CAJ | 학술논문

以购买家电产品有不满消费经历的顾客为调查对象，通过数据分析．文章检验了影响顾客直接抱怨、私下抱怨和第三方抱怨的因素以及这些抱怨行为之间的相互影响．另外还观察了顾客不同的抱怨行为对其重购意愿的影响。研究结果发现：当把这些因素放在一起考察时,它们各自对三种不同顾客抱怨行为的影响并非全是显著的；在控制一些重要影响因素的条件下，顾客的直接抱怨与私下抱怨之间有一种替代关系，但是二者均与顾客向第三方抱怨不相关：顾客的重购意愿与顾客的直接抱怨正相关，与私下抱怨负相关，与第三方抱怨的相关关系则不显著。最后，文章说明了研究结果的理论意义和实际应用。
이구매가전산품유불만소비경력적고객위조사대상，통과수거분석．문장검험료영향고객직접포원、사하포원화제삼방포원적인소이급저사포원행위지간적상호영향．령외환관찰료고객불동적포원행위대기중구의원적영향。연구결과발현：당파저사인소방재일기고찰시,타문각자대삼충불동고객포원행위적영향병비전시현저적；재공제일사중요영향인소적조건하，고객적직접포원여사하포원지간유일충체대관계，단시이자균여고객향제삼방포원불상관：고객적중구의원여고객적직접포원정상관，여사하포원부상관，여제삼방포원적상관관계칙불현저。최후，문장설명료연구결과적이론의의화실제응용。
Taking customers who have experienced dissatisfaction as the respondents, this paper investigates the factors influencing customers＇ direct complaint, private complaint, the third party complaint, the interrelationship among these complaints and their impact on customers＇ re-purchasing intention by logistic regression analyses, we find that the factors that included in the study, when all are mutually controlled, have insignificant impact on the three types of complaints; Secondly, customers＇ direct complaint iss negatively associated with private complaint when some important factors are controlled, and both are not significantly associated with customers＇ third party complaint; Thirdly, customers＇ re-purchasing intention is positively related with their direct complaint, negatively related with their private complaint, and insignificantly related with their third party complaint. The theoretical contribution and implications of the research findings are suggested.