서비스 실패 상황에서 고객관계 품질, 고객 파워, 브랜드 명성이 불만행동에 미치는 영향
Effects of Customer Relationship Quality, Customer Perceived Power, and Brand Reputation on Complaint Behaviors
0
조회
0
다운로드
3
인용
0
참고문헌
키워드
초록
Purpose - This study aimed to investigate the effects of customer relationship quality and perceived power on complaint behaviors in a context of service failures in a restaurant. Two different types of complaint behaviors were employed: personal complaining that disappointed customers directly approach to a service manager and public complaining that customers ask for related institutions, like consumer protection organization, for help. This study also examined the moderation effects of brand reputation on the relationships between customer perceived power and two types of complaint behaviors. Research design, data, and methodology - The author developed a structural model in which customer relationship quality is proposed to affect customer perceived power, thus influencing personal and public complaint behaviors. The model also includes the moderating role of brand reputation; the effect of customer perceived power on two types of complaint behaviors becomes stronger when brand reputation is high. To analyze the research model, a survey based on a scenario regarding the contexts of service failures in a restaurant was conducted toward 126 female college students. SPSS 22.0 and AMOS 21.0 were utilized to test the hypotheses. Results - The findings are as follows. First, customers who had positive relationships with a restaurant are more likely to perceive that they have strong power to influence the service provider. Second, customer perceived power had a significant and positive effect on both personal and public complaint behaviors. Finally, when the brand reputation for a restaurant is high, dissatisfied customers who think they can exercise influence to the restaurant complain more actively toward the service provider. Conclusions – The findings of this study are against the traditional viewpoint on customer loyalty that loyal customers compared respond more generously to the mistakes of a company, but consistent with the ‘love becomes hate’ effect proposed by Grégoire, Tripp, and Legoux(2009). In complaining contexts, companies should manage customers with positive and strong relationship more carefully and strategically to prevent the expansion of economic and social risks from customers’ complaining behaviors. This is more significant for companies with strong brand reputations.
Abstract
Purpose - This study aimed to investigate the effects of customer relationship quality and perceived power on complaint behaviors in a context of service failures in a restaurant. Two different types of complaint behaviors were employed: personal complaining that disappointed customers directly approach to a service manager and public complaining that customers ask for related institutions, like consumer protection organization, for help. This study also examined the moderation effects of brand reputation on the relationships between customer perceived power and two types of complaint behaviors. Research design, data, and methodology - The author developed a structural model in which customer relationship quality is proposed to affect customer perceived power, thus influencing personal and public complaint behaviors. The model also includes the moderating role of brand reputation; the effect of customer perceived power on two types of complaint behaviors becomes stronger when brand reputation is high. To analyze the research model, a survey based on a scenario regarding the contexts of service failures in a restaurant was conducted toward 126 female college students. SPSS 22.0 and AMOS 21.0 were utilized to test the hypotheses. Results - The findings are as follows. First, customers who had positive relationships with a restaurant are more likely to perceive that they have strong power to influence the service provider. Second, customer perceived power had a significant and positive effect on both personal and public complaint behaviors. Finally, when the brand reputation for a restaurant is high, dissatisfied customers who think they can exercise influence to the restaurant complain more actively toward the service provider. Conclusions – The findings of this study are against the traditional viewpoint on customer loyalty that loyal customers compared respond more generously to the mistakes of a company, but consistent with the ‘love becomes hate’ effect proposed by Grégoire, Tripp, and Legoux(2009). In complaining contexts, companies should manage customers with positive and strong relationship more carefully and strategically to prevent the expansion of economic and social risks from customers’ complaining behaviors. This is more significant for companies with strong brand reputations.
참고문헌 (46)
- Aaker, David, "Building strong brands" (1996), Free Press
- Aaker, Jennifer, "When good brands do bad", Journal of Consumer Research, 31(1), pp.1~16 (2004)
- Ahluwalia, Rohini, "Consumer response to negative publicity: The moderating role of commitment", Journal of Marketing Research, 37, pp.203~214 (2000)
- Ahluwalia, Rohini, "How prevalent is the negativity effect in consumer environments?", Journal of Consumer Research, 29, pp.270~279 (2002)
- Ambler, Tim, "How much of brand equity is explained by trust?", Management Decision, 35(4), pp.283~292 (1997)
- Anderson, James C., "Partnering as a focused market strategy", California Management Review, 33(3), pp.95~113 (1991)
- Aquino, Karl, "Getting even or moving on? Power, procedural justice, and types of offense as predictors of revenge, forgiveness, reconciliation, and avoidance in organizations", Journal of Applied Psychology, 91(3), pp.653~658 (2006)
