同属顾客对顾客不当行为反应模式的探索性研究

营销科学学报 ›› 2013, Vol. 9 ›› Issue (2): 13-38.

同属顾客对顾客不当行为反应模式的探索性研究

费显政，肖胜男

费显政，中南财经政法大学工商管理学院副教授，管理学博士、北京大学光华管理学院博士后，E-mail: feitairan@163.com。
肖胜男，中南财经政法大学工商管理学院硕士研究生，通讯作者，E-mail: xiaoshengnan1106@gmail.com。

出版日期:2013-06-01 发布日期:2013-08-09
基金资助:
本研究得到中国博士后科学基金项目“同属顾客对顾客不当行为反应模式研究”（2013M530488）、国家自然科学基金项目“基于营销效应的消费者内疚研究：分类、测量及效应模型”（70902079）和中南财经政法大学优秀硕士学位论文培育项目“不良顾客情境中同属顾客反应模式和影响因素研究”（2012YS0802）资助。感谢两位匿名评审专家提出的宝贵评审意见。

An Exploratory Research on Fellow Customer’s Reaction to Customer Misbehavior

Fei Xianzheng, Xiao Shengnan

Fei Xianzheng, School of Business Administration, Zhongnan University of Economics and Law,Guanghua School of Management, Peking University.
Xiao Shengnan, School of Business Administration, Zhongnan University of Economics and Law.

Online:2013-06-01 Published:2013-08-09

摘要/Abstract

摘要：

本文运用关键事件法和扎根理论，探讨了在面对顾客不当行为时，同属顾客采取的反应模式及其影响因素。研究者通过深度访谈，收集了232个包含同属顾客反应模式的顾客不当行为事件。首先运用关键事件法对各事件中同属顾客的反应模式进行归类分析，在此基础上，采用扎根理论进一步挖掘各反应模式的影响因素和作用机制。研究表明，同属顾客的反应模式包括助纣为虐、随波逐流、袖手旁观、见义勇为和舍己助人五大类别；各反应模式在应用频次、行为动机、行为表现，以及给不同参与主体带来影响等方面都存在较大程度的差异；不良顾客、中心顾客、其他同属顾客、一线员工和企业等五方参与主体的相关特征信息，经由互动效果评估和互动责任判断两个中介变量，形成同属顾客反应模式选择的两条影响路径。本研究以同属顾客应对策略的视角切入，不仅拓展了顾客不当行为的理论研究，而且为企业进行顾客不当行为管理和一线员工培训提供了管理上的借鉴。

关键词: 不良顾客, 顾客不当行为, 顾客间互动

Abstract:

Using critical incident technique (CIT) and grounded theory, this paper explores the fellow customers’ reaction to customer misbehavior. Through in-depth interview, 232 customer misbehavior incidents are collected, and then CIT is used to categorize fellow customers' reaction patterns. Based on this, this paper discovers the antecedents of different reaction patterns. The finding suggests five types of fellow customers’ reaction patterns: helping the jaycustomer, mimicking the misbehavior, looking on indifferently, stopping the misbehavior, and giving himself up to help others. Five reaction patterns are quite different in frequency, motive, performance, and influence on five involved agents. The features of jaycustomer, focal customer, other fellow customers, employee and firm, will determine the choice of focal customer, through the intermediary effect of two mediator variables, that is, expectation of interaction consequence, and judgment on interaction responsibility. From the perspective of fellow customers' interaction, this paper not only enriches the literatures on customer misbehavior, but also provides managerial implication for customer misbehavior management and employee training program.

Key words: Jaycustomer, Customer Misbehavior, Customer-to-Customer Interaction

费显政，肖胜男. 同属顾客对顾客不当行为反应模式的探索性研究[J]. 营销科学学报, 2013, 9(2): 13-38.

Fei Xianzheng, Xiao Shengnan. An Exploratory Research on Fellow Customer’s Reaction to Customer Misbehavior[J]. Journal of Marketing Science, 2013, 9(2): 13-38.