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고객-기업간 관계유형이 고객만족도 조사 참여시 제공된 보상에 대한 반응에 미치는 영향

Customer Response to Customer Satisfaction Survey Participation

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한국상품학회 (Korean Academy Of Commodity Science & Technology)|2015.12|상품학연구 (Journal of Product Research)|제33권 제6호|pp. 115-123|DOI 10.36345/kacst.2015.33.6.012

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참고문헌

키워드

보상교환관계exchange relationship고객만족도 조사communal relationshipcustomer satisfaction survey관계규범공동체적 관계relationship norm
주제분류경영학

초록

기업이 고객에게 제공한 보상에 대한 소비자 반응을 다룬 선행 연구들은 주로 자기지각 개념 혹은 설득지식에 초점을 두고 있다. 이러한 선행연구와 관점을 달리하여 본 저자는 고객-기업간 관계성격을 중심으로 고객만족도 조사 참여시 제공되는 보상에 대한 소비자 반응을 탐구하고자 하였다. 즉, 관계 유형 문헌에서 분류하고 있는 교환관계와 공동체적 관계가 갖고 있는 관계규범의 인식차이가 고객만족도 조사 참여시 제공되는 보상에 대한 반응에 미치는 영향을 살펴보았다. 시나리오를 바탕으로 한 실험결과에 의하면, 고객만족도 조사 참여시 보상이 제공되면 기업과 교환관계에 놓인 소비자의 경우 기업에 대한 충성도가 높아지는 반면(vs. 무보상), 공동체적 관계에 놓인 소비자의 경우 오히려 기업에 대한 충성도가 낮아지는 것으로 나타났다. 아울러 이러한 결과는 관계유형에 따라 관계 규범을 달리 지각하기 때문인 것임을 매개분석을 통해 알 수 있었다. 이로써 고객만족도 조사에 참여했을 때 제공된 보상에 대한 반응으로써 충성도는 관계유형에 따라 달라질 수 있고 관계규범에 순응하는 정도가 중요한 역할을 함을 알 수 있었다. 본 연구는 관계유형에 대한 기존 연구결과를 확장하고, 마케팅 상황에 적용함으로써 기업이 고객에게 실시하는 고객만족도 조사 참여 및 보상에 대한 소비자 반응에 대해서 좀 더 폭넓게 살펴보았다. 정리하면, 관계유형을 고려하여 보상에 대한 소비자 반응과 관련한 새로운 관점을 제시하고자 하였고, 고객만족도 조사에서의 관계규범의 매개효과를 살펴보았다는 점에 의의가 있다고 생각된다. 더불어 고객만족도 조사와 관련하여 더 많은 연구를 할 수 있는 가능성도 제시할 수 있었다.

Abstract

Previous studies related to customer's response to rewards which companies provide consumers mainly focus on self-perception theory or persuasion knowledge, the author pays attention to the customer's response to reward depending on relationship type and examines the interaction effects. The author suggests that relationship type between customer and company could play an important role in the influence of the reward on loyalty when participating a customer satisfaction survey. Drawing upon relationship norm theory, hypothesis 1 posits that participants in an exchange relationship will　show greater loyalty given a reward than not given a reward, whereas those in a communal relationship will show lower loyalty given a reward than not given a reward when participating a customer satisfaction survey. Because each relationship has a different schema of relationship norm. The result of Experiment supports my expectation. That is, the company loyalty of participants in an exchange relationship was significantly higher when the reward was provided(vs. no reward), whereas that of participants in a communal relationship showed the opposite pattern when participating a customer satisfaction survey. In addition, the effects were also found to be caused by perceived relationship norm conformity(H2). In conclusion, customer's loyalty to the reward depends on relationship type when participating the customer satisfaction survey and the relationship norm conformity plays an important role in the effect. The research findings provide knowledge for better understanding of relationship type and extend its theory to the area of customer satisfaction survey in marketing. It needs to divide the relationship among customer, company, and salesperson and distinguish them. And also, it would be interesting to consider the valence of evaluation(e.g., compliment vs. criticize) and examine the interaction effect. In conclusion, the author presents a new perspective for the response of reward and apply it to marketing area using relationship type. And also the author testified the mediation effect of relational norm in the customer satisfaction survey. Therefore it has the potential to develop more in customer satisfaction survey.

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