Browse > Article
http://dx.doi.org/10.5934/kjhe.2013.22.2.267

The Effect of Consumer Value and Unethicality on the Type of Consumer Complaint Behaviors  

Lee, Youngae (Dept. Consumer & Child Studies, Incheon National University)
Lim, Su-Ji (Dept. Distribution Management, Jangan University)
Publication Information
Korean Journal of Human Ecology / v.22, no.2, 2013 , pp. 267-282 More about this Journal
Abstract
This study analyzed the effect of consumer value and unethicality on the type of consumer complaint behaviors. Despite the obvious importance of the research on consumer complaint behaviors focused on consumer's inherent personality, there is relatively little work done. The purpose of this study is to analyze the determinants of consumer complaint behaviors in order to improve consumers' well-being and develop the market condition. The 1,050 respondents are finally analyzed using the descriptive statistics, factor analysis, and multinominal logit model. Consumer value and unethicality are significant effect on the type of consumer complaint behaviors such as no action, private action only, public action only, and both private and action. The orientation of achievement and pleasure among consumers' value is associated with the higher level of complaint behaviors compared with no action. In terms of consumers' unethicality, no harm unethicality is associated with the types of each consumer complaint behavior except no action. On the other hand, both proactive and passive unethicality increase the possibility of no action. The policy implications of the consumer education are suggested as well as the directions of customer management strategies in the business sector.
Keywords
Consumer value; Consumer Unethicality; Consumer complaint behavior; Multinominal logit analysis;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
연도 인용수 순위
1 You, D. (2008). College students' dissatisfaction, complaints, compensation and repurchase intentions of food services, Journal of the Korean Home Economics Association , 46(10), 119-132.
2 Riche, M. F. (1989). Psychographics for the 1990s, American Demographics, 15(3), 25-31.
3 Richins, M. L. (1983). Negative word of mouth by dissatisfied consumers, Journal of Marketing, 47(2), 68-79.
4 Schwarts, S. H. & Bilsky, W. (1987). Toward a universal psychological structure of human values, Journal of Personality and Social Psychology, 53(3), 550-562.   DOI
5 Folkes, V. S. (1984). Consumer reactions to product failure: An attributional approach, Journal of Consumer Research, 10(1), 398-409.   DOI   ScienceOn
6 Singh, J. (1990). Voice, exit, and negative word-mouth behaviors: An investigation across three service categories, Journal of the Academy of Marketing Science, 18(4), 1-15.   DOI
7 Singh, J. & Howell, R. D. (1985). Comsumer complaint behavior: A review and prospectus, Journal of Consumer Satisfaction, Dissatisfaction, and Complaining Behavior, 1, 41-49.
8 Song, I. S. & Jae, M. K. (2006). Materialism and unethical business transaction of married women, Journal of Consumption Culture, 9(3), 185-206.
9 Vitell, S. J. Lumpkin, J. R., & Rawwas, Y. A. (1991). Consumer ethics: An investigation of the ethical belief of elderly consumers, Journal of Business Ethics, 10, 365-375.   DOI   ScienceOn
10 Vitell, S. J. & Muncy, C. (1992). Consumer ethics: An investigation of the ethical beliefs of the final consumer, Journal of Business Research, 24(4), 297-311.   DOI   ScienceOn
11 Yea, J. S. (2010). A study on dessert choice and consumer behavior depending on consumer value, Unpublished master thesis, Ewha Womans University, Seoul.
12 Lawther, K., Krishnan, S., & Valle, V. (1978). The consumer complaint process: Directions for theoretical development, in Consumer Satisfaction and Complaining Behavior, Hunt, K. ed., 10-14, Bloomington, IN: School of Business, Indiana University.
13 Lee, H. M. & You, T. S. (1997). A study on the consumer dissatisfaction and complaining behavior by consumer value, Journal of the Korean Society of Costumer, 33, 175-188   과학기술학회마을
14 Lee, M. E. (2008) A study on market segmentation of restaurant depending on value pursuit, Unpublished master thesis, SejongUniversity, Seoul.
15 Lee, Y. A. (2012). Consumer public complaint behaviors and satisfaction of complaint handling by credit card services, Korean Journal of Human Ecology, 21(5), 957-973.   DOI   ScienceOn
16 Day, R. L. (1984). Modeling choices among alternative responses to dissatisfaction, in Advances in Consumer Research, 11, Kinnear, T. C. ed., Ann Arbor, MI: Association for Consumer Research.
