본문 바로가기
KERD
논문KCI 등재

관계회복 관점에서 바라 본 기업의 실패복구에 대한 고객용서의 형성과 작용 메커니즘

How Customer Forgiveness Arises and Acts in Failure Recovery Context: In the Perspective of Relationship Restoration

차문경|라선아
한국소비자학회 (Korean Society Of Consumer Studies)|2013.03|소비자학연구 (Journal of Consumer Studies)|제24권 제1호|pp. 219-250

0

조회

0

다운로드

12

인용

0

참고문헌

키워드

고객신뢰recovery satisfactioncustomer trust고객불평행동failure severity관계기간실패의 심각성고객애정고객용서customer forgiveness실패와 복구고객애정회복고객신뢰회복충성도회복복구만족failure and recoveryrelationship lengthcustomer affectionloyalty rebuildingcustomer affection rebuildingcustomer trust rebuildingcustomer complaining behavior.
주제분류경제학

초록

본 연구는 문제가 발생한 고객-기업 간 관계의 회복에 있어 전제가 되는 ‘고객용서’가 어떻게 형성되고 어떻게 작동하는지를 관계의 양적․질적 변수들과의 시간적 맥락에서 탐색하였다. 이를 위해 고객-기업 관계특질 변수들을정적인 개념이 아닌 동적인 개념, 즉 ‘실패 당시 시점과 복구 이후 시점 간의 변화량 차이’로 구체화하여 측정하였다. 기업의 실패복구에 대한 만족은 물론 실패 이전의 고객애정, 고객신뢰라는 질적 변수와 관계기간이라는 양적 변수를 고객용서의 선행요인으로 파악하였으며, 고객용서가 고객애정회복, 고객신뢰회복이라는 ‘관계의 질적 회복’을통하여 충성도회복이라는 ‘관계행동의 회복’에 미치는 영향을 망라한 모형을 제시하였다. 분석 결과, 복구만족이 고객용서의 가장 영향력 있는 선행요인으로, 실패의 심각성이 복구만족 및 고객용서에 대한 부정적 영향요인으로 나타났다. 그 외에도 기존 관계의 양적 특성인 관계기간과 질적 특성인 고객애정이 고객용서의 원천임을 확인하였다. 중요한 발견은 관계기간, 기존의 고객애정, 복구만족의 효과가 고객용서의 완전매개를통해 고객애정회복 및 고객신뢰회복을 거쳐 충성도회복에 간접적으로 전달된다는 점이다. 이는 고객이 복구에 만족했더라도 용서하지 않으면 관계의 질적 회복을 기대할 수 없고, 관계의 질적 회복 없이 고객행동의 회복을 기대할수 없음을 시사한다. 이로써 고객용서가 관계를 복구하는 결정적 전환점임을 확인하였다. 고객용서의 형성은 과거의신뢰보다는 애정에 의존적이었다. 그렇다고, 기존의 애정이 항상 고객용서를 유발하는 것은 아니었다. 기존의 신뢰가 일정수준 이상일 때에만 그동안 쌓인 애정의 효과가 비로소 발휘되는 흥미로운 현상이 발견된 것이다. 과거의관계기간은 그 자체로서 고객용서를 유발하는 역할을 한다는 점도 중요한 발견이었다. 요컨대 본 연구는 ‘고객용서’라는 개념이 고객-기업 간 관계와 관련된 변수들의 맥락 속에서 어떻게 발원하고 작용하는지에 대한 심도 있는 이해를 통해 연구자와 실무자 모두에게 중요한 시사점을 제공하고 있다. 연구의 한계 및향후 연구과제에 대해서도 논의하였다.

