소비자의 커플링 지각수준이 불평행동에 미치는 영향에 관한 연구

Abstract

This study examined the effect of level of transaction coupling on consumer complain behavior. This study examined the effect of level of transaction coupling on consumer complain behavior with the negative impact of consumer's regret and disappointment, where the last ones were designed to identify. also consumer complained about consumer loyalty and voice the effect of level of transaction coupling on consumer complain behavior. A target group of the respondents was derived from the college students who have tried a meal at school cafeteria at least for one year. A questionnaire was directly distributed to the students with total number of 400 copies; among 377 questionnaires, 4 were not delivered back, so for the empirical analysis a 373 questionnaires have been used. The study results are presented as follows. First, A different level of coupling perception negatively appeared in the process of consuming goods affects regret and disappointment. Therefore we focus on investigating consumers negative emotions and strategies that could help to reduce regret and disappointment. Second, the coupling effect on the perceived level of regret coupling a perceived significant impact on the level of disappointment was not statistically significant. So easy to think the same general regret and disappointment, by proving that the award of consumers appear differently than regret this disappointment affected by the verification that each method of transaction in accordance with regret or disappointment, trade measures, such as trading period Coupled with perceptual variables are seeking to control will be improved. Third, contrary to expectations, the impact on loyalty, regret was not significant. Therefore, achieve the desired results but can not Zeelenberg & Peters 2007 study, as regret that consumers now spend a result and a different choice if the expected results compare to imagine their current decisions about the ERA emotional because products rather than their focus on selected because it is considered. Surveyor of the Negative consumer regret and disappointment that can distinguish clearly the feelings of failure due to the selection of an alternative sense of regret stemming from consumers' complaining behavior at the level of coupling between perception and consumer verification by the appropriate management to control the negative emotions of and suggests that measures should be developed. Fourth, the consumer has no regrets row drivers complain that the protest is known to affect. Loyalty did not affect the relatively even when consumers overlook customer complaints that could lead to the departure of previous studies shows a lot. Accordingly, for the consumer's regrets converge to strongly protest the development of appropriate management measures should be. Fifth, the disappointment was to explore the effects on loyalty. Unlike the consumer to feel sorry you were disappointed Surveyor loyalty negative factors affecting drop one of the crucial, the feeling remorse for his choice of the product itself, but it is a clear negative emotions is considered likely. Therefore, the quality of products and product development itself that is more important than what is suggested. Finally, a product for customers who have experienced disappointment or regret experienced a more loyal than customers is likely to decrease. Therefore, in terms of management and administrative clearly distinguish between regret and disappointment and the regret and disappointment about the protest and to protest against the customer more sensitive to the feelings of each of the alternatives is reasonable and proper handling of complaints should be. Customer complaints are handled appropriately and effectively to ultimately increase customer loyalty by preventing customer defection to retain existing customers to attract new customers and to reduce the cost that is necessary and there is need to explore strategies for this.