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Effect of Consumers` Awareness in Store and Determinants of Consumer Complaint Behavior on Consumer Complaint Intention: Focus on Super Stores and Traditional Markets
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  • Journal title : Family and Environment Research
  • Volume 54, Issue 2,  2016, pp.119-130
  • Publisher : The Korean Home Economics Association
  • DOI : 10.6115/fer.2016.010
 Title & Authors
Effect of Consumers` Awareness in Store and Determinants of Consumer Complaint Behavior on Consumer Complaint Intention: Focus on Super Stores and Traditional Markets
Kim, Yoon Jung; Lee, Seung Sin;
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 Abstract
Product complaints allow business operators to learn from and solve problems they have been unaware of and prevent customers from leaving in advance. The ability to deal properly with complaints may improve consumer loyalty and repurchase intentions. This study analyzes consumers` intention in complaining behavior towards supermarkets and traditional markets. This study provides implications for business operators in the establishment of marketing strategies to deal with complaints and perform education related to consumer complaints by the verification of variables that influence intention on complaining behavior. A survey was conducted on housewife consumers who had experience using supermarkets and traditional markets. The major results are as follows: first, in store awareness higher in supermarkets than in traditional markets. Second, determinants of consumer complaint behavior, indicated a belief there was a need to spend more money at traditional markets than supermarkets, where the possibility of complaint success and complaint attitudes were found to be low. Third, intention of complaining behavior was lower at traditional markets than supermarkets. Intentions on private complaining behavior and public complaining behavior were both low. Fourth, intention of private behavior is higher than intention of public behavior for both supermarkets and traditional markets. Fifth, complaint attitudes were variables with the greatest influence on intention of complaining behavior for both supermarkets and traditional markets.
 Keywords
complaint;recognition on stores;determinants of consumer complaint behavior;intention of complaining behavior;
 Language
Korean
 Cited by
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