Abstract

Despite the importance of customer forgiveness in restoring the customer-firm relationship infailure recovery context, there has been little empirical research on revealing how 'customerforgiveness' arises and acts on relationship perspective. Current research was conducted toinvestigate the mechanism how customer forgiveness forms and works, especially focusing onexisting relationship strength. Our research extended La(2012a)'s framework for developmentof research model including customer forgiveness and its antecedents and consequences. Bothqualitative and quantitative characteristics of the previous relationship were considered asantecedents of customer forgiveness. Recovery satisfaction and failure severity were also included. The conceptual model is presented in <Figure 1>. [그림]<Figure 1> Conceptual Model To increase internal validity of rebuilt relationship as results of forgiveness, we operationalized‘customer affection rebuilding’ as ‘the difference(the amount of change) between the levels ofthe affection at the moment of failure and after the recovery.’ Rebuilt trust and loyalty weremeasured in the same way. Using structural equation analysis, the proposed model was testedwith 295 customers who had an actual experience of failure and recovery within the previousyear. <Table 1> shows that all hypotheses except H6 and H8 were supported. For a deepunderstanding of the results, additional multiple regression analyses were conducted and someinteresting findings were drawn(see, <Table 2>). <Table 1> Results of Hypotheses Test [표] Results of the research confirm that customer forgiveness is an important construct in theprocess of restoring customer-firmrelationship in the failure recovery context. Customer forgiveness is crucial to rebuilding of customer affection, trust, and eventually behavioral loyalty. Customerforgiveness fully mediates the effects of recovery satisfaction, relationship length, and pastaffection to loyalty rebuilding through repair of damaged affection and trust. Interestingly, thestudy revealed that customer forgiveness is formed via emotional path rather than cognitive path. But considering the results of the additional regression analyses across groups(see, <Table 2>),customer affection without trust cannot solely lead to forgiveness. <Table 2> Results of Multiple Regression across Groups [표] The research findings brings critical attention from the management. The goal of recoveryshould be set to rebuild customer-firm relationship. Merely providing one-off compensation isnot the answer. Complete range of recovery performance covering interactional, communicational,procedural, compensational aspects should be initiated to satisfy customers since recoverysatisfaction is the most important factor that leads customer forgiveness. Accordingly, marketersneed to perform a long-term recovery program such as follow-up calls and immediate remedies. As the length of relationship facilitates customer forgiveness, a regular implementation ofcustomer retention strategy is also effective when failures occur. In doing so, firms can predicthow much of the failed relationship can be restored, which in turn will provide feed back to thenext steps. Theoretical implications, limitations and future research ideas are also discussed

참고문헌 (65)

