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예상정서가 고객불평, 불만해결 및 결과정서에 미치는 영향: 종단적 연구

The Effect of Anticipatory Emotions on Consumer Complaining, Dissatisfaction Resolution, and Goal-outcome Emotions : A Longitudinal Study

김주현|윤만희
한국전략마케팅학회 (Korean Strategic Marketing Association)|2015.09|마케팅논집(Journal of Marketing Studies) (Journal of Marketing Studies)|제23권 제3호|pp. 137-156

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참고문헌

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예상정서불평열망고객불평결과정서서비스회복수행Anticipatory emotionsComplainingDesire to complainDissatisfaction ResolutionOutcome Emotions

초록

서비스실패는 현실적으로 발생할 수밖에 없는 현상이지만 해당 기업은 고객불평을 통해 이를 기업의 자산으로 전환시킬 수 있다. 본 연구에서는 고객불평을 불만족 고객의 부정적인정서를 해결하는 수단이며 문제해결의 도구로 전제하고, 고객의 불평 이유를 목표지향적 예상정서의 관점에서 접근한다. 정서는 심리학적 기본 요소인 동기, 행동, 성과 등 복잡한 과정을 거친다. 본 연구는 목표 해결(불만해결)을 미리 예상함으로써 생기는 예상정서가 어떠한 과정을 통해 고객불평에 영향을 미치며, 이로 인해 발생한 고객불평은 결과정서와 어떤관계가 있는지 불만해결이라는 목표 달성 과정을 통해 설명한다. 그리고 서비스불평에 대한해당 기업의 회복수행이 그 정도에 따라 목표위계상으로 하위목표(수단)인 고객불평이 상위의 초점목표 불만해결에 대해 어떤 차별적 영향을 미치는지 알아보기 위해 조절적 역할을실증 분석한다. 본 연구는 333명의 대학생을 대상으로 2단계에 걸쳐 종단적 분석을 실시하였다. 실증분석 결과 본 연구의 제안모델은 대체로 만족스러운 자료적합도를 보여 주었으며, 모든 가설이 지지되었다. 예상정서는 불평열망에 긍정적인 영향을 미치고 있는 것으로 나타났다. 불평열망은 불평정도에 직접적인 영향을 미치는 것으로 나타났으며 불만해결정도는긍정적 결과정서와 부정적 결과정서 모두에게 중요한 영향을 미치는 것으로 나타났다. 또한, 서비스업체의 서비스회복수행 정도에 따라 불평정도가 불만해결정도에 미치는 영향력은 다르게 나타나고 있음을 확인하였다.

Abstract

Presuming that customers' complaining is an instrumental behavior for their problem-solving (or resolving their negative dissatisfaction), this paper investigates the role of emotions in such goal-directed behavior, i.e, the motivational effects of emotions in customers’ complaining context. A goal-directed process model is presented for an emotional goal system, where anticipatory emotions are expected to function to motivate volitions in the service of goal pursuit (namely, desire to complain); goal-directed behavior (customer complaining), in turn, arise in response to volitions & lead to goal attainment (dissatisfaction resolution); & the latter then functions as the basis for a new set of appraisals & accompanying goal-outcome emotions. The model was tested in a longitudinal study of the responses of 311 participants of customer complaint campaign. SEM provided satisfactory empirical evidences for our proposed model—good fitness of the model to the actual data & strong statistical significance in all hypotheses. Both positive & negative anticipatory emotions had positive effect on volition (desire to complain), which, in turn, influenced customers’ complaining behaviors. An interesting finding is that, unlike previous but specific to customer-complaint situation, customers’ complaining (goal-directed behavior) can or cannot take effect on their dissatisfaction resolution (goal attainment) depending on what recovery activities service providers perform. Finally the dissatisfaction resolution that customers perceive through complaining increased (decreased) their positive (negative) outcome emotion.

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