اثر محيط خدمات بر رفتار مخرب مشتري با توجه به سطح آسيب‌پذيري مشتري در رستوران‌هاي شهر يزد
الموضوعات :علیرضا رجبی پور میبدی 1 , رقیه قوچانی 2 , مریم احمدی زهرانی 3
1 - استاديار گروه مديريت بازرگاني، دانشکده اقتصاد، مديريت و حسابداري، دانشگاه يزد، يزد، ايران
2 - دانش آموخته کارشناسي ارشد مديريت بازرگاني گرايش تجارت الكترونيكي،دانشکده اقتصاد، مديريت و حسابداري، دانشگاه يزد، يزد، ايران.
3 - استاديار گروه مديريت بازرگاني، دانشکده اقتصاد، مديريت و حسابداري، دانشگاه يزد، يزد، ايران
الکلمات المفتاحية: محيط خدماتي, رفتارهاي مخرب مشتري, آسيب‌پذيري مشتري,
ملخص المقالة :
هدف پژوهش حاضر شناسايي اثر محيط خدماتي بر رفتارهاي مخرب مشتري با توجه نقش تعديل‌کننده آسيب‌پذيري مشتري در رستوران هاي شهر يزد در سال 1399 بود. روش پژوهش حاضر يک پژوهش توصيفي از نوع همبستگي است که با استفاده از روش نمونه‌گيري در دسترس حجم نمونه 250 مشارکت‌کننده در نظر گرفته شد. ابزار جمع‌آوري داده‌ها پرسشنامه‌هاي استاندارد بودند. به منظور تجزيه و تحليل داده ها از روش معادلات ساختاري در بررسي روابط ساختاري بين متغيرهاي محيط خدماتي مشتري، آسيب‌پذيري مشتري و رفتار مخرب مشتري استفاده شد. به‌طور خلاصه نتايج مربوط به اثرات مستقيم مؤلفه‌هاي محيط خدماتي (چيدمان و طراحي، فضاي داخلي، نماي بيروني و همراهي مشتري) با رفتارهاي مخرب مشتري نشان داد که مؤلفه چيدمان و طراحي و فضاي داخلي رستوران با آسيب‌پذيري مشتري معني‌دار است. مؤلفه نماي بيروني رستوران و همراهي مشتري با آسيب‌پذيري نيز معني‌دار نيست. مؤلفه آسيب‌پذيري با رفتارهاي مخرب مشتري معني‌دار است. نتايج مربوط به اثرات غيرمستقيم نشان داد که مؤلفه چيدمان و طراحي و همراهي مشتري با رفتارهاي مخرب مشتري با توجه به نقش واسطه‌اي آسيب‌پذيري مشتري معني‌دار است و درنتيجه فرضيه مورد تائيد نيست. اما مؤلفه نماي بيروني با رفتارهاي مخرب مشتري با توجه به نقش واسطه‌اي آسيب‌پذيري مشتري معني‌دار نيست. نتايج مربوط به اثرات تعديل‌کننده آسيب‌پذيري مشتري در پيش‌بيني رفتارهاي مخرب مشتري با توجه مؤلفه‌هاي محيط (چيدمان و طراحي، فضاي داخلي، نماي بيروني و همراهي مشتري) با رفتارهاي مخرب مشتري معني‌دار نيست.
1. Aheri, B., Olya, H., Ali, F., & Gannon, M. J. (2019). Understanding the Influence of Airport Servicescape on Traveler Dissatisfaction and Misbehavior. Journal of Travel Research, 004728751987725.
2. An, S., Jin, H. S., & Park, E. H. (2014) Children's advertising literacy for averages: Perception of the game as advertising. Journal of Advertising, 43(1), 63-72.
3. Andreasen, A.R., & Manning, J. (1990). The dissatisfaction and complaining behavior of vulnerable consumers. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 3(1), 12-20.
4. Areni, C.S. (2003). Exploring manager’s implicit theories of atmospheric music: Comparing academic analysis to industry insight. Journal of Services Marketing, 17(2), 161–184.
5. Aron, D., Judson, K., Aurand, T., & Gordon, G. (2007). Consumer grudge holding: Does age make a difference. Mid-American Journal of Business, 22(1), 45–58.
6. Baker, S.M., Gentry, J.W. & Rittenburg, T.L. (2005) Building understanding of the domain of consumer vulnerability. Journal of Macro marketing, 25(2), 128-139.
7. Bell, P.A., & Baron, R.A. (1981). Ambient temperature and human violence. In P.F. Brain & D.
8. Berg, L. (2015) Consumer vulnerability: are older people more vulnerable as consumers than others? International Journal of Consumer Studies, 39(4), 284-293.
