상조서비스와 소비자보호에 관한 연구-상조서비스 표준약관을 중심으로-

고형석 한국법제연구원 2008 법제연구 Vol.- No.35

Along with fast development of mutual aid service industry, consumer damages also are increasing rapidly. One of main cause of consumer damages is due to an unfairness agreement. Therefore, the Fair Trade Commission established the mutual aid service standard adhesion agreement to prevent consumer damages by use of unfair agreement. But the mutual aid service standard adhesion agreement must be amended as soon as possible because there is insufficient in consumer protection in agreement's specific substance. Talk briefly and to the point, as following. Firstly, a business' a duty to offer informations must be added in making a contract. Secondly, Cooling-Off will have to be applied in all mutual aid service contracts. Thirdly, a provision that allows to pay additional cost must be rescinded. Also, it is desirable that a provision paying a lump-sum payment when a business performed a contract would be replaced with a provision paying in installments continually. Fourthly, the money that must be refunded by a business has to decided via total amount paid and interest. Also, when a consumer rescinds since maturity, sum total payed must be refunded. Fifthly, a business' causes attributable have to be excluded in occurrence of consumer's right of rescission by business' default. Finally, the competent court will have to be decided via consumer's address or dwelling place. Along with fast development of mutual aid service industry, consumer damages also are increasing rapidly. One of main cause of consumer damages is due to an unfairness agreement. Therefore, the Fair Trade Commission established the mutual aid service standard adhesion agreement to prevent consumer damages by use of unfair agreement. But the mutual aid service standard adhesion agreement must be amended as soon as possible because there is insufficient in consumer protection in agreement's specific substance. Talk briefly and to the point, as following. Firstly, a business' a duty to offer informations must be added in making a contract. Secondly, Cooling-Off will have to be applied in all mutual aid service contracts. Thirdly, a provision that allows to pay additional cost must be rescinded. Also, it is desirable that a provision paying a lump-sum payment when a business performed a contract would be replaced with a provision paying in installments continually. Fourthly, the money that must be refunded by a business has to decided via total amount paid and interest. Also, when a consumer rescinds since maturity, sum total payed must be refunded. Fifthly, a business' causes attributable have to be excluded in occurrence of consumer's right of rescission by business' default. Finally, the competent court will have to be decided via consumer's address or dwelling place.

항공서비스 소비자 분쟁해결제도의 개선방안

이강빈 한국항공우주정책⋅법학회 2018 한국항공우주정책·법학회지 Vol.33 No.2

2017년 한국소비자원에 접수된 항공여객운송서비스 관련 피해구제 접수건수는 1,252건으로 2016년 1,262건 대비 0.8% 감소하여 2013년 이후 처음으로 감소세를 나타냈다. 그리고 2017년 한국소비자원에 접수된 항공여객운송서비스 분야의 피해구제 접수건 가운데 444건(35.4%)이 합의가 성립되었으며, 합의가 성립되지 않은 건 중에서 정보제공⋅상담 기타로 종결된 경우가 588건(47.0%)으로 가장 많았고, 소비자분쟁조정위원회에 조정 신청된 경우가 186건(14.9%)이었다. 항공서비스 소비자 피해구제와 분쟁해결을 위한 규정을 두고 있는 주요입법으로는 항공사업법, 소비자기본법 등이 있는데, 항공사업법에서 항공교통사업자의 피해구제절차와 처리계획의 수립 및 이행 그리고 피해구제 신청 접수 및 처리, 항공교통이용자 보호기준의 고시 등에 관하여 규정하고 있으며, 소비자기본법에서 소비자상담기구의 실치⋅운영, 한국소비자원의 피해구제, 소비자분쟁의 조정, 소비자분쟁해결기준의 제정 등에 관하여 규정하고 있다. 항공서비스 소비자 피해구제 절차로는 항공교통사업자의 피해구제 접수 처리, 소비자상담센터의 상담 및 피해구제 접수 처리, 한국소비자원의 합의권고, 소비자분쟁조정위원회의 분쟁조정제도 등이 있다. 현행 항공서비스 소비자 피해구제 및 분쟁조정 제도에는 항공사업법 상 항공교통사업자의 피해구제계획 수립 및 이행 의무의 면제, 항공부문 소비자분쟁해결기준 상 운송 불이행 및 지연의 경우 면책 등에 대하여 문제점이 있고, 그리고 소비자기본법상 소비자분쟁조정의 절차진행 및 조정성립에 대하여 한계점이 있다. 따라서 항공서비스 소비자에 대한 적절한 피해구제와 원활한 분쟁조정을 위하여 관련 제도의 개선방안을 제시하면 다음과 같다. 첫째 항공서비스 소비자 피해구제 관련 법규의 정비이다. 항공사업법 상 항공교통사업자의 피해구제계획 수립과 이행 의무의 면제규정이 수정되어야 할 것이다. 또한 항공서비스 소비자 보호와 피해구제에 관한 법 규정의 체계화와 전문성 제고를 위해 미국연방규칙 14 CFR 및 EU의 EC 261/2004 규칙과 유사한 별도 입법을 마련할 필요가 있을 것이다. 둘째 항공서비스 소비자 분쟁해결기준의 개선이다. 항공부문 소비자분쟁해결기준 상 항공사업자의 운송 불이행 및 운송지연의 경우 면책사유의 발생 원인이 불가항력이었는지를 규명하여 면책여부를 판별하여야 하고, 상법 항공운송편 및 1999년 몬트리올 협약에 규정된 면책사유와 같이 수정되어야 하며, 대체편이 제공된 운송 불이행의 경우와 운송지연에 대하여 배상기준을 통일하는 것이 필요할 것이다. 셋째 항공서비스 소비자 피해구제를 위한 정보제공의 강화이다. 항공관련 정부기관 및 유관기관들은 항공사 및 공항과 협력하여 항공서비스 소비자 피해구제를 위한 법규와 정책 등 다양한 정보를 항공교통이용자에게 보다 신속 명확하게 제공해야 할 것이다. 넷째 소비자분쟁조정의 효력 등에 관한 보완이다. 분쟁조정에 대한 수락 의사표시가 없을 경우 수락한 것으로 보는 것은 부당하므로 이의신청제도를 추가할 필요가 있을 것이다. 또한 소비자분쟁조정위원회 이외 다른 분쟁조정기구에 중복으로 분쟁해결을 신청한 경우 피해구제 대상에서 제외하고 있으나 당사자가 조정기관을 선택할 수 있도록 해야 할 것이다. 그리고 소비자분쟁이 조정을 통하여 효율적으로 해결될 수 있... In 2017, 1,252 cases of damages relief related to air passenger transport service were received by the Korea Consumer Agency, a 0.8% drop from 1,262 cases in 2016, the first decline since 2013. In 2017, 444 cases (35.4%) out of received cases of damages relief in the field of air passenger service received by the Korea Consumer Agency were agreed on, and out of cases that were not agreed on, the most number of 588 cases (47.0%) were concluded due to information provision and counseling, and 186 cases (14.9%) were applied to the mediation of the Consumer Dispute Mediation Committee. Major legislations that contain regulations for the damages relief and disputes resolution of air service consumers include the Aviation Business Act and the Consumer Fundamental Act, etc. The Aviation Business Act provides the establishment and implementation of damage relief procedure and handling plan, and the receiving and handling of request of damage relief by air transport businessman, and the notice of protection standard for air traffic users. The Consumer Fundamental Act provides the establishment and management of the consumer counseling organization, the damage relief by the Korea Consumer Agency, the consumer dispute mediation, and the enactment of the criteria for resolving consumer disputes. The procedures for damages relief of air service consumers include the receiving and handling of damages relief by air transport businessman, the counseling, and receiving and handling of damages relief by the Consumer Counseling Center, the advice of mutual agreement by the Korea Consumer Agency, and the dispute mediation system by the Consumer Dispute Mediation Committee. The current system of damage relief and dispute mediation for air service consumer have the problem in the exemption from obligation of establishment and implementation of damage relief plan by air transport businessman under the Aviation Business Act, the problem in the exemption from liability in case of nonfulfillment and delay of transport by aviation businessman under the criteria for resolving consumer disputes in the aviation sector, and the uppermost limit in procedure progress and completion of consumer dispute mediation under the Consumer Fundamental Act. Therefore, the improvement measurements of the relevant system for proper damage relief and smooth dispute mediation for air service consumer are to be suggested as follows: First is the maintenance of the relevant laws for damage relief of air service consumer. The exemption regulation from obligation of establishment and implementation of damage relief plan by air transport businessman under the Aviation Business Act shall be revised. To enhance the structualization and expertise of the relevant regulation for protection and damage relief of air service consumer, it will be necessary to prepare the separate legislation similar to the US Federal Regulation 14 CFR and EU Regulation EC Regulation 261/2004. Second is the improvement of criteria for resolving air service consumer disputes. For this, it will be necessary to investigate whether the cause of occurrence of exemption reason was force majeure, and distinguish the exemption from liability in case of nonfulfillment and delay of transport by aviation businessman under the criteria for resolving consumer disputes in the aviation sector, and revise the same as exemption reasons regulated under the air transport chapter of the Commercial Act and Montreal Convention 1999, and unify the compensation criteria for the nonfulfillment of transport that the substitute flight was provided and the delay of transport. Third is the reinforcement of information provision for damage relief of air service consumer. Aviation-related government agencies and concerned agencies should cooperate with airlines and airports to provide rapidly and clearly diverse information to the air traffic users, including laws and policies for damages relief of air service consumers. Four...

