서비스 충성도와 불평행동에 대한 전환장벽의 매개효과와 성격특질의 조절효과 = The roles of Switching Barriers and Personality Traits on the Link between Customer Loyalty and Complaining Behavior

다국어 초록 (Multilingual Abstract)

This study aims to examine the roles of switching barriers and personality trait on complain behavior. This study provides unique contributions to the literature by exploring how perceived switching barriers as a marketing situational factor and consumers' personality traits as a individual difference factor influence the link of customer loyalty and complaining behavior. The data was collected from a survey of undergraduate students at large Korean Universities. Total 360 survey were distributed and 342 questionnaires were analyzed. Results indicate the proposed hypotheses receive support in that firms can increase customer loyalty either through trust and commitment or via attitudes toward complaint. Furthermore, this study found the negative relationship between customer loyalty and complaining behavior, namely indicating that loyal customer who reinforces social bonds with service providers is likely to significantly reduce the frequency of complaining behavior. Results also show that the link between customer loyalty and complaining behavior is contingent on different levels of perceived switching barriers. Interestingly, the findings of personality traits show that significant interaction effects of extraversion and loyalty as well as openness to experience and loyalty variables. The findings of this study suggest that service providers need to consider the way customer complaining is handled and managed, namely an efficient management system of loyal customers' complaining.

국문 초록 (Abstract)

본 연구는 서비스 조직의 핵심기반인 충성고객의 불평행동을 상황요인(지각된 전환장벽)과 개인요인(소비자 성격특질)의 이원적 관점에서 접근하고자 하였다. 이에 고객충성도를 결정하는 신뢰와 몰입을 선행요인으로 하고 충성도와 불평행동의 관계에 있어 지각된 전환장벽을 매개변수로 가정하는 구조모형을 밝히고자 하였다. 이와 더불어 소비자의 성격특질을 고객충성도와 불평행동의 관계를 조절하는 변수로 가정하였다. 연구의 참여자는 모바일서비스의 사용빈도가 높은 대학생 342명이었으며 가설검증과 연구문제 해결을 위해 구조방정식모델링과 회귀분석을 실시하였다. 분석결과, 신뢰와 몰입은 기존연구의 맥락과 같이 고객충성도에 영향을 주는 주요 결정요인이었으며 고객충성도와 불평행동은 유의미한 부적 관계가 있음을 발견하였다. 특히 지각된 전환장벽은 충성고객의 불평행동을 간접적으로 매개하는 역할을 하였으며, 소비자의 성격특질 중 외향성과 개방성은 불평행동에 대한 충성도의 효과를 유의미하게 조절하는 것으로 나타났다. 본 연구의 결과는 차별적인 불평행동의 관리, 즉 방어전략으로서 제약기반의 장벽이 필요한 고객과 이탈비용을 자발적으로 높이는 충성고객에 대한 차별적 관리의 필요성을 시사하며 성격특질에 기초한 고객 불평관리 방안을 제안하였다.

참고문헌 (Reference)

