• 정보관리연구
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• 제40권4호
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• pp.151-171
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• 2009

This study is to investigate dissatisfaction behavior of customers who purchase products on the Internet shopping mall and to find customers' dissatisfaction behavior types for effectively responding to that. Managing dissatisfaction behaviors are related to the customer satisfaction. To conduct this study, Call Center data was collected and analysed by qualitative method. The results showed that dissatisfaction of product quality and disappointment have different effects on post--purchase behaviors. Customers who feel more dissatisfaction with product quality showed the aggressive response such as exchange, refund, while customers who feel disappointment are likely to switch the shopping mall or to cancel the order. These results of customers' dissatisfaction behaviors indicate that company has to manage both product quality and the customer's experience dimension.

• 패션비즈니스
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• 제25권6호
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• pp.13-24
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• 2021

In the current economic downturn, it is easy for consumers to be emotional and regret their fashion product purchases. The purpose of this paper was to understand the effect of customer regret on the dissatisfaction and repurchase intention of fashion consumers in China, which is the world's largest fashion trading country. A total of 275 participants were recruited from a Chinese online survey system (www.sojump.com). The SPSS 22.0 statistical package was used for various data analyses. This study conceptualized the positive relationship between customer regret and dissatisfaction and the negative relationship between dissatisfaction and the repurchase intention of fashion goods. The findings indicated that customer regret could be categorized into two distinct types, chosen and forgone regrets. Chosen regret had a greater effect than forgone regret on dissatisfaction. The negative influence of dissatisfaction on repurchase intention was weak in consumers with a high level of regret-solving effort. The results of this study will help fashion businesses retain their customers, thus gaining long-term and repurchase economic value for the fashion industry.

• 품질경영학회지
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• 제40권3호
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• pp.359-371
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• 2012

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.

• 한국산학기술학회논문지
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• 제12권8호
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• pp.3415-3420
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• 2011

고객만족도 수준이 높아질수록 만족고객의 비율이 높아지는 것은 당연한 현상이라 할 수 있는데, 실제 조사 측면에서는 만족응답으로의 쏠림현상이 두드러져, 데이터 분석의 구조적 한계와 함께 고객만족 개선안 도출의 유용성이 낮아지고 있다. 이러한 문제점을 해결하기 위해서는 만족고객을 재분류하여 보다 전략적인 의미를 도출하고 만족 고객의 불만족 요인을 찾아내기 위한 연구가 필요하다. 본 연구에서는 기존의 고객만족도 조사에서 사용한 단일차원이 아닌, 만족/불만족 2차원 모형을 적용하여 고객 재분류 방법을 제안하였다. 제안 모델을 적용한 결과 만족과 관련된 속성과 불만족에 관련된 속성이 별개이고, 만족요인과 불만족 요인의 역할과 기능이 다르게 작용하고 있음을 확인하였다. 이를 통해 고객 재분류를 통하여 고객 만족을 최대화하고 동시에 고객 불만족 발생을 억제할 수 있어서 궁극적으로 고객만족경영을 달성할 수 있는 가능성을 확인하였다.

• 한국의류학회지
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• 제32권12호
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• pp.1866-1877
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• 2008

본 연구는 패션 유통업에서 급성장 하고 있는 전자상거래를 중심으로, 고객이 쇼핑몰과의 거래를 통해 경험하게 되는 불만족 요인을 파악하고, 불만족과 불평행동, 불평행동과 고객과 쇼핑몰간의 관계지향성의 영향 관계를 파악하고자 하였다. 본 연구를 위한 자료는 질문지를 이용하였고, 인터넷에서 패션제품을 구매한 후불만 혹은 불평행동을 해본 경험이 있는 275명의 대학생을 연구대상으로 하였다. 자료분석을 위해 기술통계분석, 요인분석, Cronbach' $\alpha$, 상관관계분석, 회귀분석을 실시하였다. 연구결과는 다음과 같다. 인터넷 패션 쇼핑몰에서의 구매 후 고객 불만족은 제품품질, 반품/교환/AS, 가격, 거래계약, 배달 및 결제관련 불만으로 분류되었으며, 비교적 품질과 배달관련 불만이 가장 높은 것으로 파악되었다. 고객 불만족, 불평행동 및 관계지향성간의 관련성이 높게 나타났으며, 고객 불만이 높을수록 불평행동도 높은 것으로 파악되었다. 한편, 불평행동이 높을수록 고객 충성은 낮아지고 태만 및 이탈행동은 높아지는 것으로 파악되었다. 특히 사적 불평행동이 높을수록 고객 충성은 낮아진 반면, 태만과 이탈은 높은 것으로 나타났다.

• 디지털산업정보학회논문지
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• 제8권1호
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• pp.231-244
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• 2012

Consumer dissatisfaction and complaints make it difficult for online shopping mall to maintain existing customers and attract new customers, which may result in a direct profit loss. The primary purpose of this study is to investigate the relationship between customer dissatisfaction in terms of product-complaints and website complaints and complaint behaviors in terms of individual, public, and 3rd party complaint behaviors. Th results indicate that product-dissatisfaction is significantly related to the public and 3rd party complaint behaviors, but not the individual complaint behavior. Website dissatisfaction was not found to be significantly related to any complaint behavior. The moderate effect of sex and individual attitude on the relationship between customer dissatisfaction and complaint behaviors was also not considerable.