은행의 거래요인 별 소비자만족과 소비자불만대응 : 정보제공만족도에 따른 차이를 중심으로

황혜선,조연행 한국소비자정책교육학회 2015 소비자정책교육연구 Vol.11 No.1

정보비대칭은 소비자의 합리적인 선택을 저해하고 나아가 소비자가 자신의 권리를 인식하고 이를 수호하기 위 한 행동을 취하는 데에도 부정적인 영향을 미친다. 특히 금융서비스의 경우 복잡하고 전문적인 구조를 가지기 때 문에 소비자에게 정보가 제공되더라도 이를 충분히 활용하는 데 어려움이 따른다. 더욱이 다른 재화나 서비스의 거래와는 달리 소비자가 제한적인 교섭력을 가진다는 점에서 소비자의 거래상 지위는 취약하다고 할 수 있다. 그 러나 취약한 거래지위로 인해 발생하는 문제를 정부의 규제나 관리감독만으로 해소하기 어렵다는 점에서 소비자 들의 자구적 노력이 요구된다. 본 연구에서는 금융서비스를 이용하는 소비자가 경험하는 불만과 소비자 스스로 문제를 해결하기 위한 노력인 소비자불만대응행동을 살펴보고자 하였다. 이때 소비자에게 제공된 정보에 대한 만 족수준이 불만대응행동에 미치는 영향을 규명함으로써 정보비대칭 환경에서의 금융소비자보호와 권익수호를 위한 정책적 제안을 하고자 하였다. 연구결과 은행서비스에서 가장 불만족한 거래요인은 수수료에 관한 것으로 나타났 으며, 50대 이상의 연령집단에서 무인화서비스에 대한 소비자만족이 유의하게 낮은 것으로 나타났다. 소비자의 불만대응행동의 적극성은 비교적 낮은 수준으로 나타났으며, 상대적으로 연령이 낮은 집단이 적극적인 불만대응 을 하지 않는 것으로 나타났다. 불만 경험 시 민원을 제기한 창구에 따라서는 민간소비자단체의 민원처리 만족도 가 가장 높았다. 적극적인 불만행동에 고객서비스 만족수준이 정적 효과를 미치는 것으로 나타났으며 상품만족도 와 정보제공만족도의 상호작용효과가 검증되었다. 분석결과를 토대로 금융거래 시 소비자의 불만이 제대로 표출 되고 적극적으로 해결하도록 유도하기 위한 금융서비스 제공자와 소비자 측면의 정책 방안을 제안하였다. Asymmetric information impedes consumers’ rational decision and has a negative effect on consumers to protect their own rights. This problem has been more critical for financial services because it is hard to grasp the services even if they have proper information due to the lack of expertise in the finance. Moreover, consumers have limited bargaining power compared to financial service suppliers, which differs from consumer market of general products and services. In these circumstances, consumers’ position in the market becomes weaker than the suppliers. These circumstances must be solved not only by the governmental regulations but also by consumers’ self-helping efforts. In this study, consumers’ self-helping efforts were regarded as active consumer complaint responses. The effect of consumer satisfaction of information provided by financial service entities was examined to suggest consumer policy in order to alleviate asymmetric information and to protect consumer rights in the financial service market. The results are as follows. First, the most discontented factor of banking service was related to the banking commission. Second, older group (above 50) has lower satisfaction level than other age groups for the electronic banking services such as internet-based or mobile-based banking services. The level of consumer complaint response was lower for young consumers even though they also have dissatisfaction with the financial services. Consumers have expressed their dissatisfaction by several ways: financial service suppliers, government organizations, or consumer organizations. The most satisfying way was contacting consumer organizations. Consumer satisfaction of suppliers’ customer service has a positive effect on consumers’ active complaint response. The moderating effect of information satisfaction was verified. The level of consumer complaint response was much higher when consumers are less satisfied with the information provided from suppliers. This result implies that consumer information has an important role to make consumer more active to their dissatisfaction, which concludes that consumer complaints are explicitly addressed first, and furthermore, it is possible to promote a favorable financial environment for consumers.

