1) 金元銖, 企業이미지 管理論, 경문사, 1993, p.181-196

2) Beals, Howard, Michael B. Mazis, Steven C. Slaop, and Richard Steaon(1981), "Consumer Search and Public Policy," Journal of Consumer Research, 14 (June), 11-22

3) 조선일보, 94년 4월 19일자

4) Widing, Robert E. and W. Wayne Talarzyk(1993), "Electronic Information Systems for Consumers: An Evaluation of Computer-Assisted Formats in Multiple Decision Environments," Journal of Marketing Reseach, 30 (May), 125-41

5) Blattberg, Robert C. and Rashi Glazer (1994), "Marketing in the Information Revolution", in The Marketing Information Revolution, Blattberg, Robert et. al (ed), Harvard Business School Press, 9-29

6) Vavra, Terry G. (1992), Aftermarketing, Business One Irwin, 106

7) Ibid, 128

8) Day, L Ralph (1984), "Modeling Choices Among Alternative Response to Dissatisfaction," Advances in Consumer Reseach 11., 496-499

9) Landon E. Laird, Jr. (1980),"The Direction of Consumer Complaint Research," Advances in Consumer Research, 7, 335-8

10) Jacoby Jacob and James J. Jaccard (1981), "The Source, Meaning and Validity of Consumer Complaining Behavior: A Psychological Review," Journal of Retailing, 57 (Fall), 4-24

11) Singh, Jagdip (1988), "Consumer Complaint Intentions and Behavior: Definitional and Taxonomical Issues," Journal of Marketing (January), 93-107

12) 만족한 소비자의 불평행동은 다음 경우에 발생한다고 지적하고 있다.(Jacoby and Jaccard, op cit. 참조)
① 비록 만족하더라도 불평으로부터 이익을 얻을 수 있다고 생각하는 경우
② 미래의 제품이나 서비스의 품질에 관심을 두는 경우, 즉 현재에는 만족하고 있지만 외부의 영향에 의해 미래의 품질에 관심을 갖게 되는 경우
③ 외부정보에 의한 의심이 타인의 복지에 관심을 갖게 하는 경우
④ 비록 만족하였어도 소비자가 기업에 대해 부정적 정보를 갖게 되는 경우
⑤ 비록 만족하였어도 소비자가 불평을 하려는 경향을 가진 경우, 이때 불평을 하기 좋은 분위기가 되면 이러한 성향의 소비자는 불평을 하게 된다.

13) Richins, Marsha L. (1983),"An Analysis of Consumer Interaction Styles in the Marketplace," Journal of Consumer Research, 10 (June), 73-82
Day, Ralph L (1984), op cit.

14) Day Ralph L., Klaus Grabicke, Thomas Schaetzle, and Fritz Staubach (1981), "The Hidden Agenda of Consumer Complaining," Journal of Retailing, 57 (Fall) 86-106

15) 이러한 관점에서 소비자 불평행동(Consumer Complaint Behavior)에 대해 소바자 불평행위(Complaint Action)과의 차이를 지적하고 구분해서 쓰는 경향이 있다. 즉, 소비자 불평행위의 경우에는 소비자가 직접적으로 기업이나 판매자에 대해 의사소통을 하는 행위로 한정된다는 것이다. 이러한 차이를 명확히 하기 위해 소비자 불만족 반응(Consumer Dissatisfaction Response) 또는 소비자 불평행동 반응 (Consumer Complaint Behavior Response)라는 개념을 사용하기도 한다. 본 연구에서는 소비자 불평행동은 행위적 반응 및 비행위적 반응을 포괄하는 것으로 파악하는 것을 전제로 하고 있다.

16) Singh, Jagdip (1988), op cit.

17) Ralph L. Day (1984), "Modeling Choices Among Alternative Response to Unsatisfactory Purchases: A Survey to Dissatisfaction,", Advances in Consumer Research, 11, 496-499

18) Bearden William O. and Jesse E. Teel (1983), "Selected Determinants of Consumer Satisfaction and Complaint Reports," Journal of Marketing Research, 20 (Feb), 21-8
Richard L. Oliver(1987), "An Investigation of Interrelationship Between Consumer (Dis)Satisfaction and Complaint Reports," Advances in Consumer Research, 14, 218-222

19) Bearden and Teel(1983), op cit.

