An Empirical Assessment of Customer's Emotional Mechanism under the Service Failure Setting

Through literature review, the authors point that emotion has been overlooked in current researches. Based on resource exchange theory, the authors study carefully consumer's psychology mechanism under the service failure circumstance and develop a conceptual model among the key constructs of service loss and customer's emotion. In view of the research objectives and research model, a Scenario Experiment research methodology is adopted. The authors conclude that service failure and waiter's emotion after the failure will impact customer's utilitarian loss and symbolic loss, and which will impact customer's emotion finally. Recovery expectation and complain intention are the synthesized result of cognition and emotion. Suggestion is provided to the service enterprisers in the end of the article.