소비자의 로밍서비스 이용만족도 관련 기대불일치 척도개발과 이용만족, 불만족 집단의 특성 연구

김시월(Si Wuel Kim),조향숙(Hyang Sook Cho) 한국소비문화학회 2012 소비문화연구 Vol.15 No.4

본 연구는 선행연구를 기초로 하여 소비자의 로밍서비스 이용실태를 살펴보고, 로밍서비스 이용에 대한 만족도 관련 기대불일치 척도를 개발하고. 개발된 척도의 검증차원에서 로밍서비스 이용에 만족한 소비자와 불만족한 소비자 집단의 특성을 분석하였다. 구체적인 연구결과는 다음과 같다. 첫째, 소비자의 로밍서비스 이용실태를 살펴본 결과, 주로 이용하는 국가는 일본, 중국, 미국이었으며, 통화서비스를 많이 이용하였다. 불만제기 경험은 거의 없었고 불만은 주로 요금에 관한 사항이 많았으며, 최근 이용한 로밍요금은 6만 8천원이었다. 로밍서비스 지식수준은 약 72/100점이었으며, 정보 유용성은 34/56점으로 나타났다. 둘째, 소비자의 로밍서비스 만족도 관련 기대불일치는 3개의 요인으로 분류되어, 요인I: 요금 관련 기대불일치, 요인Ⅱ: 요금납부와 불만처리 관련 기대불일치, 요인Ⅲ: 품질 관련 기대불일치로 명명하였다. 탐색적 요인분석에 의하여 분류된 만족도 관련 기대불일치 척도의 적합도 검증과 모형적합도, 인과적 유의성과 방향성을 알아보기 위하여 확인적 요인분석을 실시한 결과, 최종 모델이 적합한 것으로 나타났다. 셋째, 로밍서비스 만족 집단과 불만족 집단의 특성을 살펴본 결과, 성별, 연령 등의 사회경제적 특성과 로밍서비스 이용실태는 유사하였고, 로밍서비스 지식수준과 유용성이 통계적으로 유의한 차이를 보였으며, 로밍서비스에 만족한 집단은 불만족한 집단에 비하여 로밍서비스 지식수준이 낮았고, 정보 유용성은 높은 것으로 나타났다. 결국 소비자 스스로 로밍서비스 관련 지식과 유용성에 대한 소비자 역량 강화를 위한 적극적 자세도 중요 하고 이를 보장하는 기업의 투명한 정보 공개 및 지원, 그리고 이와 관련된 정부의 객관적이고도 공정한 정책 모두 요구된다. The purpose of this study is developing measurement scale and method how to use satisfaction grade on consumer's roaming service by using expectancy disconfirmation, and it is analysing group characteristics by satisfactory grade(satisfaction group and unsatisfaction group of consumer). And so, the result of this study is related basic resources of making information about consumer's roaming services and making policy about consumer's roaming services. For the purpose of this study, this study used questionnaires with refered pre-studies for roaming service and telephone related service. And we surveyed 1000 persons by web survey research. That data used for analysing for research contents, and the results are follows; First, consumers used in Japan, China, and U.S.A for roaming service by communication services. That was related visiting country for recent period. But users of consumers don't have many problems in using the roaming service, if consumers have any problems about roaming service it was related service fee mainly. And users of consumers fee level for roaming services was 68,000 won per a month. Consumer's knowledge grade for roaming service was 72/100 points, and consumer's information utility grade for roaming service was 34/56 points. It was not enough for using roaming service in information life. Second, the results of factor analysis for consumer's roaming service by using expectancy disconfirmation was divided 3 factors, and it was named the factor : fee related expectancy Ⅰ disconfirmation, the factor : fee pay and problems solving related expectancy disconfirmation, the Ⅱ factor : communication quality related expectancy disconfirmation. And it was appropriate method Ⅲ by statistics of factor analysis. Third, the result of different group analysis, satisfaction group and unsatisfaction group of roaming service was not different in sex, age, other socio-economics, and using pattern of roaming service. It was different in consumer's knowledge grade and information utility grade of roaming service, and so, unsatisfaction group of roaming service was higher in knowledge grade than satisfaction group and satisfaction group of roaming service was higher in information utility of roaming service than unsatisfaction group. Maybe, it seems that it depends on consumer's presentation of consumer problems by consumer's literacy. Therefore, consumer's knowledge grade and information utility graded for roaming service are very important factors in information and technology society, many business should give chance to consumer to educate for consumer education and information for related roaming service. And consumer's roaming service depends on consumer related policies of government, positive open plans of business, and consumer's attitude of self literacy for roaming service on satisfaction about consumer's roaming service.

