• 복식문화연구
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• 제18권4호
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• pp.655-669
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• 2010

This study focused on examining methods for the favorable relationship between internet shopping mall and customers from a point of view that it was necessary for internet fashion market getting faced with keen competition to change its marketing focus from securing new customers to customer retention strategies. Measurement instruments were selected to measure these variables and a questionnaire was made. Data was collected in 491 men and women in their twenties residing in Gwangju city using the questionnaire. The analysis results were summarized as follows: First, in the failure to purchase fashion products in internet shopping mall, as consumer's favorable internet shopping attributes, their possibility of complaining and repurchase intentions became higher, and had negative effect on regret and dissatisfaction. Second, attributions of the result of a failure to purchase fashion products in internet shopping mall were found to increase regret and dissatisfaction. Third, customers experiencing regret and dissatisfaction showed a very high possibility of complaining but their possibility of repurchase intentions had negative affect.

• 한국문헌정보학회지
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• 제36권4호
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• pp.123-145
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• 2002

이 연구에서는 대구경북지역의 대학도서관이용자 582명을 대상으로, 불만족의 강도와 무료이용지각, 불평에 대한 태도, 불평비용, 불평의 성공가능성, 서비스의 중요성, 외적귀인, 충성도 둥의 불평행동의 선행요인이 이용중단, 직접 및 간접항의, 부정적 구전, 제3자를 통한 불평 둥의 각 불평행동 유형에 미치는 영향을 실증적으로 분석하였다.

• 한국항해항만학회지
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• 제37권3호
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• pp.299-307
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• 2013

본 연구는 해양레저전시이벤트 서비스품질 불만족이 불평행동 및 재구매의도에 미치는 영향을 분석해 성공적인 해양레저전시이벤트 마케팅 전략 수립의 기초자료를 제공하기 수행되었다. 이러한 연구 목적을 달성하기 위해 본 연구에서는 2012년 G도에서 개최된 해양레저전시이벤트 방문객 350명에 대한 설문조사를 실시하였고 다중회귀분석을 통해 다음과 같은 결론을 도출하였다. 첫째, 해양레저전시이벤트 서비스품질의 불만족 수준은 7점 Likert 척도를 기준으로 3.29점에서 3.85점 사이에 위치하고 있었다. 둘째, 해양레저전시이벤트 서비스 불만족 요인 중 직원, 환경, 전시시설은 불평행동에 유의한 정적 영향을 미치고 있었으며 직원, 환경은 미행동에 유의한 영향을 미치고 있었다. 셋째, 해양레저전시이벤트 서비스품질 불만족 요인 중 전시시설만이 재방문의도 및 타인추천의도에 유의한 부적 영향을 미치고 있었다. 마지막으로 해양레저전시이벤트 방문객의 불평행동 요인은 재방문의도 및 타인추천의도에 유의한 부적 영향을 미치고 있었다. 이러한 연구결과는 해양레저전시이벤트 개최의 성과 지표인 안정적인 방문객 확보를 위한 서비스마케팅 전략 수립의 기초자료를 제공하고 있다.

• 유통과학연구
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• 제14권9호
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• pp.111-120
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• 2016

Purpose - This study aimed to investigate the effects of customer relationship quality and perceived power on complaint behaviors in a context of service failures in a restaurant. Two different types of complaint behaviors were employed: personal complaining that disappointed customers directly approach to a service manager and public complaining that customers ask for related institutions, like consumer protection organization, for help. This study also examined the moderation effects of brand reputation on the relationships between customer perceived power and two types of complaint behaviors. Research design, data, and methodology - The author developed a structural model in which customer relationship quality is proposed to affect customer perceived power, thus influencing personal and public complaint behaviors. The model also includes the moderating role of brand reputation; the effect of customer perceived power on two types of complaint behaviors becomes stronger when brand reputation is high. To analyze the research model, a survey based on a scenario regarding the contexts of service failures in a restaurant was conducted toward 126 female college students. SPSS 22.0 and AMOS 21.0 were utilized to test the hypotheses. Results - The findings are as follows. First, customers who had positive relationships with a restaurant are more likely to perceive that they have strong power to influence the service provider. Second, customer perceived power had a significant and positive effect on both personal and public complaint behaviors. Finally, when the brand reputation for a restaurant is high, dissatisfied customers who think they can exercise influence to the restaurant complain more actively toward the service provider. Conclusions - The findings of this study are against the traditional viewpoint on customer loyalty that loyal customers compared respond more generously to the mistakes of a company, but consistent with the 'love becomes hate' effect proposed by Grégoire, Tripp, and Legoux(2009). In complaining contexts, companies should manage customers with positive and strong relationship more carefully and strategically to prevent the expansion of economic and social risks from customers' complaining behaviors. This is more significant for companies with strong brand reputations.

