• Asia Marketing Journal
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• v.14 no.1
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• pp.99-130
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• 2012

Service failure and a poor service recovery may lead loyal customers to try to aggressively punish the service firm. We use perceived betrayal and desire for vengeance as the key constructs to understand customer retaliation. Perceived betrayal is defined as a customer's belief that a firm has intentionally violated what is normative in the context of their relationship. And the desire for vengeance is defined as the retaliatory feelings that consumers feel toward a firm, such as the desire to exert harm on the firm. The perceived betrayal and the desire for vengeance are key antecedents of retaliatory behaviors such as vindictive complaining, negative WOM and third-party complaining for publicity. The empirical results suggest that betrayal is a key motivational factor that lead customers to restore fairness by making use of all means, including retaliation. We also find that relationship quality has effect on a customer's response to a failure in service recovery. As the levels of relationship increases, a violation of the proper fairness has a stronger effect on the sense of betrayal experienced by customers. Considerable research has investigated consumer responses to dissatisfaction. But our study examine the response of outraged and highly frustrated consumers. We focus on emotional and behavioral processes that have not been covered by previous dissatisfaction researches and which are unique to outraged consumers caused by extremely dissatisfied purchase experience. It has recently been pointed out by various mass media that the customers not only have positive effects on the company performance but also put the company in crisis. It has often been reported that one customer's dissatisfaction, for example, never ends as it is, and it tends to grow for retaliating upon the company, depending on the level of seriousness of the dissatisfaction. This sometimes leads to a lawsuit against the company. Our study focuses on the customers' emotional and behavioral responses induced by their extreme dissatisfactions. We divided the customer groups into the customers with high relationship quality and the customers with low relationship quality, and the difference between two groups is examined. The objective of this study is to comprehend the causal relationship between the feeling of betrayal caused by the service failure and the retaliatory behavior triggered by the desire of revenge. Our study is divided into three parts. First, a causal relationship between perceived unfairness and the perceived betrayal and desire for revenge. Second, the effect of the perceived betrayal and desire for revenge on the retaliatory behavior is investigated. Finally, the moderating role of relationship quality in the causal relationship between the unfairness in service recovery and the perceived betrayal is analyzed. This study finds the following empirical results. The distributive unfairness, procedural unfairness and interactional unfairness had significant effects on the perceived betrayal. Especially, the perceived distributive unfairness results in the highest perceived betrayal. When the service company does not provide customers proper and sufficient compensation for the failure, they feel the strong sense of betrayal. And in the causal relationship between the perceived betrayal, desire for revenge and retaliatory behavior, the perceived betrayal has significant effects on e desire for revenge. In addition desire for revenge has significant effects on negative word of mouth, retaliatory complaining behavior and publicity of complaints through third group. Therefore the perceived unfairness has effects on retaliatory behavior through the mediation of the perceived betrayal and desire for revenge. Finally the moderating role of relationship quality was examined in the relationship between the unfairness and perceived betrayal. If the customers experienced the perceived unfairness in the process of service recovery, the customers with high relationship quality feel the stronger perceived betrayal than the customers with low relationship quality do. When they experience the double service failure, the customer group with high relationship quality accumulating the sense of trust feel the more perceived betrayal than the customer with low relationship quality who do not have strong trust. The contribution of this study is to find the effect of the service failure on the retaliatory behavior with the moderating roles of relationship quality. The dimensions of unfairness in service recovery is found to have differential effects on the perceived betrayal, desire for revenge. And these differential effect is moderated by the level of relationship quality.

• Journal of Information Technology Services
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• v.18 no.3
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• pp.1-15
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• 2019

Disadvantaged from disaster response training and disaster safety education who people are vulnerable to disasters when faced with disasters. The vulnerability of these disaster response will be linked to the desire for disaster information. Therefore, using smartphone to provide timely disaster information will be an effective disaster response service that enables disaster vulnerable people to avoid disaster efficiently. In particular, the importance of using smartphone as a part of the body will become more and more important in everyday situations when information is acquired through smartphone. In this study, Through a survey of traditional market traders, I can find out that the desire of elderly women, who are weak in disaster, to receive disaster information through smartphone text service is relatively strong. Based on the results of this study, I expect that the opportunity to improve disaster response capability through smartphone text service will be provided to elderly women who are weak in disaster.

• The Journal of the Korea Contents Association
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• v.7 no.10
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• pp.97-104
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• 2007

This study aims to emphasize the need for the in-depth experience and understanding of desire as to the Web Service and Design Planning through the introduction of the methodology which was developed by mixing quantitative utilization analysis and qualitative utilization analysis and to propose the active use of that. The methodology of this study is significant in that it tries to identify the latent experience and desire of user and reflect them in the Web Service and Design Planning through the repetition of 3 staged circular process and exploratory process related to the investigation category of people, prototype and product.

• The Journal of the Institute of Internet, Broadcasting and Communication
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• v.19 no.2
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• pp.243-253
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• 2019

First steps of Planetary exploration are usually conducted with the use of autonomous rovers. These rovers are capable of finding its own path and perform experiments about the planet's surface. This paper makes a proposal for a multi-agent system which effectively take the advantage of a blackboard system for share knowledge and effort of each agent. Agents use Reactive Model with the combination of Belief Desire Intension (BDI) Model and also use a Path Finding Algorithm for calculate shortest distance and a path for travel on the planet's surface. This approach can perform a surface exploration on a given terrain within a short period of time. Information which are gathered on the blackboard are used to make an output with detailed surface soil variance results. The developed Multi-Agent system performed well with different terrain sizes.

• Journal of the Korean Society of Costume
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• v.61 no.7
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• pp.35-50
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• 2011

In this study, repression of the body is defined as a restriction on natural developments or movements and a modification either temporarily or permanently of the human body in shape, color, texture and odor. In addition, it involves physical and (or) mental pain. Chinese foot-binding and the Western corset are extreme examples of female body's being repressed in the history of fashion. The analysis of this type of repression will be based on historical research and theoretical concepts such as Darwin's (1809-1882) survival condition, Freud's (1856-1939) renunciation of desire, Weil's (1909-1943) privilege, and Foucault's (1926-1984) L'Usage des Plaisirs(the use of pleasure). Chinese foot-binding symbolically represents ideal beauty, the distinction of an ethnic group, and a desire for improved social status in the struggle for political power. It also represents psychology and a esthetics of eroticism and fetishism that originate from a man's desire and his individual taste. Symbolically, the Western corset represents abundance and fecundity, obedience and devotion to religion, the sanctity of God and ideal beauty as defined by political power. It also represents psychology and aesthetics of eroticism and fetishism as man's desire and a fashion icon. In conclusion, Chinese foot-binding was pursuit of power in male ideology but Western corset was a power struggle between God and mankind.

• Korean Journal of Social Welfare
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• v.60 no.2
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• pp.155-173
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• 2008

The study aims to develop a assessment tool to provide the in-home disabled in a local community with appropriate services in consideration of physical, emotional, social and environmental circumstances. After collection of assesment data of 200 in-home disabled through use of the tool, a desire-extracting algorithm was developed to provide a service to real needs through the use of decision tree analysis on data mining. The study was conducted for Five months from June 2006 through October 2006, and it is divided into development of an assessment tool and extraction of real needs through the use of the tool. The basic framework of the development of the tool was established through the examination of related literature, the subjective satisfaction of the assessment tool and items were developed through the use of a focus group and experts, and verification was implemented through the use of statistics to confirm the validity of the tool. As a result of the verification, the tool secured following validity and credibility as seen in