고객 이탈의 이질성에 관한 연구 : 잠재집단분석을 통한 ‘갇힌 고객’의 존재와 특성

초록

Online travel agencies (OTAs) have emerged as a key digital distribution channel in the tourism industry, where customer retention and churn management have become critical managerial concerns. Prior research has largely explained customer churn based on the assumption that service failure or dissatisfaction increases customers’ switching intentions and ultimately leads to relationship termination. However, in actual service contexts, customers may continue to maintain relationships with a service provider despite experiencing negative emotions. This study investigates such customer states in the OTA context and specifically explores the existence and characteristics of “captive customers,” who maintain relationships despite holding negative feelings toward the service provider. Using survey data collected from customers who experienced dissatisfaction or unpleasant experiences with OTAs within the past six months, this study conducted a latent profile analysis based on brand hate, brand distrust, and switching intention. The results identified four distinct customer segments. Among them, one segment exhibited high levels of brand hate and brand distrust but relatively low switching intentions, indicating the presence of captive customers who maintain relationships despite negative emotional evaluations. Additional analyses revealed that this group showed lower customer satisfaction, higher negative word-of-mouth intention, and higher perceived switching costs compared to other segments. In addition, these customers tended to have longer OTA usage experience and higher usage frequency. These findings suggest that customer retention does not necessarily indicate a positive relationship state. This study contributes to the literature by reconceptualizing customer churn not as a single continuum but as a heterogeneous phenomenon composed of multiple psychological states. Consequently, the study provides empirical evidence for the existence of captive customers in the OTA context.

키워드