• CRM연구
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• 제2권2호
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• pp.71-88
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• 2009

본 논문의 목적은 인터넷 쇼핑몰 기업의 e-CRM 활동이 구매고객 및 잠재고객의 구매활동에 미치는 영향을 규명하기 위함이다. 인터넷 쇼핑몰 기업은 고객의 다양한 수요를 체계적으로 파악하고 이를 마케팅 수단으로 활용하기 위하여 e-CRM을 활용하고 있으며 특히 게시판(e-Community)등을 통해 구매고객의 이용후기를 유도하여 많은 잠재 고객에게 유의미한 영향을 미치고자 한다. 그러나 인터넷쇼핑몰 기업의 의도와는 달리 게시판등을 통해 구매고객의 인지부조화가 발생할 수 있으며 불만사항으로 이어질 수 있다. 이러한 불만사항이 게시판을 통해 제대로 관리되지 않고 방치되면 다른 잠재고객에게 불만이 전이되고 불만고객에 대한 동조현상이 발생할 수 있다. 본 논문을 통해 확인된 내용은 인터넷 쇼핑몰을 통해 제품을 구매한 고객이 부정적 인지부조화가 발생하게 되면 사적불만행동으로 이어질 수 있으며 이러한 행동은 게시판등을 통해 형성된다. 사적불만 행동단계에게 기업의 적절한 대응이 없으면 사적불만행동은 곧 공적불만행동으로 커지게 되고 아울러 다른 잠재고객에게 불만내용이 전이되어 빠르게 확산될 수 있다. 즉, 인터넷쇼핑몰 기업의 의도와는 반대로 e-CRM을 통해 잠재고객의 구매의사결정을 촉진하는 것이 아니라 반대로 잠재고객의 구매의사결정을 보류 또는 철회하도록 하는 작용을 하게 되는 것이다. 따라서 인터넷 쇼핑몰 기업은 e-CRM 의 구성요인 중 e-Community에 대한 철저한 관리가 필요하며 불만고객에 대해서 즉각적인 대응이 있어야만 e-Community 의 기능이 제대로 작동을 하게 된다.

• 한국중재학회지:중재연구
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• 제31권1호
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• pp.173-194
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• 2021

This study was conducted to investigate the effect of the factors of delivery app service failure on consumption well conflict emotion and complaining behavior targeting consumers with experience using delivery apps, and the results of the study are summarized as follows. First, when looking at the demographic analysis, the proportion of men was 58.1% and women were 41.9%, and the age group was the highest with 91.9% in their 20s. Second, as a result of testing hypothesis 1 that the factor of delivery app service failure will have a significant influence on consumer conflict emotions, failure to provide app information and failure to deliver/food service showed a significant positive (+) relationship. Third, as a result of the verification of Hypothesis 2, that consumer conflict emotions will have a significant effect on the consumer's continued use intention, it was found to be insignificant and rejected. Lastly, hypothesis 3 that consumer conflict emotions will have a significant effect on consumer complaints behavior is that negative word of mouth behavior, complaint behavior from service providers, and complaint behavior from service managers were adopted, but the complaint behavior was rejected by third parties.

• 가정과삶의질연구
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• 제23권4호
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• pp.79-89
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• 2005

This study was conducted to encourage dissatisfied consumers to initiate an active complaining process over beauty salon services as well as to reduce consumer dissatisfaction at the time of using such services. A questionnaire survey was conducted with female consumers over the period between December 1 and December 20, 2004. A total of 753 questionnaires were used for the final analysis. The following findings were obtained: 1. Consumer dissatisfaction index with beauty salon services was 23.02 (65.77/100) and the respondents showed the highest level of dissatisfaction with the price. 2. The level of complaints about beauty salon services was very low, as shown by the index value 7.12 (25.43/100). Most of the respondents simply did not go back to the particular beauty shop, or complained privately to people around them when they felt dissatisfied with beauty service. 3. Benefit awareness and level of dissatisfaction had the greatest effect on the complaint behavior about unsatisfaction beauty salon services.

• 한국항만경제학회지
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• 제39권1호
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• pp.65-100
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• 2023

