A Study on the Types of Awareness of Cost and Benefit Consumer Complaining Behavior and Its Related Factors - focused on the Educational Services of Private Institutes -

소비자대응행동에 대한 비용이익 인식 유형과 관련요인 -학원교육서비스를 중심으로-

The objectives of this study were to investigate how the types of awareness of cost and benefit of consumer complaining behavior about the private educational institute services were classified, how different demographic and consumer complaining rebated characteristics were according to the types of awareness of cost and benefit about consumer complaining behavior, and what were the determinant factors of the types of awareness of cost and benefit about consumer complaining behavior. The survey of this study 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 private educational institute in recent two years. Major findings were as following: (1) The types of awareness of cost and benefit of consumer complaining behavior about the private educational institute services were classified into four - awareness of high cost and low benefit, high cost and high benefit, low cost and medium benefit, medium cost and medium benefit. (2) The attitude about complaints, the confidence of success about complaint, and the knowledge about complaints were different significantly according to the types of awareness of cost and benefit about consumer complaining behavior. (3) The types of awareness of cost and benefit about consumer complaining behavior were different significantly according to only a school year among demographic characteristics. (4) The determinant factors of the types of awareness of cost and benefit about consumer complaining behavior were the attitude about complaints, the confidence of success about complaints, the knowledge about complaints, and the major field of study.