고객만족, 고객감동, 행동의도간의 비선형적 관계

다국어 초록 (Multilingual Abstract)

The concept of customer satisfaction is one of the most important topic in the marketing literature. However, some researchers and practitioners note that satisfaction is a necessary but not sufficient component of loyalty. The concept of customer delight may lead to a better understanding why customers reporting the same levels of satisfaction amy have different behavioral intentions. Although customer delight has raised the interest of researchers in recent years, there are a limited number of studies compared with those on customer satisfaction. Previous studies on customer delight are not without limitations, most importantly, there are very few empirical studies. Furthermore, most of empirical studies have used a single-item scale to measure customer delight. However, little is known about how consumers actually perceive these two constructs as different emotional responses. Despite the support for the association between delight and behavioral intentions in several key studies, there have been several studies revealing contradictory findings concerning the linearity of the relationship. Finally, although the impact of customer delight on behavioral intentions could considerably vary in different service contexts, it is difficult to find existing studies on the effect of service type. Therefore, this study examines the relationship among customer satisfaction, customer delight, and behavioral intention in different service contexts to address the gap in the literature. Specifically, by presenting the nonlinear linkage between customer delight and behavioral intentions in considering the effect of customer satisfaction, the present study investigates the relationship among satisfaction, delight and behavioral intentions that prior research did not identify as it relates to the linear relationship.
To examine the nonlinear relationship among customer satisfaction, customer delight, and behavioral intentions, two studies were undertaken in a two-phase research design. In study 1, in-depth interview was conducted to identify the difference between satisfied and delightful experiences. In study 2, research hypotheses relating to the proposed research model were tested. The comprehensive findings of study 1 and 2 are summarized in the following section.
First, this research supports the argument that customer delight and customer satisfaction are two distinct constructs in a service experience. This study confirms the conceptual difference of drivers and situational factors of satisfaction and delight based on extant literature. The results of in-depth interview reveals that satisfactory experiences are different from delightful experiences according to the situations that the are expected or unexpected and expressions that explain emotions of satisfaction and delight. The results indicate that customer satisfaction is different from customer delight and plays a role as an antecedent of customer delight in the context of retail banks and upscale restaurants. Furthermore, customer delight and customer satisfaction have independent effects on behavioral intentions which comprise repurchase intention and recommendation intention. In conclusion, customer delight is a distinct and separate evaluative response to the satisfaction response because they arise from different drivers and lead to dissimilar customer's future behaviors.
Second, future research on customer delight should consider the nonlinear effect of the relationship among customer satisfaction, customer delight, and behavioral intention because the link cannot be explained merely by linearity. Prior research on the relationship between customer delight and behavioral intentions has focused on the linear effect of customer delight on behavioral intentions. As a result, the significance of the relationship of delight and its performance showed mixed results in the literature. In addition, identifying and understanding the clearer effects of customer delight were limited because most of the previous empirical studies examined the relationship between customer delight and behavioral intentions without considering the effect of customer satisfaction. This research demonstrates that customer delight has a positive quadratic effect on repurchase intention and a positive linear effect on recommendation intention when controlling for the effect of customer satisfaction.
Third, the contradictory findings in previous studies on the impact of customer delight may be due to different service contexts where the research was conducted. The results in study 2 show that the effect of customer delight on behavioral intentions were stronger in the hedonic service than in the utilitarian service. Based on the results, this study suggests specific service contexts where customer delight strategies generate desirable results. This study also attempted to resolve the inconsistent findings regarding the delight-behavioral intention relationship.