9. Bitner, M. J. (1990). Evaluating service encounters: The effects of physical surroundings and employee responses. Journal of Marketing, 54(2), 69-82.
10. Bitner, M.J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of Marketing, 56(2) 57–71.
11. Bitner, M.J., Booms, B.H., & Mohr, L.A. (1994). Critical service encounters: The employee’s viewpoint. Journal of Marketing, 58, 95–106.
12. Bove, L.L., Pervan, S.J., Beatty, S.E., & Shiu, E. (2009). Service worker role in encouraging customer organizational citizenship behaviors. Journal of Business Research, 62, 698–705.
13. Commuri, S., & Ekici, A. (2008). An enlargement of the notion of consumer vulnerability. Journal of Macro marketing, 28(2), 183-186.
14. Cronbach, L.J. (1951). Coefficient alpha and the internal structure of tests. Psychometrica, 16, 297–334.
15. Daunt K. L., & Harris, L. C. (2012). Exploring the forms of dysfunctional customer behavior: A study of differences in servicescape and customer disaffection with service. Journal of Marketing Management, 28(1-2), 129–153.
16. Donnerstein, E., & Wilson, D.W. (1976). Effects of noise and perceived control on ongoing and subsequent behavior. Journal of Personality and Social Psychology, 34, 774–781.
17. Echeverri, P., & Salomonson, N. (2019). Consumer vulnerability during mobility service interactions: causes, forms and coping. Journal of Marketing Management, 1–26.
18. Figueiredo, B., Larsen, H.P., Bean, J. (2021). The Cosmopolitan Servicescape. Journal of Retailing, 97(2), 267–287
19. Fisher, J.D., & Baron, R.M. (1982). An equity-based model of vandalism. Population and Environment, 5(3), 182–200.
20. Fornell, C., & Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18, 39–50.
21. Freestone, O., & Mitchell, V.-W. (2004). Generation Y attitudes towards e-ethics and Internet related misbehaviors. Journal of Business Ethics, 54, 121–128.
22. Fullerton, R.A., & Punj, G. (1993). Choosing to misbehave A structural model of aberrant consumer behavior. Advances in Consumer Research, 20, 570–574.
23. Fullerton, R.A., & Punj, G. (2004). Repercussions of promoting an ideology of consumption: Consumer misbehavior. Journal of Business Research, 57(11), 1239–1249.
24. Funches, V., Markley, M. & Davis, L. (2009). Reprisal, retribution and requital: Investigating customer retaliation. Journal of Business Research, 62, 231–238.
25. Furnham, A., & Milner, R. (2013). The impact of mood on customer behavior: Staff mood and environmental factors. Journal of Retailing and Consumer Services, 20(6), 634–641.
26. Garrett, D.E., & Toumanoff, P.G. (2010) Are consumers disadvantaged or vulnerable? An examination of consumer complaints to the better business bureau. Journal of Consumer Affairs, 44(1), 3-23.
27. Grandey, A.A., Dickter, D.N., & Sin, H.-P. (2004). the customer is not always right: Customer aggression and emotion regulation of service employees. Journal of Organizational Behavior, 25, 397–418.
28. Gregory, L.D. (2014) Fundraising and the elderly: a content analysis. Journal of Consumer Policy, 37(1), 5-25.
29. Grove, S.J., & Fisk, R.P. (1997). The impact of other customers on service experiences: A critical incident examination of ‘getting along’. Journal of Retailing, 73(1), 63–85.
30. Grove, S.J., Fisk, R.P., & John, J. (2004). Surviving in the age of rage. Marketing Management, 13(2), 41–46.
31. Grove, S.J., Vitell, S.J., & Strutton, D. (1989). Non-normative consumer behavior and the techniques of neutralization. Proceedings of theWinter Educators Conference (pp. 131–135).
32. Hair, J.F., Black, W.C., Babin, B.J., Anderson, R.E., & Tatham, R.L. (2006). Multivariate data analysis (6th Ed.). Upper Saddle River, NJ: Prentice-Hall.
33. Hanks, L., Line, N. D., & Zhang, L. (2020). Expanding the Methodological Approach to the Social Servicescape: Moving From Measurement to Manipulation. Cornell Hospitality Quarterly, 193896552094921.
34. Harris, L.C., & Ezeh, C. (2008). Servicescape and loyalty intentions: An empirical investigation. European Journal of Marketing, 42(3/4), 390–422.
35. Harris, L.C., & Reynolds, K.L. (2003). The consequences of dysfunctional customer behavior. Journal of Service Research, 6(2), 144–161.