17 Day, R. L. & Landon, E. L. (1976). Collecting comprehensive consumer complaint data by survey research, in Advances in Consumer Research, 3, 263-268, Atlanta, GA: Association for Consumer Research.
18 Day, R. L., Grabicke, L. K., Schaetzle, T., & Staubach, F. (1981). The hidden agenda of consumer complaining, Journal of retailing, 57(3), 86-106.
19 Andreasen, A. R. (1988). Consumer complaints and redress: What we know and what we don't know, in The Frontier of Research in the Consumer Interest, E. Scott Maynes ed., Columbia, MO: American Council on Consumer Interests.
20 AL-Khatib, J. A., Vitell, S. J. & Rawwas, Y. A. (1997), Consumer Ethics: A Cross-Cultural Investigation, European Journal of Marketing, 31(11/12), 750-767.   DOI   ScienceOn
21 Serwinek P. J. (1992). Demographic and related differences in ethical views among small businesses, Journal of Business Ethics, 11, 555-566.   DOI
22 Dickson, M. A. (2001). Utility of no sweat labels for apparel consumers: Profiling label users and predicting their purchases. Journal of Consumer Affairs, 35(1), 96-119.   DOI   ScienceOn
23 Dodge, H. R. (1996). Consumer transgression in the marketplace: Consumers' perspective, Psychology on Marketing, 13(18), 378-386.
24 Erffmeyer, R. C., Keillor, B. D., & LeClair, D. T. (1999). An empirical investigation of Japanese consumer ethics, Journal of Business Ethics, 18, 35-50.   DOI   ScienceOn
25 Seo, J. H. & Song, I. S. (2006). The consumer's problematic behaviors in the formal complaining behavior, Consumer Policy and Education Review, 2(2), 65-84.
26 Singh, J. (1988). Consumer complaint intentions and behavior: Definitional and taxonomical issues, Journal of Marketing, 52(1), 93-107.   DOI   ScienceOn
27 Baek, B. & Lee, Y. (2009). Determinants of consumer complaint behavior: A comparison of Korean and U.S. consumers, Journal of Consumer Studies, 20(3), 75-98.
28 Baek, B. & Park, H. (2009). A study on consumer's problematic behavior in the consumer complaining behavior process, Journal of Consumer Policy Studies, 36, 1-24.   DOI
29 Bearden, W. O. & Teel, J. E. (1983). Selected determinants of consumer satisfaction and complaint reports, Journal of Marketing Research, 20(1), 21-28.   DOI   ScienceOn
30 Bea, S. Y. & Chun, H. J. (2010). Measurement and evaluation of consumer competency, Policy Analysis No. 10-7, Seoul: Korea Consumer Agency.
31 Blodgeet, J. G., Wakefield, K. L., & Barnes, J. H. (1995). The effect of customer service on consumer complaining behavior, Journal of Service Marketing, 9(4), 31-42.   DOI   ScienceOn
32 Chan, A., Wong, S. & Leung, P. (1998), Ethical beliefs of chinese consumer in Hong Kong, Journal of Business Ethics, 17(11), 1163-1170.   DOI   ScienceOn
33 Cho, K. (2000). A study on the determinants of consumer's complaint intention to firm, Journal of Korean Marketing Association, 15(1), 125-142.
34 Davidow, M. & Dacin, P. A. (1997). Understanding and influencing consumer complaint behavior: Improving organizational complaint management, Advances in Consumer Research, 24, 450-456.
35 Liu, R. R. & McClure, P. (2001). Recognizing cross-cultural differences in consumer complaint behavior and intentions: An empirical examination, Journal of Consumer Marketing, 18(1), 54-74.   DOI   ScienceOn
36 Clopton, S. W., Stoddard, J. E. & Clay, J. W. (2001). Salesperson characteristics affecting consumer complaint responses, Journal of Consumer Behavior, 1(2), 124-139.   DOI   ScienceOn
37 Jung, G. O. & Yeo J. S. (2010). A study on the inappropriate consumer complaint behavior, KSCS Conference 2010 Conference Book, 35-46, Seoul, Korea.
38 Kim, H. J. (2006). Analyses of consumers' non-ethical behavior status and the related factors, Korean Jornal of Human Ecology, 15(6), 1015-1023.
