인지된 공정성과 제품 원산지가소비자불평행동과 고객유지간의 관계에 미치는 조절효과

Abstract

This study empirically tested a conceptual model to comprehend the relationship between customer complaint behavior (CCB) and a probability of continuing a relationship with the firm by focusing on the automobile industry. Further, we examined the moderating effects of perceived justice on complaint management and country of origin (COO) on the relationship. Survey results from 222 domestic automobile consumers and 232 foreign automobile consumers showed that all the three types of CCB, voice, private, and third party response behaviors, had negative effects on the continuing relationship. Also, the negative relationship between voice response behavior and continuing relationship was weaker when consumers’ perceived justice on firm’s complaint management was higher. In addition, there were significant differences between the two consumer groups driving a domestic or foreign car. The negative relationship between private response and continuing relationship was weaker for the consumers driving a foreign car than the ones driving a domestic car. Based on findings, this study provides important theoretical and practical implications on the service marketing field.