인터넷 쇼핑몰 고객의 관계형성에 미치는 고객불만의 부정적 영향: 불평처리 공정성 지각의 조절효과

초록

The purpose of this study is two folds; first, to identify the negative effect of customer dissatisfaction on trust and commitment, and second to examine the moderating effect of consumers' perceived equity created by various ways in which a company deals with his/her complaints. Our proposed model is empirically tested by a survey data collected from Internet shopping mall consumers who raised complaints. The simultaneous regression model is used to test the negative effect of customer dissatisfaction. To examine the moderating effect of equity, our study employs the group analysis of LISREL. The empirical result shows that customers' dissatisfaction, unless it is concerned with merchandise related dissatisfaction, influences on trust and commitment. Also, we find that consumers' perceived equity has a moderating effect on the relationship between dissatisfaction and customer relationship variables including trust and commitment.

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