국내 보험사의 외국인 환자유치 허용에 대한 법적연구 : 부수업무를 중심으로

노태석(Rho, Tae-Seok),김경민(Kim, Kyong-Min) 성균관대학교 법학연구소 2014 성균관법학 Vol.26 No.3

‘창조경제’는 기존 산업간 융합을 통한 신사업 및 신시장 창출을 핵심과제로박근혜 정부의 출범과 함께 일자리 창출 및 미래 국가발전을 위한 국가정책의 핵심기조로 자리 잡고 있으며 정보통신기술부터 금융, 의료 등 범정부차원에서 광범위한 산업들의 창의적 융합을 촉진하고 청조경제 구현을 위한 다양한 정책들이 발표되고 있다. 특히, 금융위원회는 2013년 11월 ‘금융업경쟁력 강화방안’을 통해 국내 보험회사의 신수익원 확보 및 국내 의료관광 활성화 지원을 도모하기 위해 보건복지부와의 협의를 전제로 보험회사의 해외 환자 유치업 참여를 허용하였다. 이는 의료법상의 해외 환자유치업을 보험업법상 새로운 고유업무로 추가하는 것이 아니라 국내 보험회사가 진출한 해외 현지고객이 가입한 국내 보험회사의 보험 상품으로 현지 의료기관 뿐만 아니라 국내 의료기관에서 진료시 발생하는 진료비를 납부할 수 있도록 보험업법상 부수업무(附隨業務)로서 보험상품에 부수하여 해외환자의 유치행위를 제한적으로 허용하는 것으로 볼 수 있다. 따라서 최근 논란이 되고 있는 원격진료, 영리의료법인의 허용 등 의료민영화 문제와 한국의료의 국제화를 취지로 정부가 추진하고 있는 ‘(가칭)국제의료특별법’과는 별개로 국내 보험회사의 제한적 해외 환자 유치행위 허용은 현재 국회에 계류 중인 의료법 개정안에 따라 보험업법 상의 부수업무 및 해당 보험상품에 대한 규제 측면에서 논의되어야 할 것이다. 현재 2009년 의료법 제27조 제3항 제2호 및 제27조의2 조항의 신설을 통해 외국인 환자에 한하여 의료법 제27조 제3항이 금지하고 있는 소개 · 유인 · 알선을 예외적으로 허용하였으나 국내 보험사의 경우 의료민영화 등을 이유로 현행 의료법 제27조 제4항을 별도로 두어 국내 보험사 등의 외국인 환자 유치행위를 금지하였다. 그러나 금융위원회의 국내 보험회사의 해외 진출과 현지 경쟁력 강화차원의 보험업법상 부수업무로서 해외환자 유치를 허용한 것과 함께 2009년 의료법 개정 이후 3~4년간의 운영기간 중 나타난 국내 외국인 환자 유치등록업자의 난립과 국내법의 적용을 받지 않는 해외 보험사 등 해외 유치업자들의 국내 병의원에 대한 과도한 유치 수수료 요구 등의 문제점을 개선하기 위한 대안으로서 정부는 2012년 11월 국내 보험사와 보험계약을 체결한 외국인 환자에 대하여 유치행위를 제한적으로 허용하는 의료법 개정안을 입법예고하였으나 원격진료의 허용, 의료 영리법인의 도입 등 의료민영화 논란에 포함되어 국회를 통과하지 못하고 2014년 8월 현재 국회에 계류 중이다. 따라서 국내 보험사의 외국인 환자 유치행위를 허용하는 의료법 개정안의 국회통과가 장기간 지연되면서 동 법안의 실행을 염두하고 국내 보험회사가 외국 보험사들과 같이 진료비 직불계약 등 본격적인 전용 보험상품개발 등을 지원하기 위해 2013년 금융감독원이 국내 보험업계와 관련 기준 등을 마련하고자 구성한 TF 활동도 현재 중단된 상태이다. 한편, 우리은행은 법무부와 문화관광부의 대행기관으로서 2014년 4월 출시한 ‘한국방문 우대카드’를 중국을 중심으로 현지법인 및 지점 등 해외 자회사를 통해 판매하고 있으나 동 상품의 경우 카드로 특정 국내 의료기관 이용시 진료비할인 등의 혜택을 주는 등 은행의 상품에 부수한 의료법상의 외국인 환자에 대한 유치 행위로 판단될 수 있는 여지가 있다. 따라서 본 논문에서는 금융위원회가 발표한‘금융업경쟁력 강화 방안’ 및 해외환자 유치허용 이후 나타난 일부 유치업자들로 인한 과다한 수수료 등 문제점을 개선하고 의료법 등 국내법 적용의 사각지대에 있는 외국 보험회사에 쏠리고 있는 국내 의료기관 이용 해외환자들의 보험직불결제시장에 국내 보험사의 진출을 지원한다는 차원에서 추진되고 있는 의료법 개정안을 중심으로 국내 보험사의 외국인 환자 유치행위 허용과 관련하여 현행 의료법의 법적 쟁점을 살펴보고 보험업법상의 부수업무를 중심으로 국민의 건강권을 보호하고 영리화를 금지하는 의료법의 입법목적을 침해하지 않는 범위 내에서 의료법이 정한 외국인 환자를 대상으로 보험업법상 부수업무로서 국내 보험회사의 외국인 환자 유치행위의 제한적 허용에 따른 시사점과 국내 보험업을 비롯한 국내 금융회사의 해외진출과 경쟁력 강화를 위한 개선방안을 제시하고자 하였다. The topic of attracting foreign patients to allow for limited Korean Insurance company medical Service Act. amendment is currently pending in The National Assembly of Korea. The monopoly of the Korean market to foreign insurance company and facilitators of Foreign Patients rather that prohibit acts of Korean insurance companies to attract foreign patients, such as the privatization of the domestic medical market two euros for the current Article 27, paragraph 4 of Medical Service Act. It also limits the actions of Korean insurance companies to attract foreign patients, including patients with a limited permit for foreigners amendment is signed an insurance contract. And under the strict regulation of the Korean financial authorities(FSC, FSS etc.) of the Korean insurance company and its overseas subsidiaries. Therefore, as with health-care privatization separately, within the incidental business scope of national insurance company, For the development of foreign markets and differentiated insurance products in the Korean insurance companies, The National Assembly of Korea would have to pass a medical law amendment as soon as possible. And it also needs to be reviewed with permission about the act attracting foreign patientst of other Korean financial companies such as Korean Banks within incidental business scope.

