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실패상황에서 인지적 브랜드관계품질과 감정적 브랜드관계품질이 고객반응에 미치는 영향

The Impact of Hot BRQ and Cold BRQ on Customers’ Responses in Failure

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본 연구는 실패상황에서 인지적 브랜드관계품질(Cold BQR)과 감정적 브랜드관계품질(Hot BQR)이고객반응에 미치는 영향에 대해 살펴보고자 한다. 지금까지 고객실패에 관한 연구들은 실패시 고객의 감정적 혹은 행동적 반응에 대해 논의하여 왔지만, 고객과 브랜드관계품질이 실패에 대한고객의 반응에 미치는 영향에 관해서는 간과하여 왔다. 그러나 심리학자들은 관계의 기반이 어디에서 비롯된 것인가에 따라 실수가 발행했을 때 경험하는 심리적 반응이 상이할 수 있음을 제시하였다. 마찬가지로 고객과 브랜드의 관계품질이 무엇을 토대로 하고 있는가에 따라 실패상황에서 경험하는 고객의 심리적 반응은 상이할 수 있다. 따라서 본 연구는 실패상황에서 인지적 브랜드관계품질(cold BQR)과 감정적 브랜드관계품질(Hot BQR)이 실망과 용서에 미치는 상이한 영향에대해 살펴보고자 하며, 이를 통해 어떠한 브랜드관계품질이 실패상황에서 조차도 이를 이해하고용인해 줄 수 있는가에 대해 논의하고자 한다. 연구결과, 인지적 브랜드관계품질(Cold BQR)은 감정적 브랜드관계품질(Hot BQR)보다 실패상황에서 고객실망에 미치는 영향이 더 큰 것으로 나타났고, 감정적 브랜드관계품질(hot BQR)은 고객용서에 긍정적 영향을 미치지만, 인지적 브랜드관계품질(Cold BQR)는 용서에 부정적인 영향을 미치는 것으로 나타났다. 그리고 실망은 고객의 부정적 행동(직접적 불평, 전환, 부정적 구전)을 증가시키는 것으로 나타났고, 용서는 고객의 부정적행동을 감소시키는 것으로 나타났다.

Abstract

The purpose of this study is to examine influence of these upon consumer response in failure situation by dividing Brand Relationship Quality(hereunder called BRQ) into Hot BRQ(based on emotion) and Cold BRQ(based on cognition). Prior researches so far are mentioning on customers' emotional and behavioral responses in failure situation, but is overlooking how BRQ influence customers' reponses on failure. Psychological research suggest when a person experience failure from another, his(her) psychological responses can depend on the bais of relationship. Thus, this study examine influence of Hot BRQ and Cold BRQ on disappointment and forgiveness in failure situation. As a result of research, first, the influence of Hot BRQ and Cold BRQ upon consumer disappointment and forgiveness was indicated to be different. In other words, both of Hot BRQ and Cold BRQ experience disappointment, but Cold BRQ associated with satisfaction and trust was indicated to have the higher influential level upon disappointment than Hot BRQ associate with passion, intimacy and commitment. Hot BRQ influence positively forgiveness, but Cold BRQ influence negatively forgiveness. second, disappointment influence positively direct complaint, switching, and negative word-of-mouth, and forgiveness influence negatively switching, and negative word-of-mouth.

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