Research of the Psychology and Behavior of Grouping Consumers Facing under Failure Conditions

The service failure is sometimes inevitable because of the high interaction characteristics of service products. Based on the experimental method of scene simulation, this research examines the negative emotion, the recovery expectation, the perception control and the complaining tendency of grouping consumers when facing with service failure, by using the SPSS software. Several conclusions are drawn by the research: (1) After the service failure, different types of grouping consumers react differently to exactly the same incidence due to the differences lying in the size of the groups and the familiarity among the members. (2) The size of the group has a significant influence to the perception control and the negative emotion of grouping consumers; the discontent emotion of consumers affects obviously their recovery expectation; the negative emotion and perception control have a co-effect to the complaining tendency.