The Effects of Hotel Service Justice on Customer Complaint Behavior and Badness Behavior

摘要

In recent years, there were research on customer complaint behavior and badness behavior in both management and marketing fields. However, there has been no empirical research yet. Thus, this study tests a model that uses service justice variable perceived by customer to explain one forms of complaint behavior and badness behavior,which is mediated by negative affectivity. And this thesis is the first systematic study, combining theoretical inference with empirical research on consumer complaint behavior and badness behavior. SPSS 15.0 and AMOS 7.0 are applied to analyze the survey. The results show that all justice sub dimensions had a significant effect on customer commitment. Negative affect and customer commitment which are proposed as mediating variable had a significant effect on customer complaint behavior and badness behavior. Implications of the results for the prediction and management of customer complaint behavior and badness behavior are discussed and future research directions are pointed.