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Study on Consumer Dissatisfaction and Complaint Behavior of Online Shopping Mall  

Jun, Byoung Ho (서울여자대학교 교양학부)
Kang, Byung Goo (고려대학교 경상대학 경영학부)
Publication Information
Journal of Korea Society of Digital Industry and Information Management / v.8, no.1, 2012 , pp. 231-244 More about this Journal
Abstract
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.
Keywords
Consumer dissatisfaction; Complaint Behaviors; Online shopping Mall;
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