• 벤처창업연구
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• 제19권3호
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• pp.69-79
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• 2024

기업은 소비자의 불만족 요인을 적극적으로 파악하고, 예상되는 불평행동에 대하여 선제적으로 대응함으로써 소비자의 불만족을 해소하고 브랜드 로열티를 높여 재구매를 유도해야 한다. 이는 기업 규모와 무관하게 공통적으로 추구해야 하는 경영목표이다. 본 연구의 구체적인 목적은 소비자의 구매 전 기대성과와 구매 후 실제 지각성과와의 비교 여부에 따라서 불만족의 정도가 차이가 있는지, 불만족의 정도는 후속 행동인 불평행동의 유형에 영향을 미치는지, 이 과정에서 귀인행동은 조절적인 영향을 미치는지, 또한 결과의 지속성과 원인의 통제 가능성이 귀인 위치를 결정하는 요인으로 작용하는지 알아보는 것이다. 특히 벤처기업은 일반기업에 비해서 경영자의 정보처리 능력에 과부하가 걸릴 경우가 많아 의사결정에 있어서 여러 가지 비합리적인 오류를 보일 가능성이 있기 때문에 본 연구는 학문적으로나 실무적으로 중요한 의미가 있다. 분석결과, 불만족도는 부정적 불일치 그룹이 가장 높았으며, 불일치 정도가 높을수록 불만족도도 높았다. 불만족한 소비자의 귀인행동은 불만족의 정도에 조절적 영향을 미치고 있었는데, 불만족도는 외적 귀인집단이 내적 귀인집단보다 확연히 높았으며, 이는 통계적으로 유의했다. 한편, 결과의 지속성은 귀인 위치에 통계적으로 유의한 영향을 미치고 있으나 원인의 통제가능성은 그렇지 않았다. 귀인행동과 불만족의 정도는 불평행동의 유형에 영향을 미치지 않아 제한적인 영향력을 보여주었다. 본 연구는 이러한 결과들에 대한 해석과 함께 특히, 내구성 신제품을 제공하는 벤처기업에게 다양한 시사점들을 제시하고 있다.

• 가정과삶의질연구
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• 제8권1호
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• pp.15-30
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• 1990

The purpose of this study was to provide basic data for consumer complaining behavior. For this purpose, questionaire was given to 600 individuals who have resided in Seoul as the housewife consumer and possessed the experience to use the purchased refrigerators within the period of 5 years. 437 data were analyzed by the statistical methods like frequency, percentage, ANOVA, Duncan's Multiple Range Test, X2-test, Pearson's correlation and multiple regression analysis. The results of this study were described as follows; 1) Complaining behavior have shown significant differences according to housewife's age, degree of perceived housewife's consumer education, husband's job and housewife's job. 2) The type of attribution of dissatisfaction have shown significant differences according to husband's job, housewife's job and family income. 3) There was significant difference in the complaining behavior according to the type of causal attribution and responsibility attribution. 4) The complaining behavior was influenced by causal attribution of dissatisfaction, responsibility attribution of dissatisfaction, family income, degree of perceived housewife's consumer education, husband's job and housewife's age. And the relative contribution of each variable explaining the complaining behavior was decreased according to the order of variables that were described.

• 한국주거학회논문집
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• 제9권3호
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• pp.1-11
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• 1998

This study is intended to analyze residents' dissatisfaction and recogonition to the apartment management fee. The subjects of the study were 244 female residents who live in Seoul and who were surveyed by questionnaire from 15th of Nov. to 20th of Dec., 1997. Satistical method used were: frequency, percentage, mean, Cronbach's α, Factor Analysis, one-way ANOVA, DMR test, t-test Pearson Correlation and Regression by SPSS program. The main results of this study are as follows: 1) The resident didn't mostly know how to account the apartment management fee. 2) The degree of recogonition to distribution of the special maintenance contracts was the lowest level. 3) It was the most dissatisfactory factor not to show items of the special maintenance contracts. 4) The correlation coefficient of residents' dissatisfaction and recognition to the apartment management fee was negative.

