Journal of the Korea Academia-Industrial cooperation Society (한국산학기술학회논문지)

The Korea Academia-Industrial cooperation Society (한국산학기술학회)
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The Effect of Consumers' Should-expectation and Will-expectation on Consumer Satisfaction: Focusing on Regulatory Focus

소비자의 규범적 기대와 예언적 기대가 소비자의 만족에 미치는 영향: 조절초점 성향을 중심으로

  • Park, Do-Hyung (School of Management Information Systems, Kookmin University) ;
  • Chung, Jaekwon (School of Business Administration, Kookmin University)
  • 박도형 (국민대학교 경영대학 경영정보학부) ;
  • 정재권 (국민대학교 경영대학 경영학부)
  • Received : 2015.09.02
  • Accepted : 2015.12.04
  • Published : 2015.12.31
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Abstract

It is widely known that consumer satisfaction, as well as consumer voice and loyalty, affect firms' performance. Prior studies on consumer satisfaction have focused on expectancy disconfirmation theory and its effects on satisfaction related to disconfirmation with consumer expectation and with perceived performance. This study classified consumer expectation into should-expectation and will-expectation, and investigated how disconfirmation with these expectations affects consumer satisfaction differently based on regulatory focus. Specifically, for promotion-focused consumers, disconfirmation of will-expectation has a more significant influence on consumer satisfaction than that of should-expectation. For prevention-focused consumers, disconfirmation of should-expectation has a more significant influence on consumer satisfaction. The results of this study provide academic insights that not only generic expectation (will-expectation) but also should-expectation play an important role in determining consumer satisfaction according to regulatory focus. In addition, it is expected that the findings can be used as a guide to manage consumer expectation in practice.

소비자 만족은 제품이나 서비스의 판매 등의 기업의 성과에 중요한 영향을 미칠 뿐만 아니라 구전을 일으키고 더 나아가서 고객 충성도를 향상시킨다. 기존의 소비자 만족 연구는 기대불일치 이론을 중심으로 소비자의 기대, 지각된 성능, 이에 따른 기대불일치 정도가 만족에 미치는 영향을 확인하고 있다. 본 연구는 소비자의 기대를 해당 제품이나 서비스의 성능이 "어느 정도는 되어야 한다" 는 규범적 기대와 "어느 정도는 될 것이다" 의 예언적 기대로 구분하여 조절초점 이론에서 제안하는 소비자의 성향 (향상초점 vs. 예방초점) 에 따라 어떤 기대불일치가 만족에 더 큰 영향을 미치는지 확인하고 있다. 구체적으로 향상초점 성향이 강한 소비자는 규범적 기대 불일치보다는 예언적 기대 불일치가 만족에 미치는 영향이 더 크고, 예방초점 성향이 강한 소비자는 예언적 기대 불일치보다는 규범적 기대 불일치가 만족에 미치는 영향이 더 크다는 것이 밝혀졌다. 본 연구는 일반적인 기대 (예언적 기대) 뿐만 아니라 규범적 기대의 중요성을 실증적으로 밝힌 점과 기대불일치 하에서 조절초점의 조절 역할을 밝힌 점에서 이론적인 공헌을 가지며, 고객들의 기대 관리 전략을 수립할 수 있는 가이드를 제공한다는 측면에서 실무적인 시사점을 가진다.

Keywords

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