open access
메뉴.png){kind=logo}
open access
메뉴
ISSN : 1229-8778
The propose of this paper is to investigate customer satisfaction and consumer participation in the decision making perspective as a way of consumption activation strategy. Six hypotheses are presented. First, relating to customer satisfaction, consumers who rarely commit judgmental fallacy were high more than those who frequently commit judgmental fallacy, consumer who use satisfactory standard was high more than those who use maximizing standard. Also, in the case of consumers who frequently commit judgmental fallacy, satisfactory standard consumers' customer satisfaction was more high than maximizing standard consumer's customer satisfaction, but in the case of consumers who rarely commit judgemental fallacy, there was not different between satisfactory standard consumers and maximizing standard consumers. Then, relating to consumer participation, consumers who frequently commit judgmental fallacy participated more than those who rarely commit judgmental fallacy, but consumer who use satisfactory standard participated more than those who use maximizing standard. Also, Interaction effect of judgmental fallacy and judgmental standard was found. Finally, in addition to future studies, I discussed implication of this findings.
김용섭, 전은경 (2008). 소비자가 진화한다. 서울: 출판사서평
남승규 (2005a). 자기조절모형, 소비자, 및 광고. 광고학연구, 16(5), 145-157.
남승규 (2005b). 소비자자기조절모형과 충동구매행동. 한국심리학회지: 소비자․광고, 6(3), 61-77.
남승규 (2006). 판단역량과 판단성향이 광고반응평가에 미치는 영향. 광고학연구, 17(5), 31-43.
남승규 (2008). 자기조절적 관점에서 본 소비활성화전략. 한국소비자학회 추계학술대회 논문집, 117-126.
남승규 (2009). 소비자분석. 서울: 학지사.
문화일보 (2009). 소비활성화만이 살 길. 2009년 1월 8일자. 경제면.
박명호, 조형지 (1999). 고객만족개념의 재정립. 한국마케팅저널, 1(4), 125-150.
서울경제 (2007). 소비자 참여 마케팅 새로워졌네. 2007년 5월 17일자. 뉴스정보/이슈면
손영화 (2005). 고객 만족/불만족에 미치는 소비정서의 매개효과. 소비자학연구, 16(1), 1-32.
이기춘, 조희경 (1996). 의료서비스에 대한 소비자만족, 불만호소행동 및 재구매의도- 종합병원을 중심으로. 소비자학연구, 7, 87-108.
이기춘, 박명희, 이승신, 송인숙, 이은희, 제미경 (1997). 소비자상담. 서울: 학현사
이유재 (2000). 고객만족 연구에 관한 종합적 고찰. 소비자학연구, 11(2), 139-166.
조광행, 박봉규 (1999). 점포충성도에 대한 전환장벽과 고객만족의 영향력에 관한 실증적 연구. 경영학연구, 28(1), 127-149.
Barsky, J. D. (1998). World-class customer satisfaction. Irwin McGraw-Hill.
Bettman, J. R. (1979). An information processing theory of consumer choice. Addison-Wesley.
Bettman, J. R., Luce, M. F., & Payne, J. W. (2006). Constructive consumer choice processes. In S. Lichtenstein & P. Slovic(Eds.), The construction of preference(pp.300-322). New York: Cambridge University Press.
Byrnes, J. P. (1998). The nature and development of decision-making: A self-regulation model. Hildale, NJ: Erlbaum.
Carver, C. S., & Scheier, M. F. (1998). On the self-regulation of behavior. New York: Cambridge University Press.
Gamble, P. R., Tapp, A., Marsella, A., Stone, M. (2005). Marketing revolution: The radical new approach to transforming the business, the brand & the bottom line. London, VA: Kogan Page.
Gitomer, J. H. (1998). Customer satisfaction is worthless, customer loyalty is priceless: How to make customers love you, keep them coming back, and tell everyone they know.
MaCarthy, D. G. (2008). The loyalty link: How loyal employees create loyal customers. John Wiley & Sons, Inc.
Miller, D. C. & Byrnes, J. P. (2001). Adolescents’ decision making in social situations: A self-regulation Perspective. Applied Developmental Psychology, 22, 237-256.
Payne, A. (2005). Handbook of CRM: Achieving excellence in customer management. Burlington: Elsevier.
Schmitt, B. H. (1999). Experiential marketing: How to get customers to sense, feel, think, act, and relate to your company and brands. New York: Free Press, Inc.
Schwartz, B. (2004). The paradox of choice: Why more is less. New York: HarperCollins Publishers, Inc.
Simon, H. A. (1955). A behavioral model of rational choice. Quarterly Journal of Economics, 69, 99-118.
Szwarc, P. (2005). Researching customer satisfaction & loyalty. Kogan Page.
Vohs, K. D. & Baumeister, R. F. (2004). Understanding self-regulation: An introduction. In R. F. Baumeister(Eds), Handbook of self-regulation: Research, theory and applications(pp. 1-12). Guilford Publications, Inc.
Wegner, D. M. (2002). The illusion of conscious will. Cambridge, MA: MIT Press.
Zaltman, G. (2003). How customers think: Essential insights into the mind of the market. Harvard Business Press.