재무설계 및 상담의 서비스공정성과 서비스품질이 소비자만족에 미치는 영향

차경욱 한국FP학회 2019 Financial Planning Review Vol.12 No.1

In this study, the FAIRSERV model proposed by Carr (2007) was applied to identify the perceived service fairness in financial planning and counseling services, and to verify the impact of service fairness on the service quality and consumer satisfaction. This study applied the structural equation model to analyze the relationship of service fairness, service quality, consumer trust, and consumer satisfaction. A questionnaire survey was conducted on 332 adults who had experience with financial planning and counseling services by visiting the financial institutions (bank, securities and asset management company, insurance company, and independent financial planning company). The findings were as follows. First, four dimensions of perceived service fairness in financial planning and counseling services, including interpersonal fairness, informational fairness, procedural fairness, and distributive fairness, had significantly positive effects on the service quality. Therefore, Carr (2007)’s FAIRSERV model was also validated in financial planning and counseling services. Second, interpersonal fairness and informational fairness, which are sub-categories of interactional fairness, had a direct positive effect on consumer satisfaction. Third, Informational fairness and distributive fairness had a significantly positive impact on consumer trust, and consumer trust increased consumer satisfaction significantly. In particular, informational fairness was shown to have a significantly positive impact on both consumer trust and consumer satisfaction. Fourth, perceived financial fairness had a significantly positive impact on perceived service quality, the service quality had a significantly positive impact on consumer trust and consumer satisfaction, and the consumer trust had have a significantly positive impact on consumer satisfaction. These results are meaningful in that they identified the multidimensional impacts of service fairness and consumer trust, as well as service quality, on the consumer satisfaction. 본 연구에서는 Carr(2007)이 제안한 FAIRSERV 모형을 적용하여, 재무설계 및 상담과정에서 소비자들이 인지하는 서비스공정성을 파악하고, 서비스공정성이 서비스품질과소비자만족에 미치는 영향을 검증하였다. 또한 서비스공정성, 서비스품질, 소비자신뢰, 소비자만족의 관계를 구조적으로 분석하였다. 금융회사(은행, 증권사, 자산운용사, 보험사, 독립재무설계회사 등)에 방문하여 재무설계 및 상담 서비스를 받아 본 경험이 있는20대 이상 성인 남녀 332명의 자료를 분석하였다. 본 연구의 주요 결과는 다음과 같다. 첫째, 재무설계 및 상담과정에서 소비자들이 인지한 서비스공정성의 네 가지 차원, 즉 대인관계 공정성, 정보 공정성, 절차 공정성, 분배 공정성은 모두 서비스품질에 정적 영향을 미치는 것으로 나타나, Carr(2007)이 제안한FAIRSERV 모형이 재무설계 및 상담 서비스에서도 검증되었다. 둘째, 상호작용 공정성의 하위영역인 대인관계 공정성과 정보 공정성은 소비자만족에 직접적인 정적 영향을미치는 것으로 나타났다. 셋째, 정보 공정성과 분배 공정성은 소비자신뢰에 유의하게 정적인 영향을 미치는 것으로 나타났으며, 소비자신뢰는 소비자만족도를 유의하게 증진시켰다. 특히 정보 공정성은 소비자신뢰와 소비자만족 모두에 유의한 영향을 미치는 것으로 나타나 재무설계 및 상담 서비스에서 공정하고 합리적인 정보제공이 중요한 요인임을 확인할 수 있었다. 넷째, 재무설계 및 상담과정에서 소비자들이 인지하는 서비스공정성은 서비스품질에 유의한 영향을 미치고, 서비스품질은 소비자신뢰와 소비자만족에 유의한 영향을 미치며, 소비자신뢰는 다시 소비자만족에 유의한 영향을 미치는 구조적인관계를 검증하였다. 이는 서비스품질과 소비자만족의 관계를 살펴본 기존의 연구모형에서비스공정성과 소비자신뢰의 개념을 포함하여 다차원적으로 영향 관계를 규명했다는점에서 의의가 있다.

THE EFFECT OF MASS CUSTOMIZATION IN FOOD SERVICE ON CONSUMER’S PERCEIVED VALUE: THE MODERATING ROLE OF SOCIAL INFLUENCE AND FOOD TYPES

