서비스 실패 시 고객의 참여수준이 관계단절에 미치는 영향에 관한 연구 : 의료 서비스 중심으로 = A Study on Impact of Customer Participation on Relationship Dissolution in Service Failure -With Focus on Healthcare Service-

국문 초록 (Abstract)

최근 의료 시장의 개방과, 병원간의 경쟁의 심화, 소비자 권리 의식의 향상 등의 변화로 인하여 병원의 관계마케팅은 중요해지고 있다. 관계마케팅의 연구들은 고객의 장기적인 관계 구축 차원에서 되어왔다. 특히 고객이 서비스 제공자에게 어떠한 서비스를 요구하고, 고객을 보유하는지에 중점을 두고 이루어 졌다. 그러나 고객의 관계단절의 원인과 행동을 정확히 이해하고 이를 관리하는 것이 고객의 유지에 핵심적이고 기초적임에도 불구하고 관계단절에 관한 연구가 부족한 실정이다. 특히, 서비스 실패시 고객의 관계단절 반응과 관계 단절 행동을 종합적으로 거의 다루지 않았다. 이는 의료 서비스에서 더욱 부족한 실정이다.
선행연구는 서비스 실패와 만족/불만족, 행동간의 관계에 대하여, 고객참여와 만족/불만족간의 관계에 대해 논의는 되었으나 각각 이루어졌다. 이들간의 관련성에 대하여 종합적으로 연구가 이루어지지 않았다. 특히 서비스 동안의 고객참여와 서비스 실패 후 관계 단절 행동간의 관련성에 대한 연구는 매우 부족하다.
본 연구는 선행연구에서 소홀히 되었던 서비스 동안의 고객참여와 서비스 실패 후 인지적 반응, 감정적 반응, 불만족과 관계 단절 행동간의 관련성에 대해 밝혀보고자 한다. 이를 통해 고객 불만족/ 관계단절은 단순히 서비스 실패에 대한 기대불일치나 인지적/감성적 반응에 의해 결정되는 것이 아니라, 고객의 참여행동과 반응에 의해 종합적으로 결정될 수 있음을 제시하고자 한다. 또한 서비스 실패 후 감정적 반응으로서 실망과 후회를 밝히고자 한다. 특히, 서비스 접점 동안의 고객참여와 귀인에 의한 실망과 후회의 정도와 이 두 가지 감정적 반응이 불만족과 관계단절행동에 미치는 차별화된 영향력을 제시하고자 한다.
본 연구의 구체적인 목적은 다음과 같다.
첫째, 서비스 실패시 고객참여가 인지적/ 감정적 반응에 미치는 영향을 알아보고자 한다. 둘째, 감정이 실패의 인지적 반응(귀인 소재)에 의해 영향을 받는 정도를 제시하고자 한다. 셋째, 실망과 후회가 불만족과 관계단절행동에 미치는 차별화된 영향 정도를 살펴보고자 한다. 이를 통해, 불만족과 관계단절의 가능성을 증가시키는 특정한 감정 유형을 제시하고자 한다. 고객의 인지적 /감정적 반응은 하나의 시점의 특정 사건에 의한 경험뿐 아니라 서비스 결과와 서비스 동안의 그들의 행동을 비교하여 나타낸다. 본 연구는 이러한 변수를 고려하여 관계단절을 종합적인 구조를 통하여 제시하고자 한다. 마지막으로 서비스 실패 유형에 따라 연구에서 제시한 관계단절구조가 어떻게 변화되는지 탐색적으로 알아보고자 한다.
본 연구는 총 662명으로부터 수집한 설문지를 이용하여 조사를 실시하였다. SPSS 12.0과 AMOS 5.0 프로그램 패키지를 사용하였다.
연구 결과는 다음과 같다. 첫째, 서비스 동안 고객 참여수준이 증가 할수록 서비스 실패시 외적 귀인을 내적 귀인보다 더 많이 하고, 실망을 후회보다 더 많이 경험하는 것으로 나타났다. 둘째, 외적 귀인을 할수록 실망이 후회보다 더 증가 하며, 내적 귀인을 할수록 실망이 후회보다 더 감소하는 것으로 나타났다. 셋째, 불만족은 실망보다 후회에 의해 더 영향을 받았다. 불만족은 실망보다 후회에 의해 더 많이 감소되는 것으로 나타났다. 넷째, 관계단절행동은 후회보다 실망에 의해 더 큰 영향을 받는 것으로 나타났다. 관계단절행동 중 부정적 구전이 실망에 의해 더 큰 영향을 받는 것으로 나타났다. 다섯째, 실망과 후회가 항의에 미치는 영향 정도는 유의한 차이가 없는 것으로 나타났다. 실망과 후회는 모두 항의를 증가시키는 것으로 나타났다. 즉 감정유발의 원인이 어디에 있는가는 관계없이 부정적 감정의 경험이 항의를 증가시키는 것으로 나타났다. 또한 본 연구의 모형은 서비스 실패 유형에 따라 유의한 차이를 보였다. 여섯째, 본 연구는 고객참여, 인지적/감정적 반응, 불만족, 관계단절행동과 같이 서비스 동안의 다양한 변수와의 관련성을 조사하여 고객의 관계단절에 대한 깊이 있고 구체적인 논의를 제시하였다. 마지막으로 본 연구의 결과를 토대로 학술적, 실무적 의의에 대하여 논의하였으며, 연구의 한계점 및 향후 연구방향을 제안하였다.

