교차판매효과의 결정요인: 교차제안상품의 유사성, 고객만족과 결속
The Effects of Similarity of Cross-Selling Offerings, Prior Customer Satisfaction and Perceived Commitment on Consumer Responses
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고객관계관리(CRM) 실무는 고객유지뿐만 아니라 개발을 위해 교차판매(cross-selling)의 중요성을 강조해왔다. 학문적 연구는 고객평생가치(CLV) 측정에 고객의 교차구매를 반영해야 함을 제시하고 교차구매를 많이 한 고객이 기업에 공헌하는 긍정적 효과(예: 관계기간, 구매빈도, 매출과 수익, engagement 등의 증진)를 보여주었다. 마케팅 관리적 시사점 증진을 위해서는 교차판매의 주요 결정요인에 관한 검토가 필요하다. 본 연구는 오리지널 상품과 교차판매제안 상품의 유사성이 고객의 교차구매의향과 기업과의 관계지속의향에 미치는 효과를 검토하였다. 또한 유사성 효과는 기업에 대한 고객의 사전 만족과 지각된 결속에 따라 다를 수 있음을 개념화하고 이를 실증적으로 검정하였다. 연구 결과, 첫째, 각 결정요인의 주효과를 발견하였다. 둘째, 고객만족과 교차제안 상품의 유사성은 각각 독립적인 효과를 보여주었다. 셋째, 결속과 교차제안의 유사성은 고객반응에 대해 상호작용효과(interaction effect)를 나타냈다. 즉 거래지향적인 개념인 만족이 선 개념화(prime) 되면 고객은 교차구매 평가 시 상품의 구체적 차원인 유사성을 고려하는 반면, 관계지향적인 개념인 결속이 선 개념화 되면 고객은 상품의 구체적 차원을 덜 고려한다는 개념화가 실증적으로 지지받았다. 결론적으로 본 연구는 교차판매 CRM 마케팅의 효과를 증진시키기 위해서, 또 제품과 업의 개념을 확장하기 위해서, 관계마케팅이 축적한 이론적 원칙의 실행(결속의 구축과 유지)이 중요하다는 시사점을 제시하였다. 마지막으로 본 연구의 한계점과 향후 연구 방향을 논의하였다.
Abstract
CRM marketing practices have emphasized the importance of cross-selling as well as customer retention. Academic studies suggest that customers’ cross-buying should be incorporated in the measurement of CLV (Customer Lifetime Value). Empirical modeling research showed positive effects of customer cross-buying on firm benefits: e.g., enhancements in relationship duration, purchase frequency, revenue, profits, customer engagement. Despite meaningful findings, we need to examine the roles of major determinants of cross-buying for more relevant managerial implications. Thus, the study investigated the effect of similarities between original and cross-selling offerings on customer intentions of relationship sustainment as well as cross-buying, using the experimental method. Furthermore, based on prior literature, we conceptualized and empirically verified that the similarity effect differed depending on customers’ prior satisfaction and perceived commitment. We, first, found the main effects of the respective drivers. Second, customer satisfaction and the similarity of cross-selling offerings additively affected customer responses. Third, the interactive effects of the similarity and customer commitment were found. It is empirically supported that customers consider the specific product dimension, i.e., similarity of offerings in their cross-buying decisions when they are primed with satisfaction whereas they do not when they are primed with commitment. This reasoning is based on the evidence that satisfaction is a transaction-specific assessment while commitment is a relationship-oriented evaluation. In conclusion, this study suggests the implication that it is important to implement the major principles of relationship marketing theories (i.e., formation and sustainment of customer commitment) for enhancing the effectiveness of cross-selling efforts in firms’ CRM activities and/or gradually expanding the breadth of business (products and service). Lastly, the limitations and future research directions are discussed.
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