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만족한 불만족 고객의 재구매의도 향상 방안

How to Improve the Repurchase Intention of Satisfied Customers Who Grumble

유현미
서비스마케팅학회 (Service Marketing Association)|2023.06|서비스마케팅저널 (Services Marketing Journal)|제16권 제1호|pp. 5-25|DOI 10.56352/SMJ.2023.16.1.01

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참고문헌

키워드

Satisfaction만족Dissatisfaction불만족브랜드 동일시Brand identificationRepurchase intention.브랜드 전형성만족의 차원재구매의도.Dimension of satisfactionBrand typicality

초록

본 연구는 기업의 목표인 재구매의도 향상을 달성하는 데 있어, ‘만족은 높이고 불만족은 낮추는’ 전통적 방식에서 벗어나 새로운관점을 제시한다. 구체적으로, 만족과 불만족에 대한 인식에 따라 고객이 어떻게 유형화되며, 고객 유형별 재구매의도가 어떤차이를 보이는지, 또한 브랜드의 ‘품질 특성’이 아닌 브랜드와 고객 간 ‘관계적 특성‘이 만족과 재구매의도의 관계에 어떤 영향을주는지 실증적으로 규명했다. 연구 결과, 만족과 불만족을 동시에 인식하는 ‘만족한 불만족’ 고객이 시장에서 충분히 의미 있는 규모를 갖추고 있음을 확인했다. 한편 ‘만족한 불만족’ 고객의 재구매의도가 ‘순수 만족’ 고객보다 낮은 것은 사실이지만, ‘브랜드 동일시’가 높은 상황에서는오히려 ‘만족한 불만족’ 고객이 ‘순수 만족’에 비해 재구매의도를 높이는데 효과적일 수 있는 것으로 나타났다. 즉 ‘브랜드전형성’과 ‘브랜드 동일시’가 각각 만족과 재구매의도 간 긍정적 관계를 더욱 강화시키는 가운데, ‘만족한 불만족’ 고객은 ‘순수만족’ 고객에 비해 ‘브랜드 전형성’의 조절효과는 약화되는 반면, ‘브랜드 동일시’의 조절효과는 더 강화되는 것으로 분석되었다. 이러한 결과는 지금까지 불만족에 대해 가능하면 ‘제거해야 할 대상’으로 바라보던 기존의 시각에 변화가 필요함을 의미하며, 이론ㆍ실무적으로 다양한 시사점을 제공한다.

Abstract

This study presents a new perspective in achieving the company's goal of improving repurchase intention, breaking away from the traditional method of 'higher satisfaction and lower dissatisfaction'. Specifically, how customers are categorized according to the perception of satisfaction and dissatisfaction, what differences are shown in repurchase intentions by customer type, and how 'relational characteristics' between brands and customers, rather than 'quality characteristics' of brands, are related to satisfaction and repurchase. We empirically identified the effect of intention on the relationship. As a result of the study, it was confirmed that 'satisfied but grumbling' customers who recognize satisfaction and dissatisfaction at the same time have a sufficiently meaningful size in the market. On the other hand, it is true that the repurchase intention of 'satisfied but grumbling' customers is lower than that of 'purely satisfied' customers, but in a situation where 'brand identification' is high, it was found that 'satisfied but grumbling' customers can be more effective in increasing repurchase intention than 'pure satisfaction'.In other words, while 'brand typicality' and 'brand identification' further strengthened the positive relationship between satisfaction and repurchase intention, respectively, 'satisfied but grumbling' customers had a weaker moderating effect of 'brand typicality' than 'purely satisfied' customers. On the other hand, it was analyzed that the moderating effect of 'brand identification' was further strengthened.

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