소셜커머스 레스토랑 상품구매자의 불평행동 유형에 관한 연구
Restaurant social commerce buyers' complaining behaviors
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In order to gain an understanding of restaurant social commerce shoppers' complaining behaviors, this study explored the impact of dissatisfaction with a service, severity of the failure, and controllability on complaining behaviors. Complaining behaviors were categorized into three types: complaint to the service provider, negative word-of-mouth(WOM), and exit. The role of dissatisfaction on the three types of complaining behaviors was first analyzed, followed by an examination of the moderating effects of severity of the failure and controllability on the proposed relationships. As suggested, restaurant social commerce shoppers responded to service failures by engaging in each of the three types of complaining behaviors, namely complaint to the service provider, negative Word Of Mouth, and exit. Of the two proposed moderators, severity of failure proved to have a moderating effect on the relationship while controllability was not found to play a role. Specifically, restaurant social commerce shoppers perceiving a high level of severity of failure exhibited a higher likelihood to engage in a complaining behavior when dissatisfied with a social commerce service in comparison to shoppers perceiving a low level of severity of failure. The results of this study suggest a number of practical implications. First, based on the factor analysis, this study categorized complaining behaviors into three types: Exit, Negative Word Of Mouth, and Complaint to the service provider. Therefore, it is imperative that service managers have an awareness of each type of complaining behavior and prepare methods and manuals that enable service recovery in the face of each type of behavior. Second, the severity of restaurant social commerce shopper complaining behavior is divided into two groups: high level complaining behavior group and low level complaining behavior group. The results of a cluster analysis of the two level complaining behavior subdivision revealed that differences between the two groups exist in six provisions; only in two provisions were no differences observed: 'quantity of food' and 'accuracy of a mobile coupon'. The six provisions in which high level complaining group tend to exhibit greater dissatisfaction are 'quality of food', 'customer service of social commerce service center', 'refund/exchange', 'availability of the product', 'expiration date', and 'service of the restaurant'. Despite the fact that it is virtually impossible to entirely eliminate dissatisfaction in the food and service industry, (even given dissatisfactions direct impact on complaining behaviors), providers should take great care to minimize service failures in order to lower levels of dissatisfaction. Lastly, the level of complaining behaviors is a direct result of dissatisfaction, controllability and severity of the failure. In other words, shoppers can develop high level complaining behaviors when faced with high severity of dissatisfaction and high controllability. Service recovery can be facilitated through a lessening of the severity of service failure and controllability, a process enabled by overall shopper education such as mindset , and proper use of social commerce and restaurant.