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http://dx.doi.org/10.22156/CS4SMB.2020.10.12.256

The Study on the Relationship between Perceived Service Employee Support and Customer Silence in Failure Situation  

Kim, Sang Hee (College of Business Administration, Chonnam National University)
Publication Information
Journal of Convergence for Information Technology / v.10, no.12, 2020 , pp. 256-265 More about this Journal
Abstract
This study examines the effects of perceived service employee support on customer's negative silence, defensive silence and acquiescent silence, and the effects of such negative silence on relationship retention intention. Through this, we would like to discuss the negative effects of customer's negative silence and suggest strategies to reduce negative silence. This study employed questionnaire survey. The total number of questionnaires used in the final analysis was 220. A structural equation model was used for hypothesis analysis. As a result, the perceived service employee support has a significant negative effect on the defensive silence and acquiescent silence in the failure situation. In addition, acquiescent silence had a significant negative effect on relationship retention intentions and defensive silence had no significant effect on relationship retention intentions. Acquiescent silence had a higher negative effect on relationship maintenance intention than defensive silence, indicating that acquiescent silence was worse than defensive silence.
Keywords
Perceived service employee support; Customer silence; Defensive silence; Acquiescent silence; Relationship retention intentions;
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