同属顾客干预时不良顾客的反应模式研究

基于关键事件法和解释学的研究方法，以不良顾客自身的消费经历作为研究对象，阐述在有同属顾客干预的情景下不良顾客的反应模式以及背后的机制。通过对于115个有效关键事件的分析，得出了4种不良顾客受到同属顾客干预时的反应模式，包括立即终止、渐变衰弱、变本加厉和继续放纵四种类别；并归纳出有4种解释机制影响着不良顾客反应模式的变化———社会规范、成本与收益效应、社会支持和面子机制。这些机制分别受到不同因素的影响，企业管理者可以通过操控这些因素来服务于自己的管理实践。

Research on Jaycustomer' Reactions Patterns Responds to the Fellow Customer' Intervention

This paper chooses“jaycustomer” as the research object, from the perspective of Criti-cal Incident Method and Hermeneutic Approach, it expounds the reaction patterns of jaycustomer in the context of fel ow customer’ response. Based on 115 effective cases, this paper classified the five reaction patterns of jaycustomer that is terminated immediately, graded weak, become aggravated and continue to indulge. There are four kinds of explanation mechanism affects the jaycustomer take different reaction patterns — social norm, the cost and benefits effect, social support, face mechanism. These mechanisms are affected by different factors, so that business managers can control these factors to serve their own management practices.