Research on the effect of customer relationships, service failure on customer behavior

Abstract

Service characteristic of invisibility, heterogeneity, concurrency, which increases the chance of failures, existing research thinks that good customer relationship can influence customer behavior after the service failure, ease service failure loss, but there are also study points out the customer relationship will strengthen negative reaction of service failure. Based on two-dimensional construct idea about customer's Personality-relatedness and Reciprocity features (Kaltcheva 2012), the article introduced service recovery variables, and studied customer relationships, service failure effect on the customer behavior. The study found that customer relationship has certain influence on the probability of silent exit, destructive voice of customer after service mistakes appear. The research extended the customer relationship and customer service mistakes reaction model, the results has important practical guiding significance to save service failure losses of the service industry, ensure satisfaction and loyalty of customer, and maintain enterprise brand.