The Influence of Perceived Justice and Consumer Expectations Affecting on Effectiveness of Consumer Protection
Keywords:
Perceived Justice, Consumer Expectations, Effectiveness of Consumer ProtectionAbstract
This research aims to study the influence of perceived justice and consumer expectations affecting the effectiveness of consumer protection. Data collection and quantitative analysis. The population is the consumers who complain at the Office of Consumer Protection. This research population is Consumers who complain at the Office of Consumer Protection there were 400 complaints about services, consumer goods and real estate. The data were collected by questionnaire. Data were analyzed using percentage, mean, standard deviation, minimum, maximum, and structural equation model. The research found that: (1) Consumers have the opinion of justice as the most important interaction, followed by process justice and justice, according to the reward (2) Consumers have the highest expectations for service quality, second is the expectation of corporate response and expectation to be healed (3) Consumers believe that the Office of Consumer Protection has a high level of image and confidence in the Office of Consumer Protection. The satisfaction level of the consumers was moderate. (4) Fairness, perception, and consumer expectations are factors that influence the effectiveness of consumer protection.
References
รัฐธรรมนูญแห่งราชอาณาจักรไทย พุทธศักราช 2560. (2560). ราชกิจจานุเบกษา, หน้า 12.
สุชาติ ประสิทธิ์รัฐสิทธิ์, กรรณิการ์ สุขเกษม, โศภิต ผ่องเสรี และถนอมรัตน์ ประสิทธิเมตต์. (2551). แบบจำลองสมการโครงสร้าง การใช้โปรแกรม LISREL, PRELIS และ SIMPLIS (เทคนิคการวิเคราะห์เชิงปริมาณที่กำลังเป็นที่นิยมกันมาก). กรุงเทพฯ: สามลดา.
สำนักงานคณะกรรมการคุ้มครองผู้บริโภค. (2556ก). ประวัติความเป็นมา. สืบค้นเมื่อ มีนาคม 17, 2558, จาก http://www.ocpb.go.th/wet_news.php?nid=7
สำนักงานคณะกรรมการคุ้มครองผู้บริโภค. (2556ข). สิทธิผู้บริโภค 5 ประการ. สืบค้นเมื่อ มีนาคม 17, 2558, จาก http://www.ocpb.go.th/wet_news.php?nid=35
สำนักงานคณะกรรมการคุ้มครองผู้บริโภค. (2556ค). ภาระและอำนาจหน้าที่. สืบค้นเมื่อ มีนาคม 15, 2558, จาก http://www.ocpb.go.th/wet_news.php?nid=11
Abbas, M., Abdullateef, A., & Mokhtar, S. (2015). Does service recovery lead to customer satisfaction and loyalty in airline industry? A perceived justice theory approach. World Applied Sciences Journal, 33(2), pp. 256-262.
Bolton, R. N., & Drew, J. H. (1991). A multistage model of customers’ assessments of service quality and value. Journal of Consumer Research, 17(4), pp. 375-384.
Chung, K., Yu, J., Choi, M., & Shin, J. (2015). The effects of CSR on customer satisfaction and loyalty in China: The moderating role of corporate image. Journal of Economics, Business and Management, 3(5), pp. 542-547.
Coye, R. W. (2004). Managing customer expectation in the service encounter. International of Service Industry Management, 15(1), pp. 54-71.
Cronin, J. J., & Taylor, S. A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56, pp. 55-68.
Crosby, L. A., Evans, K. A., & Cowles, D. (1990). Relationship quality in services selling: An interpersonal influence perspective. Journal of Marketing, 54(July), pp. 68-81.
del Rio-Lanza, A. B., Vazquez-Casielles, R., & Diaz-Martin, A. M. (2009). Satisfaction with service recovery: Perceived justice and emotional responses. Journal of Business Research, 62(8), pp. 775-781.
Dobni, D., & Zinkhan, G. M. (1990). In search of brand image: A foundation analysis. Advance in Consumer Research, 17(1), pp. 110-119.
Dowling. G. R. (1986). Managing your corporate images. Industrial Marketing Management, 15, pp. 109-115.
Dwyer, R., Schurr, P., & Oh, S. (1987). Developing buyer-seller relationships. Journal of Marketing, 51, pp. 11-27.
Fierro, J., Pineda, J., Denitez, R., & Carrasco, R. (2011). Does the customers’ educational level moderate service recovery processes? International Journal of Business and Social Science, 2(21), pp. 59-71.
Friedman, R., & Lesig, V. P. (1987). Psychological meaning of product positioning. Journal of Product Innovation Management, 4(4), pp. 265-273.
Gabarino, E., & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. The Journal of Marketing, 63, pp. 70-87.
Gronroos, C. (1994). From marketing mix to relationship marketing: Towards a paradigm shift in marketing. Manager Decision, 32(2), pp. 4-20.
