소셜커머스를 통한 레스토랑 상품구매자의 불만족과 불평행동 간의 관계 연구: 서비스실패의 심각성과 통제가능성의 조절효과를 중심으로 (Dissatisfied Restaurant Social Commerce Buyers' Complaining Behaviors: The Interaction Effects of Severity of the Failure and Controllability)

서지정보

· 발행기관 : 한국호텔관광학회
· 수록지 정보 : 호텔관광연구 / 17권 / 2호 / 199 ~ 217페이지
· 저자명 : 배유나, 이해영

초록

This study set to examine the nature of complaining behaviors with a focus on the extent to which dissatisfaction with a service, the severity of the service failure, and controllability influences those behaviors. The survey, conducted from November 13 to 17, 2013, resulted in an initial total of 250 online consumer panel responses from dissatisfied restaurant social commerce buyers, of which 225 samples were retained in the final analysis. The three types of complaining behaviors are complaint to the service provider, negative word-of-mouth (WOM), and exit. The initial step was an exploration of the role of dissatisfaction on each type of complaining behavior. This was followed by examining how severity of the failure and controllability may moderate the proposed relationships. As expected, each type of complaining behavior was employed by restaurant social commerce shoppers who encountered a service failure. Severity of failure, but not controllability, was the proposed moderator that was found to have an effect on the path to complaining behavior. In particular, when encountering a service failure, those restaurant social commerce shoppers who perceived a high degree of service failure were more like to engage in a complaining than those who sensed a low degree of severity of failure.

영어초록

This study set to examine the nature of complaining behaviors with a focus on the extent to which dissatisfaction with a service, the severity of the service failure, and controllability influences those behaviors. The survey, conducted from November 13 to 17, 2013, resulted in an initial total of 250 online consumer panel responses from dissatisfied restaurant social commerce buyers, of which 225 samples were retained in the final analysis. The three types of complaining behaviors are complaint to the service provider, negative word-of-mouth (WOM), and exit. The initial step was an exploration of the role of dissatisfaction on each type of complaining behavior. This was followed by examining how severity of the failure and controllability may moderate the proposed relationships. As expected, each type of complaining behavior was employed by restaurant social commerce shoppers who encountered a service failure. Severity of failure, but not controllability, was the proposed moderator that was found to have an effect on the path to complaining behavior. In particular, when encountering a service failure, those restaurant social commerce shoppers who perceived a high degree of service failure were more like to engage in a complaining than those who sensed a low degree of severity of failure.

참고자료

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