Abstract:

Based on social facilitation theory and social loafing theory, this paper constructs model of group size effect on customer’s complaining intention under service failure. This paper takes buffet services in hotel as example. Two main laboratory experiments are conducted. Through the design two 10×2 scenario simulation experiments, this paper discusses threshold effect of group size on customer’s complaining intention, and moderating effect of relational distance in the threshold effect. Results show that: (1) the relationship between group size and customer’s complaining intention follows an inverted “U” type trend; (2) evaluation apprehension mediates the relationship between group size and customer’s complaining intention; (3) relational distance can change threshold values; (4) relational distance moderates the relationship between group size and customer’s complaining intention.

Key words: social facilitation, social loafing, group size, complaining intention