Research on the Effect of Group Polarization on Customer Complaint Intention in Group Service Failure Setting
In spite of frequent occurrence of group service failure events in recent years all over the world,previous studies have mainly focused on individual service failure,and related studies on group service failure are still in the exploratory stage.Based on the group polarization theory,this paper explores the effect of group polarization on customer complaint intention in group service failure by using a scenario simulation experiment.Research finds that group discussion can promote group polarization effect,namely,compared with individual complaint intention,consumers with homogeneous high-complaint intention(low-complaint intention)display a higher(lower)group complaint intention in group service failure setting after group discussion;in addition,group size can amplify this group polarization effect.To some extent,this study is likely to enrich the related research on service failure in group setting and provide guid-ance for service companies to deal with group service failure events.
group service failuregroup polarizationcomplaint intentiongroup size
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