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

오늘날, 서비스를 제공받는 고객들은 더 나은 서비스의 품질을 확신하기 위하여 서비스 접점에서 고객참여행동(CPB) 혹은 고객시민행동(CCB)을 한다. 또한 고객들은 스스로 그러한 행동을 수행함으로서 더 나은 서비스 품질(고객측면SQ)이 돌아오는 것은 당연한 결과라고 생각한다. 그러나 고객들의 참여 또는 시민행동이 항상 올바른 방향으로 행해지고 있다고 볼 수 있는가? 본 연구는 서비스 접점에서 서비스제공자가 지각하게 될 서비스 품질(직원측면SQ)에 영향을 미칠 수 있는 고객참여행동과 고객시민행동을 기반으로 하는 고객평가(CE)와 감정노동으로 인해 발생되는 감정고갈에 대한 영향을 논의한다. 추가적으로 감정고갈의 매개효과를 분석하여 그 중요성을 강조코자 하였다. 또한 본 연구에서는 기존 연구의 단방향적 접근에서 벗어나 현상과 실제 간 간극을 줄이고자 서비스접점에서 고객과 서비스제공자를 이원적(dyadic) 조사방법을 사용하여 평가함으로써 평가의 객관성을 확보하려 노력하였다. 본 연구의 결과는 아래와 같다. 첫째, 고객참여행동은 서비스 접점에서 서비스제공자가 가지는 고객평가에 긍정적인 영향을 보였고 서비스제공자가 가지는 감정고갈을 감소시키는 효과를 보였다. 또한 고객시민행동 역시 서비스제공자가 가지는 고객평가에 긍정적인 영향을 보였고 서비스제공자가 가지는 감정고갈을 감소시키는 효과를 보였다. 둘째, 서비스제공자가 서비스 접점에서 가지는 높은 수준의 감정노동 수행으로 발생된 감정고갈은 고객평가에 부정적인 영향을 보였고, 이러한 감정고갈은 실제 서비스제공자가 스스로 지각하는 서비스 품질에도 부정적인 영향을 미쳤다. 마지막으로 직원의 고객평가는 서비스제공자가 스스로 제공하는 서비스 품질에 대하여 긍정적인 영향을 보였고, 서비스제공자가 가지는 긍정적인 서비스 품질은 소비자가 지각하는 서비스 품질에도 긍정적인 결과를 가져오는 효과를 보였다. 본 연구에서는 서비스접점에서 고객의 참여행동과 시민행동에 대한 서비스제공자의 고객평가와 감정고갈이 서비스제공자가 스스로 지각하는 서비스 품질에 영향을 가져올 수 있으며, 이때 서비스제공자가 지각하는 서비스 품질은 고객이 최종적으로 지각하게 될 서비스 품질에 영향을 끼칠 수 있다는 점을 제시하고 있다. 또한 서비스제공자의 이성적인 고객평가에 영향을 미칠 수 있는 감정적인 부분인 감정고갈의 매개효과를 규명함으로써 긍정적인 고객참여행동과 고객시민행동을 유도하고 서비스 품질의 향상을 추구하는 서비스기업들을 위한 전략적인 시사점을 제공하였다. 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.

주문생산시스템에서 고객가치평가에 기반 한 고객계층화 모형

김현정,김은갑 한국SCM학회 2019 한국SCM학회지 Vol.19 No.2

This paper presents a customer order classification model based on the customer value evaluation for make-to-order manufacturing systems. In the first stage with customer value evaluation, we derive the valuation factors and perform uni-variate and multi-variate variable analysis. In the second stage with customer order classification, we determine cut-off values for the classification of customers, based on the results from the first stage and present the probability distribution of the values of customers. The development of customer value evaluation model relies on the ensemble method, one of the machine learning techniques. We present a whole process of performing customer value evaluation and customer order classification and rating customers, using the public financial statement data of the audited/non-audited corporate firms from 2001 to 2010, provided by the electronic disclosure system DART of the Financial Supervisory Service.

