본문 바로가기
KERD
논문KCI 등재

사회연결망이 구전과 고객 추천가치에 미치는 영향

The Influence of Social Network on Word-of-Mouth and Customer Referral Value

이난영|이학식
한국소비자학회 (Korean Society Of Consumer Studies)|2011.12|소비자학연구 (Journal of Consumer Studies)|제22권 제4호|pp. 29-53

1

조회

0

다운로드

12

인용

0

참고문헌

키워드

사회연결망구전social networkword-of-mouth고객자산customer lifetime value고객 추천가치고객 생애가치customer referral valuecustomer equity.
주제분류경제학

초록

본 연구는 사회연결망의 결속정도가 구전과 고객 추천가치에 미치는 영향에 관한 실증연구로서, 기존의 연구가개인 대 개인 간의 거래인 B2C 산업에 국한한 것을 이와 더불어 사업자 대 사업자 간 거래인 B2B 산업으로 확장한 것이다. 본 연구는 두 개의 하위 연구로 구성되었다. 연구 1에서는 두 개의 실험을 실시하였다. 첫 번째 실험은예비실험으로 이동통신을 이용하는 개인고객(B2C)과 세무/회계 서비스를 이용하는 개인사업자(B2B)를 대상으로설문조사를 실시하여 자료를 수집하고 Pajek에 의해 분석하였다. 이동통신 고객과 세무/회계 서비스 고객을 각각결속 정도가 높은 집단과 낮은 집단으로 나누어 실험집단은 전체 네 개의 집단으로 구성하였다. 자료 분석 결과 각집단의 연결정도(노드 수), 연결정도 중앙성, 사이 중앙성, 인접 중앙성, 그리고 위세 중앙성은 다양하게 나타났다. 또한 네 집단 모두 스케일프리 네트워크로 확인되었다. 두 번째 실험에서는 구전효과(구전의 신뢰성, 구전의도)가 B2C 산업과 마찬가지로 사업자 대 사업자 간 거래(이하, B2B 산업)에서도 적용되는지를 조사하였다. 나아가 구전유형(부정 vs. 긍정)에 따라 그 효과가 다른지, 그리고 사회연결망 결속정도가 그 차별적 효과에 조절적 작용을 하는지를 조사하였다. 자료 수집을 위하여 네 집단 각각의 피실험자들에게 긍정구전 혹은 부정구전에 관한 시나리오를 제시하고 설문지에 응답하도록 하였다. 자료 분석결과 구전효과는 B2C 뿐만 아니라 B2B 산업에서도 잘 부합되는 것으로 나타났다. 다음으로, 구전효과를 구전의도로 측정하여 분석한 결과 가설과 같이 구전의도는 부정적 구전의 경우 긍정적 구전의 경우보다 더 높게 나타났다. 그리고 구전의도는 부정적 구전의 경우 결속정도가 높을(vs. 낮을) 때 더 높으나 긍정적 구전의 경우 결속정도가낮을(vs. 높을) 때 더 높게 나타났다. 그러나 구전효과를 구전의 신뢰성으로 측정한 자료를 분석한 결과는 가설과같은 방향으로 나타났지만 통계적으로 유의적이지 않았다. 연구 2에서는 응답자들이 서비스를 위해 지불한 연간 평균비용 등을 측정하여 고객가치를 계산했으며, B2C와B2B 산업별 군집분석을 실시하였다. 분석결과 세 집단 간에 생애가치는 큰 차이가 없으나 추천가치는 크게 다른것으로 나타났다. 이 결과는 각 개인별 생애가치가 비슷하더라도 추천가치는 달라질 수 있다는 것을 의미하며, 특히평균에 비해 추천가치가 현저히 다르게 나타난 집단들은 주목하여 관리해야 할 필요가 있다는 것을 시사한다.

