不显著,在性别、职业和收入上有比较显著的差异。研究结果可以使服务企业更好地理解顾客行为决策的道德信念准则,结合顾客特征采取恰当措施防范和控制消费者不道德行为。
(3)服务业社会规范标识对顾客不当行为和满意的影响研究。在访谈和预实验的基础上,通过以零售业为行业背景的情景模拟实验检验不同特征的社会规范标识的有效性。以大学生随机样本为研究对象,方差分析结果表明：社会规范标识使顾客有更强的遵守社会规范的行为意图；引导型社会规范标识比阻止型社会规范标识会使顾客有更强的遵守社会规范行为意图和满意度；语气委婉的阻止型标识比语气生硬的阻止型标识会使顾客有更强的遵守社会规范行为意图和满意度。研究结果为服务企业设计有效的社会规范标识提供理论支持。
(4)顾客不当行为管理策略研究。从服务企业、政府和教育部门三方面视角提出顾客不当行为的管理与教育策略建议。服务企业应转变传统营销观念,恰当对待顾客；传递企业价值观,强化顾客道德信念；合理规划服务设计,完善标识等规范实据；恰当展示服务内容和程序；审视市场细分,加强顾客兼容性管理；规范接触员工行为,提高不当行为管理技巧；开展顾客社会规范教育与疏导。政府及相关部门应完善《消费者权益保护法》,明确规定消费者义务,并逐步出台法律、法规规范各类消费者不当行为。各级教育部门应将消费者教育尤其是消费者义务和社会责任、伦理教育纳入课程体系中,使消费者树立社会规范意识,形成和谐消费的观念。
最后,总结了本文的主要结论,并指出了本文研究的局限性及进一步研究方向。
Service and social public service in today's society has played more and more important role. In recent years, China has pay more attention to the development of service and social public service industry, commerce, tourism, catering, finance, insurance, transportation, communication, electronic content and government services have made significant development. Services, different from manufacturing goods, involve customer conducts that have the property of following or violating social norms. Customer misbehavior may be defined as behavioral acts by consumers, which violate the generally accepted norms of conduct in consumption situations, and thus disrupt the consumption order, such as crowding, noising, abandoned property anywhere, against the customs, shoplifting and so on. With the increasing interactions among people and extended public space, customer misbehavior become more and more prominent。Customer misbehavior would not only result in service staffs short-term or long-term psychological pressure, but also spoilt other consumer's service experience and bring direct or indirect economic loss to service organization. Prevention and control of customer misbehavior maintenance order is very important. Therefore, this article focuses on the gap of customer misbehavior theoretical research; reveal the effects of customer misbehavior, critical antecedent variables, testing the effectiveness of management measures in order to provide theoretical support and practical guidance for the management of customer misbehavior.
The main research of this dissertation is as follows:
(1) The impact of customer misbehavior on the customer in the same environment. Using the Critical Incident Technique, survey the customer during retailing, catering, transportation and tourism industries, summarize the type of customer misbehavior and the impact on other customer. The founding shows that customer misbehavior concludes the violation of moral norms, contractual norms and administrative norms. Customer misbehaviors have negative impact on the other customers. The negative impact on the other customers is reflected in for depression, irritability, anger, resentment and other enterprises to follow the main emotions and behavior. Survey shows that companies often neglect the management of customer misbehavior. One of the key reasons of customers misbehavior occurred and spreading is that most enterprises in disregard of state and no remedies.
Analyze the impact of other customer misbehavior on customer service satisfaction and behavioral intentions, testing the moderating effect of relationship quality. The founding demonstrates that relationship quality between customer and service enterprises will change customer's attribution of other customer misbehavior, and the subsequent of satisfaction and behavioral intentions. Under the condition of other customer misbehavior, relative to the low-relationship quality customer, high-relationship quality customer's perceptions of enterprise responsibility has lower negative effect on satisfaction, perceived employee effort has higher positive effect on satisfaction, and satisfaction has lower negative effect on departure tendency. Based on these conclusions, strengthen the quality of relationship is equivalent to enhance the organization capacity to weaken the negative effect of customer misbehavior, and enhance employee's ability and skills to responds to and deal with customer misbehavior is the fundamental measure.
(2) The customer ethical beliefs. Ethical belief is the key antecedent variables of consumer moral or immoral behavior. The result shows that five dimensions of consumer ethical beliefs were retained, that is,"actively benefiting, passively benefiting, questionable action, no harm, doing good/recycling". Consumer ethical beliefs' differences were not statistically significant on age and education and were statistically significant on gender, occupation and income. The findings should benefit service enterprises in understanding the ethical decision rules of consumers and adopting methods to deterrent and control consumer unethical behaviors.
(3) The impact of Social norms signs on customer behavior intention and satisfaction. On the basis of interviews and preliminary experiments, the retail industry background scenario simulation experiment was conducted to identify social norm sign's validity. With the object of random sample of university students, the result of ANOVA shows that:social norm signs have a significant effects on customer behavior intention to comply with social norms; social norms signs of guiding have stronger effects on social norms behavior intention and satisfaction than the signs of preventing; for the preventing signs, signs written in softness tone have stronger effects on social norms behavior intention and satisfaction than the signs written in crudeness tone. These findings provide theoretical support to design effective social norms signs for the service companies.
(4) Management strategy of customer misbehavior. Provide the management and education strategy recommendations from the perspective of service business, government and education departments. Service enterprises should change the traditional marketing concept, rational treatment of customers; convey the company value, and strengthen ethical beliefs; rational design planning services, improve the social norm evidence; exhibit service content and procedure; examine the market segments, strengthen Customer Compatibility Administrator; specification access to employee behavior, improve the management skills of customer misbehavior; conduct customer education and ease the social norms. Government and related departments should improve the "Consumer Protection Law" clearly provides consumers' obligation, and gradually introduced laws and regulations regulate all kinds of consumer misbehavior. Consumer education at all levels, particularly in the education sector should be the consumer obligations and social responsibility, ethics education into the curriculum system, so that consumers establish awareness of social norms, the concept of the formation of a harmonious consumption.
At the end of the dissertation, it summarizes the main conclusions, points out the limitations of this study and further research direction in the future.
引文
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