20) Fornell, Claes and Birger, Wernerfelt (1987),"Defensive Marketing Strategy by Customer Complaint Management," Journal of Marketing Research, 24 (Nov), 337-346

21) Oliver, Richard L. (1987), "An Investigation of Interrelationship Between Consumer (Dis)Satisfaction and Complaint Reports," Advances in Consumer Research, 14

22) Hart, Christopher W.L., James L. Heskett, and W. Earl Sasser (1990), "The Profitable Art of Service Recovery," Harvard Business Review (Jul-Aug), 148-56

23) Plymire, Jerry (1991), "Complaints as Opportunity," The Journal of Services Marketing, Vol. 8 (Spring), 39-43

24) Fornell, Cleas and B. Wernerfelt (1987), "Defensive Marketing Strategy by Customer Complaint Management," Journal of Marketing Research 24 (November), 337-46

25) Fornell, C. and R. A. Westbrook (1984), "The Vicious Circle of Consumer Complaints," Journal of Marketing, 48 (Summer), 1984, 68-78

26) Fornell, Cleas and Birger Westbrook (1987), op cit.를 기반으로 재구성

27) Reichheld, Frederick F. and W. Earl Sasser (1990), "Zero Defections: Quality comes to Services," Harvard Business Review (September-November), 105-11

28) Plymire, Jerry (1991), op cit.

29) ibid.

30) Singh(1990), op cit.

31) Day Ralph L. and E. Laird Landon Jr. (1977), "Toward a Theory of Consumer Complainng Behavior," in Arch F. Woodside, Jagdish N. Sheth and Peter D. Bennett (ed), Consumer and Industrial Buying Behavior, Elsevier North-Hlland. 425-437

32) Signh, Jagdip (1988), op cit.

33) Singh, Jagdip (1990), "A Typology of Consumer Dissatisfaction Response Styles," Journal of Retailing, 66 (Spring), 57-99

34) Mason Jarry B. and S.H. Himes (1973), "An Exploratory Behavioral and Socio-economic Profile of Consumer Action About Dissatisfaction with Selected Household Appliances," Journal of Consumer Affairs, 7 (Winter), 121-127
Warland R., R. Hermann and J. Willits (1975), "Dissatisfied Consumers: Who Gets Upset and Who Takes Action," Journal of Consumer Affairs, 9 (Winter) 148-163
Singh Jagdip (1990), op cit.

35) Bearden and Teel (1983), op cit.

36) Singh, Jagdip (1988), op cit.

37) Day, Ralph (1980), "Research Perspectives on Consumer Complaining Behavior," in Theoretical Development in Marketing, Charles Lamb and Patrick Dunne (ed), American Marketing Association, 211-15

38) Day Ralph and Laird E. Landon (1977), op cit.

39) Day Ralph and Stephen B. Ash (1979), "Consumer Responses to Dissatisfaction with Durable Products," Advances in Consumer Reseach, 6, 438-44

40) Day et al. (1981), op cit.

41) Krishnan S. and Vallerie A. Valle (1979), "Dissatisfaction Attribution and Consumer Complaint Behavoir," Advances in Consumer Research, 6, 445-449

42) Singh (1988), op cit.

43) Singh(1988)은 특정 서비스, 즉, 자동차 수리점에 대한 불평을 대상으로 하고 있다.

44) Singh, Jagdip (1990), "A Typology of Consumer Dissatisfaction Response Styles," Journal of Retailing, 66 (Spring)
Dart, Jack and Kim Freeman (1994), "Dissatisfaction Response Styles Among Clients of Professional Accounting Firms," Journal of Business Research, 29

45) Dart, Jack and Kim Freeman(1994), op cit.

46) Ralph L. Day (1984), op cit.

47) Warland et al.(1975), op cit.

48) Singh, Jagdip (1990), op cit.

49) ibid.

50) Singh, Jagdip (1988), op cit.

51) Bearden, William O. and J. Barry Mason (1984), "An Investigation of Influences on Consumer Complaint Reports," Advances in Consumer Research, 11, 490-495 에서는 불평행동자가 고소득, 고학력, 고연령임이,
Morganosky, Michelle Ann and Hilda Mayer Buckley, "Complaint Behavior: Analysis by Demographics, Lifestyle, and Consumer Values," Advances in Consumer Research, 14, 223-226 에서는 고소득, 고학력임이 실증되었다.

52) Warland et. al.(1975), op cit.

