문화와 감정간의 부합여부가 고객만족도에 미치는 영향 : 고객경험의 양과 질의 조절효과 중심으로

Linking the existing dichotomous cultural researches to the regulatory focuses, this study researches the impact of congruency of culture and regulatory focus-related emotions to the customer satisfaction. As a result, culture-emotion congruency developed higher satisfaction than in culture- emotion incongruency. In addition, culture-emotion congruency effect is found moderated by the quantity and quality of experiences. It is the best for the marketers to strategically lead the customers to culture-congruent emotions. However both the culture and emotion factors are not something that marketers could easily control over. Thus, there should be an apparatus to prevent customers from less satisfied by culture-emotion incongruency. As one of the effective apparatus, this study proposed the marketers lead customers to more experiences in quantity and quality. That more and more customer experiences in quantity and quality weaken the linkage of the culture-emotion congruency effect to the customer satisfaction is proven for academical virtue. Also proposing the appratus to deal with the culture-emotion incongruency gives another practical values for marketers. Moreover, this study maximizes practicality of forecast on the number of customer growth by simulations of variable experience in quantity and quality under culture-emotion congruency and incongruency circumstances.