국문 초록 (Abstract)

고객만족의 개념은 마케팅 문헌에서 가장 중요한 주제 중 하나이다. 그러나 최근에 들어 여러 연구자들과 실무자들은 충성도 창출을 위하여 만족이 필수적이지만 충분하지는 않다고 주장한다. 고객감동의 개념은 왜 비슷한 수준의 만족도를 보이는 고객들이 다른 행동의도를 갖는지에 대한 보다 나은 이해를 가능하게 한다. 따라서 고객감동의 개념에 대한 이해를 높일 수 있는 다수의 연구들이 이루어졌지만, 여전히 만족에 관한 연구에 비해 현저히 부족한 수준이다.
고객감동에 관한 기존 연구들의 가장 큰 한계점 중 하나는 고객행동에 대한 감동의 효과에 대한 실증적 연구가 부족하다는 점이다. 고객감동에 대한 다수의 실증연구들이 고객감동을 단일문항으로 측정함에 따른 측정에 관한 문제도 제기할 수 있다. 그리고 개념적으로 만족과 감동이 상이한 감정적 반응이라고 제시하고 있지만, 실질적으로 소비자들이 두 개념을 상이한 반응으로 인지하고 있는지에 대한 연구들은 거의 이루어지지 않았다. 또한 고객감동과 행동의도의 관련성은 주요 선행연구들에서 지지되고 있지만, 두 개념간 선형적인 관계에 대해서는 상충되는 연구결과 역시 제시되고 있다. 마지막으로 다양한 서비스 환경에서 행동의도에 대한 감동의 효과는 달라질 수 있지만, 이를 실증적으로 살펴본 연구는 찾아보기 어렵다. 따라서 본 연구는 이러한 선행연구의 한계점을 보완하기 위하여 상이한 서비스 환경에서 고객만족, 고객감동 그리고 행동의도의 관계를 실증적으로 검정하였다. 특히, 본 연구는 고객만족의 효과가 고려된 상황에서 고객감동과 행동의도간의 비선형적 관계를 제시함으로써 기존의 선형관계로 규명되지 않았던 관계를 설명하고자 하였다.
본 연구는 고객만족, 고객감동 그리고 행동의도의 비선형적 영향관계를 살펴보기 위하여 연구를 두 부분으로 나누어 진행하였다. 연구1에서는 만족한 경험과 감동한 경험의 차이를 심층면접을 통해 알아보았으며, 연구2는 고객만족과 고객감동 그리고 행동의도의 관계에 대한 연구모형과 가설을 제시하고 실증분석을 통해 가설을 검정하였다. 연구1의 심층면접과 연구2의 실증분석 결과를 토대로 본 연구의 종합적인 결과를 제시하면 다음과 같다.
첫째, 고객감동은 고객만족과 구분되는 긍정적 감정 또는 반응이라는 주장을 지지할 수 있다. 본 연구는 문헌고찰을 토대로 만족과 감동이 동인과 상황적 요인 등에 의한 개념적 차이를 제시하였다. 그리고 주기적으로 서비스를 소비하는 소비자들을 대상으로 한 심층면접을 통해 만족한 경험과 감동한 경험은 상황에 대해 기대하였는지, 기대하지 않았는지에 따라 차이가 있으며, 만족과 감동의 감정을 설명하는 표현들에 있어서도 차이가 있었다. 또한 실제 은행과 레스토랑 서비스를 이용한 경험이 있는 고객들에 대한 자료를 이용하여 고객만족, 고객감동 그리고 행동의도의 관계에 대하여 실증적으로 분석한 결과, 고객만족은 고객감동과 독립적인 개념이며, 고객만족은 고객감동의 선행요인으로써의 역할을 갖는 것으로 나타났다. 게다가 재구매의도와 추천의도로 구성되는 행동의도에 대해 고객만족과 고객감동의 효과는 차이가 있는 것으로 나타났다. 이상의 내용을 종합해 보면, 고객감동과 고객만족은 서로 다른 원인에 의해 유발될 뿐만 아니라 향후 고객의 행동에 대해서도 상이한 영향을 미치기 때문에, 서로 구분되어 독립적으로 존재하는 상이한 감정적 반응이라는 결론을 내릴 수 있다.
둘째, 고객만족, 고객감동 그리고 행동의도의 영향관계는 단순히 선형의 관계에서 설명되는 것이 아니라 비선형의 관계를 함께 고려하여 논의될 필요가 있다. 지금까지 고객감동과 행동의도간 관계에 선행연구들은 대체적으로 행동의도에 대한 고객감동 효과를 선형의 관점에서만 살펴보았는데, 이로 인해 감동과 성과의 관계에 대한 통계적 유의성이 혼재되어 제시되었다고 판단된다. 또한 다수의 선행연구들은 고객만족의 효과를 통제하지 않은 상황에서 고객감동과 행동의도의 관계를 규명하고 있기 때문에, 보다 명확한 고객감동의 효과를 파악하고 이해하는데 있어 한계가 있었다. 본 연구는 실증분석을 통해 고객만족이 통제된 상황에서 고객감동은 재구매의도에 체증하는 비선형적 효과를 갖으며, 추천의도에 대해서는 긍정적인 선형의 효과를 갖는다는 것을 밝혔다.
셋째, 고객감동의 효과에 대한 기존 연구에서의 혼재된 연구결과는 선행연구들에서 조사된 서비스 환경이 상이하여 나타난 결과일 수도 있다. 연구2의 분석결과 행동의도에 대한 고객감동의 효과는 실용적 서비스 보다는 쾌락적 서비스에 더 큰 것으로 나타났다. 이상의 연구결과를 토대로 본 연구는 고객감동전략이 효과적인 성과를 거둘 수 있는 서비스 상황을 제시하였다. 또한 본 연구는 기존 연구들에서 감동과 행동의도간 관계에 관한 상충되는 결론들을 조화시킬 수 있을 것이다.

