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http://dx.doi.org/10.6115/fer.2018.002

Difference between Consumers' and Front-line Workers' Perceptions on Consumer Complaint Behavior with Hateful Intentions: Based on the Personal and Social Factor  

Kim, Hye Jin (Department of Consumer Information Science, Konkuk University)
Lee, Seung Sin (Department of Consumer Information Science, Konkuk University)
Publication Information
Human Ecology Research / v.56, no.1, 2018 , pp. 15-32 More about this Journal
Abstract
This study analyzes difference in consumers' and front-line workers' perceptions on 'consumer complaint behavior with hateful intentions' though the Co-orientation Model in three dimensions. In addition, we seek to contribute to reducing the conflict between consumers and front-line workers in the service contact point by finding factors that affect the difference in perception between two parties. This study findings and implications are as follows. First, Taking a look at the mutual orientation between consumers and front-line workers, mutual perceptions have been found to match in agreement but with a significant difference in perceived agreement (congruence), which indicates that the internal perceptions of both consumers and front-line workers do not match. The findings confirm that consumers and front-line workers have different perspectives on consumer complaint behavior with hateful intentions and therefore raise a need for efforts and institutional devices for improvement. Second, the study has found that consumers' economic responsibility as part of their social responsibilities and front-line workers' perceptions on consumers' civic responsibility affect the perception difference between these two groups and suggest a need for educating consumers about economic responsibility. Meanwhile, unlike consumers, front-line workers view consumers' complaint behavior with hateful intentions from an ethical point of view, raising a need for a transition of perspectives on complaint behavior with hateful intentions.
Keywords
consumer complaint behavior with hateful intentions; co-orientation model; consumers' social responsibility; personality (social style);
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