다국어 초록 (Multilingual Abstract)

Customer relationship management is getting more and more important due to the recent development in Healthcare Service. The field of customer relationship management has been relatively well researched over the years, at least from the perspective of the customer. Especially a considerable amount of research has focused on how service providers acquire and sustain customers. Despite the importance of dissolution of relationship, there has been no systematic study of customer' relationship dissolution responses and dissolution behavior to service failures, from dynamic perspective between customer and service providers in Healthcare service.
The purpose of this study is to understand customer' dissolution responses and dissolution behavior in service failure from dynamic perspective between customer and service providers in Healthcare service. The prior studies have primarily discussed association among negative expectancy disconfirmation and dissatisfaction and behaviors. and efforts to search information and dissatisfaction and behaviors; however, there were not many researches in relevance between them. In particular, there were in fact few researches in relevance between customer participation in service encounter and cognitive, emotional response after service failure. Therefore, this study intended to examine the degree of customer participation in service encounter, cognitive response(attribution), emotional response(disappointment /regret), and relevance between dissatisfaction and relationship dissolution behaviors after service failure, all of which were missed by the existing studies. By doing this, it aims to indicate that consumer dissatisfaction/dissolution is not determined only by simple expectancy disconfirmation and consumer‘s participation but can be determined by various behaviors and reactions throughout the service encounter.
The purpose of this study is to indicate disappointment and regret as emotional reactions after service failure. In particular, this study intends to suggest that the degree of experience with disappointment and regret varies depending on attribution and customer participation in service encounter when service failure occurs and that these two kinds of emotion have influences on dissatisfaction and relationship dissolution behaviors in different degrees.
This study aims. first, At indicating that degree of cognitive, emotional response experienced varies depending on consumers' participation in service failure. Second. it aims at indicating that the degree of emotions experienced varies depending on the location of attribution of failure. That is, if the failure is attributed externally, it can lead to more experience with disappointment than regret : to this contrary, if the failure is attributed internally, it can lead to more experience with regret than disappointment. Third, it aims to indicate that disappointment and regret have effects on dissatisfaction and relationship dissolution behaviors in different degrees. By doing so, it intends to identify specific emotional response types to increase dissatisfaction and possibilities of relationship dissolution. By suggesting that consumer cognitive emotional response can not only be experienced by a certain event at one point but also be compared between one‘s behaviors and service results in the process of service encounter this study intends to investigate formation of consumer's emotional response in a dynamic way.
The study examined the survey collected from the total of 662 people. The examine was conducted by using SPSS 12.0 and AMOS 5.0
The result is the following.
First, as the service encounter to customer participation increase, there is more external attribution than internal attribution in service failure and more experiences with disappointment than regret.
Second, External attribution is more increased to experience with disappointment than regret, and internal attribution is less deceased to experience with disappointment than regret.
Third, Dissatisfaction is more strongly affected by regret than by disappointment. Dissatisfaction is less deceased to experience with disappointment than regret.
Fourth, dissolution behaviors are more strongly affected by disappointment than regret. Negative word-of-mouth among relationship dissolution behaviors is also more strongly affected by disappointment than regret.
Fifth, there was no significant difference in the degree of effects of disappointment and regret on voice. Both disappointment and regret could increased voice. In other words, whether the experience with disappointment and regret due to failure in product purchase is attributed internally or externally, negative emotions caused by the failure can increased voice.
Rather than simple association between expectancy disconfirmation and satisfaction/dissatisfaction and behaviors and between customer participation and satisfaction/dissatisfaction and behaviors as mentioned by the existing researches. This study thoroughly investigates relevance among multiple variables in service encounter, such as customer participation, cognitive/emotional response, dissatisfaction, dissolution behaviors to provide a chance to develop in-depth concrete discussion about consumer relationship dissolution
At last, we outlined implication for theory and practice, in addition, we suggested research limitation and future research based on research conclusion.

