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공정성, 리커버리불일치, 고객신뢰가 연계된 리커버리만족 확장모형을 통한 불평고객의 재구매의도 형성과정에 대한 연구: 관여도의 조절효과를 중심으로

Understanding the Dynamics of RPI Formation Process After Recovery of Failure by Adopting Extended Model of Justice-Recovery Disconfirmation -Customer Trust: Focusing on the Moderating Effect of Involvement

이종만|라선아
한국소비자학회 (Korean Society Of Consumer Studies)|2011.09|소비자학연구 (Journal of Consumer Studies)|제22권 제3호|pp. 261-296

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참고문헌

키워드

관여도재구매의도고객신뢰지각된 공정성recovery satisfactioncustomer trustRPIinvolvementperceived justice리커버리만족리커버리불일치분배적 리커버리불일치상호작용적 리커버리불일치recovery disconfirmation
주제분류경제학

초록

본 연구는 주로 공정성이론에 의존하던 기존의 리커버리만족 연구에 불일치 패러다임을 통합하고, 리커버리 이후의 재구매의도 형성과정에서 고객신뢰를 중요한 매개변수로 도입한 리커버리 확장모형을 제안하였다. 두 가지 패러다임을 동시에 적용하는 것이 타당하고 의미 있는지 확인하기 위해 제안된 연구모형을 실증분석하였다. 심도있는분석을 위하여, 관여도를 조절변수로 사용하여 모형의 실무적 유용성을 탐색하였으며, 공정성 패러다임만을 적용한모형, 공정성-리커버리불일치 패러다임을 합친 통합모형, 공정성-리커버리불일치-고객신뢰를 연계한 확장모형간 모형적합도, 간명성, 예측력을 비교평가하여 제안모형의 효익을 분석하였다. 연구결과, 공정성-불일치 패러다임의 통합적 접근이 유익하며 리커버리만족 이후 재구매의도 형성과정에서 고객신뢰의 회복이 필수적이라는 결론을 얻었다. 리커버리만족이 고객신뢰의 회복을 거치지 않고는 직접 재구매로 이어지지않았다. 관여도를 조절변수로 설정한 집단간 비교분석에서는 저관여의 경우 투입기준과 기대기준 중 어떤 것에 맞추어 복구를 수행하더라도 고객이 만족할 수 있는 데 반해, 고관여의 경우에는 상호작용 차원은 투입기준에, 분배적 차원은 기대기준에 맞추어 복구를 수행해야만 고객의 만족도를 높일 수 있다는 시사점을 발견하였다. 즉, 고관여인 경우 불평고객은 투입과 기대 기준 중 더 많은 보상이 가능한 기준을 선별적으로 선택하는 경향을 보였다. 또한 관여도가 높아질수록 분배 공정성의 영향은 유의하게 감소되지만, 상호작용 공정성의 영향은 유의하게 증가하였다. 이 연구는 실패복구의 궁극적 목표를 리커버리만족이 아니라 재구매로 설정해야 하며 그 과정에서 고객신뢰의 회복이 필연적 중간목표가 되어야 한다는 점을 명확히 보여주고 있다. 또한 복구의 기준설정을 위해 공정성과 리커버리불일치 패러다임을 통합적으로 적용하는 것이 유익하다는 시사점도 제공하고 있다.

