ABSTRACT

Focusing on negative emotions and compensation preference, this article innovatively classifies customers encountering service failure into four types: troublesome, opportunistic, emotional and friendly. To test the rationality of the classification, loyalty differences were examined in both core service failure and interpersonal service failure scenarios by a scenario-based experimental method. The results reveal that customers show different loyalty in these two scenarios. Friendly customers have higher loyalty than the other three, while troublesome customers are least loyal. Emotional and opportunistic customers’ loyalty is similar and falls between the extremes. The targeted remedies are discussed for travel agencies and tourism organizations.

摘要

着眼于负面情绪和补偿偏好，本文创新地将遇到服务故障的客户分为四种类型：麻烦型，机会型，情感型和友好型。为了测试分类的合理性，通过基于场景的实验方法在核心服务失败和人际服务失败场景中检查了忠诚度差异。结果表明，客户在这两种情况下显示出不同的忠诚度。友好的客户比其他三个客户具有更高的忠诚度，而麻烦的客户则忠诚度最低。情绪上和机会上的客户忠诚度是相似的，介于极端之间。针对旅行社和旅游组织讨论了针对性的补救措施。