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공유 모빌리티 서비스 고객불량행동의 긍정적인 영향: 집단 동일시의 조절효과와 감정적 공감의 매개효과를 중심으로

Positive Effects of Customer Misbehavior in Shared Mobility Services: Focusing on The Moderating Effect of Group Identification and The Mediating Effect of Emotional Empathy

오한나|김재호
한국전략마케팅학회 (Korean Strategic Marketing Association)|2024.12|마케팅논집(Journal of Marketing Studies) (Journal of Marketing Studies)|제32권 제4호|pp. 143-166|DOI http://dx.doi.org/10.22736/jms.32.4.08

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참고문헌

키워드

공정성Fairness고객불량행동감정적 공감Emotional Empathy공유 모빌리티 서비스집단 동일시Shared Mobility ServiceCustomer MisbehaviorGroup Identification

초록

고객불량행동은 서비스에서 흔히 발생한다. 특히, 공유 모빌리티 서비스에서는 고객불량행동이 더욱 빈번하게 발생한다. 그러나 고객불량행동이 반드시 기업에 나쁜 것은 아닐 수 있다. 본 연구에서는 고객불량행동이 소비자의 반응에 미치는 영향은 고객불량행동에 대한 공정성 지각에 따라 달라질 수 있다고 제안한다. 서비스 실패를 간접적으로 경험한 소비자 즉, 관찰자 관점에서 이전 고객의 고객불량행동에 대한 공정성 지각 과정에서 발생하는 감정적 반응에 초점을 두었다. 본 연구는 공유 모빌리티 서비스 고객불량행동에 대한 공정성 지각 수준(고 vs. 저)과 집단 동일시 지각 수준(고 vs. 저)의 상호작용이 기업 태도에 미치는 영향과 감정적 공감의 매개효과를 살펴보았다. 분석 결과, 집단 동일시 지각 수준이 낮을 경우, 공정성 지각 수준이 낮을 때, 높을 때보다 기업 태도가 증가하였다. 반면에, 집단 동일시 지각 수준이 높을 경우, 공정성 지각 수준이 낮을 때와 높을 때 유의한 차이가 없었다. 더불어 이러한 관계에서 감정적 공감은 매개효과가 있는 것으로 나타났다. 즉, 공유 모빌리티 서비스 고객불량행동에 대한 공정성 지각 수준(고 vs. 저)에 따라 기업 태도가 변화하는 원인이 감정적 공감이라는 것을 확인하였다. 본 연구의 결과에 따라 고객불량행동을 했던 이전 고객들과 자신이 다름을 강조한다면 고객불량행동의 잠재적인 악영향으로부터 기업을 보호할 수 있을 것이다.

Abstract

Customer Misbehavior is common in services. In particular, customer misbehavior occurs more frequently in using shared mobility services. However, customer misbehavior may not necessarily be bad for companies. In this study, we suggest that the effect of customer behavior on the consumer's response may vary depending on the perception of fairness for customer behavior. We focus on consumers who indirectly experienced service failure from an observer's point of view, and especially, the emotional response that occurs in the process of perceived fairness to customer misbehavior of previous customers. This study examined the effect of the interaction between the level of fairness perception(high vs. low) and the level of group identification perception (high vs. low) on customer misbehavior in shared mobility services on attitudes towards the company and the mediating effect of emotional empathy. The results of this study provide implications for protecting companies from the negative effects of customer misbehavior.

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