Contents

Exploring Relationship Among Customer Dissatisfaction, Complaints, And Loyalty In The Virtualized Environment: Roles Of Advanced Services

Cho, Yoon Cheong

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Abstract

Various studies support how satisfied customers become loyal customers by investigating attitudes and behavior, while fewer studies have examined links among dissatisfaction, complaints, and loyalty, particularly in the virtualized environment. By applying justice dimension, the purpose of this study is to explore i) how different types of justice affect customer dissatisfaction; ii) how the level of customer dissatisfaction affects willingness to complain/complaining behavior; iii) how willingness to complain/complaining behavior affects repeat purchase behavior based on how complaints are resolved by a company; and iv) how repeat purchase behavior affects loyalty. Proposed relationships are investigated with effects of advanced services (i.e., 2Is, Interactivity and Individualization) and product category that are applied in the virtualized environment. By applying various statistical analyses, this study provides managerial and theoretical implications and offers suggestions to e-businesses.

Issue Date
2013-11
Publisher
Clute Institute
Keywords(Author)
Virtualization; Justice; Dissatisfaction; Complaining Behavior; Loyalty; Roles of Advanced Services(Interactivity and Individualization); Product Category
DOI
10.19030/iber.v12i11.8381
Journal Title
International Business & Economics Research Journal
Start Page
1343
End Page
1360
ISSN
1535-0754
Language
English
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