고객의 참여행동과 시민행동이 서비스 품질지각과 재구매의도에 미치는 영향

한상린(Sang Lin Han),유재원(Je Won You),공태식(Tae Sik Gong) 한국경영학회 2004 經營學硏究 Vol.33 No.2

1. Introduction There is a growing concern about the performance of organization and the ways to increase its productivity (Mills and Morris, 1986). As a way of improving competitiveness of service organization, researchers have been increasingly interested in the customer behavior. Furthermore, recent researches on viewing service customers as partial employees have enabled marketing area to adopt human resource management and organizational behavior principle into service customer study through interdisciplinary approach (Rodie and Kleine, 2000). Relevant service marketing researches have been conducted with two directions. One is customer participation research which applied employee in-role behavior into customer viewpoint (Cermak et al., 1994; Kellogg and Youngdahl. and Bowen, 1997; Ennew and Binks. 1999). the other is customer citizenship behavior research which adopt employee extra-role or organization citizenship behavior (OCB) in view of service customer (Bettencourt, 1997: Groth, 2001: Yoon and Suh, 2003). However, despite conceptual awareness of the role of customer behavior in contributing to service quality perception and repurchasing intention, there has been little empirical research on the antecedents of key customer behaviors. A few investigations examined distinctiveness of customer participation behavior(CPB) and citizenship behavior by suggesting different antecedents of customer behavior empirically. ◀그림삽입▶ 2. Research Hypotheses Nine research hypotheses were dereloped as follows. Hypothesis 1: Self-efficacy is positively related to CPB. Hypothesis 2: Customer socialization is positively related to CPB. Hypothesis 3: Justice perception is positively related to CCB. Hypothesis 4: Customer commitment is positively related to CCB. Hypothesis 5: CPB is positively related to perceived service quality. Hypothesis 6: CCB is positively related to perceived service quality. Hypothesis 7: CPB is positively related to repurchasing intentions. Hypothesis 8: CCB is positively related to repurchasing intentions. Hypothesis 9: Perceived service quality is positively related to repurchasing intention. 3. Results and Discussion Our study provided the evidence of the distinctiveness of customer participation and citizenship behavior, as the prior research (Motowidlo and Van Scotter. 1994; Groth. 2001) did. Especially, CCB appears to have a stronger effect on perceived service quality (parameter estimate: .540 t-value: 2.901) and repurchasing intention (parameter estimate: .485. t-value: 3.071), indicating that CCB plays a key role in affecting service organization performance. This pattern of results implies that service organization should distinguish between CPB and citizenship behavior, and focus more on CCB. In terms of the antecedents of CPB, self-efficacy and customer socialization were significantly related to CPB. Two potential antecedents of CCB were explored in this study: justice perception, and customer commitment. Consistent with the prior research (e.g., Moorman, 1991: Organ, 1990: O`Reilly and Chatman, 1986). affect was related to CCB. Finally, as we hypothesized, the relationship between perceived service quality and repurchasing intention was statistically significant. This study contributes to the marketing literature in several ways. First, the pattern of antecedents and consequences provides robust support for the distinctiveness of customer participation and citizenship behavior. This pattern also suggests service organizations should manage customer behavior differently. Second, our results provide strong theoretical and empirical support for the conceptualization of service customer by adopting human resource study, for example, organization citizenship behavior, organization commitment, organization socialization. Third, the findings suggest customer behavior has positive effect on service quality perception and repurchasing intention which means organizational pe

고객참여행동과 고객시민행동이 휘트니스센터 서비스 품질에 미치는 영향연구

곽한병(Kwak, Han-Pyong) 한국체육과학회 2015 한국체육과학회지 Vol.24 No.2

The purpose of this study lies in investigating of whether customer citizenship behavior based on customer participation behavior has a significant impact on the quality of service offered to customers by fitness centers. The 392 valid samples out of the survey were analyzed to achieve the objective of the study. The following results have been obtained by the investigation with respect to the influencing relationship between customer participation behavior and customer citizenship behavior (H1~9) through the relationship between customer citizenship behavior and service quality offered by the fitness center (H10~15): First, mutual intelligibility, one of the customer participation behaviors, had a significant influence on the oral communication, feedback, and helping others (H1, 2, 3), associability, on the oral communication and feedback (H4, 5), and adaptability, on the feedback and helping others (H8, 9). We thus drew a conclusion that customer participation behavior had a partially significant impact on customer citizenship behavior. Second, feedback and helping others are the only factors influencing the service quality(H12, 13, 14). It has been revealed that in the service process of a fitness center, customer participation behavior and customer citizenship behavior are very important parameters that can improve the service quality. Therefore, fitness centers should actively cope with the customer’s voluntary role action (customer participation behavior and customer citizenship behavior) if they have a firm intention of re-attracting their present customers by means of their service quality improvement up to the level of customer’s satisfaction.

