본 연구에서는 불만족 정도에 따라 불평 행동 유형이 다르게 나타난다는 것과 불평 행동 유 형별로 불만 처리 만족도에서 차이가 날 것으로 예상하였다. 또한 불만 처리 후 만족도에 따 라 무행동과 사적 불평 행동, 무행동과 공적 불평 행동을 비교하면 부정적 구전의도 및 재구 매 의도에서 차이가 있을 것이라고 예상하였다. 연구 결과 무행동 소비자의 불만족 정도가 가장 낮았고, 사적 행동을 한 소비자가 공적 행동을 하는 소비자보다 불만족 정도가 낮게 나 타났다. 또한 사적 행동을 취한 소비자가 공적 행동을 취한 소비자 보다 불평 처리 후 만족 도가 높고, 재구매 의도도 높았으며, 부정적 구전의도는 낮게 나타났다. 그리고 무행동 소비 자와 불평 처리 후 만족도에 따라 사적 행동 소비자와 공적 행동 소비자를 각각 비교해 본 결과, 사적 행동 소비자의 경우, 불평 처리 후 만족이 높으면 무행동 소비자보다 부정적 구 전의도는 감소하게 되고 재구매 의도는 증가하게 되지만, 공적 행동 소비자는 불평 처리 후 만족이 높게 나타나도 무행동 소비자보다 오히려 부정적 구전의도는 높았고 재구매 의도는 낮았다는 것을 확인하였다. 본 연구를 통해 불평 행동을 하지 않는 무행동 소비자 보다 사적 불평 행동을 한 소비자의 경우에만 불평 처리 만족도를 높이면 부정적 구전의도는 낮아지고 재구매 의도는 높아진다는 것을 알 수 있었다.
The present study evaluated the predictions that different degrees of dissatisfaction produce different types of complaining behavior and the degree of satisfaction with complaint handling influences word-of-mouth and repurchase intention. In terms of the degree of dissatisfaction, public action complainer was most dissatisfied, private action complainer was less so, while no action complainer was the least. With respect to the degree of satisfaction with complaint handling, private action complainer was more satisfied than public action complainer. Moreover, for private action complainer with higher satisfaction, repurchase intention increased and negative word of mouth decreased. By contrast, for public action complainer even with satisfaction with complaint handling, this did not contribute to the increase in repurchase intention and reduction in negative word of mouth. Based on these results, it was concluded that a more effective strategy would be to target specifically complaint handling at private action complainer to increase repurchase intention and to reduce negative word of mouth.
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