Information Systems Review (경영정보학연구)

The Korea Society of Management Information Systems (한국경영정보학회)
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Stage of Service Switching Behavior based on the Transtheoretical Model: Focused on Accommodation Sharing Economy Service

범이론적 모형에 기반한 서비스 전환 행동 단계 연구: 숙박공유경제 서비스를 중심으로

  • Byounggu Choi (College of Business Administration, Kookmin University)
  • Received : 2017.11.14
  • Accepted : 2018.01.05
  • Published : 2017.12.31
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Abstract

With changes in information technology (IT), many innovative IT-based services, such as AirBnB, have become popular. Switching behavior toward new and innovative services become a major issue for managers who want to attract many customers. In response, many researchers have investigated why customers switch service providers. However, little research has been conducted on the processes of switching behavior for a hedonic service. To fill this research gap, this study aimed to identify the stages of switching behavior based on transtheoretical model. Furthermore, the factors affecting the service switching behavior in stages were identified on the basis of service provider switching model. This study also hypothesized the customer's switching behavior in accommodation sharing economy service and analyzed it empirically. Results showed that the factors affecting switching behavior differ across five stages. The present results can provide a basis to prevent switching behavior and reduce churn by analyzing the difference in switching behavior among stages. This study also helps managers who want to improve organizational performance by enhancing customer retention capability.

정보기술이 발전함에 따라 소비자들은 혁신적인 새로운 서비스로의 전환을 보다 빈번하게 고려하게 되었다. 이에 따라 기업에게도 고객의 서비스 전환 행동은 주요 과제 중 하나가 되었다. 이러한 요구에 부응하기 위해 학계에서도 고객의 서비스 전환 행동과 관련한 다양한 연구들이 진행되어 왔다. 그럼에도 불구하고, 쾌락적 서비스(hedonic service)에 대한 고객의 전환 행동을 단계적으로 파악한 연구는 거의 이루어지지 않고 있다. 본 연구는 범이론적 모형(TTM: transtheoretical model)을 기반으로 서비스 전환 행동의 단계를 파악하고, 서비스 제공자 전환 모형(SPSM: service provider switching model)을 기반으로 전환 행동 단계별로 서비스 전환에 영향을 미치는 요인이 어떻게 변화하는지를 파악하고자 한다. 이를 위해 숙박공유경제 서비스에 대한 고객의 전환 행동과 관련한 가설을 제시하고 이를 실증적으로 분석하였다. 분석 결과 서비스 전환 행동 단계에 따라 서비스 전환 행동에 영향을 미치는 요인이 달라짐을 파악하였다. 본 연구는 서비스 전환 행동과 영향 요인이 단계별로 차이가 있음을 밝힘으로써 고객 유지 및 이탈 방지를 위한 가이드라인을 제시할 수 있을 것이다. 또한 고객 유지 역량을 증대시킴으로써 기업성과를 향상시키고자 하는 경영자들에게 실질적인 도움을 줄 수 있을 것이다.

Keywords

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