| Project/Area Number |
25380577
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| Research Category |
Grant-in-Aid for Scientific Research (C)
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| Allocation Type | Multi-year Fund |
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| Section | 一般 |
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| Research Field |
Commerce
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| Research Institution | Chuo University |
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Principal Investigator |
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| Co-Investigator(Kenkyū-buntansha) |
土橋 治子 青山学院大学, 経営学部, 教授 (90333236)
齊藤 嘉一 明治学院大学, 経済学部, 教授 (50328671)
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| Project Period (FY) |
2013-04-01 – 2017-03-31
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| Project Status |
Completed (Fiscal Year 2016)
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| Budget Amount *help |
¥4,810,000 (Direct Cost: ¥3,700,000、Indirect Cost: ¥1,110,000)
Fiscal Year 2015: ¥1,300,000 (Direct Cost: ¥1,000,000、Indirect Cost: ¥300,000)
Fiscal Year 2014: ¥2,730,000 (Direct Cost: ¥2,100,000、Indirect Cost: ¥630,000)
Fiscal Year 2013: ¥780,000 (Direct Cost: ¥600,000、Indirect Cost: ¥180,000)
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| Keywords | サービスの失敗 / 苦情 / 商学 / 顧客満足 / 文化的自己観 / 同化 |
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| Outline of Final Research Achievements |
The purpose of this research is to explain cross-cultural differences in complaint behavior in group service consumption by focusing on cultural, interdependent or independent self, as a mediating factor. We also regard the relationship norm between group members as an important mediating factor in explaining when and why customers in a group complain. The results of experiments showed: (1) the two relationship norms, a communal or exchange relationship, were more essential than the cultural factor in explaining why group members made a complaint about service failure; (2) under certain conditions the communal relationship amplified the degree of complaining; and, (3) the possibility that customers used complaints to recover the failure as well as to maintain their relationship with the other members.
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