How to cite this paper
Nguyen, Q., Ngo, A & Mai, V. (2021). Factors impacting online complaint intention and service recovery expectation: The case of e-banking service in Vietnam.International Journal of Data and Network Science, 5(4), 659-666.
Refrences
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
Albrecht, A. K., Walsh, G., Brach, S., Gremler, D. D., & van Herpen, E. (2017). The influence of service employees and other customers on customer unfriendliness: a social norms perspective. Journal of the Academy of Marketing Science, 45(6), 827-847.
Anderson, J. C., & Gerbing, D. W. (1988). Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach. Psychological Bulletin, 103(3), 411-423
Andreassen, T. W., & Streukens, S. (2013). Online complaining: Understanding the adoption process and the role of individu-al and situational characteristics. Managing Service Quality, 23(1), 4 – 24.
Blodgett, J. G., Hill, D. J., & Tax, S. S. (1997). The effects of distributive, procedural, and interactional justice on post complaint behavior. Journal of Retailing, 73(2), 185-210.
Bodey, K., & Grace, D. (2007). Contrasting “complainers” with “non‐complainers” on attitude toward complaining, propensity to complain, and key personality characteristics: A nomological look. Psychology & Marketing, 24(7), 579-594.
Bruner II, G. C., & Kumar, A. (2005). Explaining consumer acceptance of handheld Internet devices. Journal of Business Research, 58(5), 553-558.
Carlsson, C., Carlsson, J., Hyvonen, K., Puhakainen, J., & Walden, P. (2006). Adoption of mobile devices/services: Searching for answers with the UTAUT. In Proceedings of the 39th Annual Hawaii International Conference on System Sciences, 2006, HICSS'06.
Childers, T. L., Carr, C. L., Peck, J., & Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of Retailing, 77(4), 511-535.
Dabholkar, P. A., & Bagozzi, R. P. (2002). An attitudinal model of technology-based self-service: moderating effects of consumer traits and situational factors. Journal of the Academy of Marketing Science, 30(3), 184-201.
Dasgupta, S., R., Paul, & Fuloria, S. (2011). Factors Affecting Behavioral Intentions towards Mobile Banking Usage: Empirical evidence from India. Romanian Journal of Marketing, 3(1), 6-28.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 319-340.
Day, R. L. (1984). Modeling choices among alternate responses to dissatisfaction. Association of Consumer Research Proceedings, 11(1), 496-499.
De Matos, C. A., Rossi, C. A. V., Veiga, R. T., & Veira, V. A. (2009). Consumer reaction to service failure and recovery: the moderating role of attitude toward complaining. Journal of Services Marketing, 23(7), 462-475.
Einwiller, S. A., & Steilen, S. (2015). Handling complaints on social network sites?: An analysis of complaints and complaint responses on Facebook and Twitter pages of large US companies. Public Relations Review, 41(2), 195–204.
Fernandes, D. V. D. H., & Santos, C. P. D. (2008). The antecedents of the consumer complaining behavior (CCB). ACR North American Advances.
Foon, Y. S., & Fah, B. C. Y. (2011). Internet banking adoption in Kuala Lumpur: an application of UTAUT model. International Journal of Business and Management, 6(4), 161-167.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research 18(1), 39-50.
Fu, H., Wu, D. C., Huang, S. S., Song, H., & Gong, J. (2015). Monetary or nonmonetary compensation for service failure? A study of customer preferences under various loci of causality. International Journal of Hospitality Management, 46, 55-64.
Gentry, L., & Calantone, R. (2002). A comparison of three models to explain shop‐bot use on the web. Psychology & Marketing, 19(11), 945-956.
Grønhaug, K., & Gilly, M. C. (1991). A transaction cost approach to consumer dissatisfaction and complaint actions∗. Journal of Economic Psychology, 12(1), 165-183.
Hair, J. F., Jr., Anderson, R. E., Tatham, R. L., & Black W. C. (1998). Multivariate Data Analysis with Readings (5th Ed.). Englewood Cliffs, NJ: Prentice-Hall.
Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014) Partial Least Squares Structural Equation Modeling (PLS-SEM): An Emerging Tool in Business Research. European Business Review, 26(2), 106-121.
Harris, K. E., Grewal, D., Mohr, L. A., & Bernhardt, K. L. (2006). Consumer response to service recovery strategies: the moderating role of online versus offline environment. Journal of Business Research, 59(4), 425-431.
Hoelter, J. W. (1983). The analysis of covariance structures: Goodness-of-fit indices. Sociological Methods & Research, 11(3), 325-344.
Hoque, R., & Sorwar, G. (2017). Understanding factors influencing the adoption of Health by the elderly: An extension of the UTAUT model. International Journal of Medical Informatics, 101, 75-84.
Hoyle, R. H. (1995). Structural equation modeling: Concepts, issues, and applications. Thousand Oaks, CA: Sage Publications.
Hsu, P. S. (2016). Examining current beliefs, practices, and barriers about technology integration: A case study. Tech Trends, 60(1), 30-40.
Hu, P. J., Chau, P. Y., Sheng, O. R. L., & Tam, K. Y. (1999). Examining the technology acceptance model using physician acceptance of telemedicine technology. Journal of Management Information Systems, 16(2), 91-112.
Kim, J. & Boo, S. (2011). Influencing factors on customers’ intentions to complain in a franchise restaurant. Journal of Hospitality Marketing and Management, 20(2), 217-237.
Koc, E. (2013). Power distance and its implications for upward communication and empowerment: Crisis management and recovery in hospitality services. The International Journal of Human Resource Management, 24(19), 3681-3696.
Kuisma, T., Laukkanen, T., & Hiltunen, M. (2007). Mapping the Reasons for Resistance to Internet Banking: A Means-End Approach. International Journal of Information Management, 27(2), 75 - 85.
Lee, W. J., Kim, T. U., & Chung, J. Y. (2002, July). User acceptance of the mobile Internet. In Proceedings of the First International Conference on Mobile Business (pp. 8-9).
Lee, Y. L., & Song, S. (2010). An empirical investigation of electronic word-of-mouth: Informational motive and corporate response strategy. Computers in Human Behavior, 26(5), 1073-1080.
Levesque, T. J., MacDougall, G. H. G. (1996). Customer dissatisfaction: the relationship between types of problems and customer response. Canadian Journal of Administrative Sciences, 13(3), 264-276.
Lovelock, C., & Wirtz, J. (2011). Services Marketing: People, Technology, Strategy (8th ed.). Singapore: World Scientific.
Maxham III, J. G., & Netemeyer, R. G. (2002). Modeling customer perceptions of complaint handling over time: the effects of perceived justice on satisfaction and intent. Journal of retailing, 78(4), 239-252
Maxham, J. G. (III), & Netemeyer, R. G. (2002). A longitudinal study of complaining customers’ evaluations of multiple service failures and recovery efforts. Journal of Marketing, 66(4), 57-71.
McCollough, M. A., Berry, L. L., Yadav, M. S. (2000). An empirical investigation of customer satisfaction after service failure and recovery. Journal of Service Research, 3(2), 121-37.
McQuilken, L., & Robertson, N. (2011). The influence of guarantees, active requests to voice, and failure severity on customer complaint behavior. International Journal of Hospitality Management, 30(4), 953-962.
McQuilken, L., McDonald, H., & Vocino, A. (2013). Is guarantee compensation enough? The important role of fix and employee effort in restoring justice. International Journal of Hospitality Management, 33, 41-50.
Moon, J. W., & Kim, Y. G. (2001). Extended the TAM for a world-wide-web context. Information and Management, 38(4), 217-30.
Nunnally, J. C. (1978). Psychometric Theory (2nd ed.). New York: McGraw- Hill.
Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory (3rd ed.). New York, NY: McGraw-Hill, Inc.
