Human Ecology Research

The Korean Home Economics Association (대한가정학회)
권호 표지
DOI QR코드

DOI QR Code

A Study on Consumer Complaint Behavior Caused by Dissatisfaction with the Service of Smartphone Applications: The Moderating Effect of a Complaint Handling Process and Consumer's Attribution

스마트폰 애플리케이션 불만족 수준에 따른 소비자 불평행동의도에 관한 연구: 불만처리과정 및 귀인성향의 조절효과를 중점으로

  • Bae, Yoon Shin (Department of Consumer Information Science, Konkuk University) ;
  • Lee, Seung Sin (Department of Consumer Information Science, Konkuk University)
  • 배윤신 (건국대학교 소비자정보학 전공) ;
  • 이승신 (건국대학교 소비자정보학 전공)
  • Received : 2013.09.10
  • Accepted : 2014.06.02
  • Published : 2014.08.30
Download PDF
⟨ Previous Next ⟩

Abstract

The use of smartphones has grown rapidly over a short period of time, particularly for commuting news search, smart banking, and social networking services, and has had a significant impact on the pattern of contemporary life. Further, a wide range of applications are downloaded on to smartphones. This has also led a considerable number of complaints regarding these applications. In this study, we focus on the levels of dissatisfaction that users experience with smartphone applications and their effects on consumer complaint behavior along with the moderating effects of the complaint handling process and attribution. The aim of this study is to verify whether the following hypothesis--2 (low/high dissatisfaction level of smartphone applications)${\times}2$ (poor/excellent complaint handling process)${\times}2$ (internal/external consumer attribution)--is in accordance with the betweengroup design to build a factorial design experiment. The results of this study are as follows. First, the consumer's tendency to complain significantly influenced their dissatisfaction level. Second, consumer complaint behavior is modulated by the complaint handling process. Third, the external-attribution tendency of consumers was found to lead to more dissatisfaction than the tendency for internal attribution.

