놀라움과 고객기쁨의 관계: 놀라움의 유형, 제품의 종류를 중심으로
Relationship between Surprise and Customer Delight: Focusing on Types of Surprises and Products
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초록
고객만족에 관한 연구가 지속적으로 학계와 실무의 관심을 받아온 가운데, 단순히 고객을 만족시키는 것(mere satisfaction)으로는 충분하지 않고 소비자들을 기쁘게 해야(delight) 한다는 필요성이 제기되고 있다. 선행연구인 Chitturi, Raghunathan, & Mahajan(2008)에서는 쾌락적 편익과 효용적 편익으로 구분하여 효용적 편익에서 기대에 부응하거나 기대를 넘어서면 고객만족에 이르는 반면, 쾌락적 편익에서 기대에 부응하거나 기대를 넘어섰을 때에는 고객기쁨(customer delight)에 이르게 됨을 보였다. 그러나 이 선행연구는 고객기쁨의 중요한 원인인 놀라움(surprise)을 배제한 한계를 안고 있다. 본 연구에서는 긍정적인 소비경험이 놀라움과 결합되면, 쾌락적 편익은 물론 효용적 편익에서도 고객기쁨이 일어난다는 것을 보이고자 한다. 뿐만 아니라, 본 연구는 놀라움의 유형을 두 가지(기대를 넘은 놀라움과 예상하지 못한 놀라움)로 세분화하고, 놀라움의 유형이 고객기쁨에 미치는 영향을 보여주었다. 가설검정을 위해 시나리오를 통하여 소비경험을 3가지(긍정적 일치, 기대를 넘은 놀라움, 예상하지 못한 놀라움)로 조작하고 제품종류(쾌락적 편익 제품 vs. 효용적 편익 제품)로 구분하여 데이터를 수집하고 분석한 결과, 수립한 가설들이 대부분 지지되는 것으로 나타났다.
Abstract
While research on customer satisfaction has received attention from marketing scholars and practitioners, the idea that mere customer satisfaction is not enough and customers need to be delighted has emerged. Previous research of Chitturi, Raghunathan, & Mahajan (2008) revealed that customer satisfaction occurred when performance of utilitarian benefits met or exceeded prior expectations while customer delight occurred when performance of hedonic benefits met or exceeded prior expectations. But this previous research has a limitation of not measuring surprise which is an important factor of customer delight. We show that when surprise is elicited in positive consumption situation, customer delight occurs not only in hedonic benefits but also in utilitarian benefits. In addition, we categorize surprise into two types: more-than- expected surprise and unexpected surprise and revealed that both surprises had significant influence on customer delight. In order to test the hypotheses, we manipulated three types of consumption experiences (positive confirmation, more-than-expected surprise, unexpected surprise) for two benefit types (hedonic benefits vs. utilitarian benefits) using scenarios. We found that the results supported most of the hypotheses.
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