39 Ndubisi, N. O. (2003). Service quality: Understanding customer perception reaction and impact on business, International Journal of Business, 5(2), 207-219.
40 Rokeach M. (1973). The nature of Human Values, New York; Free Press.
41 Shin, S. H. (2000). Ethic analysis in purchasing behavior of the young consumers, Consumer studies, 11(3), 153-168.
42 Singh, J. & Wilkes, R. E. (1991). A theoretical framework for modeling consumers' response to marketplace dissatisfaction, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 4, 1-12.
43 Fundin, A. P. & Bergman, L. S. (2003). Exploring the customer feedback process, Measuring Business Excellence, 7(2), 56-65.
44 Kim, J. H. & Lee, E. H. (2003). Relationships between consumer non-ethics and interaction with salespersons, Journal of the Korean Home Economics Association, 41(5), 165-178.   과학기술학회마을
45 Kim, J. E. (2007). The conceptualization and the practical application of consumer citizenship, Unpublished doctoral dissertation, Seoul National University, Korea.
46 Kim, S. H. (2009). Consumer perception and the intention of purchase depending on food styling and VALS, Unpublished doctoral dissertation, Sejong University, Korea.
47 Frederick, W. C., Davis, K., & Post, J. E. (1988). Business and society: Corporate strategy, public policy, New York:McGraw-Hill.
48 Fullerton, S., Kerch, K. B., & Dodge, H. R. (1996). Consumer ethics: An assessment of individual behavior in the market place, Journal of Business Ethics, 15, 805-814.   DOI
49 Gronhaug, K. & Zaltman, G. (1981). Complainers and noncomplainers revisited: Another look at the data, in Advances in Consumer Research, 8, Monroe, K. ed., Ann Arbor, MI: Association for Consumer Research.
50 Ha, Y. & Lee, Y. (2008). The effect of cognitive and emotional responses to compensation for consumer complaints on the recovery of behavioral intentions, Korean Management Review, 37(2), 225-246.
51 Huh, K. (1997). Consumer complaining behavior response to dissatisfaction from consuming goods and services, Journal of Korean Home Management Association, 15(4), 81-102.   과학기술학회마을
52 Huh, K. Y. & You, S. Y. (2001). Determinants of consumer satisfaction and comsumer complaint behavior in the consuming goods and service, Journal of Korean Consumption Culture Association, 4(2), 57-83.
53 Jae, M. K., Seo J. H. & Kim, Y. O. (2004). College students' consumer non-ethics and related factors, Korean Journal of Human Ecology, 13(6), 891-901.
54 Lee, Y. A. & Seo, I. J. (2012). Adolescent consumers' green consumption behavior according to consumer value and unethical business transaction perception, Consumer Policy and Education Review, 8(2), 1-22.
55 Jacoby, J. & Jaccard, J. J. (1981). The sources, meaning, and validity of consumer complaint behavior: A psychological analysis, Journal of Retailing, 57(3), 4-24.
56 Kahle, L. R. (1983). Social values and social change: Adaptation to life in America, New York: Praeger.
57 Kennedy, E. & Lawton, J. (1998). Religiousness and business ethics, Journal of Business Ethics, 17, 163-175.   DOI   ScienceOn
58 Lee, Y. & Jang, J. (2005). Consumer values and consumers attitude toward buying products outside the regular domestic distribution channels, Korean Academy of Marketing Science, 359-370.
59 Mitchell, A. (1983). The nine American lifestyles: Who we are and where we are going. New York; Mcmillan.
60 Morganosky, M. A. & Buckley, H. M. (1987). Complaint behavior: Analysis by demographics, lifestyle, and consumer values, Advances in Consumer Research, 14, 223-226.
61 Muncy, J. A. & Vitell, S. J. (1992). Consumer ethics: An investigation of the ethical beliefs of the final consumer, Journal of Business Research, 24, 297-311.   DOI   ScienceOn
62 Park. J. Y. & Moon. S. J. (1990). A Study on the Consumer Complaining Behavior, Journal of Korean Home Management Association, 8(1), 15-30.
63 Park, J. & Lee, J. (2009). A comparative study on cross-cultural consumer complaint intention, Korean Management Review, 38(4), 1085-1114.
64 Park, S. H. (2008). Study on the Brand Personality Preference by Consumer Value, Unpublished master thesis, Hankuk University of Foreign Studies, Seoul.