Oh, D. G. (2006). Complaining intentions and their relationships to complaining behavior of academic library users in South Korea. Library Management, 27(3), 168-89.
Peterson, R. A. (1994). A meta-analysis of Cronbach's coefficient alpha. Journal of Consumer Research, 21(2), 381-391.
Raykov, T., & Widaman, K. F. (1995). Issues in applied structural equation modeling research. Structural Equation Modeling: A Multidisciplinary Journal, 2(4), 289-318.
Reed, M., & Lloyd, B. (2018). Health psychology. India: Scientific e-Resources.
Richins, M. (1983). Negative word-of-mouth by dissatisfied consumers: a pilot study. Journal of Marketing, 47(1), 68-78.
Robertson, N. (2012). Self-service technology complaint channel choice: exploring consumers’ motives. Managing Service Quality, 22(2), 145-164.
Schneider, B., & Bowen, D. E. (1999). Understanding customer delight and outrage. Sloan Management Review, 41(1), 35-45
Singh, J. (1988). Consumer complaint intentions and behavior: definitional and taxonomical issues. Journal of Marketing, 52(1), 93-107.
Singh, J. (1989). Determinants of consumers’ decisions to seek third party redress: An empirical study of dissatisfied patients. Journal of Consumer Affairs, 23(2), 329-363.
Singh, J., & Wilkes, R. E. (1996). When consumers complain: a path analysis of the key antecedents of complaint response estimates. Journal of the Academy of Marketing Science, 24(4), 350-65.
Singhal, S., Krishna, A., & Lazarus, D. (2013). Service failure magnitude and paradox: a banking perspective. Journal of Relationship Marketing, 12(3), 191-203.
Sivaramakrishnan, S., Wan, F., & Tang, Z. (2007). Giving an ‘e-human touch’ to e-tailing: the moderating roles of statistic information quantity and consumption motive in the effectiveness of an anthropomorphic information agent. Journal of Interactive Marketing, 21(1), 60-75.
Slater, S. F. (1995). Issues in conducting marketing strategy research. Journal of Strategic Marketing, 3(4), 257-270.
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), 356-372.
Stephens, N., & Gwinner, K. P. (1998). Why don’t some people complain? A cognitive-emotive process model of consumer complaint behavior. Journal of the Academy of Marketing Science, 26(3), 172-189.
Stevens, J. L., Spaid, B. I., Breazeale, M., & Esmark Jones, C. L. (2018). Timeliness, transparency, and trust: A framework for managing online customer complaints. Business Horizons, 61(3), 375–384.
Suh, M., Greene, H., Rho, T., & Qi, Q. (2013). The role of relationships in service failure: A cross-cultural study—United States, China, and Korea. Services Marketing Quarterly, 34(3), 191-204.
Velázquez, B. M., Blasco, M. F., Saura, I. G., & Contrí, G. B. (2010). Causes for complaining behavior intentions: the moderator effect of previous customer experience of the restaurant. Journal of Services Marketing, 24(7), 532-545.
Venkatesh, V. (2000). Determinants of perceived ease of use: Integrating control, intrinsic motivation, and emotion into the technology acceptance model. Information Systems Research, 11(4), 342-365.
Wang, Y. S., Lin, H. H., & Luarn, P. (2006). Predicting Consumer Intention to Use Mobile Service. Information Systems Journal, 16(2), 157-179.
Weber, K., & Sparks, B. (2009). The effect of pre-consumption mood and service recovery measures on customer evaluations and behavior in a strategic alliance setting. Journal of Hospitality & Tourism Research, 33(1), 106-125.
Wilson, A., Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2012). Services marketing: Integrating customer focus across the firm (5th ed.). Boston, MA: McGraw Hill.
Wu, L. (2013). The antecedents of customer satisfaction and its link to complaint intentions in online shopping: An integration of justice, technology, and trust. International Journal of Information Management, 33(1), 166-176.
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), 1-17.
Zaugg, A. (2008). Why Do Customers Complain Online? Determinants Explaining the Propensity to Complain Online.
