온라인 쇼핑몰 이용자의 불만과 불평행동에 관한 연구

Study on Consumer Dissatisfaction and Complaint Behavior of Online Shopping Mall

  • 전병호 (서울여자대학교 교양학부) ;
  • 강병구 (고려대학교 경상대학 경영학부)
  • 발행 : 2012.03.30

초록

Consumer dissatisfaction and complaints make it difficult for online shopping mall to maintain existing customers and attract new customers, which may result in a direct profit loss. The primary purpose of this study is to investigate the relationship between customer dissatisfaction in terms of product-complaints and website complaints and complaint behaviors in terms of individual, public, and 3rd party complaint behaviors. Th results indicate that product-dissatisfaction is significantly related to the public and 3rd party complaint behaviors, but not the individual complaint behavior. Website dissatisfaction was not found to be significantly related to any complaint behavior. The moderate effect of sex and individual attitude on the relationship between customer dissatisfaction and complaint behaviors was also not considerable.

키워드

참고문헌

  1. Harrison-Walker, L. Jean, "E-Complaining: A Content Analysis of an Internet Complaint Forum," Journal of Services Marketing, Vol. 15, No. 5, 2001, pp. 397-412. https://doi.org/10.1108/EUM0000000005657
  2. 백병성, "소비자 불평행동 결정요인: 한국과 미국의 비교를 중심으로," 소비자학연구, 제20권, 제3호, 2009, pp. 75-98.
  3. Day, R. L., "Modelling choices among alternative responses to dissatisfaction," Advances in Consumer Research, Vol 11, 1984, pp. 496-499.
  4. Fornell, Claes and Robert A. Westbrook, "The Vicious Circle of Consumer Complaints," Journal of Marketing, Vol. 48, 1984, pp. 68-78.
  5. 장영혜.박명호, "인터넷 쇼핑몰에서의 불평고객유형에 따른 효과적인 불평처리 방안," 인터넷전자상거래연구, 제7권, 제2호, 2007, pp. 245-273
  6. Tax, S. S., Brown, S. w., and Chandrashekaran, M., "Customer evaluations of service complaint experience: Implications for relationship marketing," Journal of marketing, Vol. 62, 1998, pp. 60-76. https://doi.org/10.2307/1252161
  7. Arndt, J., "Word of Mouth Advertising: A review of the Literature," Advertising Research Foundation, New York, 1967.
  8. 박봉두.박진용, "인터넷 쇼핑몰 이용고객의 불만족에 대한 불평행동 촉진에 관한 연구: 인터넷상의 의소소통 활성화 도구를 중심으로," 마케팅 관리연구, 제8권, 제3호, 2003, pp. 82-106.
  9. Bearden, William and Jesse E. Teel, "Selected determinants of consumer satisfaction and complaint reports," Journal of marketing research, Vol. 20, 1983, pp. 21-28. https://doi.org/10.2307/3151408
  10. Blodgett, Jeffery G. and Donald H. Granbois, "Toward an integrated conceptual model of consumer complaining behavior," Journal of consumer satisfaction, dissatisfaction and complaining behavior, Vol. 5, 1992, pp. 93-103.
  11. 통계청, "2010년 연간 및 4분기 전자상거래 동향 및 사이버쇼핑 동향," 2011.
  12. London, E. L., "The direction of consumer complaint research," Advances in Consumer Research, Vol. 7, 1980, pp. 335-338.
  13. Richins, M. L., "Negative word-of-mouth by dissatisfied consumers: A pilot study," Journal of Marketing, Vol. 47, 1983, pp. 68-78.
  14. Jacoby, J. and Jaccard, J. J, "The sources, meanings and validity of consumer complaint behaviour: a psychological analysis," Journal of Retailing, Vol. 57, No. 3, 1981, pp. 4-24.
  15. Singh, J. and Howell, R. D., "Consumer complaining behaviour: A review and prospectus," Consumer Satisfaction, Dissatisfaction and Complaining Behaviour, Vol. 1, 1985, pp. 41-49.
  16. Singh, J., "Consumer complaint intentions and behaviour: Definitional and taxonomical issues," Journal of Marketing, Vol. 52. 1988, pp. 93-107. https://doi.org/10.2307/1251688
  17. Day, R. L. and Landon, E. L., "Toward a theory of consumer complaint behavior," Consumer and Industrial Buying Behavior, North Holland, New York, NY. 1977.
  18. Krishnan, S. and Valle, V., "Dissatisfaction attributions and consumer complaint behavior," Advances in Consumer Research, Vol. 6, 19979, pp. 445-449.