53) Grohaug, K. and G. Zaltman (1981), "Complainers and Non-complainers Revisited: Another Look at the Data," Advances in Consumer Reseach, 8, 83-87

54) Bearden, William and Barry Mason (1984) op cit.

55) ibid.

56) Richins, Marsha (1983), op cit.

57) Bearden, William (1983), "Profiling Consumers Who Register Complaints Against Auto Repair Services," Journal of Consumer Affairs, 17 (Winter) 315-335

58) Day, Ralph (1980), op cit.

59) Bearden, William (1983), op cit.

60) Dart, Jack and Kim Freeman (1994), "Dissatisfaction Response Styles Among Clients of Professional Accounting Firms," Journal of Business Research, 29, 75-81

61) Sproull, Lee and Sara Kiesler(1992), Connections: New Ways of Working in the Networked Organization, The MIT Press, pp. 10-11

62) 지일구, 컴퓨터 네트워크와 PC 통신, 성안당, 1993, pp.46-77

63) 上揭書

64) Arnum, Eric (1993), "Eeletronic Mail Broadens Its Horizon", Business Commnications Review (July), 28-32

65) Cappel, James J. (1993), "Closing the E-mail Privacy Gap", Jounal of Systems Management (December), 6-11

66) Valovic, Thomas (1992), op cit., 59-61

67) ibid.

68) Straus, Susan G. and Joseph E. McGrath (1994), "Does the Medium Mattet? The Interaction of Task Type and Technology on Group Performance and Member Reactions," Journal of Applied Psychology, 79(1), 87-97

69) Gallupe, R. Brent and William H. Cooper (1993), "Brainstorming Electronically", Sloan Management Review, (Fall). 27-36

70) Dennis, Alan R. and Joseph S. Valacich (1993), "Computer Brainstorms: More Heads Are Better Than One", Journal of Applied Psychology, 78 (4), 531-537

71) Gruppe, R. Brent, William H. Cooper, Mary-Liz Grise, and Lana M. Bastianutti, (1994), "Blocking Electronic Brainstorms", Journal of Applied Psychology, 79 (1), 77-86

72) Straus, Susan G. and Joseph E. McGrath (1994), op cit.

73) Valovic , Thomas (1991), Corporate Networks: The Strategic Use of Telecommunications, Artech House, pp. 61-65

74) Businessweek, 18 April, 1994, "Truck Lanes For The Info Highway"

75) Valovic(1991), op cit., p.60-61

76) Markus, M. Lynne (1990), "Toward a 'Critical Mass' Theory of Interactive Media," in Organizations and Communication Technology, Janet Fulk and Charles Steinfield (ed), Sage Publication, 194-218

77) Sproull, Lee and Sara Kiesler(1992), Connections: New Ways of Working in the Networked Organzation, The MIT Press, 1-19

78) Markus M. Lynne (1990), op cit.

79) Grnovetter, M. and R. Soong (1983), "Threshold Models of diffusion and collective behavior," Journal of Mathematical Sociology, 9, 165-179

80) Markus E. Lynne (1990), op cit.

81) Oliver, P. G. Marwell, and R. Teixeire (1985), "A theory of critical mass I. Interdependence, group heterogeneity, and the production of collective action," American Journal of Sociology, 91(3), 522-56

82) Markus. E. Lynne (1990), op cit.

83) Mintzberg, H. (1973), The nature of managerial work, Harper and Row

84) Trevino, Linda Klebe, Richard L. Daft and Rovbert H. Lengel (1990), "Understanding Managers's Media Choices: A Symbolic Interactionsist Perspective, in Organizations and Communication Technology, Janet Fulk and Charles Steinfield (ed), Sage Publication, 71-94

85) ibid.

86) Blumer, Herbert, "Sociey as Symbolic Interaction," in Human Behavior and Social Processes, Arnold M. Rose (ed), Houghton Mifflin Company

87) Daft R. L. and K. E. Weick (1984), "Toward a model of organizations as interpretation systems," Academy of Management Review, 9(2), 284-295

88) Martin, Ingrid, 'Expert-novice Differences in Complaint Scripts', Advances in Consumer Research, Vol. 18. (1991), pp,225-231

89) ibid.

90) Trevino, Daft, and Lengel (1990), op cit.