- Bechwati, Nada Nasr, "Outraged consumers : Getting even at the expense of getting a good deal", Journal of Consumer Psychology, 13(4), pp.440~453 (2003)
- Bhattacharya, Chitrabhan B., "Consumer-company identification : A framework for understanding consumers’ relationships with companies", Journal of Marketing, 67(2), pp.76~88 (2003)
- Bonifield, Carolyn, "Affective responses to service failure: Anger, regret, and retaliatory versus conciliatory responses", Marketing Letters, 18, pp.85~99 (2007)
- Chandon, Pierre, "A benefit congruency framework of sales promotion effectiveness", Journal of Marketing, 64(4), pp.65~81 (2000)
- Chaudhuri, Arjun, "Productclass effects on brand commitment and brand outcomes : The role of brand trust and brand affect", Journal of Brand Management, 10(1), pp.33~58 (2002)
- Crosby, Lawrence A., "Relationship quality in services selling : An interpersonal influence perspective", Journal of Marketing, 54, pp.68~81 (1990)
- De Wulf, Kristof, "Investments in consumer relationships: A critical reassessment and model extension", International Review of Retail, Distribution and Consumer Research, 13(3), pp.245~261 (2003)
- Dowling, Grahame R., "Do customer loyalty programs really work", MIT Sloan Management Review, 38(4), pp.71~82 (1997)
- Elangovan, A. R., "Betrayal of trust in organizations", Academy of Management Review, 23(3), pp.547~566 (1998)
- Folkes, Valerie S., "Consumer reactions to product failure : An attributional approach", Journal of Consumer Research, 10(4), pp.398~409 (1984)
- Fornell, Claes, "Evaluating structural equation models with unobservable variables and measurement error", Journal of Marketing Research, 18, pp.39~50 (1981)
- Frazier, G. L., "Organizing and managing channels of distributions", Journal of the Academy of Marketing Science, 27, pp.226~240 (1999)
- French, J., "Studies in social power" (1959), Institute of Social Research
- Grégoire, Yany, "The effects of relationship quality on customer retaliation", Marketing Letters, 17(1), pp.31~46 (2006)
- Grégoire, Yany, "Customer betrayal and retaliation : when your best customers become your worst enemies", Journal of the Academy of Marketing Science, 36(2), pp.247~261 (2008)
- Grégoire, Yany, "A comprehensive model of customer direct and indirect revenge : Understanding the effects of perceived greed and customer power", Journal of the Academy of Marketing Science, 38(6), pp.738~758 (2010)
- Grégoire, Yany, "When customer love turns into lasting hate : The effects of relationship strength and time on customer revenge and avoidance", Journal of Marketing, 73(6), pp.18~32 (2009)
- Hair, J. F. Jr., "Multivariate Data Analysis with Readings" (2006), Macmillan Publishing Company
- Kamakura, Wagner A., "Measuring brand value with scanner data", International Journal of Research in Marketing, 10(1), pp.9~22 (1993)
- 강성호, "서비스 실패 평가에 있어 조절동기와 고객참여의 효과", 마케팅관리연구, 18(4), pp.1~28 (2013), 한국마케팅관리학회
- Keller, J. L., "Strategic Brand Management: Building, Measuring, and Managing Brand Equity" (1998), Prentice-Hall
- 김모란, "서비스 실패요인이 보복행위에 미치는 영향과 관계품질의 조절효과", 아시아마케팅저널, 14(1), pp.99~130 (2012), 한국마케팅학회[DOI]
- 김판진, "A Study on the Effects of Perceived Quality on Whitening Cosmetics’ Satisfaction and Repurchase : Focused on University Students", The East Asian Journal of Business Management, 6(2), pp.15~22 (2016), 한국유통과학회
- 김상희, "모든 고객은 판매원의 서비스실패에 대해 분노하는가? : 판매원의 서비스 실패에 대한 고객귀인이 고객의 감정적 반응과 행동적 반응에 미치는 영향", 마케팅연구, 27(2), pp.27~52 (2012), 한국마케팅학회[DOI]
- Annual report of consumer damage relief, "Korea Consumer Agency", Korea Consumer Agency, ~ (2015)
- Lind, E. Allan, "The social psychology of procedural justice" (1988), Plenum Press
- Menon, Kalyani, "Exploring Consumer Experience of Social Power During Service Consumption", International Journal of Service Industry Management, 18(1), pp.89~104 (2006)
- Nunnally, Jum C., "Psychometric Theory" (1978), McGraw-Hill
- Oliver, Richard L., "Cognitive, affective, and attribute bases of the satisfaction response", Journal of Consumer Research, 20(3), pp.418~430 (1993)
- Adebusoye Shedrack Oluwafemi, "The Impact of Word of Mouth on Customer Perceived Value for the Malaysian Restaurant Industry", The East Asian Journal of Business Management, 6(3), pp.21~31 (2016), 한국유통과학회
- Robinson, Sandra L., "Trust and breach of the psychological contract", Administrative Science Quarterly, pp.574~599 (1996)
- Roehm, Michelle L., "Consumer responses to performance failures by high-equity brands", Journal of Consumer Research, 34(4), pp.537~545 (2007)
- Jay-Sang Ryu, "The Effects of Store Environment on Shopping Behavior: The Role of Consumer Idiocentrism and Allocentrism", The East Asian Journal of Business Management, 5(4), pp.5~11 (2015), 한국유통과학회
- Sirdeshmukh, Deepak, "Consumer trust, value, and loyalty in relational exchanges", Journal of Marketing, 66(1), pp.15~37 (2002)
- Smith, Amy K., "A model of customer satisfaction with service encounters involving failure and recovery", Journal of Marketing Research, 36, pp.356~372 (1999)
- Ward, James C., "Complaining to the masses : The role of protest framing in customercreated complaint web sites", Journal of Consumer Research, 33(2), pp.220~230 (2006)
- Weiner, Bernard, "Attributional thoughts about consumer behavior", Journal of Consumer Research, 27(3), pp.382~387 (2000)
- 이유재, "부정적 소비감정의 선행요인과 결과변수에 대한 연구 -후회감, 실망감을 중심으로 -", 소비자학연구, 16(4), pp.103~128 (2005), 한국소비자학회
- Zourrig, Haithem, "Consumer revenge behavior : A cross-cultural perspective", Journal of Business Research, 62(10), pp.995~1001 (2009)