顾客对同属顾客不当行为反应类型及其差异研究

摘要

运用量表开发技术,探究顾客对同属顾客不当行为反应的结构与内容及其在顾客不当行为类型和人口统计特征上的差异.在文献回顾的基础上,结合深度访谈及开放式问卷调查的结果编制量表.应用SPSS 17.0和AMOS 7.0软件,对2次调查的数据进行探索性因子分析和验证性因子分析得到相对稳定的量表结构.研究发现:①顾客对同属顾客不当行为的反应包括劝阻、理解、赞同、退出、报复、建设性讨论、同情员工、发泄和投诉9个维度;②顾客对同属顾客不当行为的反应由于不当行为类型的不同而有所差异;③不同群体的顾客对同属顾客不当行为的反应是存在差异的.%This paper explores the structure and content of customers' reactions to other-customer misbehavior following the scale development technology and empirically analyzes differences on customer misbehavior type and demographic characteristics.The study developes the scale through deep interviews and open questionnaire surveys based on literature review.The exploratory factor analysis and confirmatory factor analysis are done with data from two surveys by SPSS 17.0 and AMOS 7.0 respectively,and the relatively stable structure of the scale was received.The results show that:i) the structure of customers' reactions to other-customer misbehavior consists of 9 dimensions named as dissuasion,understanding,approval,exit,retaliation,constructive discussion,sympathy for employees,venting and complaints; ii) customers' reactions to other-customer misbehavior vary across different types of customer misbehavior; iii) differences of customers' reactions to other-customer misbehavior are statistically significant on demographic variables.