사회적 배제가 소비자의 서비스 평가이월에 미치는 영향: 실패 심각성과 자존감 조절효과를 중심으로

Consumer evaluations on a company’s products or services significantly influence not only the consumer decision-making process but also the company’s sales and stock prices. Consequently, research on consumer evaluations and various contextual factors that influence consumer behavior has become increasingly important. However, studies on the carryover effects among the evaluation items in consumer evaluation remains scant. In this study, hence, we investigated if consumer’s psychological reactions induced by the experience of social exclusion becoming increasingly prevalent in modern society would affect the carryover effects among service evaluation items. Across two studies, the results show that in the face of a failure event in one service dimension (e.g., rude waiter), consumers who have experienced social exclusion, compare to those who have not, carry over to influence their evaluations of other service dimensions (e.g., food availability) that are unrelated to the failure event. Plus, this is particularly pronounced when the severity of service failure is perceived to be greater. Furthermore, the impact of social exclusion on these carryover effects was only found for individuals with low self-esteem and disappeared for those with high self-esteem. The results of this study demonstrate that psychological factors in consumer evaluations can play a critical role in generating evaluation carryover effects, providing practical insights for businesses to devise strategies that mitigate the negative consequences of social exclusion in an increasingly isolated modern society.