Analysis of Antecedents to Customer Satisfaction in Cross-Border E-Commerce

백정(Ting Bai),노태석(Tae Seok Rho),남인우(In Woo Nam) 중앙대학교 한국전자무역연구소 2016 전자무역연구 Vol.14 No.3

연구목적: 소비자들은 해외직구 서비스를 통하여 해외에 직접 나가지 않고도 손쉽게 외국 상품들을 구입할 수 있게 되었다. 그러나 해외직구의 인기에도 불구하고 소비자들은 해외직구의 경우에 국내에서 물건을 구입하는 것보다 더 많은 위험을 인지하고 교환이나 환불의 어려움으로 인한 불만족을 경험하는 등 서비스의 개선의 여지를 남겨두고 있다. 이에 해외직구 사이트의 매니저는 해외직구 고객의 니즈를 면밀히 파악할 필요가 있다. 이에 이 논문은 해외직구 사이트의 고객의 종합 만족도에 영향을 미치는 요소들을 조사하여 실증분석을 실시하였다. 논문구성/논리: 소비자의 만족도에 영향을 끼치는 큰 요소들로서 신뢰성, 상호작용성, 편의성을 제시하고 각각의 컨스트럭트에 포함되는 하위 컨스츠럭트들을 제시하였다. 즉 신뢰성의 요소에는 세부적으로 보안보증 신뢰성, 품질신뢰성, 배송신뢰성, 평판 신뢰성을 설정하고 상호작용성의 요소에는 통제성, 양방향 소통, 그리고 동시성을 설정하였다. 마지막으로 편의성의 요소로는 탐색 편의성, 접근 편의성, 거래 편의성을 설정하였다. 결과: 200명의 한국 소비자를 대상으로 Partial Least Square 분석으로 가설이 검정되었으며 분석 결과 품질 신뢰성, 배송 신뢰성, 모든 편의성 요소들이 소비자의 만족에 정의 영향을 주는 것으로 나타났다. 독창성/가치: 이 논문의 가치는 그동안 많은 연구가 이루어지지 않은 국제간의 B2C전자상거래라고 할 수 있는 해외 직구에 관한 연구라는 점을 들 수 있고 그 만족도에 영향을 끼치는 요소들에 대한 선도적인 연구라는 점을 말할 수 있다. Purpose: Cross-border e-commerce refers to international online trade that enables customers to purchase products from a seller across national borders. Despite the growing popularity of the cross-border e-commerce, customers have concern regarding this new mode of shopping. Many participants were dissatisfied with the exchange and refund processes, unstandardized product quality, and insufficient after-sales services. They believe that these major areas of the cross-border shopping environment need to be improved. Therefore, the key challenge before cross-border e-commerce is understand customers’ needs in order to enhance customer satisfaction. In this study, we proposed factors that affect consumer satisfaction. Composition/Logic: Based on extant literature on the e-commerce, we proposed that trustworthiness, interactivity, and convenience are major factors that affect customer satisfaction. We also identified sub-dimensions within these factors. Findings: This research tested factors affecting customer satisfaction in cross-border e-commerce using Partial Least Squares Analysis. The results show that trustworthiness of the product quality, and trustworthiness on delivery service, as well as search convenience, access convenience, and transaction convenience were positively related to consumer satisfaction. Originality/Value: Despite the growing popularity of cross-border e-commerce, enough research has not been conducted on the issue. This research contributes to the literature by suggesting the key determinant of customer satisfaction in cross border e-commerce.

