본 연구는 서비스 조직의 핵심기반인 충성고객의 불평행동을 상황요인(지각된 전환장벽)과 개인요인(소비자 성격특질)의 이원적 관점에서 접근하고자 하였다. 이에 고객충성도를 결정하는 신뢰와 몰입을 선행요인으로 하고 충성도와 불평행동의 관계에 있어 지각된 전환장벽을 매개변수로 가정하는 구조모형을 밝히고자 하였다. 이와 더불어 소비자의 성격특질을 고객충성도와 불평행동의 관계를 조절하는 변수로 가정하였다. 연구의 참여자는 모바일서비스의 사용빈도가 높은 대학생 342명이었으며 가설검증과 연구문제 해결을 위해 구조방정식모델링과 회귀분석을 실시하였다. 분석결과, 신뢰와 몰입은 기존연구의 맥락과 같이 고객충성도에 영향을 주는 주요 결정요인이었으며 고객충성도와 불평행동은 유의미한 부적 관계가 있음을 발견하였다. 특히 지각된 전환장벽은 충성고객의 불평행동을 간접적으로 매개하는 역할을 하였으며, 소비자의 성격특질 중 외향성과 개방성은 불평행동에 대한 충성도의 효과를 유의미하게 조절하는 것으로 나타났다. 본 연구의 결과는 차별적인 불평행동의 관리, 즉 방어전략으로서 제약기반의 장벽이 필요한 고객과 이탈비용을 자발적으로 높이는 충성고객에 대한 차별적 관리의 필요성을 시사하며 성격특질에 기초한 고객 불평관리 방안을 제안하였다.
This study aims to examine the roles of switching barriers and personality trait on complain behavior. This study provides unique contributions to the literature by exploring how perceived switching barriers as a marketing situational factor and consumers' personality traits as a individual difference factor influence the link of customer loyalty and complaining behavior. The data was collected from a survey of undergraduate students at large Korean Universities. Total 360 survey were distributed and 342 questionnaires were analyzed. Results indicate the proposed hypotheses receive support in that firms can increase customer loyalty either through trust and commitment or via attitudes toward complaint. Furthermore, this study found the negative relationship between customer loyalty and complaining behavior, namely indicating that loyal customer who reinforces social bonds with service providers is likely to significantly reduce the frequency of complaining behavior. Results also show that the link between customer loyalty and complaining behavior is contingent on different levels of perceived switching barriers. Interestingly, the findings of personality traits show that significant interaction effects of extraversion and loyalty as well as openness to experience and loyalty variables. The findings of this study suggest that service providers need to consider the way customer complaining is handled and managed, namely an efficient management system of loyal customers' complaining.
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