Jaewon Hwang,Yong-Ki Lee 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Introduction In recent times, mass customization strategy has been actively adapted even in the food service industry, which provides services wherein consumers select the main ingredients of the food they order according to their preference. In this study, we examine the effect of mass customization strategies perceived by consumers in the food service industry. We also includes the external and internal environmental factors stimuli surrounding the situation of purchasing customized food items to better predict how consumer’s perceived value of mass customization might be formed within the context of service industry. Evidence shows that consumers’ perceived value is high for mass customization in food consumption service compared to food service for a fixed menu. The findings further suggest that this effects of mass customization on consumer perception is moderated by social influence (group vs. individual) and food type (utilitarian vs. hedonic). Theoretical Development Recent research in the field of mass customization has demonstrated that the advantage of designing consumer’s own products is in increasing consumer's perceived benefits while engaging in the customization of tangible products. These studies have shown that the mass customization provides consumers with a utilitarian value due to the purchase of optimized products that meet their individual needs and various values that are embedded in the customization process, such as hedonic value, self-expressive value, and creative achievement (Merle, Chandon, Roux, & Alizon, 2010; Yoo & Park, 2016), and that this value recognition leads to positive attitudes and behavioral responses such as high willingness to pay (Franke, Keinz, & Steger, 2009; Schreier, 2006), purchase intent, and loyalty (Yoo & Park, 2016). However, whereas research on mass customization focusing on tangible products has been actively conducted, research in the field of intangible services, is still lacking in two respects. First, there has been very little discussion of the effectiveness of mass customization strategies in the food service industry. Specifically, based on the stimuli-organism-response (S-O-R) framework, which states that environmental stimuli (S) lead to the formation of a customer perception (O) that induces consumers’ behavioral responses (R) (Mehrabian & Russell, 1974), existing research focused on the relationship of customer’s behavioral response to mass-customized food service (S-R relationship) (Kuo & Cranage, 2010; Wolf and Zhang, 2016), failing to embrace S-O relationship that focuses on how mass customization differs from a standard system in terms of how consumers perceive value. Considering that mass customization services can be regarded as a form of customer engagement strategy (Chathoth et al., 2014; Chathoth et al., 2016), it can be assumed that mass customization in services can induce positive consumer perception. Second, little research has yet examined situational factors that affect consumer response in purchasing mass customization of products/service. Considering that service environments play a significant role in service delivery by strengthening customer perceptions and retention (Baker, Parasuraman, Grewal, & Voss, 2002; Sherman, Mathur, & Smith, 1997), it is necessary to identify the internal and external environmental factors that limit or enhance consumers’ perceived value of the mass customization for effective implementation of the mass customization strategy. The aim of the present research is to empirically examine the effects of mass customization on consumer responses. It is hypothesized that consumers’ perceived value might be high for mass customization in food consumption service (compared to food service for a fixed menu) (H1), which is consistent with previous literature on consumer responses to mass customization in tangible. Furthermore, the current research further includes various environmental stimuli surrounding the situation of purchasing customized food items to better predict how consumer’s perceived value of mass customization might be formed within the context of service industry. Based on the assumption that (a) people's choice of consumption is affected by the expectations of how others evaluate their decisions (Ariely & Levav, 2000; Calder & Burnkrant, 1977) and that (b) consumers are more concerned about social norms and therefore make similar choices to blend in resulting in uniformity at the group level (Tice, Butler, Muraven, & Stillwell, 1995), it is expected that consumers sometimes feel compelled to refrain from choosing favorites because of how they expect to be perceived by others, hindering consumer’s benefits of mass customization. In addition, there are two food types based on the goal of consuming food: utilitarian food and hedonic food (craving for sweetness, e.g., desserts) (Wansink, Ittersum, & Painter, 2004; 2005). In pursuing the hedonic goal, the consumer tendency to engage in various behaviors is strengthened by the desire to express one’s personality to others (Ariely & Levav, 2000; Ratner & Kahn, 2002). Accordingly, in the present research, we explore the perceived value of mass customization moderated by social influence (H2), and food type (H3). In this model, social influence (group vs. individual), which is the factor outside the scope of customizing process, is regarded as an external variable and food types (utilitarian vs. hedonic), divided according to the purpose of food consumption, as an internal variable. Method We used a 2 (customization: low vs. high) × 2 (social influence: individual vs. group) between subject experiment conducted on the subjects regarding two types of food service: utilitarian food (main course) and hedonic food (dessert). We assigned 208 participants randomly to one of four conditions. Participants were asked to imagine they were visiting the high customized restaurant with their colleague together (vs. alone) that provide high customized service (vs. low customized service) and saw a menu for a food item. Modified from Kuo and Cranage (2010) study, two level of customized menu scenarios were used in this study. In the high customization scenario, participants are told that they were in a restaurant where they were offered to customize their dishes with choices of ingredients. In the low customization condition, participants were told that they were in a restaurant where they ordered among fixed menu items. Based on pretest result, we used pasta, which is entr?e for the utilitarian food, and use ice-flake, which is dessert for the hedonic food. After reading the scenario, participants provide their perceived value of mass customization ratings of the service process. Results and Conclusion First, an analysis of variance (ANOVA) revealed a significant effect of mass customization demonstrating that on perceived value, participants who read mass customization service condition had a higher perceived value on their food than participants in the fixed menu condition (H1). Second, in order to examine whether social influence (H2) and food type (H3) moderate the effect of mass customizatino on consumer perceptions, a moderated moderation model was performed a bootstrapping procedure with 5000 samples using the PROCESS model 3 (Hayes, 2016). The result revealed a significant three-way interaction effect among level of customization (high vs. Low), social influence (group vs. individual), and food types (utilitarian vs. hedonic). As the level of customization increases, the overall perceived value increases; however, it is confirmed that, when making decisions about food in a group situation, there are restrictions on perceiving the value that the consumer can customize and feel as compared to the individual situation. Finally, impact of social influence on the perceived value of customization is moderated by food type (hedonic vs. utilitarian). In other words, in hedonic food consumption situation, the modeartion effect of social influence on the perceived value of customization is weakened. Consumers are more likely to appreciate the process and consider it more palatable when they use mass customization service in restaurant. However, when people are conscious of the presence of others, the act of selecting food ingredients according to one’s own preference is restricted. Therefore, even if customized food is ordered in the presence of the group, its perceived value will be as lower than that of a fixed menu. In addition, when people use mass customization service in hedonic food consumption situations, regardless of group influence, they perceive that the value of customized menu is higher than that of the fixed menu. We expect that the study findings and framework will provide practical and theoretical implications such as the development of theories on food service situations, as well as aid restaurants in establishing marketing strategies. In addition, identifying internal and external environmental factors that limit consumers’ perceived value of mass customization will enable restaurants to find a suitable menu composition method to enhance and maintain customers’ perceived value and build a promotional strategy accordingly.

