Construction and Application Analysis of a Response Model for Improper Customer Behaviors in Service Enterprises Based on Cognitive Evaluation Theory

This study investigates customer misbehavior in tourism services through the lens of Cognitive Evaluation Theory and Game Theory, contributing to both management research and social psychology. A dual-path model, tested via a multi-experiment design optimized with a machine learning algorithm, examines mediation versus defense strategies across violation types (interpersonal/transactional). The results show that for interpersonal norm violations, mediation boosts repurchase intention by 23.5%, mediated by organizational and moral justice perceptions. For transaction norm violations, the defense strategy shows higher recovery efficiency (32.1%), largely via organizational justice. Conversely, defense strategies are superior for transactional norm breaches, primarily mediated by organizational justice. This highlights how corporate responses signal organizational values, shaping onsite customer reactions. The analysis, framed by game theory, posits that service scenarios constitute a dynamic strategic system involving customers, firms, and bystanders. Choosing mediation in interpersonal conflicts fosters cooperative atmospheres, while defending transactional rules maintains authority in non-cooperative games. Ultimately, this algorithm-informed approach seeks a refined Bayesian equilibrium, offering data-driven intervention solutions for service order management.