This study examined the impacts of intragroup guanxi interaction on customers’ complaint behavior following service failure on a group tour. Based on the guanxi literature and social support theory, two dimensions of intragroup guanxi interaction were identified, and their effects on customers’ intentions to complain were examined. The moderating effects of group size and relational distance were also assessed. Three experimental studies were conducted to test the proposed hypotheses. Findings revealed that instrumental guanxi interaction and emotional guanxi interaction among tour group members both positively influenced travelers’ intentions to complain, and the impact of emotional guanxi interaction was greater than that of instrumental guanxi interaction. Moreover, the effects of intragroup guanxi interaction on group customers’ intentions to complain were stronger for larger groups and for groups with closer relational distance. This study contributes to the literature on group service failure and customers’ complaint behavior from an Eastern cultural perspective.

本研究考察了团体旅游中服务失败后的群体内部关系互动对顾客投诉行为的影响。基于关系文学和社会支持理论，确定了群体内部关系互动的两个维度，并考察了它们对顾客抱怨意愿的影响。还评估了小组规模和关系距离的调节作用。进行了三项实验研究，以检验提出的假设。研究结果表明，旅行团成员之间的工具性关系互动和情感性关系互动均对旅行者的抱怨意愿产生了积极影响，而情感性关系互动的影响大于工具性关系的影响。此外，对于较大的群体和关系距离更近的群体，群体内关系互动对群体顾客抱怨意愿的影响更大。这项研究从东方文化的角度为有关群体服务失败和客户投诉行为的文献做出了贡献。