• 1 박소영, "핵심 서비스품질과 관계혜택이 고객의 이탈의도와 추천의도에 미치는 영향에 관한 연구 - 고객만족과 전환장벽을 매개로-" 한국마케팅관리학회 15 (15): 75-106, 2010
• 2 주혁균, "한․중 소비자의 소셜커머스 이용 불평행동 및 재구매의도에 관한 연구" 한국소비자학회 23 (23): 225-248, 2012
• 3 양병화, "이동통신 서비스에 대한 관계편익과 만족 및 애호도의 관계성: 지각된 전환비용의 조절효과를 중심으로" 한국소비자·광고심리학회 12 (12): 615-637, 2011
• 4 Stephens, N., "Why don't some people complain? A cognitive-emotive process model of consumer complaint behavior" 26 (26): 172-189, 1998
• 5 Jones, M. A., "Why customers stay : Measuring the underlying dimensions of services switching cost and managing their differential strategic outcomes" 55 (55): 441-450, 2002
• 6 Oliver, R. L., "Whence customer loyalty?" 63 (63): 33-44, 1999
• 7 Singh, J., "When consumers complain: A path analysis of the key antecedents of consumer complaint response estimates" 24 (24): 350-365, 1996
• 8 Andreassen, T. W., "What drives customer loyalty with complaint resolution?" 1 (1): 324-332, 1999
• 9 Wong, A., "Understanding the quality of relationships in consumer service : A study in a retail environment" 23 (23): 244-264, 2006
• 10 Maute, M. F., "The structure and determinants of consumer complaint intentions and behavior" 14 (14): 219-247, 1993
• 11 Bansal, H. S., "The service provider switching model(SPSM) : A model of consumer switching behaviour in the service industry" 2 (2): 200-218, 1999
• 12 Fornell, C., "The relationship between consumer complaint magnitude and organizational status of complaint processing in large corporations, in New Dimensions of Consumer Satisfaction and Complaining Behavior" 95-98, 1979
• 13 Hart, C. W., "The profitable art of service recovery" 68 : 148-156, 1990
• 14 Baron, R. M., "The moderator-mediator variable distinction in social psychological research : Conceptual, strategic, and statistical considerations" 51 (51): 1173-1182, 1986
• 15 Ranaweera, C., "The influence of satisfaction, trust and switching barriers on customer retention in a continuous purchasing setting" 14 (14): 374-395, 2003
• 16 Harris, E. G., "The influence of cardinal-, central-, and surface-level personality traits on consumers' bargaining and complaint intentions" 18 (18): 1155-1185, 2001
• 17 Blodgett, J. G., "The effects of customer service on consumer complaining behavior" 9 (9): 31-42, 1995
• 18 Garbarino, E., "The different roles of satisfaction, trust, and commitment in customer relationships" 63 : 70-87, 1999
• 19 Morgan, R., "The commitment-trust theory of relationship marketing" 58 : 20-38, 1994
• 20 Sharma, N., "Switching costs, alternative attractiveness and experience as moderators of relationship commitment in professional, consumer services" 11 (11): 470-490, 2000
• 21 Anderson, J. C., "Structural equation modeling in practice : A review and recommended two-step approach" 103 (103): 411-423, 1988
• 22 Gremler, D. D., "Service loyalty: Its nature, importance, and implications. in Advancing Service Quality: A Global Perspective" International Service Quality Association 171-180, 1996
• 23 Hess, R. L. Jr., "Service failure and recovery : The impact of relationship factors on customer satisfaction" 31 (31): 127-145, 2003
• 24 Dunn, L., "Self-threat and product failure: How internal attributions of blame affect consumer complaining behavior" 49 : 670-681, 2012
• 25 Steele, C. M., "Self-image resilience and dissonance : The role of affirmational resources" 64 (64): 885-896, 1993
• 26 Oliver, R. L., "Satisfaction: A behavioral perspective on the consumer" Irwin/McGraw-Hill 1997
• 27 Costa, P. T. Jr., "Revised NEO personality inventory and NEO five-factor inventory professional manual" Psychological Assessment Resources 1992
• 28 Lee, R., "Relating switching costs to positive and negative word-of-mouth. Journal of Consumer Satisfaction" 22 : 54-67, 2009
• 29 Bove, L., "Personality traits and the process of store loyalty in a transactional prone context" 21 (21): 507-519, 2007
• 30 Barrick, M. R., "Personality and job performance : Test of the mediating effects of motivation among sales representatives" 87 (87): 43-51, 2002
