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고객의 지각된 기만행동이 고객충성도에 미치는 영향에 관한 연구

The Impacts of Customer’s Perceived Deception Behavior on Customer Loyalty

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한국전문경영인학회|2016.08|전문경영인연구 (Journal of CEO and Management Studies)|제19권 제2호|pp. 161-184

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참고문헌

키워드

고객만족고객신뢰고객충성도Customer satisfactionCustomer loyaltyCustomer trust지각된 기만행동Perceived deception behavior

초록

본 연구는 보험산업에서 고객의 지각된 기만행동이 고객충성도에 미치는 영향에 관한실증적 조사를 하기 위한 것이다. 연구에 적용하기 위해서 구성된 연구모델에는 지각된기만행동, 제품에 대한 고객만족, 기업에 대한 고객만족, 고객신뢰, 고객충성도 등 5가지변수들로 이루어져 있다. 이런 실증적 연구를 통해서 보험회사나 보험 판매원들이고객과의 접점에서 발생할 수 있는 기만행동들이 고객들에 의해 어떻게 지각되며, 그지각된 기만행동이 고객만족과 고객신뢰, 고객충성도 등에 어떻게 영향을 미치는지를파악하고, 마케팅 전략적 시사점을 모색하는데 연구의 목적을 두고 있다. 실증적 분석을한 결과, 첫째, 지각된 기만행동이 제품과 기업의 고객만족, 고객신뢰, 고객충성도에유의미한 직·간접적인 부(-)의 영향관계가 나타났지만, 고객충성도에는 유의미한직접적인 관계가 나타나지 않았다. 둘째, 제품에 대한 만족은 기업에 대한 만족, 고객신뢰, 고객충성도에 직접적인 정(+)의 영향관계가 있음이 나타났다. 셋째, 기업에 대한 만족은고객신뢰와 고객충성도에 정(+)의 영향관계가 있는 것으로 나타났다. 넷째, 지각된기만행동은 고객충성도에 직접적인 영향관계는 유의미하지 않지만, 제품에 대한 만족과기업에 대한 만족을 통한 간접적인 영향관계는 있는 것으로 나타났다. 이런 연구 결과는고객의 지각된 기만행동에 관한 학문적 · 실무적으로 마케팅 시사점을 제공해 줄 것이다.

Abstract

The Purpose of this study is to analysis of a model for investigation the effect of perceived deception behavior on customer loyalty in insurance industry. The applied model in this paper includes five concepts of perceived deception behavior, customer’s satisfaction with the product, customer’s satisfaction with the company, customer trust, customer loyalty. The results of empirical analysis can be summarized by the following: First, perceived deception behavior had a significant negative effect on product satisfaction, company satisfaction, customer trust, but perceived deception behavior was found to have no direct influence on customer loyalty. Second, product satisfaction had a positive effect on company satisfaction, customer trust and customer loyalty. Third, company satisfaction had a positive effect on customer trust and customer loyalty. Fourth, perceived deception behavior had a significant indirect effect on customer loyalty through product satisfaction, company satisfaction and customer trust. Therefore, these finding will spawn both academic and practitioner interest in the customer’s perceived deception behavior and serve as a foundation for further research in this important area.

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