Journal of Information Management (정보관리연구)

Korea Institute of Science and Technology Information (한국과학기술정보연구원 과학기술정보센터)
권호 표지
DOI QR코드

DOI QR Code

Research on the Customers' Dissatisfaction Behavior Types After Product Purchase from the Internet Shopping Mall : Case Study for Korea Post Office Shopping

  • Sun, Han-Gil (Business Administration Division, Hankuk University of Foreign Studies) ;
  • Jung, Hye-Eun (The Institute for Postal Culture, KOVIX)
  • Published : 2009.12.30
Download PDF
⟨ Previous Next ⟩

Abstract

This study is to investigate dissatisfaction behavior of customers who purchase products on the Internet shopping mall and to find customers' dissatisfaction behavior types for effectively responding to that. Managing dissatisfaction behaviors are related to the customer satisfaction. To conduct this study, Call Center data was collected and analysed by qualitative method. The results showed that dissatisfaction of product quality and disappointment have different effects on post--purchase behaviors. Customers who feel more dissatisfaction with product quality showed the aggressive response such as exchange, refund, while customers who feel disappointment are likely to switch the shopping mall or to cancel the order. These results of customers' dissatisfaction behaviors indicate that company has to manage both product quality and the customer's experience dimension.

Keywords

References

  1. Bearden, W. O., and Oliver, L. R. 1985. “The Role Public and Private Complaining in Satisfaction with Problem Resolution.” The Journal of Consumer Affaires, 19(2): 222-240. https://doi.org/10.1111/j.1745-6606.1985.tb00353.x
  2. Best, Arthur and R. Andreasen. 1977. “Consumer Response to Unsatisfactory Purchases: A Survey of Perceiving Defects, Voicing Complaints and Obtaining Redress.” Law and Society Review, 11(Spring): 701-742. https://doi.org/10.2307/3053179
  3. Blodgett, Donna, J. Hill, and Stephen S. Tax. 1997. “The Effects of Distributive, Procedural and Interactional Justice on Post Complaint Behavior.” Journal of Retailing, 73(2): 185-210. https://doi.org/10.1016/S0022-4359(97)90003-8
  4. Day, R. L. 1984. “Modeling Choices Among Alternative Response to issatisfaction.” Advances in Consumer Research, 11: 496-499.
  5. Day, R. L., & Landon, E. L. Jr. 1977. “Toward a Theory of Consumer Complaining Behavior,” In Woodside, Sheth & Bennett(Eds.), Consumer and Industrial Buying Behavior, 425-437.
  6. Fornell, Claes and Birger Wernerfelt. 1987. “Defensive Marketing Strategy by Customer Complaint Management: A Theoretical Analysis.” Journal of Marketing Research, 24(4): . https://doi.org/10.2307/3151381
  7. Fournier Susan. 1998. “Consumer and Their Brands: Developing Relationship Theory in Consumer Research.” Journal of Consumer Research, 24(Mar): 343-373. https://doi.org/10.1086/209515
  8. Gilly, M. C., & Gelb, B. D. 1982. “Post. Purchase Consumer Process & the Complaining Consumer.” Journal of Consumer Research, 9(Dec.): 323-328. https://doi.org/10.1086/208927
  9. Innins, D. E. & H. R. Unnava. 1991. “The Usefulness of Product Warranties for Reputable and New Branda.” Advances in Consumer Research, 18: 317-332.
  10. Jarvenspaa, Srikka L. and Peter A. Todd. 1997. “Consumer Reactions to Electronic Shopping on the World Wide Web.” International Journal of Electronic Commerce, 1(2): 59-88.
  11. Kapferer, Jean Noel, 2004. The New Strategic Brand Management, Kogan Page.
  12. Kumar, A., & Olshavsky, R. W. 1997. “Distinguishing Satisfaction from Delight: An Appraisals Approach, presentation in Special Session on Cognitive Appraisals, Consumer Emotion and Consumer Response.” Advances in Consumer Research, 17-18.
  13. Lee, YouJae and Taesik Kong. 2005. “The Effects of Customer Citizenship Behavior and Badness Behavior on Perceived Service Quality, Customer Satisfaction, and Repurchase Intention.” The Journal of Korean Marketing Association, 7(3): 1-27.
  14. Lee, YoungJong & JoonShik Kwak. 2006. “Activation method for Korea post office shopping.” The information for Korea post office.
  15. McAlexander, James H., John W. Scholuten, & Harold F. Koenig. 2002. “Building Brand Community.” Journal of Marketing, 66(January): 38-54.
  16. Oliver Richard L. 1993. “Cognitive, Affective, and Attribute Base of the Satisfaction Response.” Journal of Consumer Research, 20(3): 418-131. https://doi.org/10.1086/209358
  17. Oliver Richard L. 1997. Satisfaction: A Behavioral Perspective on the Consumer. New York: MaGraw-Hill.
  18. Price, Linda L. and Eric J. Arnould. 1999. “Commercial Friendships: Service Provider-Client Relationships in Context.” Journal of Mark eting, 63 (October): 38-56. https://doi.org/10.2307/1251973
  19. Reichheld, Frederick F. and Phil Schefter. 2000. “E-Loyalty: Your Secret Weapon on the Web.” Harvard Business Review, July-August: 105-113.
  20. Richins, M. L. 1997. “Measuring Emotions in the Consumption Experience.” Journal of Consumer Research, 24(Sep): 127-146. https://doi.org/10.1086/209499
  21. Sangyong Kim, Sungyong Park. 1999. “A Study of Decision Factors for Purchase Intention at the Electronic Commerce.” Journal of Comsumer Studies, 10(3): 45-66.
  22. Singh, Jagdip. 1990. “Voice, Exit, and Negative Word-of-Mouth Behaviors: An Investigation Across Three Service Categories.” Journal of Academy of Marketing Science, 18(1): 1-15. https://doi.org/10.1007/BF02729758
  23. Singh, J., & Wilkes, R. E. 1996. “When Consumers Complain: A Path Analysis of the Key Antecedents of Consumer Complaint Response Estimates.” Journal of the Academy of Marketing Science, 24(4): 350-365 https://doi.org/10.1177/0092070396244006
  24. Son, Younghwa. 2006. "Effects of customer satisfaction/dissatisfaction and attribution on complaining behavior and repurchase intention." The Journal of Korean Psychological Association : Consumer Advertisement. : 7(2): 165-193.
  25. Strauss, A., & Corbin, J. 1998. Basics of Qualitative Research.(2nd ed.), Thousand Oaks. CA: Sage.
  26. Sun, Hangil. 2007. The key for success of internet shopping mall, Book cafe.
  27. Tan, Soo Jiuan. 1999. “Strategies for Reducing Consumers, Risk Aversion in Internet Shopping,” Journal of Consumer Marketing, 16(2): 163-180. https://doi.org/10.1108/07363769910260515