• 31 O'Reilly, C. A., "Organizational commitment and psychological attachment : The effect of compliance, identification, and internationalization on prosocial behavior" 71 (71): 492-499, 1986
• 32 McShane, S. L., "Organizational behavior" McGraw-Hill Companies 2000
• 33 Kanfer, R., "Motivational traits and skill : A person-centered approach to work motivation" 19 : 1-56, 1997
• 34 Day, R. L., "Modeling choices among alternative responses to dissatisfaction. in Advances in Consumer Research, vol 11" Association for Consumer Research 496-499, 1984
• 35 Roberts, K., "Measuring the quality of relationships in consumer services: An empirical study" 37 (37): 169-196, 2003
• 36 Ashley, C., "Loyalty and its influence on complaining behavior and service recovery satisfaction. Journal of Consumer Satisfaction" 22 : 22-35, 2009
• 37 Anitsal, M. M., "Impact of customers' personality traits in retail environments" 8 : 39-50, 2009
• 38 Alsajjan, B. A., "How the big five personality dimensions influence customers trust in UK cellular providers?" 3 (3): 102-116, 2010
• 39 Homburg, C., "How organizational complaint handling drives customer loyalty: An analysis of the mechanistic and organic approach" 69 : 95-114, 2007
• 40 Hart, C. W., "Growing the trust relationship" 8 (8): 8-19, 1999
• 41 Dellande, S., "Gaining customer compliance in service" 7 : 265-292, 1998
• 42 Hirschman, A. O., "Exit, Voice, Loyalty: Responses to Decline in Firms, Organizations and States" Harvard University Press 1970
• 43 Fornell, C., "Evaluating structural equation models with unobservable variables and measurement error" 18 : 39-55, 1981
• 44 Amstrong, J. S., "Estimating non-response bias in mail survey" 15 (15): 396-402, 1977
• 45 Lam, S, Y., "Customer value, satisfaction, Loyalty, and switching costs : An illustration from a business-to-business service context" 32 (32): 293-311, 2004
• 46 Hurley, R. F., "Customer service behavior in retail settings : A study of the effect of service provider personality" 26 (26): 115-127, 1998
• 47 Tax, S. S., "Customer evaluations of service complaint experiences: Implications for relationship marketing" 62 : 60-76, 1998
• 48 Goodwin, C., "Consumer responses to service failures: Influence of procedural and interactional fairness perceptions" 25 (25): 149-163, 1992
• 49 Best, A., "Consumer response to unsatisfactory purchases: A survey of perceiving defects, voicing complaints, and obtaining redress" 11 (11): 701-742, 1977
• 50 Folkes, V. S., "Consumer reactions to product failure: An attributional approach" 19 : 398-408, 1984
• 51 Burnham, T. A., "Comsumer switching costs : A typology, antecedents, and consequences" 31 (31): 109-126, 2003
• 52 Kowalski, R. M., "Complaints and complaining : Functions, antecedents, and consequences" 119 (119): 179-196, 1996
• 53 Thøgersen, J., "Complaining : A function of attitude, personality, and situation" 26 (26): 760-777, 2009
• 54 McCrae, R. R., "Brief version of the NEO-PI-3" 28 (28): 116-128, 2007
• 55 Bearden, W. O., "An investigation of influences on comsumer complaint reports. in Advances in Consumer Research, vol 11" Association for Consumer Research 490-495, 1984
• 56 Coote, L. V., "An investigation into commitment in non-western industrial marketing relationships" 32 (32): 595-604, 2003
• 57 Smith, A. K., "An experimental investigation of customer reactions to service failure and recovery intentions : Paradox or peril" 1 (1): 65-81, 1998
• 58 Voorhess, C. M., "A service perspective on the drivers of complaint intentions" 8 (8): 192-204, 2005
• 59 Anderson, J. C., "A model of distributor firm and manufacturing firm working relationships" 54 : 42-58, 1990
• 60 Patterson, P. G., "A cross-cultural study of switching barriers and propensity to stay with service providers" 79 (79): 107-120, 2003
• 61 de Wulf, K., "A critical review of theories underlying relationship marketing in the context of explaining consumer relationships" 31 (31): 73-101, 2002