목차 (Table of Contents)

• 제1장 서론 = 1
• 제1절 연구의 배경 및 문제의 제기 = 1
• 제2절 연구의 목적 = 5
• 제3절 연구의 방법 및 범위 = 6
• 제2장 이론적 고찰 = 7
• 제1절 고객만족 = 7
• 1. 고객만족의 개념 = 7
• 2. 기대-성과 불일치 = 10
• 제2절 고객감동 = 12
• 1. 고객감동의 개념 = 12
• 2. 고객만족과 고객감동의 개념적 차이 = 17
• 3. 고객감동에 관한 선행연구 = 23
• 제3절 행동의도 = 37
• 제3장 연구1 = 39
• 제1절 심층면접의 목적 = 39
• 제2절 자료수집 및 분석 = 38
• 제3절 분석결과 = 41
• 1. 서비스 소비 상황에서의 만족과 감동 경험의 차이 = 41
• 2. 만족과 감동을 설명하는 표현 = 44
• 제4절 연구1의 논의 = 46
• 제4장 연구2 = 47
• 제1절 연구모형 및 가설 설정 = 47
• 1. 고객만족과 고객감동의 관계 = 48
• 2. 고객만족과 행동의도의 관계 = 50
• 3. 고객감동과 행동의도의 관계 = 52
• 4. 고객감동과 행동의도의 관계에서 서비스유형의 조절효과 = 54
• 제2절 조사방법 = 56
• 1. 변수의 조작적 정의 및 측정문항 = 56
• 2. 예비조사 및 사전조사 = 60
• 3. 조사대상과 자료수집 방법 = 65
• 4. 분석모형 = 67
• 제3절 연구결과 = 71
• 1. 표본의 특성 = 71
• 2. 측정도구의 신뢰성 및 타당성 분석 = 73
• 3. 방문시기와 질문순서에 따른 조작적 차원의 점검 = 78
• 4. 회귀분석을 위한 기본가정의 검정 = 81
• 5. 가설검정 = 85
• 제4절 연구2의 논의 = 105
• 제5장 결론 = 107
• 제1절 종합적 논의 = 107
• 제2절 연구의 시사점 = 109
• 제3절 연구의 한계점 및 향후 연구방향 = 113

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