소비자 실망에 관한 고찰: 인적관련실망과 결과관련실망이 소비자 반응에 미치는 상대적 영향력 비교 (A Study on Consumer Disappointment: Comparison of Relative Influence between Person-related Disappointment and Outcome-related Disappointment upon Consumers' Response)

서지정보

· 발행기관 : 한국마케팅학회
· 수록지 정보 : 마케팅연구 / 26권 / 4호 / 1 ~ 33페이지
· 저자명 : 김상희

초록

본 연구는 소비자의 실망을 인적관련실망과 결과관련실망으로 구분하고 이들이 소비자 반응에 미치는 상대적 영향력을 살펴보고자 한다. 지금까지 선행연구들은 부정적 기대불일치시 소비자가 경험하는 실망에 대해서는 언급을 하고 있지만 실망을 유발시킨 요소가 소비자가 원하는 결과를 얻지 못한 결과관련 요소인지 혹은 결과를 얻기 위한 과정에서 판매원으로부터 좋지 못한 서비스를 제공받은 인적관련 요소인지를 명확하게 제시하지 못하고 있다. 이러한 구분의 필요성은 결과관련실망과 인적관련실망이 유사한 감정처럼 보이지만 평가적 패턴이 상이하며 이로 인해 유발되는 소비자 반응이 상이하기 때문이다. 따라서 소비자가 실망했다고 이야기 할 때 그것이 무엇에 관한 실망인지를 알게 되면 이는 기업으로 하여금 향후의 소비자의 심리적 반응과 행동적 반응을 예측할 수 있도록 해주며 이에 대한 적절한 대응책을 마련하도록 해 줄 수 있다. 이를 위해 본 연구는 인적관련실망과 결과관련실망이 소비자 불만족과 행동에 미치는 상대적 영향정도를 비교하고자 하며 기업의 회복노력제시 후 결과관련실망집단과 인적관련실망집단의 실망의 정도, 소비자 반응의 변화정도 살펴보고자 한다. 이를 통해 실망유형에 따른 회복노력의 효과성을 검증하고자 한다.
연구결과 인적관련실망과 결과관련실망은 소비자 불만족과 행동에 미치는 상대적 영향력이 상이하였으며, 인적관련실망이 결과관련실망보다 소비자 불만족, 재방문, 부정적 구전에 미치는 상대적 영향력이 높았으며 반면 결과관련실망은 인적관련실망보다 직접적 불평에 미치는 상대적 영향력이 더 높은 것으로 나타났다. 또한 회복후 인적관련실망과 결과관련실망정도에 대한 비교에 있어 인적관련실망을 경험한 집단이 결과관련실망을 경험한 집단보다 회복후에도 그 실망감이 잘 극복되지 않는 것으로 나타났다. 결과적으로 인적관련실망이 결과관련실망보다 더 좋지 못한 결과를 가져올 수 있는 실망임을 제시하고 있다.
본 연구는 비록 유사한 것처럼 보이는 감정일지라도 감정의 평가적 패턴이 상이하며 이로 인해 소비자 반응에 상이한 영향을 미친다는 것을 제시하고 있다. 특히 소비자 행동에서 중요한 실망이라는 감정을 보다 구체적으로 다루고 있으며 이를 통해 실망과 연계된 소비자 반응과 기업전략에 대한 다양한 시사점을 제공하고 있다.

영어초록

The purpose of this study is to examine relative influence of these things upon consumer response by dividing consumer's disappointment into person-related disappointment(hereunder called PRD) and outcome-related disappointment(hereunder called ORD). Prior researches so far are mentioning on the disappointment that consumers experience given the negative expectancy disconfirmation, but are failing to definitely suggest whether the element of causing disappointment is the outcome-related element, which consumers fail to obtain the desired result, or the person-related element of having been offered not good service from a salesperson in the process for gaining a result. Necessity of this division is because ORD and PRD seem to be similar emotion, but are different in appraisal pattern, thus this leads to different consumer response. Accordingly, when coming to know with which the consumer was disappointed when a consumer said that the person oneself was disappointed, this can allow a company to possibly predict consumers' psychological response and behavioral response in the future.
This study first aims to compare relative influence between PRD and ORD upon consumer dissatisfaction and behavior. In other words, the aim is to suggest difference in influential level upon dissatisfaction and behavior depending on the origin of having caused disappointment, not what PRD and ORD influence consumer dissatisfaction and behavior in the same level. Through this, the aim is to present a plan for managing disappointment in order to possibly reduce dissatisfaction and negative behavioral intention. Second, the aim is to examine about influence of dissatisfaction upon behavioral intention. It aims to clarify which influence the dissatisfaction caused by disappointment has upon consumer's behavioral intention. Third, the aim is to examine disappointment level and a change level in consumer response of outcome-related disappointment group and person-related disappointment group after suggesting a company's effort for recovery. Through this, effectiveness of an effort for recovery aims to be verified depending on disappointment type.
As a result of research, first, the influence of ORD and PRD upon consumer dissatisfaction was indicated to be different. In other words, disappointment may influence consumer dissatisfaction. However, PRD caused by service employee was indicated to have the higher influential level upon dissatisfaction than ORD caused by product. Second, the influence of ORD and PRD upon consumer behavior was indicated to be different. It was indicated that ORD has the greater influence upon direct complaint intention than PRD and that PRD has the greater influence upon re-visit and negative word-of-mouth than ORD. Third, ORD and PRD were indicated to cause different consumer response even after offering a company's effort for recovering service. In case of outcome-related disappointment group, the outcome-related disappointment level reduced significantly after recovery given comparing with before recovery. However, in case of person-related disappointment group, the significant difference wasn't shown between before and after recovery. Also, even in dissatisfaction, re-visit, and negative word-of-mouth, the outcome-related disappointment group was significantly reduced the dissatisfaction level after recovery given comparing with before recovery, was significantly grown re-visit, and was significantly decreased negative word-of-mouth. However, the person-related disappointment group was indicated to be not shown significant difference in re-visit and negative word-of-mouth except dissatisfaction level before and after recovery. Also, as a result of examining consumer response of before and after recovery in the outcome-related disappointment group and the person-related disappointment group based on consumers' evaluation on a company's effort for recovery, the similar result could be obtained regardless of consumers' evaluation on a company's effort for recovery. This result is suggesting that all the negative feelings may not be eased by a company's effort for recovery on failure. In other words, it is being presented that there is possibility of being eased and being unlikely eased, on the other hand, by an effort for recovery, depending on from where the origin of negative emotion originated. Also, it could be examined that the person-related disappointment isn't still eased the negative response before and after recovery even if being positive in consumers' evaluation on a company's effort for recovery. The result of this study is suggesting that the consumer, who experienced person-related disappointment, originated from being person-related and that this person-related negative emotion not only isn't relieved easily even if being offered an effort for recovery by a company, but also is still negative comparing with before recovery even in negative behavioral response afterward.
This study is presenting that the appraisal pattern in emotion can be different even if being emotion of seeming to be similar and that this may lead to difference in influence upon consumer response. Especially, this study is proposing importance that disappointment has, by suggesting emotion called disappointment, which had been neglected given comparing with other negative feelings in the existing research of consumer science, and is offering diverse implications on consumer response and corporate strategy related to disappointment along with the detailed consideration on disappointment.

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