고객 만족/불만족 귀인이 불평행동 및 재구매 의도에 미치는 효과 = The Effect of Customer Satisfaction/Dissatisfaction Attribution on Complaining behavior & Repurchase Intention

다국어 초록 (Multilingual Abstract)

In this study, hypothesized about the effects on the attribution dependent emotions after forming satisfaction & dissatisfaction & effects on the complaining behaviors & repurchase intention was verified. The results are as follows. The hypothesis that internal attribution about the satisfaction would lead customers to feel confident & proud was not supported for the credit card but was supported for the cellular phone. External attribution about the satisfaction causes gratitude & faith for both credit card & cellular phones. Anger, the emotion led after performing dissatisfaction attribution, was all supported except the external/stability attribution. Therefore, people feel greater anger when there is external attribution about dissatisfaction rather than internal, & external/ controllable attribution rather than external/uncontrollable. External/stable/ controllable attribution leads the greatest anger. On the other h&, only half of hypotheses related to complaining behaviors & repurchase intention were supported. Especially, hypotheses related to internal/external attributions were mostly supported, whereas ones related to stability were not consistently supported. As the results of hypotheses verification, stronger complaining behaviors & low repurchase intentions were shown with external attribution about dissatisfaction rather than internal. External/unstable attribution about dissatisfaction showed lower repurchase intentions than external/stable attribution did. The lowest repurchase intention appeared when there was external/stable/controllable attribution, yet the strongest complaining behaviors were shown only for the credit cards. On the other h&, external/controllable attribution about dissatisfaction did not have a significant effect on neither for credit cards nor for cellular phones.

국문 초록 (Abstract)

본 연구는 만족과 불만족 형성이후 나타나는 귀인이 귀인 의존 정서에 미치는 효과와 불평행동 및 재구매 의도에 미치는 효과를 검증하기 위해 수행되었다. 가설 검증 결과들을 보면, 만족에 대해 내적 귀인을 하면 자부심과 자신감을 느낄 것이라는 가설은 신용카드에서는 지지되지 않았고 핸드폰에서만 자신감이 유발되는 것으로 나타났고, 만족에 대해 외적 귀인을 할 때는 신용카드와 핸드폰 모두에서 고마움과 신뢰감을 느끼는 것으로 나타났다. 불만족 귀인 후 유발되는 정서, 즉 분노는 외적/안정성 귀인의 경우를 제외하고는 모두 지지되었다. 즉 불만족에 대해 내적 귀인을 할 때보다 외적 귀인을 할 때 분노를 더 크게 느끼고, 외적 통제 불가능한 귀인을 할 때보다 외적/통제 가능한 귀인을 할 때 분노를 더 크게 느끼며, 외적/안정적/통제 가능한 귀인을 할 때 분노를 가장 크게 느끼는 것으로 나타났다. 반면에 불평행동과 재구매 의도에 관련된 가설들은 신용카드와 핸드폰에서 유사한 결과가 나왔으며, 내외 귀인에서는 확실하게 지지되는 결과를 보여준 반면 안정성의 경우에 일관되게 지지되는 결과를 보여주지 못했다. 가설 검증을 통해 나타난 결과들을 보면, 불만족에 대해 내적 귀인을 할 때보다 외적 귀인을 할 때 더 강한 불평행동을 보이고, 재구매 의도는 낮게 나타났고, 불만족에 대해 외적/불안정적 귀인을 할 때보다 외적/안정적 귀인을 할 때 재구매 의도가 낮게 나타났으며, 불만족에 대해 외적/안정적/통제 가능한 귀인을 할 때 재구매 의도는 가장 낮게 나타났으나 불평행동은 신용카드에서만 가장 강한 것으로 나타났다. 반면에 불만족에 대한 외적/통제 가능성 귀인은 신용카드와 핸드폰 모두에서 불평행동 및 재구매 의도에 유의한 효과를 미치지 못하는 것으로 나타났다. 본 연구를 통해 고객 만족/불만족 발생 후 원인 파악과 그에 대한 대처의 중요성을 확인할 수 있었으며, 본 연구가 지니고 있는 의의 및 제한점이 논의되었고 향 후 연구 및 기업의 현장 실무에 대한 시사점이 제시되어 있다.

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