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목표지향행위로서의 고객불평에 관한 연구

Customer Complaining as a Goal-Directed Behavior

김정섭|김주현|윤만희
한국전략마케팅학회 (Korean Strategic Marketing Association)|2012.12|마케팅논집(Journal of Marketing Studies) (Journal of Marketing Studies)|제20권 제4호|pp. 1-22

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참고문헌

키워드

불평의도주관적 규범예상정서불평열망목표지향행동모델불평태도Goal-Directed BehaviorAnticipatory EmotionsAttitude toward ComplainingSubjective MormDesires to ComplainIntention to Complain

초록

본 연구는 고객 불평을 문제해결이나 목표 달성을 위한 수단적 행동으로 전제하고 고객의 불평의도를 목표지향행동(goal-directed behavior) 시각으로 접근하였다. 목표지향행동모델(model of goal-directed behavior: MGB)에 기초하여 고객 불평에 대한 기존 태도이론 (합리적 행동이론, 계획적 행동이론)에 예상감정과 행위열망 개념을 추가함으로써 불평행위와 행위의도에 대한 예측력을 높이고자하였다. 본 연구에서는 기존 태도모델과 달리 선행변수들(행위에 대한 태도, 주관적 규범, 행위통제)은 불평의도에 직접 영향을 미치기 보다는 추동력이 강한 행위열망과 같은 매개변수를 통해 불평의도에 영향을 미친다. 그리고 고객이 불평에 대해 갖는 열망은 기존의 태도, 규범, 통제뿐만 아니라 불평을 통해 목표가 이루어지는(성공) 혹은 이루어지지 않는(실패) 경우에 예상되는 감정에 영향을 받는다. 마케팅 강좌를 수강하는 대학교 재학생을 대상으로 실증분석을 실시하였다. 실증분석 결과 본 연구의 제안모델은 만족스러운 모델 적합도를 보여 주었으며 대부분의 가설이 지지되었다. 가설대로 긍정적 예상정서와 부정적 예상정서, 불평태도, 통제지각 모두 불평열망에 유의한 영향을, 그리고 불평열망은 불평의도에 강력한 영향을 미치는 것으로 나타났다. 또한 다른 선행변수와 달리 통제지각은 불평열망을 통해 불평의도에 간접적인 영향을 미치기도 하지만 불평열망을 통하지 않고 직접적인 영향을 미치는 것으로 나타났다.

Abstract

This paper, based on the premise that customers' complaining is an instrumental behavior for their problem-solving or goal attainment, developed a goal-directed model of customer's complaining intention and evaluated its empirical verification. This holistic model is proposed based on both trying theory and self-regulation theory, which enables to overcome limitations inherent in extant attitude models (e.g., theory of reasoned action, theory of planned behavior). It emphasizes the role of self-regulation mechanism in predicting behavior/intention by adding a construct "desire" (desires to complaining in our study) to the existing attitude models. Customers' desire to complaining directly affects their complaining intention as an antecedent and is influenced by their attitude toward behavior and subjective norm, as well as anticipatory positive and negative emotions. Also it is posited in this model that both consumers' complaining desire and perceived control influence their complaining intention. Using data from 311 participants of customer complaint campaign, SEM provided satisfactory empirical evidences for our goal-directed model of customers' complaining behavior/intention--good fitness of proposed model to the actual data and strong statistical significance in most hypotheses. Customers' desire played a critical role in the nomological network. As hypothesized, it was significantly influenced by anticipatory (negative and positive) emotions, attitude toward complaining, and their perceived control. Also customers' control perception had both direct and indirect effects on their complaining intention. It is meaningful to find that their perception of control first motivates "desires to do", which in turn leads to behavior intention.

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