소비 영역의 중요성과 소비자 경험이 고객만족에 미치는 영향 = Influence of Perceived Importance and Consumer Experiences of Consumption Domain on Customer Satisfaction

다국어 초록 (Multilingual Abstract)

The majority of prior studies have examined the effect of customers' positive experiences with specific products or services on marketing performance. This study, in contrast, examines the effects of negative experiences on consumer satisfaction in each consumption domain by consumer perspective. This study also analyzed the impact of experience on satisfaction with respect to the perceived importance of each consumption domain.
The 2015 Consumption Life Indicators in Korea is used to measure negative experiences (for each negative problem experienced by consumers in each consumption domain) with respect to consumption domain (clothing, food, home appliances, education, medical care, tele-com/communication, vehicle, congratulatory services, beauty/health, leasure/culture) and the importance of consumers' perceived importance for each consumption domain. Statistical analysis was performed using (multiple) regression analysis and multi-group comparisons based on a structural equation model.
The results of the analysis are as follows. First, the perceived importance of the consumption domain significantly affects satisfaction in the four consumption domains. Specifically, perceived importance positively influences satisfaction with food, beauty/health, and leisure/culture domain, and negatively influenced satisfaction in the home appliance domain. Additionally, in the case of the most important consumption domain consumer chose. it has also been found that satisfaction in domains such as food, medical care, vehicle, beauty/health, leisure/culture are positively influenced by perceived importance. Second, negative consumption experiences negatively affect satisfaction in the four consumption domains of food, home appliance, medical care, and tele-com/communication. Third, perceived importance of the consumption domain partially affects the impact of negative experience on satisfaction. In particular, within the medical, home appliance, and education domains, those who perceive the three consumption domains important and have had a negative experience in those domains feel more strongly negative about them. Within the tele-com/communication domain, consumers who perceive the domain as not important and have a negative experience feel strongly negative about the domain. Based on these conclusions, a strategic plan for improving customer satisfaction has been derived.

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