36. Harris, L.C., & Reynolds, K.L. (2004). Jay customer behavior: An exploration into the types and motives in the hospitality industry. Journal of Services Marketing, 18(5), 339–357.
37. Harrison, P., & Gray, C. (2010). The ethical and policy implications of profiling “vulnerable” customers. International Journal of Consumer Studies, 34(4), 437-442.
38. Homel, R., & Clark, J. (1994). The prediction and prevention of violence in pubs and clubs. In R.V. Clarke (Ed.), Crime prevention studies (Vol. 3). New York: Criminal Justice Press.
39. Hooper, D., Coughlan, J., & R. Mullen, M. (2013). The servicescape as an antecedent to service quality and behavioral intentions. Journal of Services Marketing, 27(4), 271–280.
40. Hopkins, M. (2002). Crimes against businesses: The way forward for future research. British Journal of Criminology, 42, 782–797.
41. Jae, H., & Viswanathan, M. (2012) Effects of pictorial product-warnings on low-literate consumers. Journal of Business Research, 65(12), 1674-1682
42. Jones, P., & Groenenboom, K. (2002). Crime in London hotels. Tourism and Hospitality Research, 4(1), 21–35.
43. Kim, Y. S., & Baker, M. A. (2019). I Earn It, But They Just Get It: Loyalty Program Customer Reactions to Unearned Preferential Treatment in the Social Servicescape. Cornell Hospitality Quarterly, 193896551985753.
44. King, T., Dennis, C., & Wright, L.T. (2008). Myopia, customer returns and the theory of planned behavior. Journal of Marketing Management, 24(1/2), 185.
45. Kline. R. B. (2010). Principles and Practice of Structural Equation Modeling, NY: Guilford Press.
46. Konecni, V.J. (1975). The mediation of aggressive behavior: Arousal level versus anger and cognitive labeling. Journal of Personality and Social Psychology, 32, 706–712.
47. Langenderfer, J., & Shimp, T. A. (2001) Consumer vulnerability to scams, swindles, and fraud: a new theory of visceral influences on persuasion. Psychology & Marketing, 18(7), 763-783.
48. Lawrence, G. (2004). Designing out crime: The retail perspective. International Journal of Retail and Distribution Management, 32(12), 572–576.
49. Lee, S. (Ally), & Chuang, N.-K. (2021). Applying Expanded Servicescape to the Hotel Industry. Journal of Hospitality & Tourism Research.
50. Lin, A. J., Li, E, D., & Lee, Sh-Y. (2018). Dysfunctional customer behavior in cross-border e-commerce: A Justice- Affect- Behavior Mode, Journal of Electronic Commerce Research, 19(1), 36-54.
51. Lewis, B.R., & Clacher, E. (2001). Service failure and recovery in UK theme parks: The employees’ perspective. International Journal of Contemporary Hospitality Management, 13(4), 166–175.
52. Liao, S. L., Shen, Y. C., & Chu, C. H. (2009). The effects of sales promotion strategy, product appeal and consumer traits on reminder impulse buying behavior. International Journal of Consumer Studies, 33(3), 274-284.
53. Line, N. D., & Hanks, L. (2018). The Social Servicescape: A Multidimensional Operationalization. Journal of Hospitality & Tourism Research, 109634801876794.
54. Lovelock, C. (2001). Services marketing: People, technology, strategy (4th ed.). Upper Saddle River, NJ: Prentice Hall.
55. Lusch, Robert & Vargo, Stephen. (2006). the Service-Dominant Logic of Marketing: Dialog, Debate, and Directions. 10.4324/9781315699035.
56. Macintyre, S., & Homel, R. (1997). Danger on the Dance Floor: A Study of Interior Design, Crowding and Aggression in Nightclubs. In R. Homel (Ed.), Policing for prevention: Reducing crime, public intoxication and injury Crime Prevention Studies Vol. 7, (pp. 92–113). Monsey, NY: Criminal Justice Press.
57. Martin, C.L. (1996). Consumer-to-consumer relationships: Satisfaction with other consumers’ public behavior. The Journal of Consumer Affairs, 30, 1.
58. McColl-Kennedy, J.R., Patterson, P.G., Smith, A.K., & Brady, M.K. (2009). Customer rage episodes: Emotions, expression and behaviors. Journal of Retailing, 85(2), 222–237.
59. Mills, M.K., & Bonoma, T.V. (1979). Deviant consumer behavior: A different view. Advances in Consumer Research, 6, 347–352.
