Antecedents and the Moderating Effect of Value Consciousness on Customer Complaints in the Social Commerce Industry

  • Lee, Hae-Young (School of Hospitality and Tourism Management, Kyungsung University) ;
  • Reid, Earl (School of Hospitality and Tourism Management, Kyungsung University) ;
  • Kim, Woo-Gon (Dedman School of Hospitality, Florida State University)
  • Received : 2016.09.11
  • Accepted : 2016.09.26
  • Published : 2016.09.30

Abstract

In comparison to the rapid rise in the number of restaurant daily deal service consumer complaints, relatively little attention has been directed at the features of deal consumers' complaint behaviors in academic research. In order to address this gap, this study examined the characteristics of complaint behaviors of consumers who purchase restaurant deals with a focus on three potential determinants (likelihood of success with the complaint, attitude toward complaining, and severity of the failure). Results indicated that the three proposed determinants emerged as critical factors that influence deal consumers to exhibit different complaint reactions to dissatisfactory experiences. Furthermore, it was discovered that the hypothesized relationships were moderated by value consciousness, in which high value-conscious deal consumers exhibited a higher complaint inclination than low-value conscious deal consumers.

Keywords

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