Hagen, J. M., & Choe, S. (1998). Trust in Japanese interfirm relations: Institutional sanctions matter. The Academy of Management Review, 23(3), pp. 589-600.
Hart, C., Heskett, J., & Sasser, W. E. (1990). The profitable art of service recovery. Harvard Business Review, 4(68), pp. 148-156.
Harris, K. E., Grewal, D., Mohr, L. A., & Bernhardt, K. L. (2006). Consumer responses to service recovery strategies: The moderating role of online versus offline environment. Journal of Business Research, 59(4), pp. 425-431.
Hess, R. L. Jr., Ganesan, S., & Klien, N. M. (2003). Service failure and recovery: the impact of relationship factors on consumer satisfaction. Journal of the Academy of Marketing Science, 31(2), pp. 127-145.
Hoffman, K. D., & Kelly, S. w. (2000). Perceived Justice needs and recovery evaluation: a contingency approach. European Journal of Marketing, 34(3/4), pp. 418-433.
Hsieh, Y., Yuan, S., & Kuo, R. (2011). A PSO-based intelligent service dispatching mechamism for customer expectation management. Expert System with Applications, 38, pp. 12128-12141.
Huang, W. H. (2008). The impact of other-customer failure on service satisfaction. International Journal of Service Industry Management, 19(4), pp. 521-536.
Kim, T., Kim, W. G., & Kim, H. B. (2009). The effects of perceived justice on recovery satisfaction, trust, word-of-mouth and revisit intention in upscale hotels. Tourist Management, 30(1), pp. 51-62.
Kline, R. B. (2005). Plinciple and practice of structural equation modeling. New York: Guilford.
Kotler, P., & Pfoertsch, W. (2006). B2B brand management. New York: Springer.
Kutz, D. L., & Clow, K. E. (1992). Managing consumer expectations of services. The Journal of Marketing Management, 42, pp. 19-25.
Martinez, E., & Pina, J. (2003). The negative impact of brand extensions on parent brand image. Journal of product and brand management, 12(7), pp. 432-448.
Martinea-Tur, V., Peiro, J., Ramos, J., & Moliner, C. (2006). Justice perceptions as predictors of customer satisfaction: The impact of distributive, procedural and interactional justice. Journal of Applied Social Psychology, 36(1), 100-119.
Mattila, A. S. (2001). The effectiveness of service recovery in a multi-industry setting. Journal of Service Marketing, 5(7), pp. 583-596.
Nikbin, D. & Ismail, I. (2010). Perceived justice in service recovery and recovery satisfaction: The moderating role of corporate image. Journal of Marketing, 2(2), pp. 47-56.
Nikbin, D., Jsmail, I., Marimuthu, M., & Asmesh, H. (2012). Perceived justice in service recovery and switching intention: Evidence from Malaysian mobile telecommunication industry. Management Research Review, 35(3/4), pp. 309-325.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring customer perceptions of service quality. Journal of Retailing, pp. 12-40.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1990). Delivering quality service-balancing customer perceptions and expectations. New York: The Free Press.
Priluck, R., & Lala, V. (2009). The impact of the recovery paradox on retailer-customer relationships. Managing Service Quality, 19(1), pp. 42-59.
Rotter, J. B. (1971). Generalized expectancies for interpersonal trust. American Psychologist, 26(5), pp. 443-452.
Schoorman, F. D., Meyer, R. C., & Devis, J. H. (2007). An integrative model of organizational trust: Past, present, and future. Academy of Management review, 32(2), pp. 344-354.
Smith, A. K., Bolton, R. N., & Wagner, J. (1999). A model of customer satisfaction with service encounters involving failure and recovery. Journal of Marketing Research, 36(3), pp. 356-372.
Sparks, B. A., & McColl-Kennedy, J. R. (2001). Justice strategy options for increased customer satisfaction n a services recovery setting. Journal of Business Research, 54(3), pp. 51-62.
Tax, s. S., & Brown, S. W. (2000). Service recovery: Research insights and practices. In T. Swartz & D. Iacobucci. (Eds.), Handbook of Services Marketing and Management. Thousand Oaks, California: Sage.
Tse, D. K., & Wilson, P. C. (1988). Models of consumer satisfaction formation: An extension. Journal of Marketing Research, 25, pp. 204-212.
Weiner, B. (2000). Attributional thoughts about consumer behavior. Journal of Consumer Research, 24(3), pp. 382-387.
Yi, Y., & Lee, J. (2005). An empirical study on the customer responses to service recovery in the context of service failure. Seoul Journal of Business, 11(1), pp. 1-17.
Zeithaml, V. A., Parasuraman, A., & Berry, L. L. (2009). Delivering quality service-balancing customer perceptions and expectations. New York: The Free Press.
