Customers Acting Badly-An Social Impact Theory Perspective

以社會影響理論探討其他顧客的惡質行為對目標顧客之影響

楊俊明(Chun-Ming Yang) ； 周逸衡(Jacob Y. H. Jou) ； 凌儀玲(I-Ling Ling)

《行銷評論》 5卷3期 (2008/09) Pp. 305-346

https://doi.org/10.29931/MR.200809.0003

摘要

多數的顧客在服務接觸的過程中會與其他顧客共享服務場所或是服務人員，使得顧客之間不可避免地產生各種有意無意的互動。然而服務接觸之中總是有惡質顧客的存在，從顧客間互動的觀點來看，惡質顧客的行爲不但影響自身的服務經驗，更對目標顧客的服務經驗產生負面的影響。雖然既有的文獻中已經點出惡質顧客行爲對其他顧客的潛在負面效果，但實證研究的佐證仍然缺乏。此外，過去的文獻並沒有提供一個明確的理論基礎以作爲探討個別顧客在面對其他顧客惡質行爲時所可能產生的心理反應。本研究的最主要目的在於以社會影響理論爲基礎，結合情緒理論中的認知評估理論，探討其他顧客的惡質行爲如何影響目標顧客的情緒反應，並以三個實驗進行假說驗證。實驗一發現顧客惡質行爲的嚴重程度會透過目標一致性與目標攸關性的中介，影響目標顧客的情緒反應；實驗二探討空間距離因素的效果；第三個實驗分析惡質顧客人數多寡的效果，並驗證第一線服務人員的即時干預是否能有效彌補顧客的情緒反應。根據本文的結果，作者亦提供理論與管理上的意涵。

關鍵字

顧客間互動 ； 惡質顧客行爲 ； 社會影響理論 ； 消費情緒 ； 服務接觸

並列摘要

Although most services organizations recognize that customers share common space in service encounter and dysfunctional customer behaviors are prevalent in our daily life, previous studies are unclear as to how dysfunctional customer behavior influences other customers in the same service encounter. The present research combines social impact theory (Latané, 1981) and cognitive appraisal theory (Lazarus, 1991) to propose that the severity of behavior, the number of jaycustomer, and the spatial proximity influences the overall impact of other customers' dysfunctional behavior on target customers. This article reports three empirical studies, and the findings support the authors' proposed hypotheses. The present research also emphasizes the role of frontline staff intervention in jaycustomer situations, and examines its recovery effects on target customers' psychological responses. This article contributes to service marketing area by fully examining the influences of jaycustomer situations. This article also provide practitioners with actionable guidelines.

並列關鍵字

Customer-to-Customer Interactions ； Jaycustomer ； Social Impact Theory ； Consumption Emotions ； Service Encounter

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