실패상황에서 고객의 발언에 관한 연구: 고객의 심리적 주인의식과 발언의 관계 = The Study on Customer Voice in Failure Situation: Relationship between Customer Psychological Ownership and Voice

다국어 초록 (Multilingual Abstract)

The purpose of this study are to investigate customers’ voice in failure situation, the resultant behavioral responses, and the factors influencing voice. The previous research on failure has discussed customers' complaints. However, the customers experiencing failure not only complain about failure but also positive voice and negative voice to company. Positive voice is constructive voice relevant to suggestions and recommendations for improvement to standard operating procedures and new or more effective solution methods. Negative voice is destructive voice relevant to blame company policies, critical comments about how things and done in the company. Unlike complaint, voice contains customers' effort for company profit in the future. Therefore this study aimed to discuss customer voice, not customer complaint in failure situation and the factor (psychological ownership) that could reduce destructive voice and increase constructive voice.
This study obtained the following results: First, psychological ownership significantly affected customers' constructive voice and destructive voice. second, customers' constructive voice negatively affected their switching intention and negative word-of-mouth intention, customers' destructive voice positively affected their negative word-of mouth intention but negatively switching intention.
These results suggest the need to take interest voice, as well as complaints in both theoretical and practical respects. In other words, it is important to review the reasons why customers choose to suggest and recommend improvements to standard operating procedures and propose ideas for new or more effective method despite failure.

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