  19. 박지훈, "e-소비자불평행동 유형 정립 및 결정요인에 관한 실증적 연구: 한국.미국 e-소비자불평행동의 수렴과 상이," 고려대학교 박사학위논문, 2008.
  20. Day, R. L., "Modelling choices among alternative responses to dissatisfaction," Association for Consumer Research, Advances in Consumer Research, Vol. 11, 1984, pp. 496-499.
  21. Gronhaug, K., "Exploring consumer complaining behavior: A model and some empirical results," Advances in Consumer Research, Vol. 4, 1977, pp. 159-165.
  22. Phau, I. and Sari, R. P., "Engaging in complaint behaviour: An Indonesian perspective," Marketing Intelligence and Planning, Vol. 22, 2004, No. 4, pp. 407-426. https://doi.org/10.1108/02634500410542770
  23. 현정석.하환호, "인터넷 쇼핑몰에 대한 이용고객의 충성도와 불평행동과의 관계," 대한경영학회지, 제19권, 제3호, 2006, pp. 781-807.
  24. 송인숙.박상미, "인터넷 쇼핑몰 고객불만처리 서비스에 대한 고객의 평가," 한국가정관리학회지, 제20권, 제3호, 2002, pp. 113-124.
  25. Estelami, Hoomam, "Competitive and procedural determinants of delight and disappointment in consumer complaint outcomes," Journal of service research, Vol. 2, No. 3, 2000, pp. 285-300. https://doi.org/10.1177/109467050023006
  26. Robert D. and Ramsey, "Handling customer complaints," The american salesman, 2005, pp. 15-20.
  27. 박해룡, "소비자불만 사례 분석을 통한 인터넷 쇼핑몰 마케팅 전략에 관한 연구," 고려대학교석사학위논문, 1999.
  28. 김보람, "인터넷 의류점포에서 불평행동을 유발하는 소비자 불만족 요인 연구," 제주대학교 석사학위논문, 2010.
  29. Richins, M. L., "An Investigation of Consumers' Attitudes Toward Complaining," Advances in Consumer Research, Vol. 9, 1982, pp. 502-506.
  30. Keng, K. A., Richmond, D. and Han, S., "Determinants of consumer complaint behaviour: A study of Singapore Consumers," Journal of International Consumer Marketing, Vol. 8 No. 2, 1995, p. 59-76. https://doi.org/10.1300/J046v08n02_05
  31. Lau, Geok Theng and Sophia Ng, "Individual and Situational Factors Influencing Negative Word-of-Mouth Behaviour," Canadian Journal of Administrative Sciences, Vol. 18, 2001, pp. 163-178.
  32. 이문규, "e-SERVQUAL: 인터넷 서비스 품질의 소비자 평가 측정 도구," 마케팅연구, 제17권, 제1호, 2002, pp. 73-96.
  33. Oliver, R. L., "An Investigation of the Interrelationship Between Consumer (Dis)satisfaction and Complaint Reports," Advances in Consumer Research, Vol. 14, 1987, pp. 218-222.
  34. Nunnally, J. C., Psychometric theory (2nd ed). New York: McGraw-Hill, 1978.
  35. Hair J. F., Anderson, R. E., Tatham, R. L. and Black, W. C., Multivariate dataan alysis, Upper Saddle River: Prentice Hall, 1995.
  36. 이동욱.최재영.배순한, "혁신의 결정 요인이 인지된 혁신 특성과 모바일뱅킹 서비스 이용 의도에 미치는 영향에 관한 연구," 디지털산업정보학회지, 제2권, 제1호, 2006, pp. 1-13.
  37. 강병구.이한원.한필구.전병호, "제품 유형별 스마트폰 구매결정 차이 연구," 디지털산업정보학회지, 제7권, 제1호, 2011, pp. 111-126.
  38. Baron, R. M. and Kenny, D. A., "The moderator mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations," Journal of personality and social psychology, Vol. 51, No. 6, pp. 1173-1182.
  39. 송지준, 논문작성에 필요한 SPSS/AMOS 통계분석 방법, 21세기사, 2008.
  40. 이동진, 전략적 관계마케팅, 서울: 박영사, 2005
  41. Lin, H. F., "The impact of website quality dimensions on customer satisfaction in the B2C e-commerce context," Total quality management, Vol. 18, No. 4, 2007, pp. 363-378. https://doi.org/10.1080/14783360701231302
  42. Casalo, L. V. C., Flavian, and M. Guinaliu, "The role of satisfaction and website usability in developing customer loyalty and positive word-of-mouth in the e-banking services," The international journal of bank marketing, Vol. 26, No. 6, 2008, pp. 399-417. https://doi.org/10.1108/02652320810902433
  43. 서우종.원욱연.홍진원, "눈 웹 사이트 품질요인이 사용자 만족, 지속적 사용의도 및 구전의도에 미치는 영향에 대한 실증 연구," 산업혁신연구, 제26권, 제1호, 2010, pp. 99-132.
  44. 범경기, "온라인 서비스 품질요인과 고객만족 및 행동의도간의 관계: 웹 사이트 유형의 조절효과를 중심으로," 배재대학교 박사학위 논문, 2008.
  45. 이미숙.손재근, "숙박업체 웹 사이트 서비스품질이 고객 만족도 및 충성도에 미치는 영향," 관광연구, 제23권, 제3호, 2008, pp. 119-138.