Abstract

While social network which was originated from complex theory has extensively been studied in other social sciences, a serious attention has not been paid yet in Marketing. Increasing number of firms are gradually using referral marketing campaign to attract more customers. This research is to investigate the influences of social network on word-of-mouth (WOM) and customer referral value in the context of B2C and B2B industries. This research consists of two studies. In study 1, we performed two experiments. The purposes of experiment 1, as a preliminary experiment, were to examine the strength of tie in the social network and the type of social network in each sample service industry. Data were collected from customers in two sample service industries, mobile telephone service (B2C) and tax/accounting service (B2B) and were analyzed with Pajek. Each service customers were divided into high and low groups based on the strength of tie, resulting in four groups (B2C-A & B; B2B-C & D). Analysis results show that the strength of tie and centrality indices of four groups appeared to be very different from one another. In addition, the social network of all the four groups was a scale-free type. Specifically, groups A and B a were decentralized type, and groups C and D were a centralized type. Experiment 2 was conducted to examine the influence of the strength of tie in the social network on WOM effect. The respondents of the above four groups were given to read a positive or negative WOM-related scenario and were asked to answer a questionnaire. WOM effect was measured by two ways: one was how much the recipient would trust the received information and the other was how likely the recipient would transfer the information. The analysis results showed that the customer referral value was meaningful to B2C as well as B2B industry (H1). When an individual received a negative (vs. positive) WOM information,he/she was more likely to transfer the information to another individual (H3a). In addition, in the case of negative WOM, an individual's intention to transfer the information was higher when the network tie was stronger, whereas in the case of positive WOM, an individual's intention to transfer was higher when the network tie was weaker (H3b). However, when the WOM effect was measured by the degree of trust, the results were directionally consistent to the hypotheses but were not statistically significant (H2a and H2b). The purposes of study 2 were to measure the customer lifetime value (CLV) and customer referral value (CRV) of the sample subjects, to implement cluster analysis based on those values, and to show how customer value would contribute to firms. In this study, subjects answered a questionnaire including their annual service cost, frequency of communication in the given group, etc. The cluster analysis resulted in three groups and showed that CRV was significantly different although CLV was not significantly different among the three groups. The result indicates that CLV can not be used as a predictor of CRV and that customers with similar CLV could have very different CRV. It implies that marketers should pay more attention to the customers with much higher CRV than average CRV.

참고문헌 (44)

