Journal of the Korean Operations Research and Management Science Society (한국경영과학회지)

The Korean Operations Research and Management Science Society (한국경영과학회)
권호 표지

The Effects of Perceived Equity on Satisfaction and Continuance Intention in Openmarket

인지된 공정성이 오픈마켓의 만족과 지속적 이용의도에 미치는 영향

  • 홍문경 (국민대학교 BIT 전문대학원) ;
  • 곽기영 (국민대학교 경영정보학부)
  • Received : 2009.12.02
  • Accepted : 2010.03.20
  • Published : 2010.09.30
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Abstract

As the Internet is explosively growing and the market is rapidly globalized, many entrepreneurs have been given an impetus to take on the function of the intermediation between providers and customers. Organizations performing the mediating roles in the cyberspace are termed 'cybermediary' and often called 'Openmarket' as a kind of transactional cybermediary in Korea. Despite sustainable growth of Openmarket, customer complaints and damages are increasing because of absence of recovery standards after a service failure. Therefore, it is important that a service provider converts dissatisfied customers to advocates for the growth of the Openmarket. This study aims to examine the role of recovery of the service failures for the Openmarket by proposing a relationship between complaint handling and continuance based on the equity theory. From the empirical results, we found that interactional equity had significant effects on both overall service satisfaction and recovery satisfaction, while procedural equity significantly influenced only recovery satisfaction. Recovery satisfaction also had an impact on overall service satisfaction and each satisfaction factor was positively related to continuance intention.

Keywords

References

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