고객 만족/불만족에 미치는 소비정서의 매개효과 = Mediating Effect of Consumption Emotion to Customer Satisfaction/Dissatisfaction

다국어 초록 (Multilingual Abstract)

This study was performed to investigate the mediating effect of consumption emotion to customer satisfaction/dissatisfaction. Specifically, customer satisfaction is not formed by cognitive evaluation such as perceived expectation disconfirmation but by cognitive evaluation and affective evaluation which lead to customer satisfaction/dissatisfaction. It was also conducted to identify the effect of two dimensional emotion being composed of positive/negative emotion in its relationship with customer satisfaction/ dissatisfaction as an antecedents. Regarding the dimensionality test, whether the customer satisfaction/dissatisfaction has an independent construct or not, an independent (two factor) model was supported. In addition, the hypothesis that customer emotion has a mediating effect in a relationship between perceived expectation discrepancy and satisfaction/ dissatisfaction was partially supported. Specifically, customer satisfaction showed completely mediation effect in its relationship with negative emotion, whereas which is not true in positive emotion using two factor model. In case of one factor model, any mediating effect was not supported. Based on these significant findings, detailed theoretical and practical implication were discussed.

국문 초록 (Abstract)

본 연구는 고객 만족/불만족에 미치는 소비 정서의 매개효과를 검증을 하기 위해 수행되었다. 즉 고객 만족이 기대와 지각된 품질에 따른 기대-불일치와 같은 인지적 평가에 의해서만 형성되는 것이 아니라 인지적 평가와 함께 정서적 평가가 이루어지고 그것이 만족과 불만족에 각각 영향을 미친다는 것을 검증하기 위해 수행된 것이다. 뿐만 아니라 만족과 불만족은 정적 정서와 부적 정서로 구성된 2차원의 정서가 만족과 불만족에 각각 영향을 미치고 있다는 것을 확인하고자한 것이다. 신용카드와 핸드폰 각각을 대상으로 하여 고객 만족과 불만족의 2차원성 검증을 위해 고객 만족/불만족의 1차원 모형과 2차원 모형 중 어느 것이 우수한 모형인지를 차이 검증해 본 결과, 2차원 모형이 우수한 모형임이 밝혀졌다. 또한 불일치에서 정서를 매개로 만족과 불만족에 영향을 미치는 2차원 모형과 정서를 매개로 하지 않는 2차원 모형간의 차이 검증 결과, 정서를 매개로 한 2차원 모형이 우수한 모형임이 밝혀졌다. 그렇지만 소비 정서의 매개 효과는 정적 정서에서는 유의하지 않았고 부적 정서에서는 완전 매개 효과를 보이는 것으로 나타난 반면, 1차원 만족도에 미치는 정서의 매개 효과는 정적, 부적 모두 유의하지 않았다. 본 연구를 통해 고객 만족 측정의 2차원성에 대한 검증과 만족과 불만족에 미치는 소비 정서의 매개효과를 검증하였으며, 고객 만족 측정에 있어서의 본 연구가 지니고 있는 의의 및 제한점을 논의하였고 향 후 연구 및 기업의 현장 실무에 대한 시사점을 제시하였다.

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