Although the majority of prior literature has suggested the key reasons for consumer complaining in service failures are to vent negative emotions (e.g. anger, dissatisfaction) and to seek redress (Blodgett, Hill, & Tax 1997; Nyer 1997), some research has also pointed out that customers will give constructive suggestions to firms through complaining (Groth, 2005; Liu & Mattila, 2015). In this regard, consumer complaining can be classified into two types, namely, positive complaint (i.e., with constructive suggestion) and negative complaint (i.e., without constructive suggestion). Understanding what situations would dissatisfied consumers choose to give constructive suggestions in service failures would be of utmost important to firms. We suggest that a firm’s brand image may affect consumers’ intention to choose what types of complaint in service failures. In general, consumers may perceive a brand as having a competence image (e.g., professional and efficient) or having a warmth image (e.g., friendly and approachable) (Kervyn, Fiske and Malone, 2012). Comparatively speaking, a warmth image is associated with friendship and caring, whereas a competence image is associated with expertise. Therefore, it is possible that consumers would have a higher empathy and intention to help a firm with a warmth (vs. competent) image, and be more likely to choose positive complaint when a failure happens to this firm. An experimental study confirmed this prediction. In addition, we found that although a firm’s competence (vs. warmth) image does not affect the likelihood to give constructive suggestions in service failures, it leads to a higher level of return intention. Implications and future research directions will be discussed.

Due to the common business practice emphasizing that “customer is our priority”, many companies are having a potential risk of dealing with lying customer and as a consequence, service recovery can be open to misuse by customers. Although opportunistic complaint is the major issue in hospitality industry which have negative impact on firms (Baker et al., 2012), most of the service failure and recovery literature focused on examining victim customers and their reaction to the service recovery, yet very little is known about how customers react to observing service failure made up by customers. To fill this gap in the literature, the purpose of this study is to examine the effects of observing service recovery aimed at opportunistic customers on customer behavioral reaction, namely, tipping behavior, revisit intention and intention to complain. A 2 (Service recovery aimed at other customer; good vs. bad) x 2 (Complaining behavior of other customers: legitimate vs. illegitimate) x 2 (Emotional expression: outrageous vs. calm) scenario-based between-subjects factorial experiment is utilized. This research provides evidence that observing opportunistic complaining behavior of other customers and the following service recovery aimed at other customers impact behavioral reaction of customers who witness that situation. This study broadens the service recovery literature by incorporating third party justice theory into dealing with illegitimate customer, which is not a case that the firm is responsible for the service recovery. In addition, the findings from this study addresses the benefit to the service industry by understanding the impact of observing other customers service recovery treatment on observers’ emotional reactions to the situation as well as subsequent behavioral intention.

This study focused on examining methods for the favorable relationship between internet shopping mall and customers from a point of view that it was necessary for internet fashion market getting faced with keen competition to change its marketing focus from securing new customers to customer retention strategies. Measurement instruments were selected to measure these variables and a questionnaire was made. Data was collected in 491 men and women in their twenties residing in Gwangju city using the questionnaire. The analysis results were summarized as follows: First, in the failure to purchase fashion products in internet shopping mall, as consumer's favorable internet shopping attributes, their possibility of complaining and repurchase intentions became higher, and had negative effect on regret and dissatisfaction. Second, attributions of the result of a failure to purchase fashion products in internet shopping mall were found to increase regret and dissatisfaction. Third, customers experiencing regret and dissatisfaction showed a very high possibility of complaining but their possibility of repurchase intentions had negative affect.

This study attempted to examine the relationship between pragmatic transfer and the proficiency level. Therefore, the purpose of the study was to examine the developmental pragmatic competence of Korean learners of Japanese as compared with Japanese native speakers (JNs) and Korean native speakers (KNs). Written complaints were collected from 160 people, composed of 40 JNs, 40 KNs, and 80 Korean learners of Japanese (40 intermediate level and 40 advanced level), and their pragmatic competence was analyzed quantitatively in terms of complaining strategies and the length of their complaints. We found that pragmatic transfer exists at the lower and the higher proficiency levels. But the advanced learners reflect more transfer than the intermediate learners. The results imply that increasing proficiency in the target language can apparently facilitate negative pragmatic transfer.

본 연구는 해양레저전시이벤트 서비스품질 불만족이 불평행동 및 재구매의도에 미치는 영향을 분석해 성공적인 해양레저전시이벤트 마케팅 전략 수립의 기초자료를 제공하기 수행되었다. 이러한 연구 목적을 달성하기 위해 본 연구에서는 2012년 G도에서 개최된 해양레저전시이벤트 방문객 350명에 대한 설문조사를 실시하였고 다중회귀분석을 통해 다음과 같은 결론을 도출하였다. 첫째, 해양레저전시이벤트 서비스품질의 불만족 수준은 7점 Likert 척도를 기준으로 3.29점에서 3.85점 사이에 위치하고 있었다. 둘째, 해양레저전시이벤트 서비스 불만족 요인 중 직원, 환경, 전시시설은 불평행동에 유의한 정적 영향을 미치고 있었으며 직원, 환경은 미행동에 유의한 영향을 미치고 있었다. 셋째, 해양레저전시이벤트 서비스품질 불만족 요인 중 전시시설만이 재방문의도 및 타인추천의도에 유의한 부적 영향을 미치고 있었다. 마지막으로 해양레저전시이벤트 방문객의 불평행동 요인은 재방문의도 및 타인추천의도에 유의한 부적 영향을 미치고 있었다. 이러한 연구결과는 해양레저전시이벤트 개최의 성과 지표인 안정적인 방문객 확보를 위한 서비스마케팅 전략 수립의 기초자료를 제공하고 있다.