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실패상황에서 고객의 발언에 관한 연구: 고객의 심리적 주인의식과 발언의 관계

The Study on Customer Voice in Failure Situation: Relationship between Customer Psychological Ownership and Voice

김상희
한국소비자학회 (Korean Society Of Consumer Studies)|2018.12|소비자학연구 (Journal of Consumer Studies)|제29권 제6호|pp. 1-25|DOI http://dx.doi.org/10.35736/JCS.29.6.1

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참고문헌

키워드

부정적 구전의도전환의도심리적 주인의식switching intentionpsychological ownership고객발언customer voicenegative word-of- mouth intention
주제분류경제학

초록

본 연구는 실패상황에서 고객의 심리적 주인의식과 고객발언, 그리고 고객행동에 대해 살펴보고자 한다. 지금까지 선행연구들은 고객의 기대에 미치는 못하는 실패상황에서의 고객불평행위에 대해 논해왔으며 이러한 불평행위는 고객의 이익을 위한 행위이며 따라서 신속하게 대처해야 함을 강조해 왔다. 그러나 모든 고객들이 보상추구, 물적 이익취득, 그리고 고객으로서의 존재확인 등의 동기를 가진 불평행위만을 하는 것이 아니라 아이디어 제안, 변화를 위한 제언, 그리고 문제해결을 위한 자발적 소통 등의 발언(voice) 또한 이루어진다. 발언은 기업의 미래이익을 위한 고객의 노력이 포함된다는 점에서 불평과 상이하다. 따라서 본 연구는 고객의 기대에 미치는 못하는 실패상황에서 고객의 언어적 형태를 고객불평이 아닌 고객발언의 관점에서 살펴보고자 한다. 본 연구는 발언을 건설적 발언과 파괴적 발언으로 구분하고자 하며 이러한 발언에 영향을 미치는 요소로 심리적 주인의식을 제시하고자 한다. 연구결과, 실패상황에서 고객발언은 건설적 발언과 파괴적 발언으로 차원화 되었다. 심리적 주인의식과 고객발언의 관계를 살펴보면 심리적 주인의식은 건설적 발언에 유의적인 정(+)의 영향을 미치는 것으로 나타났고, 파괴적 발언에 유의적인 부(-)의 영향을 미치는 것으로 나타났다. 또한 발언과 고객행동(전환의도, 부정적 구전의도)의 관계에서 건설적 발언은 전환의도와 부정적 구전의도에 유의적인 부(-)의 영향을 미치는 것으로 나타났고, 파괴적 발언은 전환의도에는 유의적인 부(-)의 영향을, 부정적 구전의도에는 유의적인 정(+)의 영향을 미치는 것으로 나타났다. 이러한 결과는 건설적 발언은 부정적 고객행동을 감소시키며 파괴적 발언은 고객행동 중에서 부정적 구전의도를 높인다는 것을 제시하고 있다. 그러나 가설과는 달리 파괴적 발언은 전환의도를 낮추는 것으로 나타났는데 이는 파괴적 발언이 비록 부정적 발언일지라도 고객의 발언은 그 자체로 고객의 전환의도를 낮출 수 있다는 것을 의미한다. 본 연구의 결과는 고객의 언어적 메시지가 불평만이 아니라 더 다양할 수 있다는 것과 불평이 아닌 발언이라는 관점으로도 살펴볼 수 있는 계기를 제공하고 있다. 또한 실패상황에서 고객이 긍정적 발언을 하는 이유와 그 결과에 대해 살펴봄으로써 이론적, 실무적 관점에서 다양한 전략적 시사점을 제시하고 있다.

Abstract

The purpose of this study are to investigate customers’ voice in failure situation, the resultant behavioral responses, and the factors influencing voice. The previous research on failure has discussed customers' complaints. However, the customers experiencing failure not only complain about failure but also positive voice and negative voice to company. Positive voice is constructive voice relevant to suggestions and recommendations for improvement to standard operating procedures and new or more effective solution methods. Negative voice is destructive voice relevant to blame company policies, critical comments about how things and done in the company. Unlike complaint, voice contains customers' effort for company profit in the future. Therefore this study aimed to discuss customer voice, not customer complaint in failure situation and the factor (psychological ownership) that could reduce destructive voice and increase constructive voice. This study obtained the following results: First, psychological ownership significantly affected customers' constructive voice and destructive voice. second, customers' constructive voice negatively affected their switching intention and negative word-of-mouth intention, customers' destructive voice positively affected their negative word-of mouth intention but negatively switching intention. These results suggest the need to take interest voice, as well as complaints in both theoretical and practical respects. In other words, it is important to review the reasons why customers choose to suggest and recommend improvements to standard operating procedures and propose ideas for new or more effective method despite failure.

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