• 한국유통학회지:유통연구
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• 제11권2호
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• pp.59-79
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• 2006

고객불만에 대한 대응은 고객과의 관계를 형성하고자 하는 기업목표 달성에 매우 중요한 요소가 된다. 인터넷 상거래 상장에서, 다양한 대안 그리고 낮은 전환 비용 등의 특성 때문에 고객불만에 대한 효과적인 대처는 오프라인 시장에 비해서 그 중요성이 더욱 강조되고 있다. 본 연구에서는 인터넷 쇼핑몰의 불평처리를 경험한 고객들을 대상으로 1) 불만 (상품관련, 쇼핑몰관련)이 쇼핑몰과 고객간의 관계형성에 미치는 부정적인 영향에 대해 확인하고, 2) 불평처리의 세 가지 공정성(분배적, 절차적, 상호적) 지각이 불만과 신뢰 및 결속몰입간의 관계에 어떠한 조절효과를 갖는지 검증하였다. 상품관련 불만과 결속과의 관계를 제외하고, 대체적으로 불만은 신뢰와 결속에 부정적인 영향을 미치는 것으로 나타났다. 조절효과에서는 분배적 공정성이 확보된 경우 불만과 신뢰 및 결속의 부정적 관계가 대체적으로 완화되었으며, 절차적 공정성의 확보는 상품관련 불만이 신뢰와 결속에 미치는 부정적 관계를 상호적 공정성의 확보는 불만과 신뢰의 부정적 관계를 완화하는 것으로 나타났다.

• 한국식생활문화학회지
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• 제23권5호
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• pp.605-615
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• 2008

The principal objective of this study was to categorize service attributes on the basis of the asymmetric and non-linear relationship existing between service attributes and customer satisfaction. Researchers generally assume that service attribute performances and customer satisfaction are both symmetrical and linear. That is to say, improvements in attribute performance will inevitably result in increased customer satisfaction. However, this is not always the case. Certain attributes have been shown not to create satisfaction even when improved, and others do not create dissatisfaction even when their performance ratings become negative. Understanding this relationship is crucial not only to researchers, but also to service managers. Service managers can arrange their priorities with regard to which attributes must be improved or promoted first, in an environment of limited technical, financial, and human resources. Many studies into this asymmetric and non-linear relationship have recently been conducted, beginning with Herzberg's motivation-hygiene theory (1976) and the disconfirmation theory, which was eventually developed into Kano's model (1984). This study attempted to determine the impact level of service attributes on incidents of satisfaction or dissatisfaction. It used 30 service attributes generated by Park (2008) in the CIT research into family restaurants. The data were collected from 600 participants, 300 incidences of satisfaction and 300 incidents of dissatisfaction, via an online survey. The t-test was used to confirm the difference between the satisfaction group's and dissatisfaction group's attributes. 11 attributes were found to be significant at a level of p>0.05. This indicates that the 11 attributes exerted different impacts on satisfaction and dissatisfaction, which confirmed the asymmetric and non-linear relationship. 14 attributes were categorized into the core service, 1 attribute into the quality service, 7 attributes into the basic service, and 8 attributes into the neutral service. Strategic customer service management was recommended for the 'A' family restaurant as an example, on the basis of the asymmetric and non-linear relationship and the characteristics of the four service factors.

• 마케팅과학연구
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• 제16권3호
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• pp.1-16
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• 2006

Many financial service organizations use various types of penalties (e.g., late payment fee, overdraft fee), often inflicting customer complaints and, in extreme cases, attrition. This study examines how customers evaluate penalties using concepts from attribution theory and literatures of social justice and customer satisfaction/dissatisfaction. The study hypothesizes that both cognitive (i.e., attribution, perceived fairness, disconfirmation) and affective (i.e., emotion) responses influence customer's penalty judgment and tests the effect of moderation between attribution and perceived fairness on penalty judgment. The study uses a cross sectional survey design and collects data using the critical incident technique. The results show that attributions have significant moderating effects on the relationship between perceived fairness and dissatisfaction with the penalty and that perceived fairness, emotion, and attribution have a significant influence on penalty evaluation. The study provides discussion of the findings and managerial implications.

• 한국식생활문화학회지
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• 제23권2호
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• pp.184-193
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• 2008

The purpose of this study was to determine the detailed customer satisfaction and dissatisfaction factors of family restaurants in Korea, and to then classify the factors into 3 groups, inlcuding core service, quality service, and basic service. ‘Core service’ represents the critical factors that generate both satisfaction and dissatisfaction; ‘quality service’ generates only satisfaction; and ‘basic service’ generates only dissatisfaction. This categorization is based on Herzberg’s motivation-hygiene theory (1976) as well as Cadotte & Turgeon (1988). Based on the characteristics of the three groups, differentiation strategies in managing customer service were suggested to the family restaurant managers. A qualitative research method, termed the critical incident technique (CIT), was used in the study. This method helps researchers find new factors or attributes by grouping key issues from the anecdotes (critical incidents) and then categorizing common factors from the key issues. This research categorized key satisfiers and dissatisfiers into 33 factors, which were from 402 critical incidents described by 261 respondents. Eleven factors (response to service failures, food taste and quality, attention paid to customers, coupon/mileage point/discount card, customer’s ordinary requests, waiting, food diversity, food price, facility sanitation, checking out, customer’s special requests) were classified into core service, which required maximum management not regarding the level of customer satisfaction. Six factors (employee attitude, event, education and explanation, complementary food, customer’s mistakes, attention paid to children) were classified into quality service, which required differentiation strategy management. Finally, nine factors (speed of food service, employee’s mistakes, food sanitation, atmosphere and interior, seating, forcing orders, parking, other customers, reservations) were classified into basic service, which required minimum management at the level of the industry standards.