• 복식
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• 제54권7호
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• pp.107-120
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• 2004

In this study. with the discovery of adolescents' dissatisfaction factors and preferred images of underwear, the Potentiality of adolescents' underwear market was illuminated. For the purpose of this study, focused group interviews were performed to develop a questionnaires. And data was collected from 309 adolescents female consumer in the age of 13-18 living in busan. The fellowing are the results from the study. First. the female adolescents' dissatisfaction with underwear was analyzed into seven factors. such as buying decision, deformation after laundring, feeling from putting on, price/product variety, the lack of effective design considering body shape, inconvenience for activity and aesthetics. And degree of dissatisfaction was significant different among groups classified by consumer's level of product involvement and consumer's age. Second, the female adolescents' preferred images of underwear are gorgeous/elegant, simple/plain, pure & innocent/modest. active and lovely. From these results, it can be concluded that adolescents' desires of underwear product are different from adults'. Managerial Implications are provided for adolescents' underwear market.

• 한국생활과학회지
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• 제10권3호
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• pp.291-301
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• 2001

The purpose of this study is to provide the apparel manufacturers who have not been effectively preparing for worldwide trends of rapid increase in overweight population with fundamental data to develop updated domestic market through the findings derived from the actual dissatisfaction factors in purchasing of a garment by overweight body customers excluded in the apparel industry. The results of study are as follows : Considering the relationships with dissatisfaction factors in purchasing ready-to-wear according to the interests in weight control, there is a slight difference in the partial intention from degree of self-recognition of body figure and interests in weight control and motivation of interests in weight control. As a results, first, the more recognition of obesity, the more dissatisfaction with "product variety" and "purchasing decision". Second, the more interests in weight control, the more dissatisfaction with product variety in purchasing of ready-to-wear. Third, the more self-recognition of obesity as the motivation of interests in weight control, there is a high dissatisfaction with product variety.

• 대한가정학회지
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• 제35권5호
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• pp.195-211
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• 1997

This thesis is conducted a survey of consumer problems and dissatisfaction and their complaining behavior. It analyzes the complex and varied consumer problems and dissatisfactions, then minimizes them and motivates active response. Also, this thesis is intended to provide fundamental study that may be used for the formulation of consumer protection polices. For this purpose, questionary survey method was used and the sample was taken from 603 housewives lives in Seoul. The major results of the study are summarized as follows; 1) Quality of product was the most frequent problem among consumer problems and dissatisfaction. 2) The level of consumer complaining behavior was 50.69/100 which is a little above median point. Non-complaining behavior was the most frequent, and followed by private/public behavior, public behavior and private behavior. 3) Path analysis of the variables affecting complaining behavior showed total causal effect to be biggest for degree of information search. The experience of consumer problems and dissatisfaction of consumers caused positive effect though causal relation.

• 동아시아식생활학회지
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• 제15권2호
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• pp.226-234
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• 2005

A study was conducted to improve satisfaction to school food service and to furnish source materials for nutrient education by researching degree of satisfaction of middle school students to school food service. Following results are from the study that targeted 215 male students and 173 female students in 5 middle schools in Daegu. Satisfaction rates regarding taste of foods, smell, proper temperature, use of seasonal food, cafeteria atmosphere, numbers of side dishes, and kindness of the cook in a cafeteria were higher than dissatisfaction. And dissatisfaction rates were higher in quantity and quality of foods, sanitation, purity of table wares, opening to nutrient education and related informations for students, opinion reflection of students, food serving time and gratification to food serving than the opposite. But the degree of general satisfaction on school food service were higher than the degree of general dissatisfaction. Sanitation was the first thing to be changed in school food service, then quantity of food and taste for the last. And there were notable differences between male students and female students in sanitation satisfaction. The variables that influence on satisfaction to school food service were sanitary administration, numbers of side dishes, quantity of foods, nutrient, smell and taste when ranked. And the main three things that have similar rate in quantity with satisfaction rate are taste, smell and nutrient of school food service. Through these followed results, degree of general satisfactions to school food service were higher than degree of general dissatisfactions. But sanitation, quantity and quality of foods, taste, and food serving size were not satisfactory for students in rate. Therefore it has to be improved to enhance satisfactions to middle school food service.