목차 (Table of Contents)

• 제1장 서론 = 1
• 제1절 연구배경 = 1
• 제2절 연구의 목적 = 5
• 제3절 연구의 방법 및 구성 = 6
• 1. 연구의 방법 = 6
• 2. 연구의 구성 = 7
• 제2장 이론적 배경 = 8
• 제1절 의료 서비스 = 8
• 1. 의료 서비스 정의 = 8
• 2. 의료 서비스 특징 = 9
• 제2절 서비스 = 12
• 1. 서비스 정의와 특징 = 12
• 2. 서비스 실패의 정의와 특징 = 14
• 제3절 관계단절 = 19
• 1. 관계단절의 정의 = 19
• 2. 관계단절의 원인 = 22
• 3. 관계단절행동의 유형 = 25
• 4. 의료 서비스의 관계단절행동 유형 = 27
• 제4절 고객참여 = 28
• 1. 고객참여의 정의 = 28
• 2. 고객참여의 특징 = 31
• 3. 고객참여의 결정요인 = 33
• 4. 고객참여가 고객행동에 미치는 영향 = 36
• 5. 서비스 분야의 고객참여에 관한 선행연구 = 38
• 제5절 인지적 반응 = 40
• 1. 귀인의 정의 = 40
• 2. 귀인이 감정적 반응과 향후 행동에 미치는 영향 = 44
• 제6절 감정적 반응 = 49
• 1. 감정적 반응의 연구 = 50
• 2. 부정적인 감정적 반응 = 52
• 제7절 소비자 평가 = 57
• 1. 불만족의 정의와 특징 = 57
• 2. 불만족과 관계단절행동과의 관계 = 60
• 제3장 연구 모형과 연구 가설의 설정 = 61
• 제1절 연구모형의 설정 = 61
• 제2절 연구가설의 설정 = 62
• 1. 참여와 인지적 반응과의 관계 = 63
• 2. 참여와 감정적 반응과의 관계 = 65
• 3. 인지적 반응과 감정적 반응과의 관계 = 67
• 4. 감정적 반응과 서비스 평가와의 관계 = 69
• 5. 감정적 반응과 관계단절행동과의 관계 = 70
• 6. 서비스 평가와 관계단절행동과의 관계 = 72
• 7. 서비스 실패 유형에 따른 비교 = 73
• 제3절 연구 설계 = 74
• 1. 설문지 = 74
• 2. 변수의 조작적 정의 = 79
• 3. 조사대상 및 자료 수집 방법 = 82
• 제4장 실증 분석 = 84
• 제1절 신뢰성 및 타당성 검증 = 84
• 제2절 연구가설의 검증 = 91
• 제3절 서비스 실패 유형의 비교 분석 = 105
• 제4절 경쟁모델의 비교분석 = 111
• 제5장 연구 결과 = 114
• 제1절 연구의 요약 = 114
• 제2절 연구의 의의 = 116
• 제3절 연구의 한계점 및 향후 연구방향 = 119
• 참고문헌 = 122
• 시나리오 = 159
• 설문지 = 165
• Abstracts = 171

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