• 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.

• Korea Trade Review
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• v.48 no.3
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• pp.151-176
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• 2023

This paper critically examines the role performance of local distributors within the Stimulus-Organism-Response (SOR) model, while also considering the moderating influence of market competition on the organism (O) and response (R) elements. Adopting a holistic approach, the SOR model provides a comprehensive framework for analyzing how external stimuli, including distributive, procedural, and interaction unfairness, interact with internal psychological processes, such as perceived unfairness, to shape the long-term orientation of importing agents. Moreover, this study acknowledges the pivotal role of market competition in the operational context of local distributors. It posits that competitive market dynamics play a crucial role in intensifying the relationship between behavioral factors and the long-term orientation of distributors, thereby revealing contingent effects within the SOR model. Through the exploration of these dynamics, this study contributes to a comprehensive understanding of the interplay among external stimuli, internal psychological processes, and market competition within the SOR framework, advancing our knowledge in this field.

• The Journal of Information Systems
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• v.31 no.3
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• pp.109-129
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• 2022

Purpose The purpose of this study is to examine whether customers' shadow work and risk perception have an impact on revisit intention to the fast-food restaurant, with mediating role of different types of attribution tendencies. We also added perceived unfairness in the research model, in order to verify its mediating effect on the relationship between attribution tendencies and revisit intention. Design/methodology/approach Applying the shadow work perspective and attribution theory, we designed a research model to confirm the hypotheses. After collecting the data from 331 customers who have used self-service technology in a fast-food restaurant, we conducted an analysis of measurement model and structural model by using Smart-PLS 3.0. Findings This study confirmed that Forced Use of self-service technology can enhance the tendency of dispositional attribution which would negatively affect perceived unfairness and revisit intention. On the other hand, affective risk perception was proven to affect situational attribution, which positively affects revisit intention.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.7
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• pp.187-198
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• 2020

This study investigates the determinants of the likelihood of a tax re-audit in Korea. It adopts a researcher-administered questionnaire survey method for data collection. The survey questionnaire is randomly distributed to 1,120 individuals with tax-related knowledge and experience. Using a final sample of 342 responses, we conduct a cross-sectional regression analysis to test our hypotheses. The results show that the level of tax non-compliance significantly affects the likelihood of a tax re-audit. This finding suggests that the increase in re-audits in Korea is attributable to the tendency of the tax authority to conduct a re-audit to detect taxpayers' non-compliance behavior by excessively broadening the scope of re-audits. This study also finds that the level of tax non-compliance is influenced by the perception of procedural unfairness, measured by operational inconsistency and regulatory lack of clarity. Lastly, the results reveal that the level of tax non-compliance mediates the relationship between the perception of procedural unfairness and likelihood of a tax re-audit. This finding indicates that enhancing procedural fairness could fundamentally reduce unnecessary re-audits that infringe on the rights of taxpayers, as the likelihood of a tax re-audit is not solely determined by the level of tax non-compliance but also by perceived procedural fairness.

• Korean Journal of Culture and Social Issue
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• v.22 no.4
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• pp.643-674
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• 2016

The purpose of present study is to discover the meaning of the Eogul(억울) which is known as a emotion from perceived unfairness. Even though Eogul has been mentioned as a cause of the Hwabyung in Korean culture there were few studies about it. Researchers designed two studies to provide clear understanding for this concept. In study 1, researchers conducted an open-ended questionnaire for 44 participants to deduce the cultural contexts and the whole experience on Eogul. Data were analyzed with grounded theory, the results were cross-checked by different evaluators. According to the analysis, Eogul is not only the negative feelings from the perceived unfairness, but also the motivations and behaviors to resolve the feelings. Especially, what makes Eogul culture-bounded could be related display rules on expressing emotions. We conducted study 2 to clarify the cultural attributes of Eogul in Korean culture. Variables that explain cultural differences were chosen and 123 participants were surveyed with them including the items developed for measuring Eogul. Cultural meanings and implications of Eogul were discussed with the results.