Zhang, P., & Li, N. (2005). The importance of effective quality. Communications of the ACM, 48(9), 105-108.
Albrecht, A. K., Walsh, G., Brach, S., Gremler, D. D., & van Herpen, E. (2017). The influence of service employees and other customers on customer unfriendliness: a social norms perspective. Journal of the Academy of Marketing Science, 45(6), 827-847.
Anderson, J. C., & Gerbing, D. W. (1988). Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach. Psychological Bulletin, 103(3), 411-423
Andreassen, T. W., & Streukens, S. (2013). Online complaining: Understanding the adoption process and the role of individu-al and situational characteristics. Managing Service Quality, 23(1), 4 – 24.
Blodgett, J. G., Hill, D. J., & Tax, S. S. (1997). The effects of distributive, procedural, and interactional justice on post complaint behavior. Journal of Retailing, 73(2), 185-210.
Bodey, K., & Grace, D. (2007). Contrasting “complainers” with “non‐complainers” on attitude toward complaining, propensity to complain, and key personality characteristics: A nomological look. Psychology & Marketing, 24(7), 579-594.
Bruner II, G. C., & Kumar, A. (2005). Explaining consumer acceptance of handheld Internet devices. Journal of Business Research, 58(5), 553-558.
Carlsson, C., Carlsson, J., Hyvonen, K., Puhakainen, J., & Walden, P. (2006). Adoption of mobile devices/services: Searching for answers with the UTAUT. In Proceedings of the 39th Annual Hawaii International Conference on System Sciences, 2006, HICSS'06.
Childers, T. L., Carr, C. L., Peck, J., & Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of Retailing, 77(4), 511-535.
Dabholkar, P. A., & Bagozzi, R. P. (2002). An attitudinal model of technology-based self-service: moderating effects of consumer traits and situational factors. Journal of the Academy of Marketing Science, 30(3), 184-201.
Dasgupta, S., R., Paul, & Fuloria, S. (2011). Factors Affecting Behavioral Intentions towards Mobile Banking Usage: Empirical evidence from India. Romanian Journal of Marketing, 3(1), 6-28.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 319-340.
Day, R. L. (1984). Modeling choices among alternate responses to dissatisfaction. Association of Consumer Research Proceedings, 11(1), 496-499.
De Matos, C. A., Rossi, C. A. V., Veiga, R. T., & Veira, V. A. (2009). Consumer reaction to service failure and recovery: the moderating role of attitude toward complaining. Journal of Services Marketing, 23(7), 462-475.
Einwiller, S. A., & Steilen, S. (2015). Handling complaints on social network sites?: An analysis of complaints and complaint responses on Facebook and Twitter pages of large US companies. Public Relations Review, 41(2), 195–204.
Fernandes, D. V. D. H., & Santos, C. P. D. (2008). The antecedents of the consumer complaining behavior (CCB). ACR North American Advances.
Foon, Y. S., & Fah, B. C. Y. (2011). Internet banking adoption in Kuala Lumpur: an application of UTAUT model. International Journal of Business and Management, 6(4), 161-167.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research 18(1), 39-50.
Fu, H., Wu, D. C., Huang, S. S., Song, H., & Gong, J. (2015). Monetary or nonmonetary compensation for service failure? A study of customer preferences under various loci of causality. International Journal of Hospitality Management, 46, 55-64.
Gentry, L., & Calantone, R. (2002). A comparison of three models to explain shop‐bot use on the web. Psychology & Marketing, 19(11), 945-956.
Grønhaug, K., & Gilly, M. C. (1991). A transaction cost approach to consumer dissatisfaction and complaint actions∗. Journal of Economic Psychology, 12(1), 165-183.
Hair, J. F., Jr., Anderson, R. E., Tatham, R. L., & Black W. C. (1998). Multivariate Data Analysis with Readings (5th Ed.). Englewood Cliffs, NJ: Prentice-Hall.