สุชาติ ประสิทธิ์รัฐสิทธิ์, กรรณิการ์ สุขเกษม, โศภิต ผ่องเสรี และถนอมรัตน์ ประสิทธิเมตต์. (2551). แบบจำลองสมการโครงสร้าง การใช้โปรแกรม LISREL, PRELIS และ SIMPLIS (เทคนิคการวิเคราะห์เชิงปริมาณที่กำลังเป็นที่นิยมกันมาก). กรุงเทพฯ: สามลดา.
สำนักงานคณะกรรมการคุ้มครองผู้บริโภค. (2556ก). ประวัติความเป็นมา. สืบค้นเมื่อ มีนาคม 17, 2558, จาก http://www.ocpb.go.th/wet_news.php?nid=7
สำนักงานคณะกรรมการคุ้มครองผู้บริโภค. (2556ข). สิทธิผู้บริโภค 5 ประการ. สืบค้นเมื่อ มีนาคม 17, 2558, จาก http://www.ocpb.go.th/wet_news.php?nid=35
สำนักงานคณะกรรมการคุ้มครองผู้บริโภค. (2556ค). ภาระและอำนาจหน้าที่. สืบค้นเมื่อ มีนาคม 15, 2558, จาก http://www.ocpb.go.th/wet_news.php?nid=11
Abbas, M., Abdullateef, A., & Mokhtar, S. (2015). Does service recovery lead to customer satisfaction and loyalty in airline industry? A perceived justice theory approach. World Applied Sciences Journal, 33(2), pp. 256-262.
Bolton, R. N., & Drew, J. H. (1991). A multistage model of customers’ assessments of service quality and value. Journal of Consumer Research, 17(4), pp. 375-384.
Chung, K., Yu, J., Choi, M., & Shin, J. (2015). The effects of CSR on customer satisfaction and loyalty in China: The moderating role of corporate image. Journal of Economics, Business and Management, 3(5), pp. 542-547.
Coye, R. W. (2004). Managing customer expectation in the service encounter. International of Service Industry Management, 15(1), pp. 54-71.
Cronin, J. J., & Taylor, S. A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56, pp. 55-68.
Crosby, L. A., Evans, K. A., & Cowles, D. (1990). Relationship quality in services selling: An interpersonal influence perspective. Journal of Marketing, 54(July), pp. 68-81.
del Rio-Lanza, A. B., Vazquez-Casielles, R., & Diaz-Martin, A. M. (2009). Satisfaction with service recovery: Perceived justice and emotional responses. Journal of Business Research, 62(8), pp. 775-781.
Dobni, D., & Zinkhan, G. M. (1990). In search of brand image: A foundation analysis. Advance in Consumer Research, 17(1), pp. 110-119.
Dowling. G. R. (1986). Managing your corporate images. Industrial Marketing Management, 15, pp. 109-115.
Dwyer, R., Schurr, P., & Oh, S. (1987). Developing buyer-seller relationships. Journal of Marketing, 51, pp. 11-27.
Fierro, J., Pineda, J., Denitez, R., & Carrasco, R. (2011). Does the customers’ educational level moderate service recovery processes? International Journal of Business and Social Science, 2(21), pp. 59-71.
Friedman, R., & Lesig, V. P. (1987). Psychological meaning of product positioning. Journal of Product Innovation Management, 4(4), pp. 265-273.
Gabarino, E., & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. The Journal of Marketing, 63, pp. 70-87.
Gronroos, C. (1994). From marketing mix to relationship marketing: Towards a paradigm shift in marketing. Manager Decision, 32(2), pp. 4-20.
Hagen, J. M., & Choe, S. (1998). Trust in Japanese interfirm relations: Institutional sanctions matter. The Academy of Management Review, 23(3), pp. 589-600.
Hart, C., Heskett, J., & Sasser, W. E. (1990). The profitable art of service recovery. Harvard Business Review, 4(68), pp. 148-156.
Harris, K. E., Grewal, D., Mohr, L. A., & Bernhardt, K. L. (2006). Consumer responses to service recovery strategies: The moderating role of online versus offline environment. Journal of Business Research, 59(4), pp. 425-431.
Hess, R. L. Jr., Ganesan, S., & Klien, N. M. (2003). Service failure and recovery: the impact of relationship factors on consumer satisfaction. Journal of the Academy of Marketing Science, 31(2), pp. 127-145.
Hoffman, K. D., & Kelly, S. w. (2000). Perceived Justice needs and recovery evaluation: a contingency approach. European Journal of Marketing, 34(3/4), pp. 418-433.
Hsieh, Y., Yuan, S., & Kuo, R. (2011). A PSO-based intelligent service dispatching mechamism for customer expectation management. Expert System with Applications, 38, pp. 12128-12141.