본 연구는 컨테이너터미널 운영사 구성원의 조직신뢰가 조직시민행동에 미치는 영향과 두 변수 간의 관계에서 조직적후원의 조절효과를 검증하고자 한다. 본 연구의 목적을 효율적으로 달성하기 위하여 문헌조사와 설문지를 배포하여 실증분석을 진행하였으며, 연구결과는 다음과 같다. 첫째, 컨테이너터미널 운영사 구성원의 조직신뢰는 조직시민행동에 유의한 정(+)의 영향을 미치는 것으로 나타났으며, 상사에 대한 신뢰보다 회사에 대한 신뢰가 더 중요하게 나타나는 것으로 보아 제도적 측면에서의 신뢰형성이 조직시민행동에 더 많은 영향을 미친다는 것을 의미한다. 둘째, 컨테이너터미널 운영사 구성원의 조직적후원은 교육보상적지원 확대를 통해서 조직시민행동의 적극적 참여를 이끌어낼 수 있다는 것을 확인할 수 있었다. 셋째, 컨테이너터미널 운영사의 조직적 후원 중 정서적 지원과 교육보상적지원이 조직신뢰와 조직시민행동 간의 관계에서 부분적 조절효과가 있는 것으로 나타났다. 정서적지원은 회사에 대한 신뢰와 조직시민행동 간의 관계에서 배려적·적극적 참여 행동에 조절효과가 있으며, 상사에 대한 신뢰와 조직시민행동 간의 관계에서 배려적·적극적 참여·비불평적 행동에 조절효과가 있는 것으로 분석되었다. 교육보상적지원은 회사에 대한 신뢰와 조직시민행동 간의 관계에서 이타적·배려적·적극적 참여·비불평적 행동에 조절효과가 있으며, 상사에 대한 신뢰와 조직시민행동 간의 관계에서 배려적·적극적 참여·비불평적 행동에 조절효과가 있는 것으로 분석되었다. 이러한 분석결과는 구성원들의 회사에 대한 신뢰가 컨테이너터미널 운영사의 정서적 지원과 교육보상적 지원을 통해 더욱 증가한다는 것을 의미한다. 불확실성이 커질수록 조직구성원들의 조직에 대한 신뢰를 높이는 것은 매우 중요하다. 조직에 대한 소속감, 자긍심, 몰입감 등을 높일 수 있는 정서적 후원과 업무수행환경 개선 및 교육의 기회 제공, 공정한 보상시스템 등의 교육보상적 후원을 통해서 조직신뢰를 높이고 효과적인 조직시민행동을 이끌어냄으로써 조직의 지속가능한 성장을 실현할 수 있을 것이다.

• 패션비즈니스
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• 제21권1호
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• pp.112-123
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• 2017

This study investigated if there are differences between Korean and Chinese consumers among the determinants of consumer complaint intention, type of complaint intention, and traits of complaining behavior. Sample subjects used in this study were female college students in Jeollabukdo and Jeollanamdo, Korea and Yunnam, China. Questionnaire data from 780 college students(Korea: 441, China: 339) were analyzed through a reliability analysis, factor analysis, frequence, mean, and multiple regression analysis. The results of the study were as follows. First, complaint intention of college students was divided into 3 factors, voice, private, and third party. Second, the findings of regression analysis for the total sample showed that the determinants of the factor 'voice' were the country, salespeople, product involvement, complaint cost, psychological tension, and social benefit. Whereas, the determinants of the factor 'private' were the producer, product involvement, psychological tension, and social benefit. Also, the determinants of the factor 'third party' were the country, oneself, salespeople, complaint cost, personal norms, and social benefit. Third, significant differences were indicated in the determinants of the 'voice', 'private' and 'third party' factors of complaint intention between Korean and Chinese consumers. Fourth, the complaint intention factors of 'voice' and 'third party' of Chinese consumers were higher than Korean consumers. Fifth, the attributions to dissatisfaction of Korean consumers were higher than Chinese consumers, and the product involvement, possibility for success, and consumer complaint attitudes of Chinese consumers were revealed to be higher than Korean consumers.

• 유통과학연구
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• 제16권8호
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• pp.69-77
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• 2018

Purpose - With growing competition in the service distribution industry, the importance of managing customer complaints has increased. If firms handle customer complaints effectively, they can strengthen customer loyalty and repurchase intention. Many studies have focused on customers expressing complaints, yet research on silent customers is scant. This study focuses on two types of complainers and non-complainers. In other words, this study is to examine the value of voice complaint intention and no-action intention. This study also investigates how perceptual and relational factors affect complaint intention. Research design, data, and methodology - This study was carried out using the survey with undergraduate students who have faced a service failure in a retail store(fast foods, electronics, apparel). And if such complaint were to occur again, respondents were asked about any possible action they would take. 300 questionnaires were distributed and a total of 279 respondents provided complete and usable data. The sample consisted of 158 males(56.6%) and 121 females(43.4%). The structural equation modeling analysis was used for the hypothesis test. Results - The results are as follows. First, attitude toward complaining, likelihood of successful complaint, and ease of complaint were positively related to voice complaint intention. Second, attitude toward complaining, likelihood of successful complaint, and ease of complaint were negatively related to no-action intention. Third, commitment was positively related to voice complaint intention but didn't have a significant negative impact on no action. Forth, voice complaint behavior reduced switching intention and no-action intention enhanced switching intention. Conclusions - The findings of this study confirm the value of complaint behavior and show voice complaint intention and no-action intention should be managed differently. Voice complaint intention is evaluated positively because it reflects customers' concerns about the company, while no-action intention is evaluated negatively. Attitude toward complaing is the most effective in increasing voice complaint intention and likelihood of successful complaint is a major factor in reducing no-action intention. Also, in explaining switching intention, voice complaint intention plays a more important role than no-action intention.