• 마케팅과학연구
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• 제12권
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• pp.29-57
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• 2003

대형 백화점들의 다점포화전략, 할인점의 증가, 무점포업태의 성장 등으로 지방 백화점 고객들이 점포 전환을 용이하게 할 수 있는 유통환경이 조성되고 있다. 따라서 그동안 제한된 경쟁상황에서 영업활동을 해 온 지방 백화점들은 고객전환행동에 대한 폭넓은 이해를 필요로 하고 있다. 본 연구는 지방 독점백화점 고객들의 전환행동 특성파악을 위해 선행연구를 검토한 후 유통환경의 급격한 변화속에서 고객들의 전환행동 특성을 불만즉요인, 전환장벽, 전환의도, 고객육특성(쇼핑향유성향, 다양성추구성향, 경쟁에의 노출정도, 인구통계특성)의 관계를 중심으로 파악해 보았다. 그 결과 불만족요인 평가는 고객의 특성(쇼핑향유성향, 경쟁에의 노출정도)에 따라 차이가 있으며, 전환장벽 인식은 고객의 특성(경쟁에의 노출정도, 인구통계특성) 및 불만족요인 평가에 따라 차이가 있고 예상경쟁자로의 전환의도는 고객의 특성(쇼핑향유성향, 경쟁에의 노출정도, 인구통계특성) 및 전환장벽 인식에 따라 차이가 있는 것으로 나타났다. 따라서 경쟁자의 시장진입을 눈앞에 두고 있는 지방 독점백화점의 전환관리는 고객특성 파악과 고객불만족을 감소시키려는 노력을 중심으로 이루어져야 할 것으로 보인다.

• 가정과삶의질연구
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• 제15권4호
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• pp.81-102
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• 1997

This study intended to investigate factors shaping the styles for comsumers to express their dissatisfaction after comsuming goods(cloth and household appliance) and services(public and health) In particular this study examined what kinds of characteristics were crucial to distinguish three styles of consumers' and public complaints. The characteristics of consumer to be considered in this study included consumer knowledge consumer attitude consumer and several socio-economic characteristics. The sample used in this study were consumers whose age was grater than 20 years old living near Seoul in 1996. Discriminant analysis was conducted to investigate what factors discriminate the style of complaint. This study found that several consumer characteristics were sigificant in explaining different styles for consumers to response their dissatisfactions. The effects of consumer characteristics were more significant in explaining the complaining styles derived from public and health services rather than goods. Overall consumer attitude consumer knowledge and the degree of satisfaction of services were discriminant variables in explaining the styles of consumer complaint. Both consumer knowledge and budgeting skill were significant in explaining complaint styles to response dissatisfaction derived from consuming clothing while both consumer education and time constraint were significant in shaping the kinds of complaining styles derived from consuming household appliances.

• 대한가정학회지
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• 제39권9호
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• pp.153-174
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• 2001

The objectives of this study were to examine the propensity and to analyze some determinants of complaining behavior about the educational services of private institutes. The survey was conducted by means of self-administered questionnaire with 546 university students Living in Seoul and Cheongjoo. They had an experience of studying in the educational services of private institutes in recent two years. Major findings were as following: (1) The propensity of private complaining behavior about the educational services of private institutes averages 3.36 points out of 5. This score is beyond the middle slightly. Whereas the propensity of pubic complaining behavior is very low. (2) According to the discriminant analysis, tuition fee, information supplied for solving the dissatisfaction, and altitude about the complaining behavior are the determinants to distinguish between complaining/non complains behavior group of private complaining behavior. (3) Information supplied for solving the dissatisfaction, kindness of the stars, the establishment, the way of making tuition fees, the degree of awareness of cost, the attitude about complaining behavior, the confidence of success for complaining behavior are the determinants to distinguish between complaining/non complains behavior group of public complaining behavior.