Abstract

This research suggested an extended model for understanding customers' repurchase intention (RPI) formation process after recovery of failure by integrating both paradigms of perceived justice and disconfirmation. In fact, existing research stream regarding recovery satisfaction has focused mainly on perceived justice as its theoretical framework while neglecting expectationdisconfirmation paradigm that has been studied as a key framework for CS research in the literature. Thus, the current study tried to take a balanced perspective to approach recovery satisfaction and rebuilding of customer loyalty by incorporating expectation-disconfirmation paradigm as well as justice theory and testing the validity of the proposed model. Also, customer trust was adopted as a critical mediator on the path from recovery satisfaction to RPI in the proposed model. Perceived justice and recovery disconfirmation were modeled as multidimensional constructs. Perceived justice consisted of distributive and interactional justice; recovery disconfirmation consisted of distributive and interactional disconfirmation. In order to investigate the usefulness of the proposed model both in theoretical and practical aspects, comparison analyses were conducted among the competing models; hypotheses were tested by using Structural Equation Modeling(SEM); the moderator effect of involvement was explored by using multiple group analysis in SEM. Data was gathered from the real complainants who initiated complaining behaviors toward the service providers or a firm. Total sample that was used for the analyses consisted of 212 respondents. Failure types varied across services or products in diverse industries. Model comparisons were conducted for testing model fit index,model parsimony, and predictive power across alternative models. The results show that the integrated approach of both paradigms of perceived justice and recovery disconfirmation to recovery satisfaction is useful. Also, it is found that rebuilding of customer trust is a critical step leading to repurchase intention from recovery satisfaction. In general cases, CS is known to have a direct impact on RPI. However, this study shows that, in failure and recovery situations, CS loses its direct impact on RPI. Instead, customer trust plays a role of a mediator in the path from CS to RPI. In particular, involvement is found to moderate the impact of the perceived justice and recovery disconfirmation on recovery satisfaction across distributive and interactional dimensions respectively. In low-involvement group, complainants show no difference of preference in choosing a comparison standard. Therefore, marketers can satisfy the complaining customers via any type of recovery strategy based on either input or expectation. This means that recovery efforts based on customer's perceived justice or on customer's expectation-disconfirmation will be effective to a low-involvement customer group. However, customers in a high-involvement group selected the comparison standards preferable to themselves to evaluate the marketer's recovery performance. They employ perceived justice paradigm to judge the interactional aspect of recovery but prefer using expectations as a comparison standard in judging the distributive aspect of recovery. This means that high-involvement customers behave more opportunistically than low-involvement customers. This study gives several theoretical implications: First of all, the results show that the balanced approach incorporating both justice and disconfirmation paradigms serves a comprehensive theoretical framework to explain more about complainants' recovery satisfaction. Also, this study reveals the critical role of customer trust in the path from recovery satisfaction to RPI. This means that a situation of failure and recovery is quite different from that of ordinary purchase and consumption, so that we need to take a more conservative approach to understand the psychological dynamics of complaining customers. The path from recovery satisfaction to RPI is fully mediated by customer trust. The results of model comparisons show that the proposed research model that incorporates not only justice theory but also disconfirmation paradigm and also accompanying a mediator of customer trust in the path from recovery satisfaction to RPI is the superior model among competing models. Furthermore, this study explores the relative impact of the two paradigms on recovery satisfaction by adopting a moderator, that is,involvement. Although involvement is a critical variable in consumer decision process, there is a lack of literature that deals with involvement in the situation of failure and recovery. As expected, involvement plays an important role when complaining customers choose a comparison standard in order to evaluate firm's recovery performance. This means that recovery satisfaction is judged on the two different criteria: One is input-based(sacrifice-based) judgment and the other is predictive expectation-based judgment. The choice of either criteria is determined on the ground of the complainant' involvement. This research gives important implications that when marketers set the goal of recovery, the ultimate goal should not be recovery satisfaction but formation of repurchase intention. Furthermore, restoration or rebuilding of customer trust should be considered as an intermediate goal to RPI, which is an inevitable step from recovery satisfaction to RPI. Customers' future behavioral intention after recovery of failure is not an easy destination to reach. Customers who experienced service or product failures seem to be very cautious and conservative in choosing the same company again. Also, the research presents the incremental benefits of the integrated approach both from justice theory and disconfirmation paradigm simultaneously in recovery satisfaction model in order to understand the complainants' psychological dynamics comprehensively. Limitations and future research ideas are also discussed.

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