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Moderating Effects of Perceived Justice and Country of Origin in a Relationship between Customer Complaint Behavior and Customer Retention

김보영|조영삼|이장로
한국국제경영학회 (Korean Academy of International Business)|2014.05|국제경영연구 (International Business Journal)|제25권 제2호|pp. 157-188|DOI http://dx.doi.org/10.14365/ibj.2014.25.2.6

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참고문헌

키워드

고객유지Country of originCustomer retention원산지 효과소비자불평행동Customer complaint behaviorPerceived justice인지된 공정성
주제분류경영학

초록

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.

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.

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