고객시민행동과 고객불량행동이 서비스품질지각과 고객만족 및 재구매의도에 미치는 영향

이유재,공태식 한국마케팅학회 2005 ASIA MARKETING JOURNAL Vol.7 No.3

This study investigated the effects of two types of customer extra-role behavior (citizenship and badness behavior) on perceived service quality, customer satisfaction, and repurchase intention. The model was tested with a sample of sports center customers by using structural equation modeling. The findings supported the effects of customer citizenship and badness behavior, and all structural path coefficients were significant. However, the differential effects of customer citizenship and badness behavior on perceived service quality were not significant. Lastly, perceived service quality fully mediated the effects of customer citizenship and badness behavior on customer satisfaction and repurchase intention. The results of the present study demonstrate that service organizations need to manage all two types of customer behavior. Further, it provides new insights into the relationships among customer's extra-role behavior, customer satisfaction, and repurchase intention. 본 연구는 서비스 고객의 두 가지 유형의 역할외행동(extra-role behavior)인 시민행동과 불량행동이 서비스 품질지각, 고객만족 및 재구매의도에 미치는 영향을 실증 조사하였다. 스포츠센터 강습프로그램 이용고객을 대상으로 한 구조방정식 분석 결과 고객시민행동과 불량행동은 실증적으로 별개의 개념임을 확인할 수 있었고 구조모델 분석결과 5개의 경로계수가 모두 통계적으로 유의한 것으로 나타났다. 하지만, 고객시민행동과 고객불량행동이 서비스품질지각에 미치는 차별적 영향력은 통계적으로 유의하지 않는 것으로 나타났다. 마지막으로 서비스품질지각은 고객시민행동과 고객만족 및 재구매의도간을 완전 매개하는 것으로 나타났다. 이러한 분석결과를 통해서 서비스 조직이 고객의 두 가지 유형의 역할외행동에 모두 관심을 기울여야 함을 이해할 수 있었다. 그리고 고객의 역할외행동과 기존 마케팅 문헌에서 연구되었던 고객만족 및 재구매의도와의 유의한 관계를 새롭게 이해할 수 있었다.

연구논문(硏究論文) : 타고객의 역할 외 행동이 고객만족, 고객몰입, 고객시민행동에 미치는 영향

유요섭 ( Yo Seop Yoo ),최우성 ( Woo Sung Choi ) 한국관광산업학회 2010 Tourism Research Vol.30 No.-

The interest on customer behavior is increasing day by day, differently from the past that enterprises had focused mainly on the behaviors of firms and employees to acquire competitiveness. In this thesis, the researcher studied about the influence from other customers, which is included generally in the situation of service. That is to say, it performed a positive analysis on the influence of other customer citizenship behavior and other customer badness behavior, which are the concepts that a customer experienced or understood the things done by other customers, applying customer extra-role behaviors like citizenship behavior and badness behavior in customer satisfaction, customer commitment and customer citizenship behavior. According to the result of this study, other customer citizenship behavior operated significant positive(+) influence in customer satisfaction while other customer badness behavior operated significant negative(-) influence in customer satisfaction. Also customer satisfaction had positive influence (+) on customer commitment and customer citizenship behavior, and customer commitment had positive influence (+) on customer citizenship behavior.