고객지향적 자산관리서비스 전략: 한국투자증권 사례연구

김민정 ( Min Jeung Kim ),이성수 ( Seongsoo Lee ),김시월 ( Si Wuel Kim ) 한국소비자학회 2012 소비자학연구 Vol.23 No.3

본 연구는 종합자산관리서비스가 갖추어야 하는 요소를 파악하고, 최근 한국투자증권에서 신개념 자산관리서비스로 출시한 I``M YOU에 대한 사례분석을 통해 차별화 포인트 및 대고객 전략을 분석하고 이를 금융서비스품질 평가지표와 대조하여 현황을 파악하고자 하였다. 우선, 문헌고찰을 통해 종합적인 자산관리서비스가 갖추어야 하는 요소를 파악한 결과 개별성과 복합성, 그리고 맞춤형이 필요한 것으로 나타났다. I``M YOU의 차별화 전략과 고객만족을 위한 전략을 살펴본 결과는 다음과 같다. 첫째, “I``M YOU”는 구체적인 운영프로세스로 관리되고 있었다. “I``M YOU” 상품의 설계와 서비스는 경제/시황을 정량적 지표와 정성적 판단의 조화를 통해 판단한 후 적절한 자산배분을 위해 체계적인 단계를 거쳐 편입자산을 선정하고 지속적인 운용경과의 점검과 리스크 관리가 이루어지는 단계를 거치고 있었다. 둘째, “I``M YOU”는 경기 선행지수를 활용해 투자 비중을 계량화하고, 시장국면별 자산을 배분하는 가이드 역할로써, 실물경기국면을 가시적으로 제시하는 한국투자증권만의 독창적인 ‘KIS 투자시계’를 활용한 차별화된 자산운용기법을 적용하고 있었다. 셋째, 기존의 고객의 자산증감에 상관없이 부과하던 수수료 체계에서 벗어나, 고객의 자산규모에 따라 일정률을 부과 하는 후취수수료 체계를 도입함으로써 고객과 이해관계가 일치하는 합리적인 수수료를 산정하고 있었다. 넷째, I``M YOU는 고객의 계좌를 단위로 자산을 운용함으로써 고객 스스로 자신만의 포트폴리오 현황과 수익률 등을 실시간으로 조회할 수 있고, 매월 성과보고서를 제공하며 자산운용과 관련한 다양한 전문 투자지식 및 노하우를 습득할수 있도록 지원하고 있다. 다섯째, I``M YOU는 고객의 투자성향과 자산운용에 대한 일임의 정도를 반영하여 상품을 제시하였다. 특히, 각 상품들은 위험의 정도가 다른 만큼 수익 성과에도 차이가 발생하게 되는 점을 감안하여 상품라인별로 수수료율을 차등 적용(연 1.8%~연 2.5%) 함으로써 투자성향이 다른 고객들 간의 수수료에 대한 불만을 해소하고자 하였다. 여섯째, I``M YOU는 다양한 투자자산을 1개의 계좌에서 포괄적으로 편입하여 운용 및 관리함으로써 고객에게 편리한 one-stop 서비스를 제공하고 있었다. 마지막으로 본격적인 자산관리서비스 제공을 위한 종합영업직군제의 시행, 완전판매를 위한 직원들의 역량강화 교육, 고객응대를 위한 서비스 매뉴얼 북 제작, CS day 시행 및 Image Plus와 CS 탐구생활 프로그램 운영 등 다양한 CS교육과 VOC위원회 활동을 통해 고객만족을 실천하고 있었다. 이러한 결과를 종합한 결과, 한국투자증권의 I``M YOU는 금융서비스품질 평가지표 중 INPUT 요소의 대부분을 충족시키는 것으로 보여 지고, 종합자산관리서비스로써 갖추어야 하는 요소인 개별성과 맞춤성이 잘 반영되어 있다고 판단되었다. The purpose of this study is to inspect the details of wealth management service that every financial businesses provide to dominate the financial market in advance, to examine the state of the art on the quality of the service, and to grab what is needed for true wealth management service. So, this study analyzed the case on “I`M YOU” of Korea Investment & Securities Co.(hereafter KIS), which is assessed as a successful wealth management service lately. I`M YOU is the wealth management service which KIS will intend to become a lifetime companion with customers, enabling them to reach their goals, and which has launched at March, 2010 and made a good record up to now. Through this case analysis, we could identify necessary conditions that wealth management services of local securities companies are needed to become a total financial services. The result of the study will be useful as informations to preoccupy and maintain competitive edge in the filed of financial industry including banking and insurance businesses. First of all, we conducted literature review and found individuation, complexity, and customization as required components of collective wealth management service. We exploited Evaluation Framework of Financial Service Quality of Kim et al.(2011) based on Oh`s(2010) evaluation model of financial service in order to assess differentiation strategy and customer satisfaction of I`M YOU. The results are as follows. First, I`M YOU has applied KIS Investment Clock to asset management. It plays a role in predicting market trend being important in asset allocation strategy. KIS acquired the exlusive right of using from Korea Financial Investment Association for originality that is showing tangibly each phases of real economy by expressing economic cycle as a clock. It coincides with evaluation index of Kim et al.(2011) that wrap account should be based on specific analysis of risk and structure to provide high level of financial investment service. Second, I`M YOU has managed by concrete processes. Each processes of asset management is related to research division, committee for investment strategy, and committee for product selection. And it has decided allocation weight of asset enrolled in relation to KIS Investment Clock according to customers propensity on investment. Especially, enrolled asset has been allocated to a proper account through four stages, not simply account to be good outcome. It coincides with evaluation index of Kim et al.