불만처리서비스를 받는 백화점 고객이 느끼는 통제력이 서비스 만족에 미치는 영향

Filing a complaint handling service is not a pleasant experience to most consumers. By characterizing complaint handling services as a service encounter that harbors a high potential of stress and dissatisfaction, this study proposes and empirically explores perceived control as a meaningful factor that would enhance the quality of customer experience. To be specific, the study examines the antecedents of overall perceived control and investigates its effects upon one’s satisfaction and recommendation intention. Data for the study were collected through online survey from 199 consumers who had recently filed complaint handling service at one of the major department stores located in Seoul. Data analyses supported 6 of 7 research hypotheses. First, consumer’s perception of overall control in a complaint handling service encounter was found to be influenced not by cognitive control, but by behavioral control and decisional control. Customer’s perception of overall control in the encounter turned out to be a factor that exerted significant influence upon both satisfaction with the service and recommendation intention for the department store. Such findings of the study are deemed to suggest a set of meaningful implications for both practitioners and academic researchers.