بررسی نقض قرارداد روانی و خیانت درک شده بر میل به انتقام و اجتناب در میان مشتریان هتل های لوکس (مقاله علمی وزارت علوم)
درجه علمی: نشریه علمی (وزارت علوم)
آرشیو
چکیده
مسئله میل به انتقام و اجتناب مشتریان که ناشی از به وجود آمدن احساس خیانت درک شده است، در صنایع خدماتی بسیار اهمیت دارد. هتل هایی با خدمات ضعیف تر در مقایسه با هتل هایی با خدمات قوی تر، در مواجهه با رفتارهای منفی مشتریان زیان بیشتری متحمل می شوند. در واقع، هنگامی که مشتریان خدمات کمتری نسبت به انتظاراتشان دریافت می کنند، میل به انتقام و اجتناب در آنها ایجاد می شود؛ بنابراین هدف پژوهش حاضر بررسی نقض قرارداد روانی و خیانت درک شده بر میل به انتقام و اجتناب در میان مشتریان هتل های لوکس است. پژوهش حاضر از نظر هدف کاربردی و از نظر ماهیت روش توصیفی-همبستگی است. همچنین، از نظر شیوه گردآوری داده ها از نوع پیمایشی است. جامعه آماری، 331 نفر از مشتریان هتل های لوکس است که با پرسشنامه نقض قرارداد روانی برگرفته از های مینگ و همکاران (2020)، خیانت درک شده برگرفته از های مینگ و همکاران (2020)، میل به انتقام و اجتناب برگرفته از رسولی و همکاران (2022) به سؤال های این پژوهش پاسخ دادند. برای آزمون داده ها از مدل سازی معادله های ساختاری با نرم افزار SMART-PLS استفاده شد. در نهایت، یافته ها نشان داد که نقض قرارداد روانی بر نفرت از برند تأثیر معنادار دارد. همچنین، در پژوهش حاضر نشان داده شد که نفرت از برند بر میل به انتقام و اجتناب تأثیر مثبت و معناداری دارد. بر این اساس، می توان نتیجه گرفت که تمرکز بر ایجاد و توسعه قراردادهای روانی، پرهیز از خیانت و صادق بودن با مشتریان می تواند میل به انتقام و رفتارهای تلافی جویانه را کاهش دهد.Investigating Psychological Contract Breach and Perceived Betrayal on the Desire for Revenge and Avoidance among Customers of Luxury Hotels
The issue of the desire for revenge and avoidance of customers, caused by the feeling of perceived betrayal, is very important in service industries. Compared to hotels with stronger services, those with weaker services are more likely to suffer losses due to negative customer behavior. When customers receive services that are less than their expectations, the desire for revenge and avoidance is created. Thus, the present study aims to investigate the effects of the psychological contract breach and perceived betrayal on the desire for revenge and avoidance among customers of luxury hotels. This study is practical in purpose, correlational descriptive in nature, and survey-type in terms of the method of data collection. The statistical population was 331 customers of luxury hotels, who expressed their opinion through a ‘psychological contract breach’ questionnaire taken from Hai-Ming et al. (2020), ‘perceived betrayal, desire for revenge, and desire to avoid’ questionnaire taken from Rasouli et al. (2022). Structural equation modeling with SMART-PLS software was used to analyze the data. The findings show a significant effect of psychological contract breach on brand hatred. It was also shown that brand hatred has a positive and significant effect on the desire for revenge and avoidance. Consequently, focusing on creating and developing psychological contracts and avoiding betrayal, and being honest with customers can reduce the desire for revenge and retaliatory behaviors.
Introduction
Perceived betrayal is rooted in interactions between people and different organizations and businesses at various levels (GUNAWAN, 2018). When customers witness bad behaviors such as broken promises from businesses and organizations, they feel betrayed (Lee et al., 2020). When organizations and businesses fail to fulfill their promises and contracts, customers develop a negative attitude toward them. This feeling of betrayal is rooted in the expectations that customers have when interacting with organizations. People create expectations in their minds when interacting with organizations and businesses, and if the organization fails to meet these expectations, the customer may feel betrayed, which can lead to unfavorable results for the service provider organization (Hai-Ming et al., 2020).
Methodology
This study is practical based on its purpose, and it is of the correlational descriptive type in terms of methodology. The statistical population of this study is composed of the customers of luxury hotels in Tehran. The variable of psychological contract breach is the primary independent variable, which is measured by three questions taken from Hai-Ming et al.’s (2020) research; the brand betrayal variable is also a primary independent variable, which is measured by four questions taken from Rasouli et al. (2022); the respondent behavior variable includes two dimensions: avoidance behavior with three questions and vindictive behavior with three questions, taken from Rasouli et al. (2022). These questions were measured using the Likert five-point scale (from 0 = completely disagree to 5 = completely agree). First, the validity of the questionnaire was confirmed by expert professors in terms of content. Then, construct validity was examined through convergent and divergent validity criteria. Reliability was evaluated through Cronbach's alpha and composite reliability.
Findings
The results of the rejected and confirmed hypotheses were analyzed using the bootstrap method based on a multivariate regression analysis, through a structural equation method with SmartPLS software. Table 1 shows the results of the hypothesis analysis. These results do not support all the direct effects and hypotheses.
Table 1. Hypothesis Results
The path of the hypothesis
Path coefficient
standard error
T-statistics
Significant level
Psychological contract breach -> brand betrayal
0.538
0.040
13.520
0.000
Brand betrayal -> desire for revenge
0.497
0.043
11.556
0.000
Brand betrayal -> desire to avoid
0.746
0.032
23.345
0.000
Conclusion
This study conceptually created a relationship between psychological contract breach, perceived betrayal, and the responding behavior of luxury hotel customers. The results of the first hypothesis indicate a significant effect of the psychological contract breach on perceived betrayal, which is in line with some studies (e.g. Sun et al., 2021; Lee et al., 2013). To confirm the first hypothesis, it can be stated that the psychological contract breach occurs when customers’ expectations are not met, resulting in customers feeling betrayed and neglected. Specifically, this study claims that psychological contract breach can intensify customers’ sense of perceived betrayal.
The results of the second and third hypotheses confirm the significant effects of perceived betrayal on the desire for revenge and avoidance of customers, as evidenced by studies (Lateef et al., 2021; Deng et al., 2018). Thus, it can be concluded that perceived betrayal plays an important role in determining the failure of a luxury hotel and it should not be ignored. The presence of a sense of perceived betrayal will have a negative impact on the type of customer response behavior. Moreover, each dimension of customer response behavior can provide hotels with new ideas and motivate them to create a competitive advantage. This study contributes to the literature by demonstrating the importance of contract breach and customer response behavior, including the two items of revenge (Wen-Hai et al., 2018) and avoidance (Dongjin et al., 2019; Ertac et al., 2020; Rocca et al., 2019) in the presence of perceived betrayal.
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