고객일반에 대한 외부효과를 고려한 도우미-피도우미 인센티브 연구: 반응적도움행동(reactive helping)을 중심으로 (Helper Incentive and Helpee Incentive under Externalities)

서지정보

· 발행기관 : 한국경영학회
· 수록지 정보 : 경영학연구 / 39권 / 2호 / 437 ~ 458페이지
· 저자명 : 김현식

초록

고객간 도움행동촉진 인센티브는 이미 적지 않은 기업들에 의해 다양한 형태로 시도되고 있으며 최근에는 한 걸음 더 나아가 도움을 주는 도우미에게는 물론 도움을 요청하는 피도우미에게도 인센티브를 제시하기도 하며 심지어 다른 이용자의활용도(일종의 외부효과)까지 고려한 인센티브가 제시되기도 한다. 따라서 외부효과까지 고려하고 도우미와 피도우미를종합적으로 고려하여 바람직한 고객도움행동촉진 인센티브 방향을 모색해볼 필요성이 존재한다. 문제는 지금까지의 고객도움행동촉진방안에 관한 연구가 피도우미 외 일반고객이 누리는 외부효과를 모형에 반영하지 못하고 있어 현실세계의 다양한 상황에 대한 시사점을 모색하는데 제한이 있다는 점이다.
이러한 문제의식에서 출발하여, 본 연구에서는 피도우미 외 일반고객이 누리는 외부효과를 모형에 반영한 후 바람직한 고객도움행동촉진 인센티브 형태를 조명하고 있다.
본 연구의 주요결과는 다음과 같다: (1) 서비스업체는 도우미 한 쪽만 인센티브 제시할 때보다 양 쪽 모두 인센티브 제시 시 더 많은 이윤 달성이 가능하다. (2) 피도우미-도우미간 반응적도움행동의 고객일반 효용증대 외부효과가 커질수록도우미-피도우미 인센티브 수준을 높이는 것이 바람직하다. (3) 피도우미-도우미간 반응적도움행동의 고객일반 효용증대외부효과가 커질수록 도우미 인센티브 비중을 늘리는 것이 바람직하다. (4) 피도우미-도우미간 반응적도움행동의 고객일반 효용증대 외부효과가 커질수록 도우미 인센티브 중 성과보상비중을 늘리는 것이 바람직하다.

영어초록

As so many marketers get to use diverse helping incentives, some marketers use not only helper incentives but also helpee incentives to promote reactive helping behaviors considering their externalities effects that bring about the increase of utility and purchasing quantity of other consumers. Therefore it gets more important to know how to provide proper incentives to helper customer and helpee customer considering externalities.
However in spite of the rising interest in the optimal helping incentive structures under consideration of helping behaviors’ externalities effects, most of the previous research have been focusing on the non-externalities situation. In other words, there have been scarce studies on the helping incentives under consideration of helping behaviors’ externalities effects.
In this paper, we try to find better way for a marketer to promote the reactive helping behaviors under consideration of helping behaviors’ externalities effects via game-theoretic modeling.
Especially, we focus on both helper incentives and helpee incentives.
We investigated two issues about the topic as following: (1) Is it rational for the marketer to provide not only helper incentive but also helpee incentive to promote reactive helping behaviors?, (2) How much and what structure of incentive should the marketer provide when the externalities level of helping is high(or low)?Our model is as follows.
Stages of the game are as followings.
(Stage 1) Marketer sets price(p), helpee incentive(cost subsidy, xa), helper incentive(cost subsidy, xb), and helper bonus incentive(η).
(Stage 2) Helpee chooses his opitimal help-requiring efforts level(a) based on the helpee cost subsidy(xa) which is handed over immediately. (Stage 3) Helper chooses his opitimal helping efforts level(b) based on the helper cost subsidy(xa) handed over immediately and bonus(η) scheme.
(Stage 4) Other consumers purchase proper quantity based on the marketer’s reputation,helpee efforts level, and helper efforts level. After results confirmation helper bonus(η) is paid to helper.
Our findings are as followings.
(1) Marketer had better provide both helper incentive and helpee incentive rather than helper incentive only.,(2) As the externlities gets higher, marketer had better increase total helping incentive level.,(3) As the externlities gets higher, marketer had better increase the ratio of helper incentive.,(4) As the externlities gets higher, marketer had better increase the ratio of bonus type incentive in helper incentive.
One of the major contribution points of this study comes from the fact that this is one of the first trials to derive the optimal helping incentive system considering externalities. Not only practitioners but also academicians might enjoy some implications from the results of this study.

참고자료

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