국가간 소비자불평의도 선행요인에 관한 비교 연구

국문 초록 (Abstract)

다국적기업들은 해외시장에 진출함에 있어 다양한 외국인비용(cost of foreignness)에 직면하게 되는데 이중, 현지시장 의 불확실성(uncertainty)으로 야기되는 비용은 그들이 진출시장에서 사업을 영위함에 있어 극복해야할 중요 요인 중에 하나이다. 특히, 진출시장의 다양한 불확실성 중 문화적 차이로 나타나는 소비자들의 이질적인 성향은 진출한 다국적기업 들의 입장에서 매우 중요하게 고려되어져야 할 부분이다. 이에 따라 다국적기업들은 현지시장의 고객 이탈을 방지하고 이 들을 효과적으로 유지하기 위해 점차 그들의 불평행동에 귀를 기울이게 되었다. 이처럼 진출시장의 고객 불평행동의 중요성이 부각되면서 많은 선행연구들이 “왜, 언제, 그리고 어떠한 방법으로 기업에 게 불평행동을 취하는가?”에 대한 해답을 제시하고자 하였다. 그러나 이들의 연구진척에도 불구하고 다음과 같은 한계점 으로 인해 연구흐름이 정체되어 있는 것으로 보인다. 첫째, 대부분의 선행연구들은 오프라인에서 발생 가능한 소비자불평 행동에 초점을 맞추고 있다는 점이다. 이러한 결과는 오프라인을 근간으로 정립된 Singh(1988)의 불평행동의 측정방법 및 유형을 그대로 따르고 있다는 데에 기인된다. 둘째, 소비자의 의사결정은 문화적인 측면을 중요하게 고려해야 함에도 불구하고 대부분 관련 연구들은 단일 국가단위의 소비자들에게만 시야를 고정함에 따라 동일한 시점, 동일 측면에서의 결 과들에 대한 비교분석에 무리가 따른다. 셋째, 최근 온라인 거래의 활성화 추세에도 불구하고 온라인을 통한 불평행동에 관한 연구들은 미비한 실정이다. 특히, 이와 관련된 소수의 연구들조차도 온라인 채널을 통한 소비자불평행동의 방법 및 형태가 오프라인과 다름에도 불구하고 기존 오프라인 중심으로 정립된 불평행동의 유형 및 측정항목을 그대로 따르고 있다. 이에 본 연구에서는 위에서 지적한 선행연구들의 한계점을 극복하고자 온라인 채널을 통해 나타날 수 있는 불평의도 방법 및 유형을 밝힌 연구를 근간으로 다음 단계에 제기될 수 있는 질문들 즉, “이들을 설명할 수 있는 선행요인들은 무엇인 지?” 또한 “이들 결과가 문화적으로 상이한 국가 간에는 어떠한 차이가 존재하며 그 결과가 의미하는 바는 무엇인지?”의 물음에 대한 해답을 풀어보고자 하였다.

다국어 초록 (Multilingual Abstract)

The increasing interest among business firms to understand and respond more effectively to consumer’s dissatisfactions, complaints and defections is prompted largely by the economics of market penetration strategies. Such strategies depend on a firm’s success on two fronts: attracting new customers and selling more to current customers. In other words, understanding consumer dissatisfaction and its outcomes, a focus of consumer complaint behavior(CCB) research, has become a critical factor for business firms pursuing market penetration strategies where selling more to existing customers oftentimes is the key to profitability. However, the scope and breadth of previous CCB researches has been limited compare to their efforts. While most previous studies on offline-based CCB have focused on a variety of determinants of CCB based on Singh(1988)’s CCB typology, little is researched on CCB with situations under both online-based CCB and cross-cultural perspectives. Moreover, the extensive consumer complaining behavior (CCB) literature that has emerged since the 1970s has focused almost exclusively on U.S. consumers, and the few CCB studies conducted Out-side of the United States have suffered from a lack of integrating theory of how cultural influences CCB. To address these limited streams of previous research and further our understanding of e-CCB, this study was focused on the perspectives of determinant issues of e-CCB. As a result, this study’s findings clearly demonstrated that various variables have significant and different influence on the typology of e-CCB between Korean and U.S. samples.

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