소비자들은 일반적으로 금융지식이나 경제에 관한 안목이 부족하다. 그런데 금융상품과 서비스는 점점 복잡해져서 소비 자들의 선택에 어려움을 갖게 한다. 이전에는 원금이 보전되는 정기예금이 소비자들의 주된 금융상품이었으나 지금은 펀 드상품이 주류를 이루고 있다. 우리는 이러한 펀드상품을 선택하고자 할 때 고려해야 할 금융지식을 갖고 있지 못하다. 이러한 소비자의 금융에 관한 인지적인 경제성 정보추구의지가 부족할 때 자신이 획득한 결과가 호의적이지 못하면 소비 자는 의사결정에 대한 자신의 탓을 하고 후회감을 느끼게 된다(e.g., Alba and Hutchinson 1987; Fournier 1998; Perry and Morris 2005). 반면에 서비스 제공자의 사소한 실수나 소홀함이 소비자에게 심각한 서비스 실패를 경험하게 하여 서비스 제공자를 탓하게 되고 실망감을 형성하게 되는 원인이 되고 있다(Weun et al. 2004; Michel 2004). 본 연구는 정보추구의지와 서비스실패의 지각된 심각성이 서비스실패 상황에서 어떻게 심리적인 과정을 겪고 결 과변수인 행동반응에 어떻게 영향을 미치는지를 밝히고자 하였다. 우선 선행요인은 서비스요인으로 서비스실패의 지각된 심각성을, 고객 특성요인으로 정보추구의지를 선택하여 지각된 심각성과 정보추구의지가 심리적 과정인 귀 인과정(외적귀인과 내적귀인)및 부정적 감정(실망감과 후회감)에 어떻게 영향을 미치는지를 살펴보았다. 그리고 이 러한 부정적 감정들이 행동반응들(불평, 전환, 침묵)에 어떠한 영향을 미치는지 275명의 은행고객(일반고객-178명, PB고객-97명)을 대상으로 설문을 통해 실증 분석하였다. 분석결과 고객의 부정적 감정(실망감과 후회감)은 행동반응들에 크게 영향을 미치는 것으로 나타나 매우 중요한 요인임을 발견했다. 이와 더불어 고객이 지각하는 서비스제공자의 실수로 인한 서비스실패의 지각된 심각성은 내적 보다는 외적으로 귀인하고, 정보추구의지는 외적보다는 내적귀인에 부(-)의 영향을 미치는 등 다르게 영향을 미치는 것으로 나타났다. 또한 부정적 감정의 발생이 외적인 경우에는 후회감 보다는 실망감을, 내적귀인의 경우에는 실망 감 보다는 후회감을 형성하는 것으로 나타났다. 그리고 서비스실패의 지각된 심각성은 후회감 보다는 실망감을, 정 보추구의지는 실망감보다는 후회감에 부(-)의 영향을 미치는 것으로 나타났다. 또한 후회감을 느낀 고객은 불평행동 보다는 전환행동을 보이고 반면에 실망감을 느낀 고객은 전환행동보다는 불평행동을 보였다. 또한 PB고객과 일반 고객의 집단 간 차이를 분석했는데 PB고객은 일반고객과 달리 정보추구의지가 내적귀인에 부(-)의 영향을 미치고, 내적귀인이 후회감을 형성하는데 유의한 결과를 보이고 있다. 반면에 일반고객은 PB고객보다 실망감을 더 많이 느 끼고 불평도 더 많이 하는 것으로 나타났다.