Keywords

References

  1. ATLAS Research & Consulting. (2014, May 14). Worldwide applications market trend and forecast 2010-2017. Retrieved July 14, 2014, from http://www.arg.co.kr/atlas/client/html/article/article_info.html?type_seq=10&content_seq=60779
  2. Baek, B. S., & Park, H. J. (2009). A study on consumer's problematic behavior in the consumer complaining behavior process. Journal of Consumer Policy Studies, (36), 1-24.
  3. Day, R. L. (1984). Modeling choices among alternative responses to dissatisfaction. Advances in Consumer Research, 11, 496-499.
  4. Estelami, H. (2000). Competitive and procedural determinants of delight and disappointment in consumer complaint outcomes. Journal of Service Research, 2(3), 285-300. http://dx.doi.org/10.1177/109467050023006
  5. Folkes, V. S. (1984). Consumer reactions to product failures: An attributional approach. Journal of Consumer Research, 10(4), 398-409. https://doi.org/10.1086/208978
  6. Han, M. S., & Korea Association for ICT Promotion. (2010). An Analysis and Ex-port Regulation on User's Smartphone from the Consumers Perspective. Gwacheon: Korea Communications Commission.
  7. Heider, F. (1958). The Psychology of Interpersonal Relations. New York, NY: John Wiley & Sons.
  8. Hirschman, A. O. (1970). Exit, Voice, and Loyalty: Responses to Decline in Firms, Organizations, and States. Cambridge, MA: Harvard University Press.
  9. Im, Y. H. (2004). The effect of perceived justice and complaint behavior types on complaint handling's satisfaction, repurchase and word-of-mouth intentions (Unpublished master's thesis). Sungkyunkwan University, Seoul, Korea.
  10. Jo, B. S. (2014). Digital Consumer & Marketing Strategy. Seoul: Acorn.
  11. Ju, H. G., Ryu, M. H., & Lee, S. S. (2012). Complaining behavior and repurchase intention on social commerce for South Korean and Chinese consumers. Journal of Consumer Studies, 23(2), 225-248.
  12. Jun, S. Y., Ju, T. W., & Jun, H. J. (2009). Effects of information provider on consumer's attitude toward a brand crisis: Who should announce the truth of a brand crisis? Korea Marketing Review, 24(2), 81-108.
  13. Kelley, S. W., & Davis, M. A. (1994). Antecedents to customer expectations for service recovery. Journal of the Academy of Marketing Science, 22(1), 52-61. http://dx.doi.org/10.1177/0092070394221005
  14. Keum, H. S. (2011). The effect of perception of characteristics and usage motivation on smartphone purchase (Unpublished master's thesis). Hanyang University, Seoul, Korea.
  15. Kim, D. Y. (2008). The effect of service recovery on consumers' repurchasing intention (Unpublished master's thesis). University of Seoul, Seoul, Korea.
  16. Kim, J. W. (2010). A study on smart phone news application of a domestic newspaper company (Unpublished master's thesis). Konkuk University, Seoul, Korea.
  17. Kim, R. D. (2013). Consumer Trends in Korea. Seoul: Miraebook.
  18. Kim, S. Y. (1986). A study on the relationship between attribution of responsibility for post-purchase dissatisfaction and consumer complaining behavior (Unpublished master's thesis). Ewha Womans University, Seoul, Korea.
  19. Korea Management Association Media. (2013). Cases of Successful Korean System of Marketing Volume 12. Seoul: Korea Management Association Media.
  20. Lee, B. J. (2012). Sence: The Desire to Detect the Evolution Strategy. Seoul: Leadersbook.
  21. Lee, C. O. (2010). Case of Consumer Demage Mobile App. Seoul: Korea Consumer Agency.
  22. Lee, E. J. (2012). Effects of the PPL type and the attribution on attitudes toward the brand and the indirect advertising in UCC (Unpublished master's thesis). Hongik University, Seoul, Korea.
  23. Lee, H. J. (2011). Smart phone based Chinese education application project and production experiment (Unpublished master's thesis). Ewha Womans University, Seoul, Korea.
  24. Lee, H. S., An, K. H., & Ha, Y. W. (2010). Consumer Behavior. Seoul: Bupmunsa.
  25. Lee, S. M. (2013). Developmental direction of the app market desired by the consumer. DIGIECO Report Issue & Trend. Retrieved June 3, 2013, from http://www.digieco.co.kr/KTFront/report/report_issue_ trend_view.action?board_seq=7894&board_id=issue_trend#
  26. Lee, S. S., Kim, W. S., & Kim, J. S. (2005). Understanding consumer complaint intentions and behaviors from the perspective of selfconstrual. Korean Journal of Consumer and Advertising Psychology, 6(1), 19-42.
  27. Lee, S. W. (2010). The effects of user's attribution of behavior failure on user's emotional response: Focusing mainly on online shoppingmall (Unpublished master's thesis). Hongik University, Seoul, Korea.
  28. Lee, S. W., & Chung, D. H. (2013). Verification of the mobile entertainment app's unsatisfactory. Korean Journal of Journalism & Communication Studies, 57(6), 35-64.
  29. Lee, S. Y., & Hyun, D. W. (2011). A Study for Enhancing User Choice through Improving Digital Content Distribution in the Mobile Communication Era. Gwacheon: Korea Communications Commission.
  30. Lee, T. S., & Kim, M. S. (2013). Preemptive response to customer complaints. LG Business Insight, 13, 39-44.
  31. Lee, W. T., Jeong, I. S., Jo, Y. H., & Mun, J. W. (2011). Media Policy Measures for the Protection of User Rights in Media Convergence . Gwacheon: Korea Information Society Development Institute.
  32. Mun, H. W. (2012, March 6). Warning to prevent damage for smartphone apps. Korea Communications Commission. Retrieved May 25, 2013, from http://www.kcc.go.kr/user.do?mode=view&page=A0503 0000&dc=K00000001&boardId=1113&boardSeq=33273
  33. Park, Y. L., Oh, J. S., & Lee, E. M. (2013). The Study of Conversion Fees and Conversion Determinants of Smart Phone Users. Gwacheon: Korea Information Society Development Institute.
  34. Shin, H. Y. (2012). The study of SNS service on failure handling customer complaints, customers' perception of fairness and impact of crowd effect in SNS (Unpublished master's thesis). Korea University, Seoul, Korea.
  35. Sim, M. S., & Kim, E. M. (2011). Research on Using Pattern of Smart Media Service. Gwacheon: Korea Communications Commission.
  36. Son, Y. H. (2003). Effects of customer satisfaction/dissatisfaction and attribution on complaining behavior and repurchase intention (Unpublished doctoral dissertation). Sungkyunkwan University, Seoul, Korea.
  37. Tax, S. S., Brown, S. W., & Chandrashekaran, M. (1998). Customer evaluations of service complaint experiences: Implications for relationship marketing. Journal of Marketing, 62(2), 60-76. http://dx.doi.org/10.2307/1252161
  38. Woo, R. (2013). Effects of customers' justice perception and failure attribution on service recovery satisfaction (Unpublished master's thesis). Hanyang University, Seoul, Korea.
  39. Woo, S. H. (2003). A study on consumer complaint behavior and service recovery in cyber-shopping mall (Unpublished master's thesis). Yeungnam University, Gyeongsan, Korea.
  40. You, S. Y. (2002). A study of consumer complaint actions and satisfaction after taking complaint actions associated with usage of cellular phone. Journal of Consumer Studies, 13(3), 151-168.
  41. Youn, B. S. (2012). A study of the influence of perceived unfairness on anger and regret, negative word of mouth and repurchase intention: Based on the moderating role of the relationship quality and regulatory focus (Unpublished doctoral dissertation). Inha University, Incheon, Korea.