상조서비스에 대한 소비자문제경험이 재구매의도에 미치는 영향 : 상조회사에 대한 태도와 서비스품질만족도의 직렬다중매개효과 분석

제미경(Jae Mie Kyung),전향란(Jeon Hyang Ran) 한국소비문화학회 2016 소비문화연구 Vol.19 No.3

상조서비스에 대한 많은 관심과 수요에도 불구하고 상조서비스에 대한 소비자문제 역시 끊이지 않고 지속적으로 증가하고 있어 이를 해결하기 위한 학제적인 논의가 필요하다. 본 연구는 상조서비스에 대한 소비자문제경험이 재구매의도에 미치는 영향에 관해서 상조회사에 대한 태도와 서비스품질만족도의 직렬다중매개효과를 분석하였다. 자료수집은 상조서비스를 가입한 후 이용경험이 있는 소비자를 대상으로 온라인과 오프라인을 이용하여 360부를 최종분석에 사용하였다. 연구결과를 요약하면 다음과 같다. 첫째, 상조서비스 소비자문제 경험은 재구재의도에 직접적인 영향은 없었으나 상조회사에 대한 태도를 거쳐 서비스품질만족도를 경유해 상조서비스에 대한 재구매의도에 완전매개효과를 가지는 것으로 나타났다. 둘째, 상조서비스 소비자문제 경험은 상조회사에 대한 태도를 매개로 하였을 때보다 소비자문제 경험이 상조회사에 대한 태도를 거쳐 서비스품질만족도를 경로하는 복수 매개경로를 가질 때 재구매의도에 미치는 영향력이 더 큼을 알 수 있었다. 이 연구 결과는 소비자행동모델 이론정립에 대한 기여와 상조서비스 고객만족 제고를 위한 자료로 활용할 수 있을 것이다. In spite of interest and demand for industry-type funeral services, consumer problems are increasing continuously. To solve the consumer problems of industry-type funeral services, interdisciplinary approach is needed. The objective of this study is to analyse new mediating technique based on bootstrapping. This study intended to explore the serial multiple mediation effect of the attitude of the industry-type funeral service and service quality satisfaction in relationship between the experience of consumer problems and repurchase decision. Online and offline survey were conducted with 360 consumers who have purchased and used industry-type funeral service. The results were as follows. First, the experience of consumer problem regarding industrytype funeral service had no direct effect on the repurchase intention. However, the experience of consumer problem regarding industry-type funeral service had indirect effect on the intention of repurchase via the attitude of industry-type funeral service and service quality satisfaction. That is, multiple mediation estimate the relationship between the consumer problems and repurchase intention was sequentially mediated by he attitude of industry-type funeral service and service quality satisfaction. Second, experience of consumer problem of industry-type funeral service had more effect on the repurchase intention through the attitude of industry-type funeral service and service quality satisfaction than through the attitude of industry-type funeral service. The results of this study will contribute to establish the theory of consumer behavior model and to improve customer satisfaction. for industry-type funeral service.

메시징서비스의 소비자잉여 추정

김성준,윤충한 정보통신정책학회 2024 정보통신정책연구 Vol.31 No.1

우리가 하루에도 시시때때로 요긴하게 이용하는 카카오톡과 같은 메시징서비스는무료 서비스이기 때문에 경제적 가치가 얼마인지, 이용자에게 소비자잉여가 얼마인지를 추정하기 어렵다. 메시징서비스의 이용으로부터 금전적 비용은 없고 시간비용만 발생하므로 가격이 명확한 일반적인 재화와 서비스에 대한 소비자잉여 추정 방법론을 가격이 없는 서비스에 그대로 적용하기는 어렵다. 이 연구에서는 Goolsbee & Klenow (2006) 연구의 한계비용이 0인 시간집약적 서비스에 대한 사회적 잉여를추정하는 방법론을 그대로 따라 메시징서비스의 소비자잉여를 추정하였다. 무료이며 시간집약적 서비스인 메시징서비스가 창출하는 소비자잉여를 메시징서비스를이용하는 여가시간의 기회비용인 임금으로 추정한 점이 방법론의 핵심이다. 2018-2022년 미디어패널조사의 미디어 다이어리에 기록된 메시징서비스 이용데이터와 인구특성 자료들을 수집하여 분석하였다. 패널모형 추정결과 소득이 있는메시징서비스 이용자의 소비자잉여는 1인당 한 달에 약 45,000원인 것으로 나타났다. 전체 카카오톡 이용자 중 소득이 있는 이용자의 소비자잉여를 추정하면 연간최대 12조원에 이르는 것으로 나타났다. The economic value of messaging services like KakaoTalk, which we frequently utilize in our daily lives, is challenging to estimate due to the nature of these services being free. Since messaging services incur no monetary cost but only involve a time cost, applying traditional consumer surplus estimation methodologies used for goods and services with clear prices is difficult. Goolsbee & Klenow (2006) estimated the social welfare of internet services by collecting information on the actual time consumers spent on service utilization, instead of relying on surveys of willingness to pay for internet services. They considered the opportunity cost of leisure time spent by individual consumers as their wage and estimated the consumer surplus generated by a specific service by valuing the opportunity cost of the time used during leisure hours. Previous studies from abroad have estimated consumer surplus in time-intensive services such as the internet, Google, YouTube, social media, and automotive navigation, where marginal costs, aside from fixed costs, are very low but considerable time is expended. Similarly, preceding research in Korea has estimated consumer surplus in activities like radio listening, TV viewing, and VOD consumption. In this study, we adopted the methodology of Goolsbee & Klenow (2006) to estimate the social surplus generated by time-intensive services with zero marginal costs, applying it to messaging services. The key aspect of the methodology lies in estimating the consumer surplus created by messaging services, which are both free and time-intensive, by using the opportunity cost of leisure time, measured in wages. We collected and analyzed data Media Diary in the Media Panel Survey from 2018 to 2022, including messaging service usage data and demographic information. The estimated consumer surplus of messaging services per user per month was found to be 45,000 Korean Won. Extrapolating this estimate to the entire user base of KakaoTalk suggests that messaging services generate a consumer surplus of up to 12 trillion Korean Won annually.

동물의료서비스 이용 지역별 소비자 인식과 만족에 관한 연구 - 수정된 IPA 적용을 중심으로 -

김수연 ( Su-yeon Kim ),최아라 ( Ara Choi ),구혜경 ( Hye-gyoung Koo ) 한국소비자학회 2022 소비자학연구 Vol.33 No.1