Hair, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014) Partial Least Squares Structural Equation Modeling (PLS-SEM): An Emerging Tool in Business Research. European Business Review, 26(2), 106-121.
Harris, K. E., Grewal, D., Mohr, L. A., & Bernhardt, K. L. (2006). Consumer response to service recovery strategies: the moderating role of online versus offline environment. Journal of Business Research, 59(4), 425-431.
Hoelter, J. W. (1983). The analysis of covariance structures: Goodness-of-fit indices. Sociological Methods & Research, 11(3), 325-344.
Hoque, R., & Sorwar, G. (2017). Understanding factors influencing the adoption of Health by the elderly: An extension of the UTAUT model. International Journal of Medical Informatics, 101, 75-84.
Hoyle, R. H. (1995). Structural equation modeling: Concepts, issues, and applications. Thousand Oaks, CA: Sage Publications.
Hsu, P. S. (2016). Examining current beliefs, practices, and barriers about technology integration: A case study. Tech Trends, 60(1), 30-40.
Hu, P. J., Chau, P. Y., Sheng, O. R. L., & Tam, K. Y. (1999). Examining the technology acceptance model using physician acceptance of telemedicine technology. Journal of Management Information Systems, 16(2), 91-112.
Kim, J. & Boo, S. (2011). Influencing factors on customers’ intentions to complain in a franchise restaurant. Journal of Hospitality Marketing and Management, 20(2), 217-237.
Koc, E. (2013). Power distance and its implications for upward communication and empowerment: Crisis management and recovery in hospitality services. The International Journal of Human Resource Management, 24(19), 3681-3696.
Kuisma, T., Laukkanen, T., & Hiltunen, M. (2007). Mapping the Reasons for Resistance to Internet Banking: A Means-End Approach. International Journal of Information Management, 27(2), 75 - 85.
Lee, W. J., Kim, T. U., & Chung, J. Y. (2002, July). User acceptance of the mobile Internet. In Proceedings of the First International Conference on Mobile Business (pp. 8-9).
Lee, Y. L., & Song, S. (2010). An empirical investigation of electronic word-of-mouth: Informational motive and corporate response strategy. Computers in Human Behavior, 26(5), 1073-1080.
Levesque, T. J., MacDougall, G. H. G. (1996). Customer dissatisfaction: the relationship between types of problems and customer response. Canadian Journal of Administrative Sciences, 13(3), 264-276.
Lovelock, C., & Wirtz, J. (2011). Services Marketing: People, Technology, Strategy (8th ed.). Singapore: World Scientific.
Maxham III, J. G., & Netemeyer, R. G. (2002). Modeling customer perceptions of complaint handling over time: the effects of perceived justice on satisfaction and intent. Journal of retailing, 78(4), 239-252
Maxham, J. G. (III), & Netemeyer, R. G. (2002). A longitudinal study of complaining customers’ evaluations of multiple service failures and recovery efforts. Journal of Marketing, 66(4), 57-71.
McCollough, M. A., Berry, L. L., Yadav, M. S. (2000). An empirical investigation of customer satisfaction after service failure and recovery. Journal of Service Research, 3(2), 121-37.
McQuilken, L., & Robertson, N. (2011). The influence of guarantees, active requests to voice, and failure severity on customer complaint behavior. International Journal of Hospitality Management, 30(4), 953-962.
McQuilken, L., McDonald, H., & Vocino, A. (2013). Is guarantee compensation enough? The important role of fix and employee effort in restoring justice. International Journal of Hospitality Management, 33, 41-50.
Moon, J. W., & Kim, Y. G. (2001). Extended the TAM for a world-wide-web context. Information and Management, 38(4), 217-30.
Nunnally, J. C. (1978). Psychometric Theory (2nd ed.). New York: McGraw- Hill.
Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory (3rd ed.). New York, NY: McGraw-Hill, Inc.
Oh, D. G. (2006). Complaining intentions and their relationships to complaining behavior of academic library users in South Korea. Library Management, 27(3), 168-89.