호텔 고객의 공정성지각이 고객시민행동에 미치는 영향에 관한 연구 - 공정민감성의 조절효과 -

김현정 ( Katelyn H. Kim ) 한국관광산업학회 2018 Tourism Research Vol.43 No.3

생산과 소비의 비분리성이라는 서비스의 특징은 서비스 상황에서의 고객참여를 불가피하게 만들고 이는 고객을 ‘또 다른 종업원’으로 인식하게 만들고 있다. 이런 맥락에서 최근 고객시민행동은 마케팅분야에서 중요한 관심이 되고 있다. 본 연구는 사회교환론적 관점에 입각 고객시민행동의 원인변수로 고객의 공정성 지각을 선정, 서비스 상황에서의 공정성 지각이 고객시민행동에 미치는 영향을 살펴보고자 한다. 뿐 만 아니라 그 영향의 과정에서 공정민감성의 조절효과를 확인하고자 한다. 동일한 서비스 공정성이 고객시민행동에 미치는 영향은 공정한 상태에 관한 개인적 판단으로서 공정민감성에 따라 다르게 나타날 것이기 때문이다. 이런 맥락에서 본 연구 공정성과 고객시민행동 및 공정민감성에 관한 선행연구를 검토, 공정성이 고객시민행동에 미치는 영향과 공정민감성의 조절역할을 가설화하고 호텔 고객을 대상으로 실증분석을 실시하였다. 이론 연구 및 실증 분석 결과, 첫째, 서비스 상황에서 배분공정성, 대인관계공정성 및 정보공정성은 고객시민행동에 정(+)의 영향을 미치는 것으로 나타났으며 절차공정성 유의한 결과를 보이지 않았다. 둘째 공정성이 고객시민행동에 미치는 영향의 과정에서 공정민감성의 조절효과 검증 결과, 대인관계공정성은 조절효과를 가지는 반면 배분공정성, 절차공정성 및 정보공정성은 조절효과를 보이지 않는 것으로 나타났다. 이러한 연구 결과는 호텔기업으로 하여금 서비스 상황에서의 공정성확보를 통해 ‘또 하나의 종업원’인 고객의 친기업적 행동을 제고할 수 있음을 의미한다. 따라서 서비스 상황의 공정성 확보를 위한 다양한 노력이 요구된다. 한편 공정민감성이 대인관계공정성과 고객시민행동을 조절하는 연구 결과는 공정민감성에 따른 고객세분화를 바탕으로 차별적 마케팅활동의 필요성을 제안한다. With the inseparability of production and consumption, which is characteristic of the service industry, customers are forced to participate in service situations and thus become “another employee.” Recently, customer citizenship behavior is garnering interest as an important factor in marketing. The purpose of this study is to examine the effect of perceived justice on customer citizenship behavior based on social exchange theory. The customer’s perceived justice was selected as a causal variable of customer citizenship behavior. In this process, we attempt to determine the moderating effect of equity sensitivity. This is because the effects of the same levels of service justice on customer citizenship behavior will differ. depending on the customer’s equity sensitivity, their personal judgment. Reviewing prior research on justice and customer citizenship behavior and equity sensitivity in this context, we hypothesized the effect of justice on customer citizenship behavior and the moderating role of equity sensitivity. We conducted an empirical analysis of hotel customers. The following are the results of the theoretical research and empirical analysis: First, in service situations, we found distributive justice, interpersonal justice, and informational justice to have a positive effect on customer citizenship behavior. Only procedural justice did not show significant results. Second, an analysis of the moderating effect of equity sensitivity when justice affects customer citizenship behavior found that interpersonal justice had a moderating effect, while distributive justice, procedural justice, and informational justice did not have a moderating effect. These results indicate that hotels can attract “another employee” customers’ pro-business behavior by ensuring justice in service situations. Accordingly, various efforts are needed to ensure justice in service situations. In addition, this study’s results that equity sensitivity moderates interpersonal justice and customer citizenship behavior suggest the necessity of discriminatory marketing strategies based on customer segmentation according to equity sensitivity.

