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고객만족도 조사 참여가 기업 충성도에 미치는 영향: 고객-기업간 관계규범의 역할

The Effect of Customers’ Participation in Customer Satisfaction Survey on Company Loyalty: The Role of Customer-Company Relationship Norm

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한국소비자학회 (Korean Society Of Consumer Studies)|2016.04|소비자학연구 (Journal of Consumer Studies)|제27권 제2호|pp. 1-24

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참고문헌

키워드

교환관계exchange relationshipcommunal relationship관계규범공동체적 관계relationship norm고객만족도 조사참여평가극성customer satisfaction participationevaluation valence
주제분류경제학

초록

기업이 고객에게 시행하는 고객만족도 조사에 대한 소비자 반응을 다룬 선행 연구들은 주로 자기산출타당성에 기반한 관점 혹은 피드백 제공역할로 인한 부정성 확장과 같은 인지적 반응을 보여주었다. 이러한 선행연구들의 결과에 더하여 본 연구는 고객만족도 조사 참여가 기업 충성도에 미치는 영향에 있어서 고객-기업간 관계규범의 역할을 탐구하였다. 즉, 사회심리학 문헌에서 분류하고 있는 교환관계와 공동체적 관계가 갖고 있는 관계규범에 대한 인식차이가 고객만족도 조사 참여에 대한 반응에 차별된 영향을 줄 것임을 보여주고자 하였다. 본 연구모델에 의하면, 기업과의 관계가 교환관계에 놓인 소비자의 경우 호혜성에 기반한 동등성 동기가 강하기 때문에 기업의 고객만족도 조사요청에 대해서 자신에게 어떠한 혜택이 주어지게 될 지에 대한 명확성을 먼저 고려하고, 세부사항에 주목하는 정보처리로 인한 결과가 나타날 것으로 제안하였다. 반면, 공동체적 관계에 놓인 소비자들은 상대방과 친밀하고자 하는 동기가 강하기 때문에 기업의 발전과 번영을 위하는 마음이 우선되고, 추상적 정보처리로 인한 결과가 나타날 것으로 제안해볼 수 있었다. 실험 1에 의하면, 기업과의 관계가 교환관계인 소비자들은 고객만족도 조사 참여여부에 따른 기업 및 서비스 제공자에 대한 충성도에 차이가 나타나지 않는 반면, 공동체적 관계인 소비자들은 고객만족도 조사에 참여하는 조건에서 기업 및 서비스 제공자에 대한 충성도가 더 높게 나타났다. 실험 2에서는 고객만족도 조사에 참여시, 기업과 교환관계에 있는 소비자들은 긍정적인 면을 위주로 평가하게 할 때(vs. 부정적인 면) 기업 및 서비스 제공자에 대한 충성도가 더 높은 반면, 공동체적 관계에 있는 소비자들은 평가극성에 따른 충성도에 차이가 나타나지 않는 결과를 보였다. 본 연구는 관계규범에 대한 기존 연구결과를 마케팅 상황에 적용함으로써 기업이 고객에게 실시하는 고객만족도 조사 참여에 대한 소비자 반응을 좀 더 폭넓게 살펴볼 수 있게 하였다.

Abstract

The existing research related to consumers’ response to participating in customer satisfaction surveys mainly focuses on self-generated validity or negativity enhancement. The author explores the possibility that the relationship type between customer and company might play an important role in influencing a customer's participation in a customer satisfaction survey on loyalty. Drawing upon relationship norm theory, the author suggests two hypotheses. Hypothesis 1 posits that participants in an exchange relationship with a company have the desire for equality and regard an accurate reciprocal exchange as important, which will show no difference in loyalty regardless of whether the customer participates in such a survey. Whereas those in a communal relationship with a company have intimacy motivation and regard the responsibility for the other party's welfare as important, which will show greater loyalty when participating in a customer satisfaction survey than not participating in a survey. Hypothesis 2 posits that participants in an exchange relationship tend to pay an attention to detailed information and have an item-specific processing style besides equality motivation, and so will show increased loyalty when they focus on a positive aspect (vs. negative aspect), whereas those in a communal relationship tend to have a holistic processing style besides intimacy motivation and don't care about the detailed or valence of information. They will not show any difference in loyalty regardless of which aspect of service experience they focus on. The author has adopted a scenario-based experiment and conducted three experiments. In Pilot Study, the choice probability of participating in a customer satisfaction survey among participants in a communal relationship was significantly higher than those choice probability in an exchange relationship. In Experiment 1, the company loyalty of participants in an exchange relationship was not significantly different between the condition of participating in customer satisfaction survey and not taking part in one. On the other hand, that of participants in a communal relationship showed greater loyalty when they participates in a customer satisfaction survey (vs. no participation). In addition, the mediation test confirms that the change of loyalty between relationship types may be attributable to how favorable participants feel toward their participation in a customer satisfaction survey. In Experiment 2, which included customer satisfaction participation only, participants in an exchange relationship showed increased loyalty in the condition where a positive aspect of service is activated than a negative aspect, whereas those in a communal relationship showed no difference between those conditions. The research findings provide a new perspective for customers' response to customer satisfaction surveys and suggest directions for future research. It is recommended that firms should consider the type of a customer satisfaction survey (i.e., valence of survey), depending on the firm's characteristics and put them to practical use in designing customer relationship marketing.

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