Peterson, R. A. (1994). A meta-analysis of Cronbach's coefficient alpha. Journal of Consumer Research, 21(2), 381-391.
Raykov, T., & Widaman, K. F. (1995). Issues in applied structural equation modeling research. Structural Equation Modeling: A Multidisciplinary Journal, 2(4), 289-318.
Reed, M., & Lloyd, B. (2018). Health psychology. India: Scientific e-Resources.
Richins, M. (1983). Negative word-of-mouth by dissatisfied consumers: a pilot study. Journal of Marketing, 47(1), 68-78.
Robertson, N. (2012). Self-service technology complaint channel choice: exploring consumers’ motives. Managing Service Quality, 22(2), 145-164.
Schneider, B., & Bowen, D. E. (1999). Understanding customer delight and outrage. Sloan Management Review, 41(1), 35-45
Singh, J. (1988). Consumer complaint intentions and behavior: definitional and taxonomical issues. Journal of Marketing, 52(1), 93-107.
Singh, J. (1989). Determinants of consumers’ decisions to seek third party redress: An empirical study of dissatisfied patients. Journal of Consumer Affairs, 23(2), 329-363.
Singh, J., & Wilkes, R. E. (1996). When consumers complain: a path analysis of the key antecedents of complaint response estimates. Journal of the Academy of Marketing Science, 24(4), 350-65.
Singhal, S., Krishna, A., & Lazarus, D. (2013). Service failure magnitude and paradox: a banking perspective. Journal of Relationship Marketing, 12(3), 191-203.
Sivaramakrishnan, S., Wan, F., & Tang, Z. (2007). Giving an ‘e-human touch’ to e-tailing: the moderating roles of statistic information quantity and consumption motive in the effectiveness of an anthropomorphic information agent. Journal of Interactive Marketing, 21(1), 60-75.
Slater, S. F. (1995). Issues in conducting marketing strategy research. Journal of Strategic Marketing, 3(4), 257-270.
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), 356-372.
Stephens, N., & Gwinner, K. P. (1998). Why don’t some people complain? A cognitive-emotive process model of consumer complaint behavior. Journal of the Academy of Marketing Science, 26(3), 172-189.
Stevens, J. L., Spaid, B. I., Breazeale, M., & Esmark Jones, C. L. (2018). Timeliness, transparency, and trust: A framework for managing online customer complaints. Business Horizons, 61(3), 375–384.
Suh, M., Greene, H., Rho, T., & Qi, Q. (2013). The role of relationships in service failure: A cross-cultural study—United States, China, and Korea. Services Marketing Quarterly, 34(3), 191-204.
Velázquez, B. M., Blasco, M. F., Saura, I. G., & Contrí, G. B. (2010). Causes for complaining behavior intentions: the moderator effect of previous customer experience of the restaurant. Journal of Services Marketing, 24(7), 532-545.
Venkatesh, V. (2000). Determinants of perceived ease of use: Integrating control, intrinsic motivation, and emotion into the technology acceptance model. Information Systems Research, 11(4), 342-365.
Wang, Y. S., Lin, H. H., & Luarn, P. (2006). Predicting Consumer Intention to Use Mobile Service. Information Systems Journal, 16(2), 157-179.
Weber, K., & Sparks, B. (2009). The effect of pre-consumption mood and service recovery measures on customer evaluations and behavior in a strategic alliance setting. Journal of Hospitality & Tourism Research, 33(1), 106-125.
Wilson, A., Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2012). Services marketing: Integrating customer focus across the firm (5th ed.). Boston, MA: McGraw Hill.
Wu, L. (2013). The antecedents of customer satisfaction and its link to complaint intentions in online shopping: An integration of justice, technology, and trust. International Journal of Information Management, 33(1), 166-176.
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), 1-17.
Zaugg, A. (2008). Why Do Customers Complain Online? Determinants Explaining the Propensity to Complain Online.
Zhang, P., & Li, N. (2005). The importance of effective quality. Communications of the ACM, 48(9), 105-108.