顾客不当行为对自身事后反应的影响机制研究

财经论丛 ›› 2019, Vol. 35 ›› Issue (12): 95-103.

顾客不当行为对自身事后反应的影响机制研究

谢凤华, 袁振兰, 朱虹

浙江财经大学工商管理学院,浙江杭州 310018

收稿日期:2018-05-05 出版日期:2019-12-10 发布日期:2019-12-16
作者简介:谢凤华(1976-),女,湖南湘阴人,浙江财经大学工商管理学院教授,博士;袁振兰(1992-),女,山东济宁人,浙江财经大学工商管理学院硕士生;朱虹(1992-),女,江苏南通人,浙江财经大学工商管理学院硕士生。
基金资助:
浙江省社科基金项目(20NDJC101YB);浙江省高等教育十三五第一批教改项目(jg20180207;jg20180481);浙江省自然科学基金项目(LY17G020015;LY19G020005)

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

XIE Fenghua, YUAN Zhenlan, ZHU hong

Business Administration College, Zhejiang University of Finance & Economics, Hangzhou 310018,China

Received:2018-05-05 Online:2019-12-10 Published:2019-12-16

摘要/Abstract

摘要： 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。

关键词: 顾客不当行为, 内疚情绪, 自我反省, 行为修正

Abstract: 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.

Key words: Customer Misbehavior, Guilt Emotion, Self-reflection, Behavior Amendment

中图分类号:

F713.5

谢凤华, 袁振兰, 朱虹. 顾客不当行为对自身事后反应的影响机制研究[J]. 财经论丛, 2019, 35(12): 95-103.

XIE Fenghua, YUAN Zhenlan, ZHU hong. The Influence Mechanism of Customer Misbehavior on Their Own After-Effect Reaction[J]. , 2019, 35(12): 95-103.