신제품 사전예고 광고의 광고 효과 연구

서문식(Mun Shik Suh),노태석(Tae Seok Rho),김유진(Yu Jin Kim) 한국광고홍보학회 2011 광고연구 Vol.0 No.90

치열한 경쟁 환경 속에서 다양한 산업의 기업들은 효과적이고, 인기 있는 수단의 일환으로써 신제품 사전예고를 실시한다. 특히 제품수명주기가 짧은 하이테크 산업에서 신제품 사전예고는 신제품 성공 가능성을 높여주는 중요한 역할을 수행한다. 기존 연구는 신제품 사전예고 시행여부, 시점, 사전예고 내용, 시행이유 등과 같은 측면에만 초점을 맞추고 있다. 그러나 신제품 사전예고 시, 사전예고 광고에 대한 소비자들의 반응과 관련한 연구는 미흡한 실정이다. 따라서 본 연구에서는 광고소구유형에 따른 광고 효과를 비교하고, 각 유형이 광고 효과에 영향을 미침에 있어 혁신제품 유형과 출시시점이 어떠한 조절역할을 가지는지를 검증하였다. 가설검증을 위해 2(이성적소구/감성적소구)*2(연속적 혁신제품/불연속적 혁신제품)*2(먼 미래/가까운 미래)의 실험설계를 하였으며, 분석을 위해 MANCOVA를 사용하였다. 실험결과를 종합해 보면, 첫째, 연속적 혁신제품의 경우 소비자는 이성적 소구광고보다 감성적 소구광고에 더욱 호의적인 광고태도, 제품태도를 보였으며 불연속적 혁신제품의 경우 소비자는 감성적 소구광고보다 이성적 소구광고에 더욱 호의적인 광고태도, 제품태도를 보였다. 둘째, 출시 시점이 먼 미래로 제공되었을 때 소비자는 이성적 소구광고보다 감성적 소구광고에 더욱 호의적인 광고태도, 제품태도를 보였다. 출시 시점이 가까운 미래로 제공되었을 때에도 소비자는 이성적 소구광고보다 감성적 소구광고에 더욱 호의적인 광고태도를 보였으며 이성적 소구광고와 감성적 소구광고에 대한 제품태도의 효과는 차이가 없는 것으로 나타났다. 그러나 이성적 소구 광고는 먼 미래일 때보다 가까운 미래에서 더욱 호의적인 광고태도와 제품태도를 유발하였다. 실제로 기업의 광고 전략에서는 단순히 이성적 광고나 감성적 광고만을 사용하지는 않는다. IMC라는 큰 틀에서 놓고 볼 때, 어떤 상황에서 어떤 유형의 마케팅 도구가 가장 적절한 것인지를 파악하고 적시적소에서 각자의 역할을 가진 마케팅 촉진수단들이 시너지를 발휘하도록 해야 하는데, 이는 신제품 출시 상황에서 혁신제품유형별, 출시시점별로 어떠한 프로모션 방식에 더 무게중심을 두어야 하는지에 대한 통찰을 제시해 줄 수 있을 것이다. In this study, we compare with advertising effectiveness of the advertising appeal type, and verify the moderating role of innovative product type and new product preannouncement timing in these direct effects. Through 2(emotional appeal vs. rational appeal)*2(continuous innovation vs. discontinuous innovation)*2(distant future vs. near future) between-subjects factorial design, an experiment was conducted and MANCOVA analysis was used. The results as following; First, in case of continuous innovation product, customer shows more interest in emotional appeal than in rational appeal. However for the discontinuous innovation product, they show more interest in rational appeal than in rational appeal. Second, when they are informed that the product will be released far into the future, they express more interest in emotional appeal than in rational appeal and in case release date is in the near future, they are also more interested in rational appeal than in rational appeal. Therefore, in regard to release date there is no attitude difference between rational appeal and emotional appeal. In other view for the result, the emotional appeal can have positive response regardless whether the release date is far or near future. However in case rational appeal, there is huge difference of response according to release date. Actually, they would consider not only emotional and rational appeal but also other factors in the strategy of company advertisement.