60. Mills, M.K. (1981). Deviance and dissatisfaction: An exploration study. Advances in Consumer Research, 8, 682–686.
61. Mutum, D. S. (2016). Introduction to Service Branding and Services capes. Services Marketing Cases in Emerging Markets, 63–65. doi:10.1007/978-3-319-32970-3_7
62. Nicholls, R. (2005). Interactions between service customers: Managing on-site customerto- customer interactions for service advantage. Pozna´n, Poland: Pozna´n University of Economics Publishing House.
63. Olsen, L.L., & Johnson, M.D. (2003). Service equity, satisfaction and loyalty: From transaction-specific evaluations. Journal of Service Research, 5(3), 184–195.
64. Parker, P.M., & Tavassoli, N.T. (2000). Homeostasis and consumer behavior across cultures. International Journal of Research in Marketing, 17, 33–53.
65. Previte, J., Russell‐Bennett, R., & Parkinson, J. (2015). Shaping safe drinking cultures: evoking positive emotion to promote moderate‐drinking behavior. International Journal of Consumer Studies, 39(1), 12-24.
66. Reynolds, K.L., & Harris, L.C. (2005). When service failure is not service failure: An exploration of the types and motives of ‘illegitimate’ customer complaining. Journal of Services Marketing, 19(5), 321–335.
67. Reynolds, K. L., &Harris, L.C. (2009). Dysfunctional customer behavior severity: An empirical examination. Journal of Retailing, 85(3), 321–335.
68. Ringold, D.J. (2005) Vulnerability in the marketplace: concepts, caveats, and possible solutions. Journal of Macro marketing, 25(2), 202-214.
69. Saatcioglu, B. and Corus, C. (2016). Exploring Spatial Vulnerability: Inequality and Agency Formulations in Social Space. Journal of Marketing Management, 32(3–4): 230–51.
70. Sandberg, B., Hurmerinta, L., Leino, H. M., & Menzfeld, M. (2021). Autonomy or Security? Core Value Trade-Offs and Spillovers in Servicescapes for Vulnerable Customers. Journal of Service Research.
71. Scheibe, S., Notthoff, N., Menkin, J., Ross, L., Shadel, D., Deevy, M. & Carstensen, L. L. (2014) Forewarning reduces fraud susceptibility in vulnerable consumers. Basic and Applied Social Psychology, 36(3), 272-279.
72. Segal, B., & Podoshen, J. S. (2013). An examination of materialism, conspicuous consumption and gender differences. International Journal of Consumer Studies, 37(2), 189-198.
73. Shi, H. Y., Jing, F. J., Yang, Y., & Nguyen, B. (2017). The concept of consumer vulnerability: Scale development and validation. International Journal of Consumer Studies, 41(6), 769–777.
74. Siguaw, J. A., E Mai., & Wagner, J. A. (2019). Expanding servicescape dimensions with safety: an exploratory study. Services Marketing Quarterly, 40(2), 123–140.
75. Smith, N.C., & Cooper-Martin, E. (1997) Ethics and target marketing: the role of product harm and consumer vulnerability. Journal of Marketing, 61(3), 1-20.
76. Tonglet, M. (2002). Consumer misbehavior: An exploratory study of shoplifting. Journal of Consumer Behavior, 1(4), 336–354.
77. Turley, L.W., & Milliman, R.E. (2000). Atmospheric effects on shopping behavior: A review of the experimental. Journal of Business Research, 49, 193–211.
78. Varman, R., & Vijay, D. (2018). Dispossessing vulnerable consumers: Derealization, desubjectification, and violence. Marketing Theory, 18(3), 307–326.
79. Wilson, J.Q., & Kelling, G. (1982). Broken windows: The police and neighborhood safety. Atlantic Monthly, 29–38.
80. Wirtz, J., & Kum, D. (2004). Consumer cheating on service guarantees. Journal of the Academy of Marketing Science, 32(2), 112–126.
81. Yagil, D. (2008). When the customer is wrong: A review of research on aggression and sexual harassment in service encounters. Aggression and Violent Behavior, 13, 141–152.
82. Yi, Y., & Gong, T. (2006). The antecedents and consequences of service customer citizenship and badness behavior. Seoul Journal of Business, 12(2), 145–176.
83. Yildirim, K., & Akalin-Baskaya, A. (2007). Perceived crowding in a café/restaurant with different seating densities. Building and Environment, 42, 3410–3417.
84. Yoo, B., & Donthu, N. (2001). Developing and validating multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1–14.
85. Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2009). Services Marketing: Integrating Customer Focus across the Firm (5th Ed.). Singapore: McGraw-Hill and Irwin.