参考文献

[1] 黄玉屏,张曼.居民家庭收入、住房租购与住房消费选择研究[J]. 湘潭大学学报(哲学社会科学版),2018,(2):94-98.
[2] 陶颜.服务模块化对金融企业创新绩效的影响:组织模块化的调节作用[J]. 财经论丛,2016,(5):71-78.
[3] Grove S.J., Fisk R.P. The Impact of Other Customers on Service Experiences: A Criticalincident Examination of “Getting Along”[J]. Journal of Retailing, 1997, 73(1),pp.63-85.
[4] 刘汝萍,马钦海. 顾客不当行为研究回顾与展望[J]. 外国经济与管理,2010,32(10):58-64.
[5] 马尔科姆·派恩. 现代社会工作理论[M]. 冯丽亚,叶鹏飞,译.上海:华东理工大学出版社,2005.
[6] 周详,杨治良,郝雁丽. 理性学习的局限:道德情绪理论对道德养成的启示[J]. 道德与文明,2007,(3):57-60.
[7] 施承孙,钱铭怡.羞耻和内疚的差异[J]. 心理学动态,1999,(1):35.
[8] Tracy J.L., Robins R.W. Putting the Self into Self-conscious Emotions: A Theoretical Mode[J]. Psychological Inquiry, 2004, 15(2),pp.103-125.
[9] 赵晓明. 大学生内疚的内容指向探研[J]. 辽宁师专学报,2015,(2):97-99.
[10] 张晓贤,徐琴美. 人际因素促进5～9岁儿童内疚情绪理解的研究[J]. 心理科学,2010,(4):942-945.
[11] Tangney, J. P., Stuewig, J., & Martinez, A. G. Two Faces of Shame: The Roles of Shame and Guilt in Predicting Recidivism[J]. Psychological Science,2014,25(3),pp.799-805.
[12] 李宏翰,于娟. 道德自我受胁及其应对机制[J]. 广西师范大学学报(哲学社会科学版),2013,(1):147-153.
[13] 焦勇兵,高静.社会化媒体中消费者的自我构建、顾客价值与沉浸体验[J]. 财经论丛,2017,(5):89-101.
[14] Newman G.E., Keil F.C. Where is the Essence? Developmental Shifts in Children's Beliefs about Internal Features[J]. Child Development,2008,79(5),pp.1344-1356.
[15] Zachary K. R., Lucas A., Keefer.A Cleansing Fire: Moral Outrage Alleviates Guilt and Buffers Threats to one's Moral Identity[J]. Motivation and Emotion,2017,41(2),pp.209-229.
[16] Tybur, J.M., Lieberman D., Griskevicius, V.Microbes, Mating, and Morality: Individual Differences in three Functional Domains of Disgust[J]. Journal of Personality and Social Psychology,2009,97(1),PP.103-122.
[17] 涂继頔,谢卫美. 反省思维与数学教学[J]. 南昌教育学院学报,2005,(4):60-61.
[18] 江光荣,夏勉. 心理求助行为研究现状及阶段—决策模型[J]. 心理科学进展,2006,(6):90-96.
[19] 吴文斌.中学生反省习惯培养的策略研究[D]. 苏州:苏州大学硕士学位论文,2011.
[20] Nelissen R.M., Zeelenberg M.When Guilt Evokes Self-punishment: Evidence for the Existence of a Dobby Effect[J]. Emotion, 2009, 9(1),PP.118-122.
[21] Robyn Fivush, Lisa J. Berlin, Jude Cassidy, et al. Functions of Parent-child Reminiscing about Emotionally Negative Events[J]. Memory, 2003, 11(2),pp.179-192.
[22] 钟毅平,曹新. 自尊的提高方式对行为绩效的影响[J]. 心理学探新,2015,(3):239-243.
[23] Leach C. W., Snider N, Iyer A. Poisoning the Consciences of the Fortunate: The Experience of Relative Advantage and Support for Social Equality[J]. Relative Deprivation: Specification ,Development, & Integration, 2002, 663(2):136-163.
[24] Dolan-Henderson, Alvin A.Shame, Guilt, and Ethical Orientation[J]. Dissertation Abstracts International. Section B: The Sciences and Engineering, 2004, 65(1-B),pp.472.
[25] 曹姬娜. 大学生心理控制源与自我反省的关系研究[D]. 重庆:重庆大学硕士学位论文,2010.
[26] 龚金红,彭家敏,谢礼珊. 顾客不公平行为:角色期望不一致与权力失衡[J]. 商业研究,2011,(1):174-179.
[27] 李永鑫,庞云飞. 顾客攻击行为的结构维度与测量[J]. 心理研究,2011,(4):57-64.
[28] Y.Gregoire,Robert J., Fisher. The Effects of Relationship Quality on Customer Retaliation[J]. Marketing Letters, 2006,17(1),pp.31-46.
[29] 胡金生. 中文版内疚感问卷的信、效度及调查结果[J]. 中国健康心理学杂志,2008,(2):236-238.
[30] Luyten, Patrick. Does the Test of Self-Conscious Affect (TOSCA) Measure Maladaptive Aspects of Guilt and Adaptive Aspects of Shame? An Empirical Investigation[J]. Personality and Individual Differences, 2002, 33(8),pp.20-23.
[31] Lewis, Stephen, Paget-Brown. Clear as Mud[J]. Reactions, 1987, (51),pp.51.
[32] White, Peter A.Phenomenal Causality: Impressions of Pulling in the Visual Perception of Objects in Motion[J]. American Journal of Psychology, 1997, 110(4),pp.573.
[33] 贾薇,叶怀远,林迪芬.物业服务质量对顾客价值及顾客忠诚的影响:居住档次的调节作用[J]. 财经论丛,2017,(3):92-102.
[34] 刘汝萍,范广伟,马钦海. 一线员工应对顾客不当行为的能力对同属顾客的影响研究[J]. 管理学报,2018,15(1):84-92.
[35] 朱健,李颖凤. 谦逊领导与员工建言:一个双路径模型[J]. 湘潭大学学报(哲学社会科学版),2018,42(3):80-87.