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ISSN : 1229-8778
In this study, hypothesized about the effects on the attribution dependent emotions after forming satisfaction & dissatisfaction & effects on the complaining behaviors & repurchase intention was verified. The results are as follows. The hypothesis that internal attribution about the satisfaction would lead customers to feel confident & proud was not supported for the credit card but was supported for the cellular phone. External attribution about the satisfaction causes gratitude & faith for both credit card & cellular phones. Anger, the emotion led after performing dissatisfaction attribution, was all supported except the external/stability attribution. Therefore, people feel greater anger when there is external attribution about dissatisfaction rather than internal, & external/ controllable attribution rather than external/uncontrollable. External/stable/ controllable attribution leads the greatest anger. On the other h&, only half of hypotheses related to complaining behaviors & repurchase intention were supported. Especially, hypotheses related to internal/external attributions were mostly supported, whereas ones related to stability were not consistently supported. As the results of hypotheses verification, stronger complaining behaviors & low repurchase intentions were shown with external attribution about dissatisfaction rather than internal. External/unstable attribution about dissatisfaction showed lower repurchase intentions than external/stable attribution did. The lowest repurchase intention appeared when there was external/stable/controllable attribution, yet the strongest complaining behaviors were shown only for the credit cards. On the other h&, external/controllable attribution about dissatisfaction did not have a significant effect on neither for credit cards nor for cellular phones.
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