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실패복구에 대한 고객반응, 믿으니까 남고 미우니까 떠난다!: Double Deviation vs. Recovery Paradox 현상에 대한 비교분석

Why Customers Stay or Defect after Recovery of Failure: Focusing on the Comparison between Double Deviation vs. Recovery Paradox

라선아
한국소비자학회 (Korean Society Of Consumer Studies)|2012.12|소비자학연구 (Journal of Consumer Studies)|제23권 제4호|pp. 221-259

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키워드

고객신뢰고객충성도customer loyaltyrecovery satisfactioncustomer trust리커버리 패러독스고객불평행동recovery paradox고객애정failure and recoverycustomer affection리커버리만족리커버리불일치분배적 리커버리불일치상호작용적 리커버리불일치recovery disconfirmationdistributive recovery disconfirmationinteractional recovery disconfirmation실패복구이중이탈 현상double deviationcustomer complaining behavior
주제분류경제학

초록

실패복구와 관련된 흥미로운 두 가지 현상은 리커버리 패러독스와 이중이탈 현상이다. 리커버리 패러독스는 ‘실패를 겪은 고객이 만족스런 복구를 경험함으로써 과거보다 오히려 만족도가 높아지고 결과적으로 충성도가 높아지는 현상 또는 전혀 불만족을 경험하지 않은 고객보다 더 충성적으로 변화하는 현상’이다. 이에 반해 이중이탈 현상은 ‘이미 제품, 서비스의 실패로 인해 불만족한 고객에게 형편없는 복구수행으로 말미암아 또 다시 불만족을 겪게 함으로써 고객의 전반적인 평가를 악화시키는 현상’이다. 본 연구는 실패복구의 결과로 발생할 수 있는 상반된 두 현상을 고객-기업 관계의 회복과 추락이라는 관점에서 대조하고 비교분석하였다. 설문조사를 통해 수집된 실패 이전과 복구 이후의 충성도 변화량 및 복구만족도 수준을 기준으로 두 집단을 분리, 추출한 후 불일치 패러다임과 관계마케팅 관점을 적용하여 두 집단 간의 공통점과 차이점을 분석하였다. 두 집단에 공통적으로 분배적, 상호작용적 리커버리불일치가 리커버리만족에 유의한 영향을 미치고, 리커버리만족을 거쳐 고객애정, 고객신뢰와 같은 관계의 질적 변화가 도출되며, 관계의 질적 변화에 의해 충성도가 결정되는 경로구조를 적용했을 때, 이중이탈 집단에서 고객신뢰의 충성도에 대한 경로가 비유의적으로 분석된 것을 제외하고 다른 모든 경로구조는 유의하게 나타났다. 두 집단 간 차이로서, 이중이탈 집단에서는 리커버리불일치가 고객애정에 대해 리커버리만족을 통한 간접적 영향 외에도 직접적인 spill-over 효과를 발휘한다는 점과, 고객애정의 추락만으로 직접 충성도가 추락되는 효과가 나타난다는 점을 발견하였다. 리커버리 패러독스 집단에서는 리커버리불일치의 고객애정에 대한 직접적인 spill-over 효과가 나타나지 않았으며 고객애정의 회복과 신뢰의 회복을 통해 충성도가 회복되는 과정을 거치는 데, 이 때 이중이탈 집단에 비해 고객애정의 충성도에 대한 직접 영향은 유의하게 더 작고, 고객신뢰의 충성도에 대한 영향은 유의하게 더 크다는 점이 발견되었다. 요컨대 충성도의 추락은 신뢰의 문제라기보다는 애정의 문제여서, 결국 고객은 믿음이 사라져서 기업을 떠난다기보다는 미움이 솟구쳐서 떠나는 것으로 이해된다. 반면, 실패복구 이후 고객이 기업에 남기로 결정하는 것은 우호적 감정에만 의존한 결정이 아니라 이성적 판단 결과도 함께 고려한 결정인 것이다. 그 외에도 두 집단 간 표본의 특성을 살펴보면, 리커버리 패러독스 집단에서는 실패의 심각성이 더 낮고, 과거의 관계 강도가 더 약한 고객들이 상대적으로 높은 복구만족을 경험하면서 복구 이후의 충성도가 과거 수준 이상으로 증가되는 경향을 보이는 것으로 밝혀졌으며, 이중이탈 집단은 실패의 심각성이 더 크고 과거의 관계 강도가 더 높은 고객들이 상대적으로 낮은 복구만족을 갖게 되면서 이른바 ‘배반효과’를 나타내는 것으로 밝혀졌다. 본 연구는 실패복구 이후의 두 상반된 현상에 대한 본격적인 대조, 비교연구로서 의의를 가질 뿐만 아니라 학계와 실무계에 유용한 시사점을 제공한다.

