고객만족의 2차원: 만족과 불만족이 재구매의도에 미치는 영향 및 조절초점의 조절역할 = Two Dimensions of Customer Satisfaction: The Effects of Satisfaction and Dissatisfaction on Repurchase Intentions with Moderating Role of Regulatory Focus

다국어 초록 (Multilingual Abstract)

Previous researches on customer satisfaction were based on expectancy-disconfirmation model and mostly regarded satisfaction as a unidimensional construct. Also in practice, most firms generally measure only customer satisfaction and take it as a management index. This is because satisfaction and dissatisfaction are not assumed as a distinct construct, but they are assumed as a strong reverse relationship (if satisfaction is high then dissatisfaction is low, if satisfaction is low then dissatisfaction is high) between them. If this assumption is correct, then there is no need to measure satisfaction and dissatisfaction separately. Even though they are measured separately, using just one variable would be enough.
However, some researches raised questions to the concept of unidimensionality of customer satisfaction and proved that satisfaction and dissatisfaction can be independent from each other and can also coexist at the same time. But in practice, it is not easy to find a firm using not only satisfaction, but also dissatisfaction as a tool for firm management. This research extends previous research on customer satisfaction and dissatisfaction in two ways. In Study 1, with coffee shop users, we randomly divided respondents into two groups. In one group we measured customer satisfaction and dissatisfaction via critical incidence technique and estimated the regression model including satisfaction and dissatisfaction both as independent variables. In the other group, we estimated the regression model with the conventional unidimensional customer satisfaction as the independent variable and compared the explanation power (adjusted R square). As a result, customer satisfaction and dissatisfaction both revealed significant effect on repurchase intentions and the explanation power of the regression model with the two factors were higher than that of the regression model with only satisfaction. In Study 2, with mobile communication users, not only we confirmed the result of study 1 but we also found a moderating effect of regulatory focus. That is, the positive effect of satisfaction on repurchase intention was larger for promotion focus than prevention focus and the negative effect of dissatisfaction on repurchase intention was also stronger for promotion focus.

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