• 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 Distribution Science
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• v.13 no.2
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• pp.63-73
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• 2015

Purpose - Satisfaction with service is evaluated according to customers' subjective judgment. The expected value of customer service and its evaluations depend on the customers' position. The customer recognizes two different forms of service levels. One is satisfaction and the other is dissatisfaction. Customers who are satisfied want to receive the service in future. However, those dissatisfied try to change the service. The service provider tries to improve the service. There are two different service cycles. One is the successful cycle and the other is the failure cycle. This study aimed to empirically determine the effects of the justice and authenticity of service recovery on customer behavioral intention through an integrated approach to cognitive justice and psychological authenticity. Research design, data, and methodology - Based on a literature review, justice of service recovery was categorized into three types: distributive, procedural, and interactive. Then, authenticity was added to obtain four independent variables, along with recovery satisfaction as a parameter. Behavioral intention, as an outcome variable, was divided into the repurchase intention and positive word-of-mouth. The model and hypotheses were created and measurement items were developed. A questionnaire survey of items concerning the service recovery experience at family restaurants was conducted on college students and residents in Gwangju from September 30 to October 31, 2013. A total of 400 copies of the questionnaire were sent out and 385 were returned. Respondents answered questions about the importance of, and satisfaction with service recovery on a 5-point Likert scale. Excluding 174 copies without service failure experiences and 7 inappropriate copies, 204 copies were analyzed using SPSS 21.0 for Windows and AMOS 20.0 to determine the reliability and validity of measurements. The hypotheses were tested through a goodness-of-fit analysis. Results - First, distributive justice positively affected recovery satisfaction. Second, procedural and interactive justice had no impact. Third, authenticity positively affected recovery satisfaction. Fourth, distributive justice had relatively stronger effects on recovery satisfaction than authenticity. Fifth, recovery satisfaction significantly affected repurchase intention and positive word-of-mouth and it proved effective in mediation. Finally, additional analysis was performed for descriptive statistics of the principal variables by various demographic characteristics and significant differences were found in gender, occupation, and so on. Conclusions - This study has academic significance as the fairness and authenticity of service recovery were investigated to reveal the effects on behavior. The findings could be applied to a wide range of service recovery strategies. However, there are some limitations. First, data was collected only from the residents of Gwangju and most respondents were aged 20-30. Future studies should target a wide range of areas and age groups. Second, because the questionnaire used in this study targets only convenience family restaurants, the results of this study cannot be generalized to all services companies. Future research should be done on a wide range of industries such as hotels, airlines, and hospitals, and perform a comparison between sectors.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.12 no.3
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• pp.107-117
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• 2017

Entrepreneurship is a means of improving national competitiveness that can expand the industry quantitatively and qualitatively based on new technologies and ideas. As a result, we are implementing a nationwide initiative support policy around the world. It leads to actual results and grows into a global company. It also has the advantage of being able to produce potential creative people through support for startups. In order to cultivate talented people suitable for startup in Korea, Venture For Korea, the internship program is being carried out with the aim of strengthening basic capabilities and establishing an exchange with existing companies. The purpose of this study is to verify the effectiveness of the system by using justice theory among the interns of the startup internship. In order to improve the accuracy of the study, the survey was done by a complete enumeration and the results were analyzed through Smart PLS 2.0. As a result of the analysis, the distributive justice and interactional justice among the fairness variables have a positive effect on the expectancy effect, and the expectancy effect has a positive effect on the satisfaction. However, procedural justice did not appear to have an effect on expectancy effects. This is because it's been only two years after the start of the internship program, and it seems to reflect the lack of consensus about the process among the stakeholders (enterprise, pre-entrepreneur, the government) related to the system. The results of this study are meaningful in that it deduces the insufficient part of the startup internship based on the justice theory. In other words, in order to increase the policy effect of the startup internship, it is necessary not only to emphasize only the purpose, but also to establish a policy direction complementing the procedural aspect.

