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지금까지 사람들의 생각, 느낌, 행동에 많은 영향을 미치는 문화적 지향성에 따라 고객의 불평행동 패턴이 어떻게 달라질 것인지에 대한 연구가 부족했다. 따라서 본 연구는 개인의 문화적 지향성을 나타내 주는 자기해석에 따라 소비자의 불평 행동과 의도가 어떻게 달라질 것인지 파악하고자 하였다. 연구 결과를 보면, 불만을 경험했을 때, 의존적 자기해석 소비자보다 독립적 자기해석 소비자들은 실제적으로 인터넷을 통해 자신의 불만을 표현하거나 거래 관계를 종결하는 행위 비율이 높았다. 반면, 직접 토로, 사적 행동, 행위 없음 및 제3자 이용 행동에서는 자기해석의 유형에 따른 실제적 행동 차이가 나타나지 않았다. 또한 이미 불만을 기업에 직접 얘기한 사람 중 의존적 자기해석을 하는 소비자가 독립적 자기해석을 하는 소비자보다 더 장기적인 거래 관계를 유지하고 있다는 것을 보여주고 있다. 한편, 유사한 불만이 다시 발생하면, 이미 불만을 기업에 직접 토로한 독립적 자기해석 소비자는 사적 행동, 인터넷을 이용한 불만 표현, 관계 종결 및 행위 없음 등의 불평행동에서 불만을 기업에 직접 토한 의존적 자기해석 소비자보다 더 높은 행동의도를 가지고 있었다. 이러한 결과를 바탕으로 몇 가지 시사점에 대하여 논의하였다.
To date studies were lacked how patterns of customer complaint behaviors may be different according to cultural orientation to influence thought, feeling, and behavior much. Therefore, the present study explored how cultures influences the pattern in consumers' complaints behaviors and intentions in the situation of the unsatisfactory consumption by comparing the types of complaint behaviors of individuals with independent self and interdependent self. Results were that consumers with independent self-construal were more likely to engage in public-net and termination of relationship behaviors to express their negative experience than those with interdependent self-construal. On the contrary, there are no differences between two types of self-construal on voice, private, no-action and third-party behaviors. And of those who voiced dissatisfaction previously, consumers with interdependent self-construal maintained long-term transactional relationship compared to consumer with independent self-construal. In addition, When the similar dissatisfaction occurs again, consumers with independent self-construal who voiced dissatisfaction previously tended more likely to express private, public-net, termination of relationship and no-action intentions than those with interdependent self-construal who did. Implications of these findings and recommendations for additional consumer complaint behaviors research are discussed.
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