서비스 제공자와 개인 고객 간의 관계 벨로시티

서문식(Suh, Munshik),노태석(Rho, Taeseok) 한국마케팅학회 2015 마케팅연구 Vol.30 No.2

본 연구는 개인고객과 서비스 제공자 간의 관계에서 관계 벨로시티(relationship velocity)의 역할을 살펴보고자 하였다. Palmatier et al.(2013)의 연구에서 B2B 맥락을 통해 제시한 본 개념을 B2C의 맥락, 특히나 서비스 분야에 적용하여 활용의 폭을 넓히기 위한 노력을 기울였다. 전략적 고객관계관리 차원에서도 고객이 지각하는 관계 벨로시티의 영향요인에 대한 이해가 꼭 필요하기에 본 연구주제는 그 의미를 가진다고 할 수 있다. 본 연구의 구체적인 연구목적과 관련 연구들의 결과는 아래와 같다. 첫째, 기존의 관계적 변수들과 관계 벨로시티의 역할을 B2C 서비스 상황에서 검증하였다. 관계효익(relational benefit)을 그 선행요인으로, 기존 관계마케팅 연구에서 주로 다루어져 온 신뢰와 몰입, 관계지속의도 등을 관련 변수들로 설정하고 이를 관계구축 및 유지시점에서 3회에 걸친 추적조사를 통해 분석하였다. 분석결과, 관계효익의 하위차원들은 몰입 벨로시티에 정(+)의 영향을 미쳤으나, 관계의 초기단계에서 지각하는 사회적 효익은 영향을 미치지 못함을 확인할 수 있었다. 두 번째로, 관련 변수들과의 관계 속에서 몰입 벨로시티의 매개효과를 추가적으로 검증하였다. 기존의 관계적 매개변수인 몰입의 매개효과와 비교하여 동등 혹은 그 이상인 것으로 나타났고, 관계 초기에는 몰입 벨로시티에 더 주목해야 할 필요성을 논의할 수 있었다. 마지막으로, 관계 벨로시티의 큰 두 축 중 하나를 이루는 관계발전의 ‘강도’에 영향을 미치는 요인, 관계효익의 하위차원인 심리적, 경제적, 사회적 효익과 신뢰의 상대적 영향력을 잠재성장모형(Latent Growth Modeling : LGM)을 통해 추가적으로 분석하였다. 이를 통해 관계효익의 하위 차원과 신뢰는 몰입과 그 시간의 흐름에 따른 성장에 모두 유의한 영향을 미칠 수 있는 선행요인임을 확인할 수가 있었다. 본 연구의 접근을 통해 서비스제공자와 고객관계에서 몰입 벨로시티의 역할 정립과, 관계의 발전 강도에 영향을 미치는 관계적 요인에 대한 논의를 시도하였다. The present study sought to investigate relationship velocity in the relationship between individual customer and service provider. As a service characteristically results in continuous and repetitive purchases, a consistent relationship is important (Crosby et al., 1990; Yi, 2013). Consequently, the relationship velocity concept’s ability to provide a new implication to relationship marketing research by being broadly applied to B2C and the service industry in particular can be productive. Furthermore, even within the strategic dimension of customer relations management, understanding the influencing factors of relationship velocity perceived by the customer is essential. In short, an understanding of not only static influencing factors but also factors that influence growth of the relationship itself is also important in the service industry. The specific purpose of the present study is delineated as follows with results. First, the purpose of the present study is to confirm conventional relational variables (relational benefit, relationship quality, relationship retention) and the role of relationship velocity in various relationship development phase. According to research results, relational benefit had positive effect on commitment velocity. However, the effect of social benefit in initial stage (t1) was not significant. Second, the present study additionally seeks to confirm the mediating effect of commitment velocity in the context of the aforementioned relationship. The mediating effect of commitment velocity was relatively stronger than effect of commitment especially in relationship development phase (t1, t2). Thus, we could identify commitment velocity as an important mediating variable for better relationship. Finally, the present study aims to confirm the relative influence of factors affecting the ‘rate’ (intensity) of relationship development. By adopting a longitudinal perspective and presenting the analysis results, the present study identifies forms of relationship benefits that customers experience. The collected data were then analyzed through latent growth modeling (LGM). According to LGM analysis, relational benefit and trust had significant effect on commitment as well as growth of commitment. The present study will define the role of commitment velocity in the relationship between service provider and customer, and will open a discussion regarding relational factors that affect relationship velocity.