  1. 김용학, "사회연결망 분석" (2007), 박영사
  2. 김경민, "친분 없는 구전의 영향력에 대한 소비자의 과도한 조정 효과에 관한 연구", 마케팅연구, 25(3), pp.71~95 (2010), 한국마케팅학회
  3. 날리지앳와튼, "최적의 ‘입소문 마케팅’ 타깃은", Dong-A Business Review, (36), pp.120~122 (2009)
  4. 류강석, "'고객만족-구전의도'의 관계에 영향을 미치는 상황요인에 관한 연구 : 유대강도와 구전계기의 역할을 중심으로", 소비자학연구, 15(3), pp.27~44 (2004), 한국소비자학회
  5. 박성현, "현대 실험계획법" (2004), 민영사
  6. 손동원, "사회네트워크 분석" (2002), 경문사
  7. 전성률, "부정적 구전정보의 유형에 따른 구전효과의 차이에 관한 연구", 소비자학연구, 14(4), pp.2~44 (2003), 한국소비자학회
  8. 한상만, "사회적 네트워크에서의 고객무형가치에 대한 연구", 아시아마케팅저널, 10(4), pp.99~121 (2009), 한국마케팅학회
  9. 한상만, "마케팅에서 Network 연구를 위한 탐색적 고찰", 소비자학연구, 17(4), pp.61~88 (2006), 한국소비자학회
  10. Anderson, Eugene W., "Customer Satisfaction and Word of Mouth", Journal of Service Research, 1, pp.5~17 (1998)
  11. Barabasi, Albert L., "Emergence of Scaling in Random Networks", Science, 286, pp.509~512 (1999)
  12. Blattberg, Robert C., "Manage Marketing by the Customer Equity Test", Harvard Business Review, pp.136~144 (1996)
  13. Boorman, Scott, "A Combinatorial Optimization Model for Transmission of Job Information Through Contact Networks", Bell Journal of Economics, 6(1), pp.216~249 (1975)
  14. Borgida, Eugene, "The Differential Impact of Abstract vs. Concrete Information on Decision", Journal of Applied Social Psychology, 7(3), pp.57~78 (1987)
  15. Cornelsen, J., "References within the Context of Customer Valuation, In Interaction, Relationships and Networks Visions for the Future", Proceedings of the 1th IMP Conference, Turku, pp.203~222 (1998)
  16. Cross, Rob, "The People Who Make Organizations Go-or Stop", Harvard Business Review, pp.104~112 (2002)
  17. Fern, Edward F., "Effect-Size Estimates: Issues and Problems in Interpretation", Journal of Consumer Research, 23, pp.89~105 (1996)
  18. Frenzen, Jonathan K., "Structure, Cooperation, and the Flow of Market Information", Journal of Consumer Research, 20, pp.360~375 (1993)
  19. Gladwell, Malcom, "Tipping Point: How Little Things Can Make a Big Difference" (2000), Back Bay Books
  20. Granovetter, Mark, "The Strength of Weak Ties", American Journal of Sociology, 78(6), pp.1360~1380 (1973)
  21. Granovetter, Mark, "The Strength of Weak Ties: A Network Theory Revisited", Sociological Theory, 1, pp.201~233 (1983)
  22. Grissom, Robert J., "Effect Sizes for Research" (2005), Lawrence Erlbaum Associates
  23. Gupta, Sunil, "Modeling Customer Lifetime Value", Journal of Service Research, 9(2), pp.139~155 (2006)
  24. Hanssens, Dominique M., "Marketing When Customer Equity Matters", Harvard Business Review, pp.117~123 (2008)
  25. Harrison-Walker, L. Jean, "The Measurement of Word-of-Mouth Communication and an Investigation of Service Quality and Customer Commitment as Potential Antecedents", Journal of Service Research, 4(1), pp.60~75 (2001)
  26. Helm, Sabrina, "Calculating the Value of Customers' Referrals", Managing Service Quality, 13(2), pp.124~133 (2003)
  27. Hogan, John E., "Customer Equity Management: Charting New Directions for the Future of Marketing", Journal of Service Research, 5(1), pp.4~12 (2002)
  28. Hogan, John E., "What Is the True Value of a Lost Customer", Journal of Service Research, 5(3), pp.196~208 (2003)
  29. The Conditions for Peer Associations in Schools, "Karweit, Nancy", Center for Social Organization of Schools, Johns Hopkins University, ~, pp.Report no. 282 (1979)
  30. Kumar, V., "Customer Lifetime Value, In Handbook of Marketing Research", pp.602~627 (2006), Sage
  31. Kumar, V., "How Valuable Is Word of Mouth", Harvard Business Review, pp.139~146 (2007)
  32. Leone, Robert P., "Linking Brand Equity to Customer Equity", Journal of Service Research, 9(2), pp.125~138 (2006)
  33. Lin, Nan, "Social Resources, Strength of Ties and Occupational Status Attainment", American Sociological Review, 46(4), pp.393~405 (1981)
  34. Maheswaran, Durairaj, "The Influence of Message Framing and Issue Involvement", Journal of Marketing Research, 27, pp.361~367 (1990)
  35. Pastor-Satorras, Romualdo, "Epidemic Dynamics and Endemic States in Complex Networks", Physical Review E, 63, pp.0667~ (2001)
  36. Pool, Ithiel, "Commentation Mark Granovetter's ‘The Strength of Weak Ties: A Network Theory Revisited.’", Read at the 1980 meeting of the International Communications Association, Acapulco, Mexico (1980)
  37. Rivkin, Jan W., "Patterned Interactions in Complex Systems: Implications for Exploration", Management Science, 53(7), pp.1068~1085 (2007)
  38. Rogers, Everett, "Communication Networks: Toward a New Paradigm for Research" (1981), Free Press
  39. Rust, Roland T., "Driving Customer Equity: How Customer Lifetime Value is Reshaping Corporate Strategy" (2000), Free Press
  40. Rust, Roland T., "Customer-Centered Brand Management", Harvard Business Review, pp.110~118 (2004)
  41. 유시진, "The impact of marketing-induced versus word-of-mouth customer acquisition on customer equity growth", J MARKET RES-CHICAGO, 45(1 (February)), pp.48~59
  42. Watts, Duncan J, "Collective Dynamics of Small-World' Networks", Nature, pp.440~442 (1998)
  43. Zaichkowsky, Juidth L., "Measuring the Involvement Construct", Journal of Consumer Research, 12(3), pp.341~352 (1985)
  44. Zeithaml, Valarie A., "Service Quality, Profitability and the Economic Worth of Customers: What We Know and What We Need to Learn", Journal of the Academy of Marketing Science, 28(1), pp.67~85 (2000)

이 간행물의 다른 논문 (6건)

모바일 광고의 단계별 수용과정에 관한 연구남기화, 여정성pp. 1-28금융교육과 금융거래경험이 대학생의 금융이해력에 미치는 영향에 관한 연구최현자, 조혜진pp. 55-75구전활동이 전달자의 감정에 미치는 영향: 구전극성과 구전동기의 역할박기경, 류강석pp. 77-101조절초점과 기대수익-위험 정보 구성이 금융투자상품의 선택에 미치는 영향김영두, 하영원pp. 103-134소비문화의 차원화 및 척도개발 -서울, 뉴욕, 스톡홀름의 소비자를 대상으로 -김선우, 김난도pp. 135-162
원문 보기