• Journal of Korean Dental Hygiene Science
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• v.6 no.1
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• pp.37-50
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• 2023

Background: This study investigated the structural relationships among justice, test anxiety, and school reliability s non-face-to-face tests of dental hygiene students. Methods: A survey was conducted with 267 dental hygiene students. The survey items included general characteristics, opinions on evaluation, the fairness of non-face-to-face tests (distributive, procedural, and interactional justice), school satisfaction, and school reliability. For statistical analysis, independent-sample t-tests, one-way ANOVA, and structural modeling analyses were performed. Results: Among factors that directly affected distributive justice and reliability towards non-face-to-face tests, the higher the interactional justice (β=0.401, p<0.001) and distributive justice (β=0.232, p=0.002) levels, the higher the school satisfaction. The higher the school satisfaction (β=0.606, p<0.001) and procedural justice (β=0.299, p<0.001) levels, the higher the perceived reliability of the school. Factors that indirectly affected school reliability included interactional justice (β=0.243, p=0.010) and distributive justice (β=0.141, p=0.010). Interactional justice (β=0.592, p=0.010) and distributive justice (β=0.208, p=0.010) were the factors affecting school satisfaction. Moreover, factors that influenced school reliability were distributive justice (β=0.56, p=0.010), interactional justice (β=0.332, p=0.010), procedural justice (β=0.229, p=0.010), and distributive justice (β=0.116, p=0.010). Conclusions: Students will trust and be satisfied with schools when schools and professors sufficiently provide information on face-to-face tests and ensure proper procedures to achieve reasonable grades as rewards for exerted time and effort. Furthermore, this study provides a reference base for developing a variety of content for fair, non-face-to-face tests, thereby allowing students to trust their schools.

• The Journal of Bigdata
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• v.5 no.1
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• pp.155-180
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• 2020

It takes the most important role the problem of assigining vehicles and desigining optimal routes for each vehicle in order to enhance the logistics service level. While solving the problem, various cost factors such as number of vehicles, the capacity of vehicles, total travelling distance, should be considered at the same time. Although most of logistics service providers introduced the Transportation Management System (TMS), the system has the limitation which can not consider the practical constraints. In order to make the solution of TMS applicable, it is required experts revised the solution of TMS based on their own experience and intuition. In this research, different from previous research which have focused on minimizing the total cost, it has been proposed the methodology which can enhance the efficiency and fairness of asset utilization, simultaneously. First of all, it has been adopted the Cluster-First Route-Second (CFRS) approach. Based on the location of customers, we have grouped customers as clusters by using four different clustering algorithm such as K-Means, K-Medoids, DBSCAN, Model-based clustering and a procedural approach, Fisher & Jaikumar algorithm. After getting the result of clustering, it has been developed the optiamal vehicle routes within clusters. Based on the result of numerical experiments, it can be said that the propsed approach based on CFRS may guarantee the better performance in terms of total travelling time and distance. At the same time, the variance of travelling distance and number of visiting customers among vehicles, it can be concluded that the proposed approach can guarantee the better performance of assigning tasks in terms of fairness.

• Journal of the Korean Society for Library and Information Science
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• v.57 no.2
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• pp.241-269
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• 2023

This study developed a scale for measuring publicness and examined the differences in perception of publicness according to library usage experience, personal characteristics of local residents, and types of library services. The survey was conducted on 15 local public libraries in 5 districts of Seoul, targeting library users and local residents. As a result, it was found that the publicness of libraries is composed of three factors: participatory responsiveness, procedural fairness, and situational equality, which demonstrate different aspects formed through the interaction between library users and local residents in the local community. The study derived ways to enhance publicness and presented in detail which aspect of publicness needs to be enhanced according to library usage experience and service period, local residents' occupational environment and experience of local activities, and types of library services. The study suggests that when service experiences that enhance publicness are effectively provided, more local residents can benefit from them, and the value of the library's existence can be demonstrated.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.7 no.1
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• pp.245-255
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• 2012

Greenberg(1990) suggested that organizational justice research may potentially explain many organizational behavior outcome variables. One such example of nontraditional job behavior is organizational citizenship behavior and service quality, for they are part of the spontaneous and innovative behaviors noted by Katz(1964). Stimulated by conceptualizations of justice in organizations by such theorists as Homans(1961), Admans(1965), and Walster, Berscheid, and Walster(1973), organizational researchers devoted considerable attention in the 1960s and 1970s to testing propositions about the distribution of payment and other work-related rewards derived from equity theory. Although reviews and critiques of equity theories once dominated the pages of organizational journals, more recently it has been the subject of far more attention(Reis, 1986). In one notable recent trend, researchers and theorists have expanded on conceptualizations of procedural and distributive justice by turning attention to the interpersonal aspects of justice, the perceived fairness of the way people are treated by others. With the rapid and uncertain changes of organization, such voluntary behaviors as OCB, service quality, and innovative behavior have become more important for the development and survival of organization. Thus it is very important to keep the organization fair for keeping employees participative in organization. Here it is reviewed the relationship between organizational justice and it's related factors(OCB, service quality and innovative behavior).

