• Journal of the Korean Society of Clothing and Textiles
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• v.23 no.1
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• pp.90-110
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• 1999

Understanding consumer complaining behaviors plays a key role in post-purchase satisfaction customer retention and long-term customer relationships. This research was conducted to empirically investigate 1) the taxonomy of complaining behavior 2) causes and types of clothing complaining behavior according to sex. The subjects compoed of 250 male and 358 female consuemrs. Data were colleted through questionnaires employing the critical incident methodology. The findings indicated that clothing complaining behavior was fitted well into Singh(1998)'s three-factor model(i. e. voice/private / third-party complaining behaviors) these factors explained 53% of the total variances 75.1% of male and 65.2% of female group complained of poor instruental performance. The types of complaining behaviors were no action negative word-of-mouth to friends and associates n order. Most dissatisfied consumers didn't assert positive consumer's right. Marketer should increase the accessibility of their complaint receiving mechanisms to passive customers.

• The Research Journal of the Costume Culture
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• v.15 no.4
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• pp.551-568
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• 2007

The purposes of this study were to identify factors of dissatisfaction and complaining behavior in internet fashion shopping mall, and to investigate constructs of service recovery for solution to this problems. Data were obtained from 201(male: 87, female: 114) internet fashion shopping mall consumer who have experiences of dissatisfaction and complaining behavior after buying products, and were analyzed using by descriptive analysis, factor analysis, Cronbach' $\alpha$, t-test. The results were as follows. First, the most response(80.4% of reponses) was experience to dissatisfaction through internet fashion shopping mall, and the most dissatisfied items were blouse, sweater, T-shirt in upper garment. Also, in men's case, the most satisfied price zone was not exceeding $30,000{\sim}50,000\;won$ and in women's case, it was not exceeding $20,000{\sim}30,000\;won$. Second, 7 factors of dissatisfaction(called quality, payment, delivery, price, interaction, returning/changing/refunding, contract) were identified after purchasing fashion products from internet shopping mall. 3 factors of complaining behavior(called private action, legal action, remedial seeking action) were investigated. Third, constructs of perceived service recovery were extracted from literature review: perceived interaction and justice. Perceived interaction were categorized into two factors: the interaction on the part of the consumer, the interaction in the part of the shopping mall. And perceived justice were categorized into three factors: interactional justice, distributive justice, procedural justice. Usually, university students were likely to take a serious view of service recovery through interaction and justice with internet fashion shopping mall.

• Journal of Families and Better Life
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• v.30 no.6
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• pp.167-181
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• 2012

This study analyzed consumer's harsh complaining behaviors and firm's reactions toward consumers' harsh complaining behavior, and investigated the differences in the firms' reactions according to the characteristics of counselors and customer service centers. In addition, this study attempted to find a strategy and provide guidance regarding consumer's harsh complaining behaviors. The results of this study are discussed below. First, consumer's harsh complaining attitudes were expressed by crude language, violent language, threats, personal attacks, and claims of a high-ranking social position. Consumer's directive, complaining behaviors were repeated on the telephone, and threats of prosecution or disclosure to the public, exposure of habitual product returns, and requests for interviews with superiorsat the representative firm were made. Second, a firm typologies according to its reaction style toward a consumer's harsh complaining behaviors were as follows: Group 1, having a neutral attitude toward consumers and preparation thoroughly regarding their demands; Group 2, having a negative attitude toward consumers and some degree of preparation toward consumers' demands; and finally, Group 3, having a positive attitude toward consumers but offering insufficient reparation regarding consumers' demands. Third, female counselors, counselors having a certified counselor's license, and those much experience working in labor work were more likely to be in Group 3. Male counselors, part-time counselors, and those having experience of many years were more likely to be in Group 2. Group 1 were more likely to have large number of workers at customer service centers, male counselors, and to have large numbers of educational training programs related to the reactions of consumers in the form of dissatisfaction, complaints, how to offer compensation for injuries to consumers, and issues related to PL(product liability). In addition, Group 1 also had more firm level welfare policies related to hight stress levels of consumer counselors and extra types of support regarding harsh consumers. However, Group 2 members were more likely to provide excessive compensation and rewards to harsh consumers. Finally, to react to consumer's harsh complaint efficiently, it was suggested that firms should not treat consumers as harsh consumers, should react to consumers' complaints sincerely, and should take precautionary management efforts as regards consumer dissatisfaction based on better quality control of products. In addition, it was deemed necessary to formulate a management strategy to train competent consumer counselors with a high quality of counselor skill, having standardized and consistent reaction guidance toward consumer complaints and thorough knowledge of compensation rules for consumer injuries and subsequent guidance.