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In services, customers’ successful performance of expected roles is critical to ensuring successful service outcomes. To help customers perform their roles better, service providers offer them feedback on their performance. To improve the design of customer feedback that contains both positive and negative messages, the purpose of this paper is to examine the order and the repetition effect of feedback message types on customer feedback satisfaction, motivation, and compliance intention, focusing on the moderating effect of customer involvement level. This paper also examines whether feedback satisfaction and motivation mediate the moderation effect of the order or repetition of feedback message type and customer involvement level on compliance intention.

This study employs two between-subject quasi-experimental designs: 2 (feedback message order: positive message first vs negative message first) × 2 (involvement level: high vs low) and a 2 (repeated feedback type: positive vs negative) × 2 (involvement level: high vs low). Data collection occurred through an online survey using eight health checkup scenarios. Hypotheses were tested by using MANOVA and PROCESS.

The customer involvement level moderated the effect of the presentation order of feedback message type on customer responses. With highly involved customers, offering positive feedback initially produced responses that were more favorable. With customers with low involvement, the order did not matter. The effects of feedback satisfaction and motivation as mediators in the effect of order on compliance intention were significant only with highly involved customers. The mediation effect of motivation was much stronger than that of feedback satisfaction. The repetition of a particular feedback type took effect only with customers with low-involvement level. Compared to the no-repetition condition (positive-negative), when positive feedback was repeated (positive-negative-positive), motivation increased. Compared to the no-repetition condition (negative-positive), when negative feedback was repeated (negative-positive-negative), feedback satisfaction and compliance intention decreased. In terms of mediating effect, only feedback satisfaction was a meaningful mediator and only when negative feedback was repeated to low-involvement customers.

This study contributes to research by extending feedback studies in services to include a consideration of the order and repetition of feedback message types as design variables; it contributes practically by suggesting how to design feedback for better customer responses such as feedback satisfaction, motivation, and compliance intention.

After a half century in seclusion from the Western world, North Korea is in slow transition to an open market economy. This change presents oppor‐tunities to multinationals in the. Korean peninsula, the U.S. and elsewhere, but creates a dilemma for their government policymakers. North Korea is improving regional stability and has an affordable labor force that is attractive to contract manufacturers, retail goods importers, and large turnkey project contractors. The country holds a promising market, possesses abundant undeveloped natural resources, and offers a strategic location for transportation savings. The study stresses the significance of North Korea in the global marketplace.

North Korea is moving in the direction of an open market as China did a generation ago. With a substantial population of 22 million, the country has abundant natural resources and an affordable labor force that are attractive to contract manufacturers, importers of retail goods, and contractors of large turnkey projects. North Korea's strategic location in the Far East offers enormous savings in transportation cost for multinational firms wishing to ship goods to Southeast Asia and Europe. Five reasons to do business with North Korea are analyzed in the report.