Journal of Service Research and Studies (서비스연구)

The Society of service Science (서비스사이언스학회)
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The Effect of Multiple Voting Systems on Customer Participation

다중투표 시스템이 고객 참여에 미치는 영향

  • Received : 2023.04.25
  • Accepted : 2023.05.31
  • Published : 2023.06.30
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Abstract

One of the most important types of Customer Empowerment Strategy (CES) is select empowerment, where firms allow customers to vote on a product to be marketed. However, there is limited research on the advantages and disadvantages of select empowerment. In particular, there are few studies on the composition of a voting system. This study analyzes customer participation behavior, such as willingness to vote and strategic voting (i.e., voting for candidates not based on utility orders), under the different voting systems: 1) the number of votes per customer (single or multiple), and 2) the number of final choices (single or multiple). Uncertainty is proposed as a mediator that links the voting system difference and customer participation. Two research hypotheses are tested using multiple linear regression analysis and a natural effects model based on data from two online experiments. As a result, the multiple voting system (i.e., multiple winners are selected by customer votes) shows a direct positive effect on willingness to vote and strategic voting behavior. In addition, the result shows that uncertainty insignificantly mediates the relationship between the voting system and customer participation. Academic and managerial contributions are discussed with several future research directions.

본 연구는 최근 새로운 고객 참여방식으로 자리매김한 고객 투표를 통한 마케팅 의사결정 방식에 주목하였다. 이는 서비스 산업에서도 중요한 고객 임파워먼트 전략(Customer Empowerment Strategy, CES)의 하나인 선택형 임파워먼트 형태라고 할 수 있다. 선택형 임파워먼트 중 투표방식의 장단점에 국한되어 있는 선행연구와는 달리 본 연구에서는 다수의 최종안이 선정되는 상황을 상정하고, 고객이 하나의 후보에 투표하는 단수투표 시스템과 복수의 후보에 투표하는 다중투표 시스템 간의 차이를 고객의 지속적 투표 참여 의사와 투표 참여 행태를 통해 분석하였다. 또한, 이러한 투표 시스템 간의 차이를 만드는 요인을 투표 결과의 불확실성으로 보고 그 매개효과를 검증하였다. 연구 가설의 검증을 위해 사람과 상품을 대상으로 투표를 하는 두 개의 실험을 진행하였으며, 다중선형회귀분석과 매개효과 분석을 실시하였다. 그 결과, 상품 투표의 경우 다중투표 시스템은 고객 참여 의사와 전략적 투표 행태를 증가시키는 것으로 나타났으나, 사람에 대한 투표의 경우 전략적 투표 행태에만 유의한 영향을 미치는 것으로 나타났다. 또한, 불확실성은 다중투표 시스템의 효과를 매개하지 않아 간접효과는 없는 것으로 나타났다. 본 연구는 학술적으로 선택형 임파워먼트를 세분화시킴으로써 향후 연구에서 고객 참여 방식을 구체화 했다는 점과 실무적으로 기업의 투표 시스템 선택에 방향성을 제시한다는 측면에서 기여점이 있다.

Keywords

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