• International Commerce and Information Review
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• v.18 no.1
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• pp.151-178
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• 2016

This study is based on precedent research on contract fairness to prevent irrational contract practices and enable long term mutual interests between logistic firms and shipper. Actual unjust contract examples were identified in order to help create this positive partnership. An analysis on the difference of perspective proved that while the logistics companies believed on the positive effects of the presence of additional expense clauses & potential risk clauses, the very same companies believed that the concretization of procedural & distributional equitability clauses will cause positive effects on the partnership between the logistics companies and the shipper. On the other hand, concretizationof the expense clauses brings about a negative effect for the shipper company. Also, the perspective of a logistics company appears that such results were identical to the empirical study which had a positiveeffect. However, the shipping company had a negative and a rather opposite point of view. These researches prove that there should be an alteration in perception for the shipper company. It is believed that the comparison of the results of this research and the leading researches may provide grounds for thought-provoking suggestions that must be concretized and also for those in need for further settlement for drafting the standardized logistics contract and its logistics.

• The Journal of Korean Association of Computer Education
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• v.22 no.2
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• pp.1-9
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• 2019

In order to improve the quality of textbooks, this study analyzed seven informatics textbooks published based on the 2015 revised curriculum. Content analysis was used to analyze the organization system of these textbooks. Learning objectives of the textbooks were also analyzed according to Anderson's taxonomy of educational objectives. Furthermore, a textbook satisfaction survey, in which textbook selection criteria were applied, was given out to preliminary teachers. The results showed that the textbooks were similarly organized, centered on practice, activities, differentiated learning, and small group learning. However, the number of pages varies considerably for each chapter. After analyzing learning objectives of the textbooks, it was found that in terms of cognitive processes, 'understanding' (53%) was the highest item and 'analyzing' (16%) the second highest; in terms of type of knowledge, 'conceptual' (42%) and 'procedural' (31%) accounted for the two highest categories; in terms of cognitive domains, there has been a significant increase in 'analyzing' and 'creating' facets for learning objectives of these new versions of textbooks as compared to those of previously existed textbooks. In the satisfaction survey on a 5-point Likert scale, 'the accuracy and fairness of the content' had the highest points at 4.21 among four scale items. In this study, the improvement of the textbook is proposed based on the findings from this analysis.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.9 no.1
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• pp.165-176
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• 2014

This study is directed to examine the most useful restoration strategies for turning the customers' dissatisfaction caused by unsuccessful spa service to the satisfaction through each fair factors and tries to suggest the practical schemes to cope with complaints and dissatisfaction of spa service customers by establishing the system dealing with customers' complaints. And this verifies the relationship between the alternative attraction and the intention of conversion as the action after the restoration from the unsuccessful services. Moreover, it analyzes the mediation effect that a formation of reliance through the restoration of unsuccessful services has. To achieve the purpose of this study, the subject got decided as women who are customers of private spa facilities situated in Seoul and Gyeonggi-do region for the purpose of skin care in 1 year recently. After understanding their experiences of complaining about the services, this study investigates the alternative attraction and the intention of conversion as the next action and the perception of fairness and trust in the efforts of Spa service business for recovery. As the result of verifying hypothesis, it is shown that the recovery satisfaction increases when the 3 points of the distributive justice, procedural justice, and interactional justice, which are the fairness factors of the effort to restore services according to the quality of service, are more positive. In the relation among recovery satisfaction, trust, the alternative attraction, and the intention of conversion, the result was that recovery satisfaction affects trust in positive way and alternative attraction in negative way. However, the positive and meaningful result came out in contrast with the hypothesis which predicted the negative effect of recovery satisfaction on the intention of conversion. Furthermore, it means that indirect effectiveness which carries trust and alternative attraction should be considered instead of the direct effectiveness that the recovery satisfaction affects on the intention of conversion. In this study, it can be interpreted that the combined increase of the trust and the alternative attraction makes the intention of conversion higher rather than the higher intention of conversion following the decrease of the recovery satisfaction in view of the result that the indirect effectiveness is high between the recovery effort and the intention of conversion. In the relation among the intention of conversion, trust, and alternative attraction, the intention of conversion got influenced in positive way and negative way by trust and alternative attraction respectively and trust influenced the alternative attraction negatively as well. It means the high quality of services or the recovery of services has a direct causation which carries conviction to the customers' intention of action.