91) Daft R.L., and R. H. Lengel (1986), "Organizational information requirements, media richness and structural determinants," Management Science 32(5), 554-571

92) Martin, Ingrid (1991), "Expert-novice Differences in Complaint Scripts," Advances in Consumer Reseach, 18, 225-231

93) Daft and Lengel (1984), op cit.

94) Trevino, Daft and Lengel (1990), op cit.

95) ibid.

96) ibid.

97) Fulk, Janet, Joseph Schmitz and Charles W. Steinfield (1990), "A Social Influence Model of Technology Use," in Organizations and Communication Technology, Janet Fulk and Charles Steinfield (ed), Sage Publication, 117-136

98) ibid.

99) Daft, R. L., R. H. Lengel and L. K. Trevino (1987), "Message equivocality, media selection, and manager performance Implications for information systems," MIS Quarterly (September), 355-366

100) Fulk, Janet, Joseph Schmitz and Charles W. Steinfield (1990), op cit.

101) ibid.

102) 이후의 논의는 주로 Sproull, Lee and Sara Kiesler (1991), Connections: New Ways of Working in the Networked Organizations, The MIT Press 에 의존하였음.

103) 이러한 비동시성은 의사소통에 대한 상호작용이 동시에 일어나지 않는 것을 의미한다. 보통 전자우편이나 전자게시판에서 보이는 이러한 비동시성은 실시간 전자회의(real time electronic conference)에서는 극복될 수 있다. 그러나 실시간 전자회의에 있어서도 구두의견발화와는 달리 자신의 생각을 문자형태로 바꾸는데 시간이 소요된다. 따라서 상호작용의 지연에 따른 비동시성은 존재한다.

104) 여기서 電子會議는 電子郵便을 포함하는 광의의 개념임

105) Sproull, Leeand Sara Kiesler (1991), Connections: New Ways of Working in the Networked Organizations, The MIT Press, 59-63

106) ibid., p. 65 재인용

107) 천리안, 나래이동통신 고객지원 서비스 개제물, 94년 4월 29일 제목: 요금을 두번 납부했는데..., 5월 1일 제목: 지난번에 올린 사람.5월 3일 제목: 도데체 뭐하는거요.. 참조

108) Huff, C., L. Sproull and S. Kiesler (1989), "Computer communication and organizational commitment: Tracing the relationship in a city government," Journal of Applied Psychology, 19, 1371-1391

109) Sproull, Lee and Sara Kiesler(1991), op cit., 85-87

110) Fulk, Schmitz and Steinfield(1990), op cit.

111) Sproull and Kiesler(1992), op cit.

112) 전자적 의사소통 매체(eletronic communication media)에는 社內 VAN에서 일반서비스를 제공하는 PC 통신에 이르는 여러가지 수준의 매체가 포괄될 수 있다. 그러나 여기서는 소비자가 기업에 대해 불만족 반응을 의사소통하는데 사용하는 매체라는 의미에서 PC 통신 사용자에 한정하여 그 의미를 제약하고자 한다.

113) 현재 미국의 대표적 일반 VAN 서비스 업체인 컴퓨서브의 경우, 2,000종의 데이타베이스를 제공하고 있으며, 우리나라의 경우에도 하이텔이 295종, 천리안이 280종의 데이타 베이스를 제공하고 있다.(조선일보, 94.4.19)

114) Dart, Jack and Kim Freeman(1984), 'Dissatisfaction Response Styles Among Clients of Professinal Accounting Firms', Journal of Business Research 29 , pp.75-81

115) Swan, John E. and Oliver Richard L.(1989), 'Postpurchase Communications by Consumers', Journal of Retailing, 65 (4), pp.516-533

116) Richins, Marsha L.(1982), 'An Investigation of Consumer Attitudes Towards Complaining', Advances in Consumer Research(9), PP. 502-506

117) Halstead, Diane and Cornelia Droge(1991), 'Consumer Attitudes Toward Complaining and The Prediction of Multiple Complaint Responses', Asvances in Consumer Research 18, pp. 210-216

118) Day, Ralph L.(1984), 'Modeling Choices among Alternative Responses to Dissatisfaction', Advances in Consumer Research, 11, pp. 496-499

119) Martin, Ingrid(1991), 'Expert-novice Differences in Complaint Scripts', Advances in Consumer Research, Vol. 18. , pp,225-231

120) Dart, Jack and Kim Freeman, op cit.

121) ibid.

122) 양자의 연구는 다음과 같은 측면에서 차이가 나고 있다.