CAJ | 학술논문

顾客不公平是指顾客的行为方式对企业、员工及其他顾客不公平，并造成伤害。基于内容分析法，研究发现顾客的不公平行为主要表现在不公平交往行为、不合作行为、不合理谋利行为、不公正评价和不合理服务的要求。被调查者对顾客行为公平性的认知存在特征框架效应，对信息的负面框定可能会引发不好的联想，更易于产生负面的公平性判断。研究结合“角色理论”和“权力-依赖”理论来解释顾客不公平现象，针对顾客不公平行为提出相关管理对策。
고객불공평시지고객적행위방식대기업、원공급기타고객불공평，병조성상해。기우내용분석법，연구발현고객적불공평행위주요표현재불공평교왕행위、불합작행위、불합리모리행위、불공정평개화불합리복무적요구。피조사자대고객행위공평성적인지존재특정광가효응，대신식적부면광정가능회인발불호적련상，경역우산생부면적공평성판단。연구결합“각색이론”화“권력-의뢰”이론래해석고객불공평현상，침대고객불공평행위제출상관관리대책。
Customer unfairness occurred when a customer＇s way of act created inequity and caused harm for a company, in some eases, its employees and other customers. Based on Content Analysis, this study was conducted to explore customers＇ unfair behaviors. The authors found that customers＇ unfair behaviors could be sorted into five groups： unfair interaction, uncooperative behavior, unfair gain, unfair judgments, and unfair service requirements. It＇s suggested that the attribute framing effect could be applied in order to exam the justice judgments. Negative framing of an object can lead to a more favorable association, which would lead to a more negative judgment of customers＇ certain behavior. Fi- nally, role theory and powerdependence theory were applied to explain customers＇ unfair behavior, followed by some managerial implications.