Abstract:

From the point of view of perception, this study examines the impact of other customer misbehavior on customer service satisfaction and behavioral intentions, testing the moderating effect of relationship quality. The customer is divided into two groups, high-relationship quality customer and low-relationship quality customer. Our findings demonstrate that 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, this paper give the recommendations, Companies should fundamentally prevent and reduce customer misbehavior to cut off the source of controlled perception; strengthen staff efforts to respond to customer misbehavior to improve service satisfaction; and strengthen the relationship to weak the negative effect of customer misbehavior and enhance staff efforts’ positive impact on satisfaction.

Key words: customer misbehavior, satisfaction, relationship quality, moderating effect