소비자의 구매 후 불만족과 귀인 및 불평행동에 대한 실증적 연구

Companies should resolve consumer dissatisfaction and increase brand loyalty by actively identifying the factors of consumer dissatisfaction and proactively responding to expected complaint behavior to induce repurchase. This is a management goal that should be pursued in common regardless of the size of the company. The specific purpose of this study is to find out whether the degree of dissatisfaction differs depending on whether or not consumers' expected performance before purchase and the actual perceived performance after purchase is compared, whether the degree of dissatisfaction affects the type of complaint behavior, which is a subsequent behavior, and whether the attributable behavior has a moderating effect in this process and whether the persistence of the result and the controllability of the cause act as a factor that determines the attribution position. In particular, compared to general companies, venture companies are more likely to overload the information processing ability of managers and are likely to make various irrational errors in decision making, so this study has important academic and practical implications. As a result of the analysis, the negative inconsistency group had the highest degree of dissatisfaction, and the higher the degree of inconsistency, the higher the dissatisfaction. The attributable behavior of unsatisfied consumers had a moderating effect on the degree of dissatisfaction, and the dissatisfaction was significantly higher in the external attributable group than the internal attributable group, which was statistically significant. On the other hand, the persistence of the result had a statistically significant effect on the attribution position, but the controllability of the cause was not. The degree of attributable behavior and dissatisfaction did not affect the type of complaining behavior, showing limited influence. Along with the interpretation of these results, this study presents various implications, especially for small and medium-sized/venture companies that provide new durable products.