UNIX SYSTEM을 이용한 종합제어 장치

박성식(Sungsik Park),신용길(Youngkil Shin),노태석(Taesuk Rho),조규복(Kyubok Cho) 대한전기학회 1991 대한전기학회 학술대회 논문집 Vol.1991 No.7

서비스 접점에서의 고객행동이 종업원의 감정고갈 및 고객평가에 미치는 영향

서문식 ( Suh Munshik ),김대용 ( Kim Daeyong ),노태석 ( Rho Taeseok ) 한국소비자학회 2016 소비자학연구 Vol.27 No.5

Today, customers receiving service show the customer participation behaviors(CPB) or customer citizenship behaviors(CCB) in the service encounter to be sure to have better service quality. Also, customers think that performing quality such behaviors would naturally result better service quality. However, can every customer participation or customer citizenship behavior conducted are effecting impacting in the right direction? This study argues about customer evaluation and emotional labor based on customer participation activities and customer citizenship behaviors that could have effects on the service quality perceived by service providers in the service encounter, and also especially to designed analyze the mediating effect of emotional exhaustion in the emotional aspect that could have influences on service providers` rational evaluation. Our research have several results, first, the customer participation activities had positive effects customer evaluation of service providers in the service encounter while also reduction of service providers` emotional exhaustion. Also, the customer citizenship behaviors showed positive effects on service providers` customer evaluation while showing effect to reduce their emotional exhaustion. Second, emotional exhaustion of service provider in the service encounter showed negative effect on customer evaluation, and such emotional exhaustion also had negative effect on the actual service quality perceived by service providers. Lastly, employees` customer evaluation showed positive effect on the service quality provided by themselves while positive service quality of service providers` had positive effect on consumer`s perception of service quality. This study suggests that service providers` customer evaluation and emotional exhaustion in regard of customer participation activities and citizenship behaviors in the service encounter can have effects on the service quality cognized by themselves, and the service quality cognized by service providers can eventually have effects on the service quality cognized customers. By examining the mediating effect of emotional exhaustion that can have effects on service providers` rational customer evaluation, it induces positive customer participation activities and customer citizenship behaviors, and also provides strategic implications for service businesses pursuing the improvement of service quality. In order to reduce such gaps, this study has secured the objectivity of the evaluation by using the dyadic research method for customers and service providers in the service encounter.

A Dynamic Panel Data Analysis on the Corporate Social Responsibility (CSR) Activities Mitigating the Negative Impact of Customer Complaining Behavior on a Firm’s Performance

Hye-Gyo Kim(김혜교),Taeseok Rho(노태석),Inwoo Nam(남인우) 한국경영학회 2018 Korea Business Review Vol.22 No.1

