earticle

영어

The study offers the understanding on how consumer evaluates the corporation's effort to deal with consumer's dissatisfaction by the type of consumer's character. Indeed, it suggests that the corporation's treatment of dissatisfaction can influence on consumer's spontaneous intention of behavior afterwards. Summarized results of the study are as follows: When examined the three fairnesses effected by character type, the Type of Emotional Thinking was more effective relatively on distributional fairness than other types, while the Type of Intuitional Thinking was more effective relatively on proceeding fairness. Unexpectedly, however, the fact that interactive fareness might be more effective relatively than other types was not found, which means the way how the public agent of anorganization may deal with them is critical in every type of character. It suggests that it is necessary for corporation to seriously consider the consumer-treating method and communication during it solves problems. Therefore, the corporation should focus on the way to develop the training method on staff who contact with consumer and make use of them practically, and in terms of interactive fareness, it is necessary to arrange the corporative resources. When examined the consumer's spontaneous behavior effected by character type, there was no significant difference in repurchase (F=0.434) at 5% of significance level. repurchase means the reliance between organization and consumer. Because it is not a type of character but a kind of emotion everybody feels internally, there may existslight difference in expression, but it is hard to show the difference of intention of re-purchase. It is certain that each individual does not express his/her feeling after controlling it, but transfers his/her mind as felt. However, as for the result of analysis on the relation between type of character and customer's spontaneous participation, there was a significant difference in proposal (F=7.424) at 0.1% of significance level. The average of Type of Sensitive Emotion was 3.7831, the highest participation, which means the consumers of the Type has more interested in surroundings and more active than other people of types.