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http://dx.doi.org/10.7469/JKSQM.2012.40.3.359

The Effects of Dissatisfaction on Consumer Behavioral Response in Smartphone Application Service  

Kim, Yong-Hee (Graduate School of Business, Soongsil University)
Choi, Jeong-Il (College of Business Administration, Soongsil University)
Jin, Yeong-Ho (Graduate School of Business, Soongsil University)
Lee, Dong-Won (College of Business Administration, Inha University)
Publication Information
Journal of Korean Society for Quality Management / v.40, no.3, 2012 , pp. 359-371 More about this Journal
Abstract
Purpose: Due to the explosive growth and widespread use of smartphones, new business opportunities are emerging. Despite the importance of creating customer value in using smartphone applications, past studies on have mainly focused on functions or factors and specifications that influence users to use the device. Methods: This study is intended to identify how customer dissatisfaction from the use of smartphone application services affects customer sentiment and behavior. The research model is tested via a survey of 290 smartphone application users. Results: The result of this empirical study indicates that customer dissatisfaction significantly affects the user's disappointment and regret in using a service, which are subordinate values of customer emotion. The user's anger is positively associated with 'Negative word of mouth' and 'Complaint', which are subordinate values of customer behavior, but not with an intention to switch to another service. 'Regret' and 'Disappointment' are positively associated with 'Negative word of mouth' and 'Switching intention', but not with 'Making direct complaints'. Finally, customer's negative sentiments are a significant intermediary in the relationship between customer dissatisfaction and behavioral response. Conclusion: Finally, the study offers a more systematic understanding on the phasal response process of customer dissatisfaction in relation to the provision of smartphone application services.
Keywords
Behavioral Response; Dissatisfaction; Negative Emotion; Smartphone Application Service;
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Times Cited By KSCI : 2  (Citation Analysis)
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