  1. 강명수, "브랜드 커뮤니티와 브랜드 애착", 생산성논집, 20(1), pp.131~149 (2006), 한국생산성학회
  2. 공옥례, "금융산업의 충성고객이 서비스실패 상황에서 경험하는 부정적 감정", 소비자학연구, 18(4), pp.215~235 (2007), 한국소비자학회
  3. 김동태, "기업 부정정보의 정정주체에 따른 소비자 태도회복 효과 연구: 부정정보의 신뢰수준과 기업지위의 조절효과를 중심으로", 소비자학연구, 23(2), pp.59~83 (2012), 한국소비자학회[DOI]
  4. 김미정, "서비스회복 노력에 대한 만족, 고객용서 및 고객행동의 영향관계: 실패의 지각된 심각성과 과거 실패경험의 조절효과를 중심으로", 상품학연구, 29(3), pp.151~165 (2011), 한국상품학회
  5. 김상희, "고객은 진실로 서비스실패기업을 용서하였는가?: 기업회복노력의 진정성과 고객의 용서과정", 경영학연구, 39(3), pp.665~706 (2010), 한국경영학회
  6. 라선아, "서비스실패의 심각성과 복구만족이 고객-기업 관계회복에 미치는 영향: 실패이전과 복구이후 고객애정, 고객신뢰, 충성의도의 이월효과 및 역학관계 비교를 중심으로", 유통연구, 17(1), pp.1~36 (2012), 한국유통학회
  7. 라선아, "실패복구에 대한 고객반응, 믿으니까 남고 미우니까 떠난다!: Double Deviation vs. Recovery Paradox 현상에 대한 비교분석", 소비자학연구, 23(4), pp.221~259 (2012), 한국소비자학회
  8. 서정선, "용서가 결혼만족에 미치는 영향: 자기-상대방 상호의존성 모델의 적용", 한국심리학회지: 상담 및 심리치료, 19(1), pp.87~106 (2007), 한국상담심리학회
  9. YoonSung Wook, "The Role of Relationship Quality in the Case of Service Failure", 경영연구, 17(1), pp.181~199 (2002), 한국산업경영학회
  10. 윤성욱, "의료서비스산업에서의 관계형성 모델에 관한 연구", 소비문화연구, 5(2), pp.1~27 (2002), 한국소비문화학회
  11. 정성진, "용서과정 척도 개발 및 타당화", 한국심리학회지: 건강, 17(1), pp.123~142 (2012), 한국건강심리학회
  12. 조수아, "용서신념척도의 개발 및 타당화 연구", 한국심리학회지 임상, 30(1), pp.1~19 (2011), 한국임상심리학회
  13. 주영혁, "서비스실패와 고객이탈간 연결에서 고객-기업 관계특성의 조정적 역할- 가구단위의 연속적 서비스를 중심으로 -", Journal of Global Scholars of Marketing Science(마케팅과학연구), 16(2), pp.27~54 (2006), 한국마케팅과학회
  14. Aaker, Jennifer L., "When Good Brands Do Bad", Journal of Consumer Research, 31, pp.1~16 (2004)
  15. Anderson, James C., "Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach", Psychology Bulletin, 103(3), pp.411~423 (1988)
  16. Atkins, Kim, "Friendship, Trust and Forgiveness", Philosophia, 29, pp.111~132 (2002)
  17. Bagozzi, Richard P., "On The Evaluation of Structural Equation Models", Journal of The Academy of Marketing Science, 16(1), pp.74~94 (1988)
  18. Berry, Leonard L., "Discovering the Soul of Service: The Nine Drivers of Sustainable Business Success" (1999), Free Press
  19. Beverland, Michael B., "Exploring Consumers' Conflict Styles: Grudges and Forgiveness Following Marketer Failure", Advances in Consumer Research, 36, pp.438~443 (2009)
  20. Brady, Michael K., "Some New Thoughts on Conceptualizing Perceived Service Quality: A Hierarchical Approach", Journal of Marketing, 65, pp.34~49 (2001)
  21. Chaudhuri, Arjun, "Product-Class Effects on Brand Commitment and Brand Outcomes: The Role of Brand Trust and Brand Affect", Brand Management, 10(1), pp.33~58 (2002)
  22. Chung, Emily, "An Exploration of Consumer Forgiveness FollowingMarketer Transgressions", Advances in Consumer Research, 33, pp.98~99 (2006)
  23. De Wulf, Kristof, "Investments in Consumer relationships: A Cross-Country and Cross-Industry Exploration", Journal of Marketing, 65, pp.33~50 (2001)
  24. Enright, Robert D., "Piaget on The Moral Development of Forgiveness: Identity or Reciprocity?", Human Development, 37, pp.63~80 (1994)
  25. Epstein, Lewis, "Trusting You are Loved – Practices for Partnership" (1999), Partnership Foundation
  26. Exline, J. Juola, "Forgiveness and Justice: A Research Agenda for Social and Personality Psychology", Journal of Personality and Social Psychology, 7(4), pp.337~348 (2003)
  27. Fehr, Ryan, "The Road to Forgiveness: A Meta-analytic Synthesis of its Situational and Dispositional Correlates", Psychological Bulletin, 136(5), pp.894~914 (2010)
  28. Finkel, Eli J., "Dealing with Betrayal in Close Relationships: Does Commitment Promote Forgiveness?", Journal of Personality and Social Psychology, 82(6), pp.956~974 (2002)
  29. Fornell, Claes, "Evaluating Structural Equation Models with Unobservable Variables and Measurement Error", Journal ofMarketing Research, 18, pp.39~50 (1981)
  30. Goodwin, Cathy, "Consumer Responses to Service Failure: Influence of Procedural and Interactional Fairness Perceptions", Journal of Business Research, 25, pp.149~163 (1992)
  31. Grégoire, Yany, "When Customer Love Turns into Lasting Hate: The Effects of Relationship Strength and Time on Customer Revenge and Avoidance", Journal of Marketing, 73, pp.18~32 (2009)
  32. Hook, Misty K., "How Close Are We? Measuring Intimacy and Examining Gender Differences", Journal of Counseling and Development, 81(Fall), pp.462~472 (2003)
  33. Johnston, Robert, "Service Recovery Strategies for Single and Double Deviation Scenarios", The Service Industries Journal, 19, pp.69~82 (1999)
  34. Jöreskog, Karl G., "Lisrel 7: A Guide To The Program and Applications, 2nd Ed." (1989), SPSS
  35. Kelley, Douglas L., "An Investigation of Forgiveness-Seeking Communication and Relational Outcomes", Communication Quarterly, 53(3), pp.339~358 (2005)
  36. Krishna, Anupam, G., "A Conceptual Framework for The Service Recovery Paradox", The Marketing Review, 11(1), pp.41~56 (2011)
