- Volume 54 Issue 2
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.
complaint;recognition on stores;determinants of consumer complaint behavior;intention of complaining behavior
- Ajzen, I., & Fishbein, M. (1977). Attitude-behavior relations: A theoretical analysis and review of empirical research. Psychological Bulletin, 84 (5), 888-918. http://dx.doi.org/10.1037/0033-2909.84.5.888 https://doi.org/10.1037/0033-2909.84.5.888
- Bae, S. Y. (2012). The effect of Korea tourism image on tourist satisfaction and behavioral intentions: Focused on Chinese students' interest in the Korean wave and its effects (Unpublished master's thesis). Woosong University, Daejeon, Korea.
- Baek, B. S., & Lee, Y. G. (2009). Determinants of consumer complaint behavior: A comparison of Korean and U.S. consumers. Journal of Consumer Studies, 20 (3), 75-98.
- Cho, K. H. (2000). A study on the determinants of consumer's complaint intention to firm. Journal of Korean Marketing Association, 15 (1), 125-142.
- Choi, C. J. (2012). Structural relationships between with services environment of stores, satisfaction, trust, store loyalty in retailing settings: A comparison of discount store and super-supermarket. Journal of Distribution and Management Research, 15 (4), 117-128.
- Choi, G., & Yoon, Y. M. (2011). The effect of airport service recovery on satisfaction, brand image and complaints intention. Journal of the Aviation Management Society of Korea, 9 (3), 121-136.
- Chung, H. S. (2007). Study the customer loyalty influencing on complain intentions: Focused on guest of hotel industry. Journal of Service Research, 4 (2), 101-116.
- Han, G. S. (1996). A study on consumer complaining behavior (Unpublished master's thesis). Kyonggi University, Suwon, Korea.
- Im, G. H., & Park, J. S. (2013). A study on the influencing factors on the customer complaint intention: Focusing on the factors under company's control. Management & Information Systems Review, 32 (2), 107-135.
- Ji, K. Y., In, S. H., & Han, J. Y. (2014). The effects of family restaurants' brand image on brand extension and behavioral intention. International Journal of Tourism and Hospitality Research, 28 (1), 117-129.
- Jung, E. W. (2011). A study on the impact of store image on store loyalty with the moderating effects of switching barriers (Unpublished doctoral dissertation). Kwandong University, Gangneung, Korea.
- Jung, S. B. (2012). The relationships among the involvements of social network service(SNS) of the sports team's activity, team image, team awareness, team loyalty and word-of mouth intention (Unpublished master's thesis). Yonsei University, Seoul, Korea.
- Kang, W. K. (2006). A study of the impact of customer satisfaction and trust on customer retention and positive word of mouth in the precious metals.gem industry (Unpublished doctoral dissertation). Kyonggi University, Suwon, Korea.
- Kim, H. B., & Kwon, B. H. (2002). A study on the effect of the enterprise image of the hotel on hotel customer. Journal of Hospitality and Tourism Studies, 10, 143-160.
- Kim, H. J. (2012). A study on the influential factors on e-consumer complaint behavior in Internet shopping: A comparative study between Korean and Chinese undergraduate students (Unpublished master's thesis). Soongsil University, Seoul, Korea.
- Kim, S. J., & Chung, M. S. (2006). The effect of perceived service quality and symbolic store image on store loyalty in apparel product purchasing: Focusing on the moderating effect of hedonic shopping orientation. Journal of the Korean Society of Clothing and Textiles, 30 (1), 48-58.
- Korea Consumer Agency. (2013). Consumption life indicators in Korea. Retrieved February 18, 2016, from http://www.kca.go.kr
- Lee, S. Y. (2008). The impact of complaint behavior handling on the confidence, revisit and recommendation intention of hotel customer (Unpublished master's thesis). Hanyang University, Seoul, Korea.
- Lee, Y. M. (2013). The influence of consumer protection rules and purchase experience on Internet shopping mall and customer discontent behavior (Unpublished master's thesis). Sookmyung Women's University, Seoul, Korea.
- Oliver, R. L. (1993). Cognitive, affective, and attribute bases of the satisfaction response. Journal of Consumer Research, 20 (3), 418-430. http://dx.doi.org/10.1086/209358 https://doi.org/10.1086/209358
- Richins, M. L. (1983). Negative word-of-mouth by dissatisfied consumers: A pilot study. Journal of Marketing, 47 (1), 68-78. http://dx.doi.org/10.2307/3203428 https://doi.org/10.2307/3203428
- Ryu, M. H., & Lee, S. S. (1997). The consumer complaining behavior according to consumer problems and dissatisfaction. Journal of the Korean Home Economics Association, 35 (5), 195-211.
- Singh, J. (1990). Voice, exit, and negative word-of-mouth behaviors: An investigation across three service categories. Journal of the Academy of Marketing Science, 18 (1), 1-15. http://dx.doi.org/10.1007/bf02729758 https://doi.org/10.1007/BF02729758
- Ye, J. S. (2003). Consumer complaint behavior in Internet shopping. Seoul: Jipmoon.
- Yoon, J., & Lim, K. U. (2009). The influence of a marketing mix of tourist spot and a tourism image on a visitor's intention to make a second visit. Korean Journal of Hospitality and Tourism, 18 (4), 261-285.
- Yoon, S. H. (2009). Structural relationship between customer loyalty and complaining behavior of the customers on the Chinese Internet shopping mall. Journal of International Area Studies, 13 (3), 287-322. https://doi.org/10.18327/jias.2009.10.13.3.287
- Zhang, H. Y. (2007). A study on the influence of customer satisfaction and switching barrier on retail store loyalty: Focus on department store customers in Shandong Province of China (Unpublished master's thesis). Kangwon National University, Chuncheon, Korea.
- Zhou, Y. J., 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.