Since the customers can purchase products by clicking from the desired time and place, shopping through the internet shopping mall can provide new value experiences, which preexisting offline stores can not provide. However, because of the easiness to reach and due to the numerous competitions among companies, and can provide a wide selection at the same time, the competition is fierce. Therefore, company's revenue and the creation of loyal customers all depend on how well one can manage customers. In other words, the company should not be careless when managing customers. It is necessary to manage customers' dissatisfaction well enough to induce them and make them to become loyal customers for the company.

Hence, this research will 1) Find out present conditions regarding customers' dissatisfaction behaviors and types in online shopping mall, 2) Analyze how Korea post office shopping manages customers and cope with such situations to have a depth analysis on the experimental values. To do so, this research will collect information regarding the present situations on customers' dissatisfaction behaviors and types from the Post office shopping, and based on these facts will present success factors for the customers' management in the Internet shopping mall.

In order to research to seek customers' dissatisfaction behaviors from the online shopping mall, real data from korea post office shopping were analyzed, and through the research results that were stated in preexisting scientific journal related to customers' dissatisfaction behaviors were reconstructed and organized. In case of post office shopping, call centers are constructed and operated

within the company that customers' dissatisfaction behaviors are automatically saved, volume information are accumulated and analyzed. Analyzed information collected from the massive information which newly arranged, and through specification procedures, they were compared with previous analyzed results to develop content analysis as a selected method. Then extracted provisional subjects and meanings based on the analysis, which proceed by following the qualitative research method steps (Strauss 1998).

For Korea post office shopping case, the majority of the companies sell well-known local products and covers large amount of revenues during the New Year and Chuseok (harvest festival). This research is the result of the analysis of the customers' dissatisfaction behaviors collected during the 2006's New Year (Jan. 28∼30th) comparing with 2005's

Characteristics of customers' dissatisfaction behaviors accepted in the New Year's holidays are focused on customers' changes of mind, inferior conditions related to the products themselves, and delivery. These three covers 91% of customers' dissatisfaction behaviors. Especially, among the customers' dissatisfaction behaviors on products, inferior products cover 78%, and wrong product deliveries cover 22%, which show the necessity to continuously manage and train suppliers of the online shopping mall. The reason why customers dissatisfaction on inferior products are so huge is because of the limitation of online shopping mall, which the real products cannot be seen by ones' own eyes until they are delivered. When customers expectations are not fulfilled, their frustrations appear to be big, which are expressed in the way of dissatisfaction behaviors. Possession ratio of types on customers' dissatisfaction behaviors is showed by

.

Number of collected dissatisfaction behaviors during the New Year holidays, are total of 783, which can be explained that one average day of customers' dissatisfaction behaviors collected are 26.1. Below

shows the number of customers' dissatisfaction behaviors by cases, which suggests that in case of shopping mall, particular day or event that the advertisements are progressed, purchases are focused that there can be increases on types of customers dissatisfaction behaviors. Therefore, considering characteristics of internet, it is necessary to have a promotion by steps or construct a system.

[Figure 1] Possession ratio of types on customers’ dissatisfaction behaviors

[Figure 2] The number of daily customers’ dissatisfaction behaviors

[Table 2] Comparison with the 2005’s New Year’s holiday season regardingcustomers’ dissatisfaction behavior types on products

Comparison with the 2005’s New Year’s holiday season regardingcustomers’ dissatisfaction behavior types on products

Customers' dissatisfaction behaviors have negative sides from the company's viewpoint. However, it is very important from the company's perspective when it can find out types of customers' dissatisfaction behaviors and successfully able to manage them, it will make improvements on the customers' satisfaction level based on the dissatisfying information. Especially, when dissatisfaction behaviors are smoothly solved, one can earn the relationship with the customers and effectiveness on customers ' loyalty. Considering all this, one can say that the positive effects to the company is greater(Day 1977).

In case of the Korea post office shopping, through the system construction, it was actively coping with the customer management by systematically managing and gathering information on the consumers' dissatisfaction behaviors. As one can see from the result of

Internet shopping mall's growing speed is too rapid and it is another market that delivers profits for the companies. However, the competitions among companies are fierce to satisfy needs of customers. Especially, since the communication is easier than the offline, it has advantage to have feedbacks of customers' dissatisfaction behaviors and active management for the dissatisfaction behaviors are needed. This research can suggest for the next results where the depth understanding for the customers are insufficient from the internet shopping mall that is a new profit maker for the companies.