Abstract

Even though companies endeavor to deliver perfect products or services, failures are inevitable to some degree. When failures occur, the primary objective is to prevent customer from defecting and to return dissatisfied customers into normal. If failure recovery is performed successfully, then the firm can regain customer loyalty and, in better cases, it can enhance loyalty more than that of the past. When recovery is successful, customers become even more loyal to the company than before. However, when the recovery of failure fails again, customers feel angry, betrayed or frustrated, and finally negative recovery disconfirmation accompanied by aforementioned negative emotions leads to drop in loyalty or to customer defection. The better cases are called ‘Recovery Paradox’ and the worse cases are called ‘Double Deviation.’The study attempts to contrast and compare the different characteristics between these two opposite phenomena by employing relationship marketing perspective and disconfirmation paradigm. Some of Dissatisfied customer from the initial failure of product or service may come to a happy ending but some meet a disastrous catastrophic ending via poor recovery. Recovery of failure is a moment of truth (MOT) both to company and to customer. The research framework is founded on the idea that recovery is a process that a dissatisfied customer passes through, from recovery disconfirmation, to perceived recovery performance determining the level of customer recovery satisfaction, and then rebuilding of relationship quality such as customer affection and trust, and finally rebuilding of customer loyalty. The study developed hypotheses in two ways. One is basic paths structure and the other is group difference. The structure of basic paths is identically adopted to both recovery paradox and double deviation groups. One of group differences is hypothesized as direct spill-over effect of recovery disconfirmation to customer affection for double deviation group. The rationale is based on 'negativity bias effect' stemming from negative recovery disconfirmation accompanied by negative emotions. The other aspect of group difference is viewed on the path from customer affection to loyalty and from customer trust to loyalty. The direct path impact of customer affection on loyalty is hypothesized to be stronger for double deviation group than for recovery paradox group, but the direct impact of customer trust on loyalty is hypothesized to be stronger for recovery paradox group than double deviation group. The research model is shown in <Figure 1>. Empirical test was conducted by using 507 survey data. Confirmatory Factor Analysis (CFA) of the measurement model was supported with adequate fit indices: χ2(194)=615.890(p=.00), χ2/df=3.175, CFI=.968, NNFI= .962, SRMR=.035, RMSEA=.066. Groups should be divided in advance to running the Structural Equation Model(SEM). The scores of loyalty change between the two timelines, that is, the time before the failure occurred and the time after the recovery performed, was used for grouping. If the scores were ‘0’ and more than ‘0’, the respondents were categorized into Group_Recovery Paradox. 175 respondents belonged to Group_Recovery Paradox. If the scores were less than ‘0’ and also the level of recovery satisfaction was lower than ‘5’, indicating the mid-point of the 9-point Likert type scale, that was measured with BTWT method (better than expected/worse than expected). Finally, 233 respondents belonged to Group_Double Deviation. <Table 1> shows the group characteristics. Distributive recovery disconfirmation, interactional recovery disconfirmation and recovery satisfaction of Group_Double Deviation were found to be relatively lower than those of Group_Recovery Paradox as expected. Contrarily, failure severity, prior customer affection, prior customer trust and prior customer loyalty of Group_Double Deviation were found to be relatively higher than those of Group_Recovery Paradox. Betrayal effect serves as the most plausible explanation for the differences in characteristics between two groups. Existing customers with relatively strong relational bond to the company seem to feel betrayed easily when ‘reciprocity norm’ is violated by the partner company. This could be seen as a ‘potential dark side of strong relationship’ between customer and company. To the contrary, customers who have relatively lighter bonding with the company in the past show more paradoxical tendency after an appropriate recovery was provided. The key causes of these contrasts are the severity of failure and recovery satisfaction. <Table 2> shows the results of hypotheses testing. H7 was partly supported and H9 was rejected but all other hypotheses were accepted. The basic paths structure was mostly supported for both groups except for the path from customer trust to customer loyalty for Group_Double Deviation. This means that the drop in customer trust has no significant impact to loyalty drop. Instead, drop in customer affection directly affect loyalty drop, which is comparatively more fatal to decrease in customer loyalty than that of Group_Recovery Paradox. The spill-over effect of recovery disconfirmation was significant only for the Group_Double Deviation. Customers who experience double deviation appear to follow emotional route more strongly in response to recovery than the other group. Their hierarchy of effects seems to be relatively more immediate and short. However, customers who rebuild the relationship via recovery satisfaction seem to follow more rational route to loyalty rebuilding. Their hierarchy of effects is longer and the nature of recovered customers appears to be more prudent and reserved so that they won't be dominated by the affect or emotions related to the recovery itself. For the customers who were dissatisfied due to the initial failure to determine their future behavioral intention toward the company that committed the transgression, more time and more elaborative processing appear to be required for retention, however, less time and less elaborative processing appear to work for defection. Trust rebuilding makes people stay but affection drop may lead to customer defection in the recovery of failure. Further discussions and implications are detailed. Research limitations and future research ideas are also presented.

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