基于关键事件法和解释学的研究方法,以不良顾客自身的消费经历作为研究对象,阐述在有同属顾客干预的情景下不良顾客的反应模式以及背后的机制。通过对于115个有效关键事件的分析,得出了4种不良顾客受到同属顾客干预时的反应模式,包括立即终止、渐变衰弱、变本加厉和继续放纵四种类别;并归纳出有4种解释机制影响着不良顾客反应模式的变化——社会规范、成本与收益效应、社会支持和面子机制。这些机制分别受到不同因素的影响,企业管理者可以通过操控这些因素来服务于自己的管理实践。 Based on the research methods of critical incident method and hermeneutics, the consumer experience of bad customers is taken as the research object, and the reaction patterns and the mechanisms behind the bad customers under the same customer intervention are described. Through the analysis of 115 effective key events, we find that the four kinds of bad customers are affected by the same customer intervention, including immediate termination, gradual decline, intensification and continuous indulgence. And four kinds of explanation mechanisms are concluded Changes in the Patterns of Bad Customers’ Response - Social norms, cost and benefit effects, social support and face-to-face mechanisms. Each of these mechanisms is influenced by different factors, and managers can serve their own management practices by manipulating these factors.