In the service industry, emotions play important roles in customer behavioral responses to service performances. Customers who are not satisfied with services usually form negative emotions and thereby show behavioral responses such as switching, complaints, and so on. This study investigates the antecedents(perceived severity of service failures and willingness to seek information) in an integrated model. We focus on the psychological process through the service failure encounters. Perceived severity of service failures and customer willingness to seek information can influence the process of attributing the service failures to some causes. The attribution can, in turn, affect the specific emotions that arise from the locus of attribution. The previous studies on negative emotions have found that regret and disappointment have significant effects on consumer process of decision making. Regret is related to customer choice while disappointment is related to service provider. Thus a differential attribution process may exist between the two emotional states. Regret and disappointment, in turn, can have effects on consumer behavioral responses. Negative emotions such as disappointment and regret were analyzed and their influence on customer behavioral responses(complaint, switching, and silence)were examined. An empirical study is executed with a sample of 275 banking customers. The more severe service failure is perceived, the more the respondents were likely to seek external attribution of service failure. On the other hand, the lower willingness to seek information customers have, the more they were likely to make internal attribution. Respondents with internal attribution tend to feel regret rather than disappointment while those with external attribution tend to feel disappointment rather than regret. Emotions have direct impact on behavioral responses. Finally we have found different results between two groups: PB clients and non-PB clients. PB clients with lower willingness to seek information made internal attribution and thereby felt disappointment, while non-PB clients with lower willingness to seek information did not make internal attribution, but felt disappointment. This study makes differential effects on the service marketing literature in some ways. Financial service industry does not only go through the technology development, but also fierce competition for customers with high expectations. More customers experience disappointments and regret because of service failures, and thereby they show behavioral responses such as switching, complaints, and so on. These situations in the financial industry are analyzed in the study. Relevant antecedents can affect the attribution of service failures. Highly relevant antecedents in the financial service industry are examined: the perceived severity of service failures and willingness to seek information. These antecedents also have direct effect on negative emotions without mediation of attribution. In the previous research, customer satisfaction mediates the effect of negative emotions on the customer behaviors. We, however, analyze the direct effect of attribution on the behavioral responses, since satisfied customer at the time of service provision can regret his or her choice by knowing later a better alternative service provider. Service firms should focus on customer behaviors such as switching and complaints. The results of the empirical study show that disappointment affects complaints while regret induces switching. These imply the importance of dealing with disappointed customers. Service recovery through making rapidly up for the service failures can turn disappointed customers into long-term customers.

In the service industry, emotions play important roles in customer behavioral responses to service performances. Customers who are not satisfied with services usually form negative emotions and thereby show behavioral responses such as switching, complaints, and so on. This study investigates the antecedents(perceived severity of service failures and willingness to seek information) in an integrated model. We focus on the psychological process through the service failure encounters. Perceived severity of service failures and customer willingness to seek information can influence the process of attributing the service failures to some causes. The attribution can, in turn, affect the specific emotions that arise from the locus of attribution. The previous studies on negative emotions have found that regret and disappointment have significant effects on consumer process of decision making. Regret is related to customer choice while disappointment is related to service provider. Thus a differential attribution process may exist between the two emotional states. Regret and disappointment, in turn, can have effects on consumer behavioral responses. Negative emotions such as disappointment and regret were analyzed and their influence on customer behavioral responses(complaint, switching, and silence)were examined. An empirical study is executed with a sample of 275 banking customers. The more severe service failure is perceived, the more the respondents were likely to seek external attribution of service failure. On the other hand, the lower willingness to seek information customers have, the more they were likely to make internal attribution. Respondents with internal attribution tend to feel regret rather than disappointment while those with external attribution tend to feel disappointment rather than regret. Emotions have direct impact on behavioral responses. Finally we have found different results between two groups: PB clients and non-PB clients. PB clients with lower willingness to seek information made internal attribution and thereby felt disappointment, while non-PB clients with lower willingness to seek information did not make internal attribution, but felt disappointment. This study makes differential effects on the service marketing literature in some ways. Financial service industry does not only go through the technology development, but also fierce competition for customers with high expectations. More customers experience disappointments and regret because of service failures, and thereby they show behavioral responses such as switching, complaints, and so on. These situations in the financial industry are analyzed in the study. Relevant antecedents can affect the attribution of service failures. Highly relevant antecedents in the financial service industry are examined: the perceived severity of service failures and willingness to seek information. These antecedents also have direct effect on negative emotions without mediation of attribution. In the previous research, customer satisfaction mediates the effect of negative emotions on the customer behaviors. We, however, analyze the direct effect of attribution on the behavioral responses, since satisfied customer at the time of service provision can regret his or her choice by knowing later a better alternative service provider. Service firms should focus on customer behaviors such as switching and complaints. The results of the empirical study show that disappointment affects complaints while regret induces switching. These imply the importance of dealing with disappointed customers. Service recovery through making rapidly up for the service failures can turn disappointed customers into long-term customers.

perceived severity of service failure, willingness to seek information, attribution, regret,disappointment, behavioral responses