기업의 고객 획득 지향이 재구매의도에 미치는 영향: 산업포화도와 시장점유율의 조절효과를 중심으로
The Impact of Customer Acquisition Focus on Repeat Purchase Intention:The Moderating Role of Industry Saturation and Market Share
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초록
본 연구는 고객 획득을 중시하는 기업의 마케팅 전략이 기존 고객의 재구매의도에 어떤 부정적인 영향을 미칠 수 있는지 이론적인 근거를 제시하고 이를 소비자 실험으로 실증한 시도이다. 현대 소비자들은 자신들이 얻는 경제적 효익 뿐만 아니라 다른 소비자들이 기업으로부터 어떤 대우를 받는 가에도 민감하며, 이 과정에서 느끼는 심리적 ‘배신감’과 ‘질투감’이 고객 획득을 중시하는 기업에 대한 재구매의도 하락을 가져올 수 있다는 것이다. 이 과정에서 산업포화도와 시장점유율은 조절 변수로서 역할을 수행하는데, 포화산업보다는 성장산업에서, 시장점유율이 높은 기업보다는 낮은 기업이 이러한 질투 및 배신 효과로 인한 재구매의도 하락이 낮게 나타나는 것으로 조사되었다. 고객간 정보 유통의 양과 속도가 증가하고 있는 오늘날, 고객 획득 위주의 전략이 재구매의도 하락을 가져올 수 있고, 이것이 결과적으로 전체 고객자산을 하락시킬 수 있다는 점을 경영자들이 인지해야 한다는 점이 본 연구가 제시하는 실무적 시사점이라고 할 수 있다.
Abstract
This study investigates the impact of the firm's customer acquisition focus on existing customers' repeat purchase intention that in turn affects the firm's customer equity. We particularly pay attention to the moderating roles of an industry characteristic (i.e., industry saturation) and a firm characteristic (i.e., market share). Our study confirms that the negative impact of customer acquisition focus on price (un)fairness and retention rate is moderated by the magnitude of industry saturation and market share. Since this negative impact may deteriorate the long-term firm value, managers should implement a balanced marketing focus between new customer acquisition and existing customer retention. Managerial implications and future research agenda are also discussed.
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