고객참여행동과 고객시민행동이 종업원의 직무에 미치는 영향 비교

안진우(Ahn Jinwoo),천명환(Chun, Myung Hwan) 한국인적자원관리학회 2016 인적자원관리연구 Vol.23 No.1

서비스기업에게 있어서 고객은 부분적 종업원으로서 중요한 인적자원이다. 이때, 서비스접점에서의 중요한 고객의 역할로 종업원의 역할내 행동과 유사한 개념으로 고객참여행동과 종업원의 역할외 행동과 유사한 개념으로 고객시민행동이 언급되고 있다. 고객참여행동은 필수적인 반면, 고객시민행동은 자발적인 특성을 지니고 있다. 이에 접점종업원의 직무에 미치는 이 두 고객역할의 영향이 다를 수 있음을 비교분석함으로써 접점종업원의 직무와 관련한 고객의 영향을 보다 명확하게 이해하고자 한다. 연구의 결과, 기술적 측면으로 이해될 수 있는 접점종업원의 직무성과는 고객시민행동보다 고객참여행동에 의해 상대적으로 더욱 크게 영향을 받는 반면, 기능적 측면으로 이해되는 접점종업원의 직무만족은 고객참여행동보다 고객시민행동에 의해 더욱 크게 영향을 받는 것으로 나타났다. 이는, 고객에 의한 접점종업원의 직무성과 및 만족을 관리하기 위해서, 서비스기업이 필요한 가치공동창출 역할로서의 고객행동을 명확히 이해하고 관리할 필요성을 제기한다. It is recognized that customers as partial employees are important human resources in service firms. There are two customer’s behaviors for co-creation of value: customer participation behavior and customer citizenship behavior. Customer participation behavior is similar to employee’s in-role behavior, while customer citizenship is compared to employee’s extra-role behavior. In other words, customer participation behavior is necessary in service process, but customer citizenship behavior is voluntary. Thus we need not only to examine the differences between influences of these two kinds of customer behaviors on employee’s job, but also to compare the impacts, because we need to understand the influences of customers on the employees’ job more exactly. As results, job performance which is referred to technical aspect is more influenced by customer participation behavior than customer citizenship behavior, while job satisfaction which is referred to functional aspect is more influenced by customer citizenship behavior than customer participation behavior. Therefore, to manage job performance and job satisfaction influenced by customers, service firms have no choice to understand customers more detailed beyond organizational dimensions.

서비스 접점에서 종업원의 행동이 고객협력과 공동생산에 미치는 영향

이민호(Minho Lee) 대한경영학회 2018 大韓經營學會誌 Vol.31 No.9

서비스 종업원과 물리적 환경간의 상호작용이 고객시민행동에 미치는 영향: 고객가치의 매개역할을 중심으로

박참다운,유재원 한국기업경영학회 2017 기업경영연구 Vol.24 No.2

A customer citizenship behavior is a spontaneous act by customers that provides various benefits to a business. A customer who is satisfied with a service or product willingly volunteers to act in a way that benefits a business without expecting anything in return; such act includes promotion to neighbors, volunteerly helping other customers, and active involvement in the improving the product by giving opinions. These behaviors result in detention of customer, securement of loyal customers and quality improvement and benefit in short-term and long-term. Therefore a company should put best effort on increasing customers who are willing to carry out customer citizenship behavior. This research focused on the preceding conditions of customer citizenship behavior by studying how service employee's ethical sales behavior, expertise and service performance effects the value of service delivered to a customer and if that leads to customer citizenship behavior. Also how the physical environment of the place of service provided effects the ethical sales behavior, expertise and service performance is studied. The data for the study were collected from a cross-sectional sample of two of the leading banks located in South Korea. These commercial banks participated in the survey and gave the researchers access to their branches. The data collectors visited the banks and personally distributed the questionnaire to the customers along with a cover letter. The cover letter explains the purpose of the study, requests the respondents’ participation, and guarantees the full confidentiality of the individual responses. A total of 380 completed questionnaires were received within nine days of distribution. The customer sample is 68.9 % male, with an average age of 34.7 years and an average relational duration with the current bank of less than 23 months, and 52.4 % of the sample held a university degree. The measurement properties and hypotheses were evaluated with LISREL 8.53 using multistep structural-equation modeling. A two-stage data analysis was performed to assess the measurement quality of the constructs and to test the proposed model and the hypotheses. In the first stage, the CFA was performed to assess the measurement model. In the second stage, conditional-process modeling (Hayes & Matthes, 2009) was fitted to test the moderated-mediation hypotheses; in this stage, the moderating effect of the service employee authenticity and the mediating effect of the relational benefits (confidence, social, and special treatment benefit) on the customers’ perceived value are tested with bootstrapping methods. As a result, the customers feel they are more valued when the service employees are ethical in sales behavior, excels in service performance and prepared with expertise. Based on high satisfaction in service, the customers spontaneously deliver customer citizenship behavior. Also the physical environment of the service place has positive effects on measuring service employee's expertise and performance while research proceeded. Based on the results of this research, anticipate the limits of this topic and draw theoretical business implications. 고객시민행동은 기업에 다양한 혜택을 가져다주는 고객의 자발적인 행동으로 기업의 서비스나 제품에 만족 한 고객이 자발적으로 기업에 도움이 되는 역할 외 행동을 수행한다는 점에서 최근 기업에서도 많은 주목을 하 고 있는 연구 분야이다. 본 연구에서는 고객시민행동의 영향요인으로 서비스 접점에서 서비스를 판매/전달하는 직원의 특성(윤리적 판매 행동, 전문성, 서비스 수행성과)이 고객이 느끼는 서비스 가치에 어떤 영향을 미치며, 이로 인해 고객시민행동이 고취될 것인가를 실증적으로 검증하였다. 특히 서비스 제공자의 특성이 고객의 서 비스 가치인식에 미치는 직접적인 효과뿐만 아니라 서비스의 물리적 환경과의 상호작용 효과 또한 검증하였다. 은행고객을 대상으로 수거된 380부의 설문지를 분석한 결과, 서비스 직원이 윤리적 판매 행동을 하거나, 전문 성을 갖추었을 때, 높은 서비스 수행성과를 보일 때 고객의 서비스 가치는 증가하는 것으로 나타났으며, 이는 고객시민행동에 긍정적인 영향을 미치는 것으로 밝혀졌다. 또한 서비스의 물리적 환경 또한 서비스 직원의 전 문성과 서비스 수행성과가 서비스 고객의 가치에 미치는 긍정적인 효과를 더욱 강화하는 것으로 나타났다.

