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불평이 불평을 낳는가?: 서비스접점에서 다른 고객의 불평이 고객의 심리적 반응과 행동에 미치는 영향

The Influence of Other Customer Complaining Behavior on Focal Customer Psychological Response and Behavior in Service Encounter

김상희|박만석|김경애
한국소비자학회 (Korean Society Of Consumer Studies)|2015.08|소비자학연구 (Journal of Consumer Studies)|제26권 제4호|pp. 49-76

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참고문헌

키워드

공감empathy인지적 공감psychological distance감정적 공감다른 고객의 불평서비스 환경의 인적요소불평의 내재화모방적 불평행동의도other customer complaining complaintinternalization of expressed complaintimitative complaining behavior
주제분류경제학

초록

본 연구는 서비스접점에서 다른 고객의 불평이 고객의 심리적 반응과 행동에 미치는 영향을 밝히고자 한다. 다른 고객의 불평이란 고객이 종업원과 상호작용하는 서비스공간에 함께 존재하는 다른 고객이 서비스종업원에게 불만족을 표현한 행동을 의미한다. 동일한 서비스를 이용하는 상황에서 다른 고객은 고객에게 있어서 하나의 관찰 대상이며 정보를 얻는 수단이다. 이러한 다른 고객이 서비스종업원에게 불만족을 표출하였을 때 이 상황에 노출된 고객은 어떠한 심리적 반응과 행동적 반응을 보일 것인가를 검토하고자 한다. 본 연구는 다른 고객의 불평에 노출된 고객의 심리적 반응으로써 공감과 불평의 내재화를 제시하고자 하며 이 두 개념 간의 인과관계를 검토하고자 한다. 또한 이러한 심리적 반응에 따른 행동적 반응으로 모방적 불평행동의도를 제시하고자 하며 고객의 심리적 반응인 다른 고객에 대한 공감에 영향을 미치는 요인으로써 고객이 다른 고객에 대해 지각하는 심리적 거리를 제시하고자 한다. 연구결과 다른 고객의 불평에 노출된 고객이 다른 고객에 공감할수록 불평의 내재화가 증가하였고, 불평의 내재화가 증가하였을 때 모방적 불평행동의도가 증가하였다. 이는 서비스접점에서 다른 고객의 행동이 고객의 심리적 반응과 행동에 영향을 미친다는 것을 의미한다. 한편, 모든 개인이 타인의 행동으로부터 동일한 영향을 받는 것은 아니다. 이를 확인하기 위해 고객이 다른 고객에 대해 지각하는 심리적 거리에 따라 고객의 심리적 반응과 행동적 반응이 달라짐을 확인하였다. 특히 다른 고객에 대한 공감은 고객이 종업원에 비해 다른 고객을 더 가까운 사이라고 지각하는 상대적인 사회적 거리가 가까울수록 증가하였고, 다른 고객에게 일어난 일이 고객에게 일어날 수 있다는 발생가능성이 클수록 증가하였다. 본 연구는 서비스접점에서 다른 고객의 영향에 대해 살펴봄으로써 다른 고객이 사회적 상호작용의 중요한 요소임을 강조하고 있다. 본 연구는 서비스접점에서 다른 고객의 불평행동을 관찰한 고객의 관점에서 고객의 심리적 반응과 행동적 반응에 대한 고찰을 통해 고객 불평관리와 고객경험관리에 대한 또 다른 전략적 시사점을 제시하고 있다.

Abstract

This study tried to focus on the influence of other customer complaining behavior in service encounter. Other customer complaining behavior (OCCB) is to express his (or her) dissatisfaction in service encounter where focal customer interacts with a service provider. An important, but largely overlooked, social influence that is present in many service environments is the other customers who simultaneously occupy a facility with a focal customer. Customer experiences are affected by other customer behavior as social environment of service because service customer experiences are largely social activities. Focal customer observes other customer because other customer is means to get information about service quality. It is important that we research on focal customer’s psychological response and behavior when other customer expresses his/her dissatisfaction to service provider. We suggest empathy and internalization of expressed complaint (IEC) as focal customer’s psychological responses of other customer complaining behavior. We suggest imitative complaining behavior as dependent variables of focal customer's psychological responses. We suggest psychological distance as an influence factor of empathy. Psychological distance is that focal customer perceives distance with other customer. The influence of other customer can be varied the importance of other customer. The more intimate relationships between customer and other customer are, the more important other customer is. Psychological distance means that the one perceived closely the other. Psychological distance dimensions consist of social distance and hypothetical distance. Marketers can use psychological distances to control indirectly the influence of other customer. We find that focal customer's psychological response and behavior affected by indirect experience through observation about other customer complaining behavior. It means service company manager and service provider have to pay attention to customers around a complaining customer in service encounter. We find that the role of psychological distance on the influence of other customer on focal customer is important and marketer and service provider can manipulate psychological distance by managing physical environment, employees, service quality, and so one. This article makes a valuable contribution to service marketing literature of other customer as social environment and indirect interaction between customers. Service organizations need to recognize the importance of understanding the influence of other customer on focal customer in service encounter and using a proper service encounter strategy.

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