놀라움과 고객기쁨의 관계: 놀라움의 유형, 제품의 종류를 중심으로 = Relationship between Surprise and Customer Delight: Focusing on Types of Surprises and Products

다국어 초록 (Multilingual Abstract)

While research on customer satisfaction has received attention from marketing scholars and practitioners, the idea that mere customer satisfaction is not enough and customers need to be delighted has emerged. Previous research of Chitturi, Raghunathan, & Mahajan (2008) revealed that customer satisfaction occurred when performance of utilitarian benefits met or exceeded prior expectations while customer delight occurred when performance of hedonic benefits met or exceeded prior expectations. But this previous research has a limitation of not measuring surprise which is an important factor of customer delight. We show that when surprise is elicited in positive consumption situation, customer delight occurs not only in hedonic benefits but also in utilitarian benefits. In addition, we categorize surprise into two types: more-than- expected surprise and unexpected surprise and revealed that both surprises had significant influence on customer delight. In order to test the hypotheses, we manipulated three types of consumption experiences (positive confirmation, more-than-expected surprise, unexpected surprise) for two benefit types (hedonic benefits vs. utilitarian benefits) using scenarios. We found that the results supported most of the hypotheses.

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