• Korean Journal of Culture and Social Issue
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• v.18 no.3
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• pp.349-366
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• 2012

The importance of helping behavior in our society has been increasing and this study aimed to find the practical strategies to increase helping behaviors with minorities and general public in our communities. Participants(N=156) were randomly assigned to respond to a scenario which measured the intention to help either foreign workers or general public. Also, participants were given the scale of fairness and empathy to respond. The findings of this study demonstrated that (1) empathy and fairness had main effect of the intention to help other persons and empathy and different targets in the unfair perception had interactional effect; (2) the intention to help foreign workers was positively related to fairness and the intention to help general public was affected by empathy. The results showed that according to the perceived unfairness in helping behavior situations, the role of fairness which empathy did not explain was founded. These findings suggest that empathy and fairness in helping behavior are complementary to each other.

• The Journal of the Korea Contents Association
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• v.22 no.5
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• pp.203-213
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• 2022

This study aims to examine the impact of decline in quality of life on perceived fairness and support for real estate deregulation. The rise of dissatisfaction due to the deterioration in the quality of life can increase the blame for the unfairness of the external social system, which may boost support for government-led market regulation to correct such unfairness. This impact of perceived fairness on quality of life furthermore could be more pronounced when the prospect of upward social mobility is pessimistic. That is, when people expect that they are more likely to be the socially underprivileged who are to be more vulnerable to the fallout from the unfair operation of social system, the possibility of associating the deterioration in quality of life and the decrease in perceived fairness could be more pronounced. To test these predictions, this study used the dataset comprising a total of 6,300 survey responses and substantiated such predictions. Overall, these results not only offer an opportunity to take a more detailed look at the underlying causes of the recent rise of the issue of fairness, but also contribute to broadening the understanding of how individual support for government's deregulation of real estate varies as a function of perceived fairness and prospect of upward social mobility.

• Korean Business Review
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• v.20 no.1
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• pp.55-71
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• 2007

The purpose of this study is to view the development process of customer satisfaction about service recovery by grafting disconfirmation theory an important paradigm in explaining customer satisfaction upon the Justice theory the recently on-going study of handling unfairness and to substantiate and analyze the influence of the perceived justice the important decisive factor in satisfaction about service recovery and disconfirmation about service recovery on customer satisfaction. The following conclusions are made according this study. First, the higher the expectation about service recovery is, the higher the standard of disconfirmation appears. Second, disconfirmation about service recovery turns out to have positive influence on customer satisfaction about service recovery. Third, the higher the perceived justice about service recovery is, the lower the level of disconfirmation about service recovery appears.

• Korean Journal of Environment and Ecology
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• v.35 no.2
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• pp.181-192
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• 2021

This study surveyed visitors' perceptions of Mudeungsan National Park's Seoseokdae Trail Section (STS) on the visitor reservation system (VRS). Data were collected from 248 visitors to STS selected through convenient sampling in May 2019. The majority (86.9%) of the respondents rated their overall experience in STS as either "no problem at all" or "little problem". Moreover, 43.0% of the respondents were aware of the VRS. The most popular information source for VRS was the Internet (49.7%), followed by other people (18.4%) and broadcasting media, e.g., TV (17.7%). While 69.9% of the respondents thought that implementation of VRS would be effective in improving managerial conditions of the STS, respondents perceived that "cumbersome reservation procedures" (79.3%) of the VRS operation was the most important problem, followed by "unfairness associated with Internet familiarity gap" (78.7%) and "deprivation of the opportunities to visit freely" (76.3%). The support for VRS implementation was higher among higher-aged, married, higher-educated, more frequent STS visitors, Gwangju residents, and solo visitors than the other groups. The "knowledge level about VRS" and "the awareness level about potential problems associated with VRS operation" negatively influenced the support for the implementation of VRS, while "the perceived managerial effectiveness of VRS" positively influenced it.

• Korea journal of population studies
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• v.24 no.2
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• pp.179-206
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• 2001

This study examines degree of fairness migrant workers in Korea feel with their wages in comparison to those of their homeland and Korean workers who do the same job in Korea as theirs, and what factors affect the feelings. For the study, 742 migrant workers from China, Vietnam, Philippines, and Indonesia employed by manufacturing firms in Seoul and Gyenggi areas were surveyed. The results show that most migrant workers in Korea feel unfair about their wages, and the feeling of unfairness appears more strongly when comparing with the Korean workers than with their homeland workers. The effectiveness of variables affecting fairness also varies according to the object of comparison: in comparison to homeland workers, age, sex, monthly income before migration, money spent for employment, and satisfaction with working conditions are significant: in comparison to Korean workers, ethnicity, sex, legal status, satisfaction with working conditions are significant.