First, regarding the customers' dissatisfaction behaviors, dissatisfaction due to the consumer's change of mind and to the production counted 84.8% which covers the majority. Further, there are differences of customers' behaviors depending in each type. Customers' change of mind appears to have high relationship with the customers' emotions which customers change their minds before receiving the product. Later, one decides to cancel the order, which signifies perceived risks provided by the internet. Perceived risks are related to the customers' mental safety from the product purchases, that if general customers' reason for selecting high brand recognition from the product, time barrier exists until one receives the product from the online, and one can expect that the perceived risks are higher than the offline. Within the subconscious, these uncertainties exist which occurs a simple change of mind(Kapferer 2004).

[Table 10] Improvement activities 4 regarding customers’ dissatisfaction behaviors for thePost office shopping (delivery management)

Improvement activities 4 regarding customers’ dissatisfaction behaviors for thePost office shopping (delivery management)

[Table 11] Improvement activities 5re garding customers’ dissatisfaction behaviors (the others)

Improvement activities 5re garding customers’ dissatisfaction behaviors (the others)

Second, there are differences in customers' behaviors depending on customers' dissatisfaction behaviors and the company must find out the solution to meet dissatisfaction types. It is necessary to prevent by finding out reasons for the dissatisfaction reasons most importantly in advance. Post office shopping classified types of dissatisfaction behaviors, and actively coping with the key issues, we could experience the drastic improvement decreasing the dissatisfaction behavior compared to the previous year.

With the case analysis, this research classified types of customers' dissatisfaction behaviors from the internet shopping mall with the purpose to search the solution. Suggestions from this research are the following.

First, internet shopping mall grew not only by the size, but also from the qualitative perspective, so managing customers' experiences are necessary and important. Especially, each companies constructed customers' relationship management system (CRM) which made easier to obtain information of customers and do the analysis. Therefore, by patterning dissatisfaction behaviors, then by differentiating customers' management by the customers' group patterns, it is expected to make it easy to induce customers' loyalty from the dissatisfaction customers.

Second, since it is difficult to differentiate from the product, it appeared the importance of marketing activities to manage customers not to change mind, which can be correlated with moving customers' hearts where the attention economy talks about. In other words, since we are living in a modern world where things overflow, only the companies that can grab minds of customers will create profits(Kapferer 2004). At the beginning of the internet shopping mall, due to the fact that clothing, food could not be seen from one's own eyes or taste, they were turned away, but currently the sales of these products cover most of the part the revenue and due to the increase of the product, customers do not have refuse when purchasing. With this in regard, these marketing activities will become more important based on the current situation that can reduce the complaints or risks that are perceived by customers. Therefore, it is necessary to have activities to construct appropriate programs and develop manuals to manage customers' dissatisfaction behaviors which can be seen as the activities after customers receiving the product.

Lastly, in order to manage customers' dissatisfaction behaviors, detailed grasp regarding emotional inductions are shown to be necessary in this research result. From the existing researches, there were studies on customers' satisfaction/ dissatisfaction and negative behaviors of repurchase intention, but in this study's experiment result, it showed the necessity to classify in detail regarding customers' changes in minds and emotional parts. Especially, in cases where the customers' minds changes showed high ratio of refund requests rather than dissatisfaction behaviors of the products, so from the viewpoint of the companies, it is necessary to find out what induced emotions were for asking for the refunds. Further, it is very important to train representatives to induce exchange to other products rather than the customers asking for the refund.

In this research, there are limitations as stated next. First, this research is the result of experimental research based on the particular online companies, so when it is researched based on other internet shopping mall, there can be difference in dissatisfaction behaviors, types, degree Therefore, one should collect various information based on different shopping malls should be done to generalize the research result.

Second, this research collected information based on the people who experienced dissatisfaction from the call center, so there is a limitation regarding the analysis on the repurchase and analysis on satisfaction effects. Therefore, the method collected by this research there are problems of not being able to compare before and after dissatisfaction behaviors of customers. Hence, in next research, it would be preferable to collect information for both who received and not received dissatisfaction behaviors and analyze effects for the satisfaction and repurchase intention.

On the other hand, this research result suggests for the future research subjects. First, one should deeply analyze than the emotional experiences by customers. In this research, it showed that customers' frustration, regret and emotions tended to be important, but in the future research, optimal experience, emotional changes after the dissatisfaction process being done should be deeply collected and analyzed. Second, in the further research, it will be necessary to analyze influences into the research model and reasons for the participation on dissatisfaction behaviors. By classifying internal and external motivation on the dissatisfaction behaviors, it is expected to analyze.

Third, it would be necessary to verify by finely developing research models on dissatisfaction and satisfaction behaviors. Through this process, it would be possible to concretely find the effects to increase the satisfaction from the online dissatisfaction behaviors.