Huang, W. H. (2008). The impact of other-customer failure on service satisfaction. International Journal of Service Industry Management, 19(4), pp. 521-536.
Kim, T., Kim, W. G., & Kim, H. B. (2009). The effects of perceived justice on recovery satisfaction, trust, word-of-mouth and revisit intention in upscale hotels. Tourist Management, 30(1), pp. 51-62.
Kline, R. B. (2005). Plinciple and practice of structural equation modeling. New York: Guilford.
Kotler, P., & Pfoertsch, W. (2006). B2B brand management. New York: Springer.
Kutz, D. L., & Clow, K. E. (1992). Managing consumer expectations of services. The Journal of Marketing Management, 42, pp. 19-25.
Martinez, E., & Pina, J. (2003). The negative impact of brand extensions on parent brand image. Journal of product and brand management, 12(7), pp. 432-448.
Martinea-Tur, V., Peiro, J., Ramos, J., & Moliner, C. (2006). Justice perceptions as predictors of customer satisfaction: The impact of distributive, procedural and interactional justice. Journal of Applied Social Psychology, 36(1), 100-119.
Mattila, A. S. (2001). The effectiveness of service recovery in a multi-industry setting. Journal of Service Marketing, 5(7), pp. 583-596.
Nikbin, D. & Ismail, I. (2010). Perceived justice in service recovery and recovery satisfaction: The moderating role of corporate image. Journal of Marketing, 2(2), pp. 47-56.
Nikbin, D., Jsmail, I., Marimuthu, M., & Asmesh, H. (2012). Perceived justice in service recovery and switching intention: Evidence from Malaysian mobile telecommunication industry. Management Research Review, 35(3/4), pp. 309-325.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring customer perceptions of service quality. Journal of Retailing, pp. 12-40.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1990). Delivering quality service-balancing customer perceptions and expectations. New York: The Free Press.
Priluck, R., & Lala, V. (2009). The impact of the recovery paradox on retailer-customer relationships. Managing Service Quality, 19(1), pp. 42-59.
Rotter, J. B. (1971). Generalized expectancies for interpersonal trust. American Psychologist, 26(5), pp. 443-452.
Schoorman, F. D., Meyer, R. C., & Devis, J. H. (2007). An integrative model of organizational trust: Past, present, and future. Academy of Management review, 32(2), pp. 344-354.
Smith, A. K., Bolton, R. N., & Wagner, J. (1999). A model of customer satisfaction with service encounters involving failure and recovery. Journal of Marketing Research, 36(3), pp. 356-372.
Sparks, B. A., & McColl-Kennedy, J. R. (2001). Justice strategy options for increased customer satisfaction n a services recovery setting. Journal of Business Research, 54(3), pp. 51-62.
Tax, s. S., & Brown, S. W. (2000). Service recovery: Research insights and practices. In T. Swartz & D. Iacobucci. (Eds.), Handbook of Services Marketing and Management. Thousand Oaks, California: Sage.
Tse, D. K., & Wilson, P. C. (1988). Models of consumer satisfaction formation: An extension. Journal of Marketing Research, 25, pp. 204-212.
Weiner, B. (2000). Attributional thoughts about consumer behavior. Journal of Consumer Research, 24(3), pp. 382-387.
Yi, Y., & Lee, J. (2005). An empirical study on the customer responses to service recovery in the context of service failure. Seoul Journal of Business, 11(1), pp. 1-17.
Zeithaml, V. A., Parasuraman, A., & Berry, L. L. (2009). Delivering quality service-balancing customer perceptions and expectations. New York: The Free Press.
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2017-12-10
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วงศ์ปัน ธ. . (2017). The Influence of Perceived Justice and Consumer Expectations Affecting on Effectiveness of Consumer Protection. The Journal of Development Administration Research, 7(2), 48–62. retrieved from https://so01.tci-thaijo.org/index.php/JDAR/article/view/243920
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บทความที่ได้รับการตีพิมพ์เป็นลิขสิทธิ์ของมหาวิทยาลัยราชภัฏสวนสุนันทา
ข้อความที่ปรากฏในบทความแต่ละเรื่องในวารสารวิชาการเล่มนี้เป็นความคิดเห็นส่วนตัวของผู้เขียนแต่ละท่านไม่เกี่ยวข้องกับมหาวิทยาลัยราชภัฏสวนสุนันทา และคณาจารย์ท่านอื่นๆ ในมหาวิทยาลัยฯ แต่อย่างใด ความรับผิดชอบองค์ประกอบทั้งหมดของบทความแต่ละเรื่องเป็นของผู้เขียนแต่ละท่าน หากมีความผิดพลาดใดๆ ผู้เขียนแต่ละท่านจะรับผิดชอบบทความของตนเองแต่ผู้เดียว