  37. La, Suna, "The Role of Customer Affection and Trust in Loyalty Rebuilding After Service Failure and Recovery", The Service Industries Journal, 32(1), pp.105~125 (2012)
  38. Landon, E. Laird, "The Direction of Consumer Complaint Research", Advances in Consumer Research, 7, pp.335~338 (1980)
  39. Magnini, Vincent P., "The Service Recovery Paradox: Justifiable Theory or SmolderingMyth?", Journal of Services Marketing, 21(3), pp.213~225 (2007)
  40. Mattila, Anna S., "The Impact of Service Failures on Customer Loyalty: The Moderating Role of Affective Commitment", International Journal of Service Industry Management, 15(2), pp.134~149 (2004)
  41. Maxham, James G. III, "A Longitudinal Study of Complaining Customers' Evaluations of Multiple Service Failures and Recovery Efforts", Journal of Marketing, 66, pp.57~71 (2002)
  42. Maxham, James G. III, "Modeling Customer Perceptions of Complaint Handling Over Time: The Effects of Perceived Justice on Satisfaction and Intent", Journal of Retailing, 78, pp.239~252 (2002)
  43. McCullough, Michael E., "Interpersonal Forgiving in Close Relationships: II. Theoretical Elaboration andMeasurement", Journal of Personality and Social Psychology, 75, pp.1586~1603 (1998)
  44. McCullough, Michael E., "What We Know (and Need to Know) about Assessing Forgiveness Constructs, In Forgiveness: Theory, Research and Practice", pp.65~88 (2000), Guilford Press
  45. Moorman, Christine, "Relationships Between Providers and Users of Market Research: The Dynamics of Trust Within and Between Organizations", Journal ofMarketing Research, 29, pp.314~328 (1992)
  46. Moorman, Christine, "Factors Affecting Trust in Market Research Relationships", Journal of Marketing, 57, pp.81~101 (1993)
  47. Morgan, Robert M., "The Commitment-Trust Theory of Relationship Marketing", Journal of Marketing, 58, pp.20~38 (1994)
  48. Oliver, Richard L., "Whence Consumer Loyalty?", Journal of Marketing, 63(Special Issue), pp.33~44 (1999)
  49. Patterson, Paul G., "An Examination of The Impact of Cultural Orientation and Familiarity in Service Encounter Evaluations", International Journal of Service Industry Management, 19(5), pp.662~681 (2008)
  50. Prakash, Ved, "A Reliability Problem in The Measurement of Disconfirmation of Expectations, In Advances in Consumer Research, 10", pp.244~249 (1983), Association for Consumer Research
  51. Ringberg, Torsten, "The Influence of Socio-Cultural Frameworks on Consumers' Service Recovery Experiences, In Advances in Consumer Research, 30", pp.385~386 (2003), Association for Consumer Research
  52. Rotte, Kristin, "Forgiven But Not Forgotten: Covert Uncertainty in Overt Responses and The Paradox of Defection-Despite-Trust", Journal of Consumer Psychology, 16(3), pp.283~294 (2006)
  53. Rust, Roland. T., "Service Quality: Insights and Managerial Implications from The Frontier, In Service Quality: New Directions in Theory and Practice", pp.1~19 (1994), Sage Publications
  54. Sajtos, Laszlo, "The Impact of Service Failure on Customer Trust, Value and Loyalty in Relational Exchanges", Journal of Service Research, 13(2), pp.216~229 (2010)
  55. Schoorman, F. David, "An Integrative Model of Organizational Trust: Past, Present and Future", Academy of Management Review, 32(2), pp.344~354 (2007)
  56. Spreng, Richard A., "A Test of Alternative Measures of Disconfirmation", Decision Sciences, 34(1), pp.31~62 (2003)
  57. Thomson, Matthew, "The Ties That Bind: Measuring The Strength of Consumers' Emotional Attachments to Brands", Journal of Consumer Psychology, 15(1), pp.77~91 (2005)
  58. Tsarenko, Yelena, "Forgiveness: A New Insight into Business Relationships" (2006), American Marketing Association
  59. Tsarenko, Yelena, "A Transactional Model of Forgiveness in The Service Failure Context: A Customer- driven Approach", Journal of Services Marketing, 25(5), pp.381~392 (2011)
  60. Tsarenko, Yelena, "The Role of Personality Characteristics and Service Failure Severity in Consumer Forgiveness and Service Outcomes", Journal of Marketing Management, 29(9-10), pp.1217~1239 (2012)
  61. Xie, Yi, "How to Repair Customer Trust After Negative Publicity: The Roles of Competence, Integrity, Benevolence and Forgiveness", Psychology & Marketing, 26(7), pp.572~589 (2009)
  62. Yim, C. Kin, "Strengthening Customer Loyalty through Intimacy and Passion: Roles of Customer-Firm Affection and Customer- Staff Relationships in Services", Journal of Marketing Research, 45, pp.741~756 (2008)
  63. Webster, Cynthia, "Service Consumption Criticality in Failure Recovery", Journal of Business Research, 41(2), pp.153~159 (1998)
  64. Worthington, Everett L., "Forgiveness and Reconciliation: Theory and Application" (2006), Routledge
  65. Zechmeister, Jeanne S., "Don't Apologize Unless You Mean It: A Laboratory Investigation of Forgiveness and Retaliation", Journal of Social &Clinical Psychology, 23(4), pp.532~564 (2004)

