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http://dx.doi.org/10.5850/JKSCT.2008.32.12.1866

A Study on Customer Dissatisfaction, Complaining Behavior, and Long-Term Orientation of Internet Fashion Shopping Mall  

Ju, Seong-Rae (Dept. of Clothing & Textiles, Chonnam National University/Human Ecology Research Institute, Chonnam National University)
Chung, Myung-Sun (Dept. of Clothing & Textiles, Chonnam National University/Human Ecology Research Institute, Chonnam National University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.32, no.12, 2008 , pp. 1866-1877 More about this Journal
Abstract
The purposes of this study were to identify the dimensions of perceived dissatisfaction, complaining behavior, and long-term orientation of customers about the Internet fashion shopping mall, and to empirically examine the effects of each dimension of perceived dissatisfaction and complaining behavior on long-term orientation. For this study, questionnaires were administered to 275 Internet shopping mall customer. To analyze collected data, descriptive analysis, factor analysis, Cronbach's $\alpha$, correlation analysis, and regression analysis were used. Major findings were as follows. First, college students were found to mainly complain of dissatisfaction at product quality, refunding/changing/maintenance repair, price, contract, delivery, and payment after transaction with the Internet shopping mall. Second, customer dissatisfaction was found to have high correlation with complaining behavior and partly with customer neglect or exit. Third, higher customer dissatisfaction was found to increase customer complaining behavior in general. Finally, higher complaining behavior was found to have connection with lower customer loyalty and higher customer neglect and exit.
Keywords
Customer dissatisfaction; Customer complaining behavior; Long-term orientation; Internet fashion shopping mall;
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Times Cited By KSCI : 2  (Citation Analysis)
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