반려동물시장의 지속적인 성장이 일어나며 반려동물 양육에 있어 필수적 요소인 동물의료서비스 시장 역시 확대될 것으로 보인다. 이러한 상황 속에서 동물의료서비스와 관련한 연구는 아직 부족한 상황이며 의료서비스와 마찬가지로 동물의료서비스 역시 지역격차가 예상됨에도 불구하고 이와 관련한 논의는 많지 않은 상황이다. 따라서 본 연구는 한국소비자원의 「2019 한국의 소비자시장평가지표-서비스 시장」 원자료를 활용하여 동물의료서비스와 관련한 소비자 1,000명의 자료를 분석하였다. 이를 통해 국내 동물의료서비스 소비자의 전반적인 인식을 확인하고, 이용 지역에 따른 인식과 만족의 차이를 Vavra(1997)의 수정된 IPA 매트릭스 구성을 통해 확인하고자 하였다. 본 연구의 주요 논의 결과와 시사점은 다음과 같다. 첫째, 동물의료서비스에 대한 전체 소비자의 성과도 평가는 선택다양성, 전환성, 비교용이성, 신뢰성, 안전성, 가격 순으로, 중요도 평가는 가격, 안전성, 전환성, 시장신뢰성, 비교용이성, 선택다양성 순으로 나타났다. 지역별 소비자의 인식 차이를 살펴본 결과, 안전성을 제외한 모든 항목에서 시군구 소비자의 성과도 인식이 유의하게 낮은 것으로 확인되어 동물의료서비스의 지역차를 확인하였다. 또한 5대 광역시 소비자와 시군구 소비자가 수도권 소비자보다 가격에 대한 중요성을 유의하게 높게 인지하는 것으로 나타났다. 둘째, 지역별 소비자의 동물의료서비스 만족에 영향을 미치는 요인을 살펴본 결과, 지역에 따라 영향을 미치는 요인과 정도가 다른 것으로 확인되었다. 그러나 안전성과 시장신뢰성은 모든 지역의 소비자에게 유의한 영향 요인이었으며 특히 안전성은 모든 소비자 집단에서 가장 중요한 요인으로 확인되었다. 마지막으로 이를 토대로 동물의료서비스의 이용 지역별 수정된 IPA를 수행한 결과에서도 지역별 공통점과 차이점을 확인할 수 있었다. 시장신뢰성과 안전성은 전체, 5대 광역시, 시군구 소비자 집단에서 IPA 매트릭스상 Ⅰ사분면인 중요한 실행요인으로 도출되었다. 이는 생명을 다루는 동물의료서비스 시장의 특성에 기인한 것으로 해석할 수 있다. 시장신뢰성은 동물병원이 관련 법과 제도를 잘 준수하고 있다고 여기는지와 관련된 사항으로, 관련 법적ㆍ제도적 보조가 필요함을 확인하였다. 더불어 가격은 모든 소비자집단에서 Ⅳ사분면인 기본요인에 위치했는데, 이는 동물의료서비스에서 가격이 기본적으로 충족되어야 할 공통 요인임을 의미한다. 그리고 시장 전반의 관점에서 비교용이성은 II사분면의 매력요인으로 도출되어, 향후 시장에서 비교정보의 제공이 중요함을 확인할 수 있었다. 이상의 결과를 토대로 본 연구에서는 동물의료서비스의 가격과 관련한 정책적 보조의 필요성, 비교정보제공을 위한 정보표준안 마련 및 동물의료서비스 이용 관련 주요 정보항목의 선별 필요성을 강조하여 정책적 보완을 강조하였다. 그리고 동물의료서비스의 지역격차가 존재함을 확인한 바, 이를 해소하기 위한 실무적 노력이 요구되며, 마지막으로 사업자의 입장에서 소비자 만족을 위해 모든 지역 소비자에게 공통적으로 중요한 요인으로 확인된 안전성, 시장신뢰성에 대해 집중적 개선이 필요함을 제언하였다. 본 연구는 동물의료서비스를 소비자의 관점에서 평가하고, 지역별 격차를 실증하며 동물의료서비스의 소비자지향성 개선 방안을 모색하였다. 반려동물산업이 성장하고 있고 관련 논의가 적극적으로 필요한 현시점에서 본 연구는 지역별 동물의료서비스의 격차에 대한 논의의 단초 역할을 할 수 있을 것으로 기대된다. As the pet market continues to grow, the animal medical service market, which is an essential factor in fostering pets, is also expected to expand. In this situation, research on animal medical services is still insufficient, and like medical services, animal medical services are not discussed much despite the expected regional gap. Therefore, this study analyzed the data of 1,000 consumers related to animal medical services using the original data of the “2019 Korea Consumer Market Evaluation Index” of the Korea Consumer Agency. Through this, the overall perception of domestic animal medical service consumers was confirmed, and the difference in perception and satisfaction according to the area of use was confirmed through the composition of the revised IPA matrix of Vavra (1997). The main discussion results and implications of this study are as follows. First, the evaluation of the performance of all consumers for animal medical services was in the order of selection diversity, conversion, comparability, reliability, safety, and price. The importance evaluation was in the order of price, safety, conversion, market reliability, comparability, and choice diversity. And as a result of examining the difference in perception of consumers by region, it was confirmed that the performance perception of consumers in cities, counties, and districts was significantly low in all items except safety, confirming regional differences in animal medical services. In particular, consumers in the five metropolitan cities and cities, counties, and districts perceived the importance of prices significantly higher than consumers in the metropolitan area. Second, as a result of examining the factors affecting the satisfaction of animal medical services of consumers by region, it was confirmed that the factors and degrees affecting each region were different. However, safety and market reliability were significant influencing factors for consumers in all regions, especially safety was identified as the most important factor in all consumer groups. Finally, based on this, the results of performing revised IPAs by region using animal medical services also confirmed regional commonalities and differences. When looking at the IPA matrix in the consumer groups of all, five metropolitan cities, and cities and counties, market reliability and safety were located in the important implementation factors, which are quadrants I. This can be interpreted as due to the characteristics of the life-handling animal medical service market. In particular, it was confirmed that related legal and institutional assistance is necessary because market reliability is a matter related to whether animal hospitals believe to comply with related laws and systems well. In addition, prices were located in the basic factor, which is the IV quadrant in all consumer groups, which means that prices are a common factor that must basically be met in animal medical services. In addition, from the perspective of the market as a whole, comparative ease was derived as an attractive factor in the second quadrant, confirming the importance of providing comparative information in the future market. Based on the above results, this study emphasized policy supplementation by emphasizing the need for policy assistance related to the price of animal medical services, preparing information standards to provide comparative information, and selecting major information items related to the use of animal medical services. After confirming that there is a regional gap in animal medical services, practical efforts are required to resolve this, and finally, it was suggested that intensive improvement is needed for safety and market reliability, which have been identified as common factors for consumer satisfaction. This study evaluated animal medical services from the perspective of consumers, demonstrated regional gaps, and sought ways to improve consumer orientation of animal medical services. At a time when the pet industry is growing and related discussions are actively needed, this study is expected to serve as a starting point for discussions on the gap in animal medical services by region.