We Want Nice Customers! Empathy and Server Disclosure as Antecedents of Customer Citizenship Behavior

Misun Kim,Jichul Jang 한국서비스디자인학회 2023 한국서비스디자인학회 학술대회자료집 Vol.2023 No.1

Customers now involve actively with employees during a service process, breaking out of their traditional roles as a passive recipient. This transition has named customers as value co-creators which shows how much customers can influence on service and specifically, employees. From the view of value co-creation and its embedded two-way relationship between customers and employees, customer citizenship behavior, or customers ’ going extra mile behaviors, has been given attention. Such customers ’ out- role behavior leads to beneficial outcomes for service organizations to be competitive in the saturated restaurant market. Thus, this study attempted to identify the antecedents of customer citizenship behavior in the restaurant context. Empathy and Server Disclosure -were explored as independent variables. For data collection, a 2 (high empathy vs low empathy) X2 (servers ’ disclosure information vs no servers ’ disclosure information) factorial experimental design with written scenarios was used. A total of 217 customers in the U.S -were gathered. The data results support all the hypotheses suggested in the current study, suggesting empathy and server disclosure are positively related to customer citizenship behavior. This study adds the hospitality literature by examining empathy as an influencing factor of customer citizenship behavior in line with previous studies investigating the impact of empathy on employees ’ citizenship behavior. In addition, this research is one of the early studies exploring the impact of server disclosure on customer citizenship behavior. This study will be helpful for managers in restaurant industry to understand the importance of customer citizenship behavior and to build strategies to enhance customer citizenship behavior.

스포츠 센터 회원의 서비스품질 지각과 고객시민행동, 고객불량행동 및 재구매의도 간의 인과관계

진성봉,조용찬,신충식 한국스포츠산업경영학회 2009 한국스포츠산업경영학회지 Vol.14 No.3

This study was conducted to confirm the relationship among customer citizenship behavior, customer badness behavior, service quality perception and purchase intention in sports club members. Data were collected from 257 health club members in Incheon area, and the results were as follows; Sports club members. had been show a positive influence on the service quality perception and customer citizenship behavior, but a negative influence on the customer badness behavior. Service quality perception had a significant influence on the customer citizenship behavior, customer badness behavior, and repurchase intention. Customer citizenship behavior had a positive impact on repurchase intention; however, customer badness behavior had a negative influence on purchase intention. The academic and practical meaning of this study was discussed along with research limitations and future research. 이 연구는 스포츠 센터 회원의 행동유형(고객시민행동, 고객불량행동)과 서비스품질 지각, 구매의도 간의 인과관계를 규명하고자 하였다. 이러한 목적을 달성하기 위해 스포츠 센터 회원 257명을 대상으로 설문조사를 실시하였으며, AMOS 5.0 프로그램을 이용하여 구조방정식모형분석을 통해 검증된 연구결과는 다음과 같다. 고객시민행동은 재구매의도에 긍정적인 인과관계를 형성하고 있으며, 고객불량행동은 재구매의도에 부정적인 인과관계를 형성하고 있는 것으로 확인되었다. 서비스품질지각은 재구매의도에 영향을 미치는 것으로 나타났으며, 고객시민행동, 고객불량행동에도 유의한 영향을 미치고 있음이 입증되었다. 이 연구의 학문적이고 실용적인 의미와 함께 시사점이 논의되었고 연구의 한계, 향후 연구방향도 함께 제시되었다.