A Moderating Role of the Perceived Justice and Country-of-origin Effect in a Relationship between Customer Complaint Behavior and Customer Retention : Comparing Local vs. Non-local branded Automobile Customers
- 주제(키워드) customer complaint behavior , perceived justice , country-of-origin effect
- 발행기관 고려대학교 대학원
- 지도교수 이장로
- 발행년도 2014
- 학위수여년월 2014. 2
- 학위구분 석사
- 학과 일반대학원 국제경영학과
- 세부전공 국제마케팅학 전공
- 원문페이지 71 p
- 실제URI http://www.dcollection.net/handler/korea/000000049820
- 본문언어 영어
- 제출원본 000045790554
초록/요약
Justice perception on service recovery management provided by firm changes negative emotion of consumers after product defects experienced. Prior studies have described how justice affects level of customer satisfaction and likelihood of repurchase behavior. Based on the article of Singh, we proposed three dimensions of customer complaint behavior – voice response, private response, and third party response – would have a negative impact on customer retention, a probability of continuing relationship with current firm. The country of image as one of the important concepts in international marketing fields, which we draw further attention in that consumers who patronize foreign automobile would likely stay compared to those of domestic automobile. Therefore, researchers expect fair service recovery management and superior country of origin image perceived by consumer would weaken a negative link between complaining behavior and customer retention. With total of 454 samples, 232 foreign automobile consumers and 222 domestic automobile consumers, we run stepwise regression analysis. The results confirm our expectation that there is a significant negative relationship between customer complaining behavior and likelihood of staying in current firm. Particularly, we found fair service recovery handling had a critical moderating impact on consumers who engaged in voice response. Lastly, those who drives imported automobile are more likely to continue relationship with firm although they had engaged in private response behavior after unsatisfactory failure occurred. Therefore, we delineate importance on how firms may adapt and perform recovery strategy in respect to customer complaint behavior to strengthen long-term relationship considering different customer behaviors with local and non-local brands in automobile industry.
more목차
I. INTRODUCTION 1
II. THEORETICAL BACKGROUND 7
2.1. Customer Complaint Behaviors (CCB) 7
2.2. Perceived Justice on Complaint Management 9
2.3. Country of Origin Effects 12
2.4. Probability of continuing relationship with firm 15
III. HYPOTHESES DEVEOPMENT AND RESEARCH MODEL 18
3.1. Customer Complaint Behaviors and Customer Retention 18
3.2. Effect of Perceived Justice on CCB and Customer Retention 20
3.3. Effect of Country of Origin on CCB and Customer Retention 21
3.4. Research Model 24
IV. METHODOLOGY 26
4.1. Research Design 26
4.2. Sample and Data Collection 27
4.3. Measures 30
4.4. Data Analysis 32
V. RESULTS 36
5.1. Correlations and T-test Analysis 36
5.2. Verification of Hypotheses 38
5.3. In-depth Analysis on Interaction Effects 43
VI. CONCLUSION 46
6.1. Discussion 46
6.2. Implications 49
6.3. Limitations and Directions for Future Research 52
References 54