국내결혼중개서비스 이용소비자의 가입단계별 이용 특성 및 소비자만족도

김민정 ( Kim Min Jeung ),곽민주 ( Gwak Min Joo ) 한국소비자학회 2020 소비자학연구 Vol.31 No.1

본 연구의 목적은 국내결혼중개서비스를 이용하는 과정에서 발생하는 소비자문제와 만족도 수준을 파악하여 소비자가 질 높은 국내결혼중개서비스를 제공받기 위한 개선방안을 제시하는 것이다. 이를 위해 최근 2년 이내에 국내 결혼중개서비스를 이용해 본 소비자 324명을 대상으로 이용 특성과 소비자만족도 수준을 살펴보았다. 주요 연구결과는 다음과 같다. 첫째, 국내결혼중개서비스의 이용 전 특성에서는 지인(가족, 친구, 직장동료 등)을 통해 정보를 획득하는 소비자의 비율이 37.7%로 가장 높았으며, 이용하기 전 가장 우려하는 점은 ‘개인정보 노출’(23.8%)이었다. 이용 시 특성에서는 업체를 선택한 이유로 ‘잘 알려진 업체이기 때문에’(44.8%)가 가장 높은 비율을 보여 많은 소비자가 조건이나 결혼 성공률보다는 브랜드의 명성을 보고 업체를 선택하고 있었다. 주요 상담방법으로 대면보다는 비대면 방법을 이용하고 있었으며, 평균 가입비는 119만원이었다. 이용 후 특성에서는 결혼 성공률(10.8%)이 매우 낮았으며, 개선사항으로 가입비 인하(30.2%), 약정 만남 횟수 증가(24.1%), 등록된 회원에 대한 검증체계 보완(23.5%)이 필요하다고 하였다. 둘째, 국내결혼중개서비스의 하위 영역별 소비자만족도는 서비스의 다양성(3.49점) > 서비스의 신뢰성(3.37점)> 부가혜택 서비스(3.29점) > 서비스의 가격(3.25점)의 순으로 나타나 가격 만족도 수준이 가장 낮았다. 특히, 소비자만족도를 측정하는 15개 문항 중에서 ‘업체에서 제시하고 있는 가입비는 제공하는 서비스에 비해 적절하다’라는 문항이 가장 낮은 점수를 보이고 있어 소비자들은 가입비 대비 제공되는 서비스가 만족스럽지 못하다고 느끼고 있었다. 셋째, 이용 특성에 따른 소비자만족도 수준 차이를 살펴본 결과, 가격이나 이상형 매칭 등과 같은 업체의 본질적인 서비스를 보고 업체를 선택한 소비자는 대체적으로 만족도 수준이 높은 반면, 브랜드의 명성이나 이미지 등을 이유로 업체를 선택하는 소비자는 만족도 수준이 낮았다. 상담방법에서는 대면상담을 이용한 소비자의 만족도 수준이 비대면상담을 이용한 소비자의 만족도 수준보다 높았다. 또한, 평균 가입비보다 낮은 비용을 지불한 소비자, 이성과 3회 이상 만난 경험이 있는 소비자, 결혼에 성공한 소비자의 만족도 수준이 그렇지 않은 소비자의 만족도 수준보다 높은 것으로 나타났다. 넷째, 국내결혼중개서비스의 하위 영역별 소비자만족도에 영향을 미치는 요인을 살펴본 결과, 4개의 하위 영역에 공통적으로 유의미한 영향을 미치는 요인으로 이성과 3회 이상 만난 경험 여부이었으며, 이성과 3회 이상 만난 경험이 있는 소비자는 모든 하위 영역의 소비자만족도 수준이 높은 것으로 나타났다. 그러므로 국내결혼중개서비스업체들은 소비자가 원하는 이상형을 소개받아 지속적인 만남을 유지할 수 있도록 보다 정교한 매칭프로그램을 개발해야 할 것이다. This study set out to investigate consumer issues and satisfaction with marriage brokerage service in the nation and propose their improvement measures to provide consumers with quality marriage brokerage service. For these purposes, the investigator conducted a survey with 324 consumers that used marriage brokerage service in the nation within the last two years to figure out their usage characteristics and satisfaction level. The major findings were as follows: First, the study examined the characteristics before using marriage brokerage service in the nation and found that the highest percentage(37.7%) of consumers obtained information from their acquaintances(family, friends, and colleagues) and that their biggest concern was “exposure of private information”(23.8%). As for their characteristics during the use of the service, the highest proportion(44.8%) of them chose an agency for “broad recognition,” which indicates that many consumers chose an agency for its brand reputation rather than conditions or marriage success rates. They received counseling mainly in non-face to face method instead of face to face one. The average membership fee was 1,190,000 won. The study also examined their characteristics after using marriage brokerage service and found that their marriage success rate was very low(10.8%). They said that there should be improvements including lower membership fees(30.2%), more meetings under contract(24.1%), and reinforced verification system for the registered members(23.5%). Second, the study investigated consumer satisfaction with marriage brokerage service in the nation by the subarea and found that their satisfaction level was the highest in service diversity(3.49 points), which was followed by service reliability(3.37), add-on service(3.29), and service fees(3.25) in the order. Their satisfaction level was the lowest in prices. Of 15 items to measure consumer satisfaction, “The membership fees are proper for the service provided by the agency” scored the lowest points, which means that consumers were not satisfied with the service for its fees. Third, the study examined differences in the consumer satisfaction level according to their usage characteristics and found that consumer satisfaction was overall high when consumers chose an agency for its essential services such as prices and matching of ideal types. When they chose an agency for its brand reputation or image, their satisfaction level was low. The consumer satisfaction level was higher with face to face counseling methods than non-face to face ones. The satisfaction level was higher when consumers paid less than the average membership fees, met with three spouse candidate or more, or succeeded in marriage. Finally, the study examined factors influencing consumer satisfaction with the subareas of marriage brokerage service in the nation. The results show that meeting with three spouse candidates or more had significant effects on all of the four subareas. Those who met with three spouse candidates or more recorded a high satisfaction level across all the subareas. These findings raise a need for marriage brokerage service providers in the nation to develop a more sophisticated matching program so that consumers can have their ideal types introduced to them and maintain meetings with them.