이 연구의 목적은 고객의 불평행동이 기업의 재무 성과에 미치는 부정적인 영향과 그 부정적인 영향을 기업의 사회적 책임활동 (CSR)이 경감시킬 수 있는가의 문제를 밝히는 것에 있다. 이를 위하여 49개의 금융회사의 데이터를 기반으로 하였으며 고객의 불평행동은 금융감독원에 보고된 민원요청 건수로 측정하였고 사회적 책임활동은 기업의 기부금액으로 측정하였으며 기업의 재무성과는 ROI로 측정하였다. 이렇게 수집된 데이터를 기업이 가지고 있는 고유한 특성을 모형에 반영할 수 있는 동태적 패널 모형 분석을 사용하여 분석하였다. 그 결과에 의하면 고객의 불평행동은 기업의 재무성과와 부정적인 관계에 있었으며 사회적 책임활동이 그 부정적인 영향을 상당 부분 감소시켜 주는 것으로 나타났다. This study attempts to reveal the negative effects of customer complaints on a firm’s financial performance and, by using empirical analysis, to find out whether a firm’s Corporate Social Responsibility (CSR) activities can reduce the negative impacts of those complaints. For this purpose, we collected panel data on 49 companies in the financial industries. Records of consumers complaints to financial firms were used as a measure for customer complaints, and the amount of donations in the firm’s individual profit and loss statement was used as a measure for the firm’s CSR activities. For the firm’s performance, we used the Return on Assets (ROA). Using these panel data, we conducted a dynamic panel model analysis to reflect the unique characteristics of the firm in the model. We found that customer complaints do act negatively on a firm’s performance, but we also confirmed that a firm with bigger invests in CSR activities, the less adversely customer complaints affect the firm’s performance.

소비자의 심리적 일탈, 라이선싱 효과

서문식 ( Mun Shik Suh ),거원원 ( Yuan Yuan Ju ),노태석 ( Tae Seok Rho ) 한국소비자학회 2011 소비자학연구 Vol.22 No.1

Most of researches about consumer choice focus on the decision processes by which consumers choose among a set of alternatives, independent of the way they arrive at the choice. In contrast to this focus on isolated, or single shot choices, consumers in the real world often make a series of decisions in which one choice follows another. Preferences among alternatives can be affected by consumers` prior actions. Prior decisions and actions can serve as a license to choose options that are inconsistent with the salient self. Licensing can operate by committing to an affirmative action, which reduces the feeling of guilty associated with the purchase of relative luxuries. Studies demonstrate the proposed licensing effect of a prior commitment to an affirmative action on subsequent choice. The purpose of this study is to examine the customer response in the licensing situation. To verify how customers decide to buy hedonic products a 2(Type of goal: health, learning) X 2(level of effort: high, low) X 2(level of self-control: high, low)factorial design experiment was conducted with undergraduate students at university at Korea as part of their course requirement. Several factors including self-concept, self-control and purchase intention were selected from prior studies and manipulations for each scenario were checked. Due to multiple dependent variables(self-concept, purchase intention), we used a MANCOVA to test four hypotheses developed. The results show that type of goal has no effect on self-concept(learning: mean=4.75 / health: mean=4.74, p=.643) and purchase intention(learning: mean=4.60 / health: mean=4.50, p=.321). According to this result, we assumed that licensing effect could occur in various situations. The main effect of level of effort was significant for two dependent variables (self-concept: F=31.477, p<0.01 / purchase intention: F=40.130, p<0.01) in support of H1 and H2. Interaction effects between level of effort and self-control for H3 and H4 on two dependent variables were significant(self-concept: F=17.533, p<0.01 / purchase intention: F=13.472, p<0.01). The research results show that consumers who study hard or work hard are more preferring to buy hedonic goods than people do not do like that in various situations. Individuals who pay more effort to achieve their goals are more likely to buy hedonic goods. Ironically, people who think they have high level of self-control are more likely to make indulgent choice when they pay a lot of effort for their objectives. Furthermore, there are interaction effects between level of effort and self-control. Study on licensing effect in consumer choice is helpful for understanding consumers` irrational behaviors. For marketers, take advantage of human irrationality is one of the means of sales promotion. Although this way maybe inconsistent with the ethical management, from the perspective of consumers, understanding licensing effect could be helpful because it make them to try to avoid bad choices. The fact that data were obtained from only a specific segment of the population by experiment is one of limitation in this research. Also, selection of the goal or product type for the research did not allow alternative options that differed significantly in terms of licensing effect. Therefore, expanded research targeted consumers who really in licensing condition with various situations need to be conducted for accuracy and generalization. Additionally, for deeper understanding of licensing effect of consumers, qualitative research approach is needed.