관련 논문AI추천

서비스회복 노력에 대한 만족, 고객용서 및 고객행동의 영향관계: 실패의 지각된 심각성과 과거 실패경험의 조절효과를 중심으로김미정, 박상일한국상품학회 · 상품학연구2011 · 제29권 제3호서비스 실패 회복에서 사과와 고객용서의 효과우승균한국상품학회 · 상품학연구2020 · 제38권 제2호서비스 실패의 특성 요인과 고객용서 - 항공서비스 관점을 중심으로 -이원준, 하대용한국항공경영학회 · 한국항공경영학회지2016 · 제14권 제4호서비스실패의 심각성이 회복과정과 고객관계에 미치는 영향 : 감정의 매개역할을 중심으로박성규한국전략마케팅학회 · 마케팅논집(Journal of Marketing Studies)2018 · 제26권 제1호공정성 지각과 고객 용서: 서비스 회복에서 관계 품질이 미치는 조절 효과주커, 공태식경영경제연구소 · 아태비즈니스연구2025 · 제16권 제1호실패복구에 대한 고객반응, 믿으니까 남고 미우니까 떠난다!: Double Deviation vs. Recovery Paradox 현상에 대한 비교분석라선아한국소비자학회 · 소비자학연구2012 · 제23권 제4호

이 간행물의 다른 논문 (14건)

인터넷쇼핑몰 서비스품질이 소비감정과 플로우 경험에 미치는 영향에 관한 연구 – PAD 모형을 활용한 Flow 이론 정교화 관점에서 -박윤서, 이승인pp. 1-29고려상표군 간의 집단유인 효과에 관한 탐험적 연구한상린, 김윤태, 이한준, 김찬곤pp. 31-49필요적정노후생활비와 개인연금불입액의 종단적 분석:자기회귀교차지연모델 적용남수정pp. 51-70재무설계비용 지불의사와 지불금액 결정요인최현자, 김민정, 조혜진pp. 71-98환경마크에 대한 소비자의 지각이 제품평가에 미치는 영향문선정, 이수형pp. 99-123
원문 보기