서비스 접점에서의 고객참여, 그 자발적 결정요인과 서비스 품질에의 영향

서문식(Suh, Mun Shik),안진우(Ahn, Jin Woo),노태석(Rho, Tae Seok) 한국소비문화학회 2010 소비문화연구 Vol.13 No.2

Service, unlike goods, requires customer participation in service delivery and producing process necessarily. Due to the fact that service quality depends on the quality and quantity of customer participation, many a researcher has paid much attention to the variable of customer participation. However, some studies on customer participation examined the environmental variables in business aspects as antecedents of customer participation; some others considered only superficial variables regarding customer aspects. Even though it is important for us to know why customers psychologically participate in service encounter, many existing researches have paid relatively little attention on these psychological reasons for customers to participate in service settings. This paper focuses on customers' psychological aspects which refer to the basic elements of voluntary participation. The fact that customer’s self-determination can influence the effect of relationship strategy a firm implements means that self-determination composed of autonomy, confidence, relatedness can address the way a customer participates. It also can have an effect on the service quality, ultimately. We’d like to find out the psychological factors of customer participation through this approach which self-determination is an important determinant of service success or relationship development. In other words, we can learn how customer participation triggered by self-determination influences customer's behavior and emotion in service encounter. Further, we can get a kind of global framework whether it can improve service quality or not. As results, we found out that autonomy, confidence, and relatedness which consist of self-determination had all positive effects on customer participation significantly. Customer participation could improve not only perceived customer’s encounter satisfaction positively, but service quality as well. In addition to these main effects, the higher self-determination and customer participation are, the higher perceived customer's encounter satisfaction and service quality are. It means that self-determination could be good antecedents of customer participation, customer’s behavior in encounter, and perceived service quality. Since customer participation, encounter satisfaction, and service quality can be influenced by psychological factors such as self-determination, firms want to improve service quality need to provide the individualized choice rights during service producing and delivery process with their customers without hindering their efficiency.

사전적, 기능적 고객참여 행동이 종업원 반응에 미치는 영향

서문식(Mun Shik Suh),안진우(Jin Woo Ahn),노태석(Tae Seok Rho) 한국경영학회 2012 경영학연구 Vol.41 No.4

Many researchers have paid much attention to the customer participation (CP) due to the characteristics of service that customers should participate in the service delivery and production process, and have examined what the relationship between the customer participation and service quality or customer satisfaction was. Customer participation is a fundamental part of service delivery, and is particularly important in high-contact services where change in a customer`s state or behavior is the primary service output. Therefore, understanding the effects of customer participation on the service encounter and customer`s different emotions in the service process is a good way to address the service customer`s participation behaviors. However, despite its importance, a lack of consistency and clarity exists regarding appropriate conceptualization and measurement of this critical strategic construct. This research delineate and empirically tests hypotheses regarding the effects of the customer participation(CP) before utilize the services on the customer participation at the service encounter with different dependent level on the service providers in the context of medical and beauty services. Using data collection from 60 pairs of customers and service employees in two service type, this study examines how (1) prior CP affects CP at the service encounter (i.e., activity efforts, communication efforts, sympathy efforts, compliance efforts) and (2) moderating effect of prior CP and dependence on service provider on employees` stress level. In this investigation through structural equation model, we show there is a significant effect of prior CP on CP at the service encounter (activity efforts, communication efforts, sympathy efforts and compliance efforts (H1)) in both medical and beauty services. Because another purpose of this study is to examine the two moderating effect about dependence on service provider on paths between prior CP on CP at the service encounter and prior CP on relationship between CP at the service encounter and employee job stress, the two multigroup analysis were conducted to explore whether the structural models would be different across the service types and level of prior CP. Proposed moderating effects about dependence and prior CP (H2, H3, H4) were partially supported. Implications from the theory, as well as practical applications are discussed. Based on research results, we propose managerial implications for the service organizations which want to improve their service quality through positive CP. Service firms can utilize the various ``customer education`` so that customers can participate appropriately at service encounter. It means that the organizations need to take a role as ``coordinator`` for superior service quality. Furthermore, service firms need to consider the proper method such as reward and system reengineering to encourage appropriate customer participation behavior at the service encounter. The results should be viewed in light of the constraints of the study. Thus, several limitations of this study need to be acknowledged. Based on these limitations, we recommend further research tasks. First, the bias from selecting respondents in this study is yet another limitation. Although 60 pairs of service provider and customer participated in this study, the number of sample is not enough, and all of the respondents were in Pusan and Ulsan area. Further research efforts are needed in collecting more samples to avoid bias. Second, although this study demonstrated difference across two service types (i.e., medical, beauty) for dependence on service provider, future research should be directed to achieve a greater generalizability of empirical findings by adopting various service industries. Third, although this study started with well-validated measurements from prior literatures, they have limitation on measurement for correct emotional status due to time restriction of employee at the service e