(2011) that financial service should be advanced and secured superior consulting competency and expertise, assesses as a component of preand post-purchasing service to provide customizing service. Third, I``M YOU has intended to settle conflict between customers and the company through application of reasonable fee system. That is, it adopted constant ratio plan in relation to asset scale. But existing convention of the field of financial service is to impose sales commission, asset management fee, and so forth separately. This change is meaning that profit of the company and employees is enlarged also, so makes the company and employees display their competencies to enlarge customers`` asset in their positions. Therefore, this factor coincides with appropriateness index of Kim et al.(2011) on service fee based on commission level, and with service factor of reasonability of product design and sales process in considering from when designed and developed product. Fourth, I``M YOU has shaped extensive service line-up and proposed services in considering customers`` investment propensity and the degree of trust on asset management. Especially, because each service carry out profit differently in terms of different level of risk, individual service has adopted different fee ratio (1.8%~2.5% a year) depending on customers`` investment propensity, which has settled their dissatisfaction. Therefore, I``M YOU meets with diversity and reaching high quality of alternative financial investments, is estimated to endeavor to design and develop services and to protect conflict between the company and customers. Fifth, I``M YOU has made customers ask for their current state of portfolio and rate of return directly, has presented outcome report including judgment and related factors on economic status and market condition monthly. And as long as customers want, it has presented various professional investment knowledge and know-how in relation to asset management. Therefore, we estimated that I``M YOU coincide with the factor of Kim et al.(2011) of whether to announce asset management information in diversity publicly and whether to announce the contents of financial consulting service and its changes in rapidity, besides it endeavor financial education for consumers. Sixth, I``M YOU has presented one-stop service to customers by managing one account including home and foreign stocks and funds, ELS, ELW, ETF, bond, and so forth collectively. And it has an effect diversification of risk either because of plural investments onto superior funds. This is estimated to be suitable for factors on trading conveniency and diversity and expertise of service. Finally, KIS has conducted collective sales position to provide full-scale wealth management service and intensified education for employee competency to reach sell-out. And for customer satisfaction, KIS has made a service manual including appearance, dress code, conversational method, response techniques at counters and on phones across situations, response techniques against dissatisfied customers, and so on, expended various effort to increase positive customer image. Moreover, KIS has run complaint and investment counseling department on- and offline, and responded customers needs at the corporate level. These efforts for CS is estimated to be suitable for factors on financial consumer protection.

고객만족도 조사 참여가 기업 충성도에 미치는 영향: 고객-기업간 관계규범의 역할

박기경 ( Ki Kyoung Park ) 한국소비자학회 2016 소비자학연구 Vol.27 No.2

기업이 고객에게 시행하는 고객만족도 조사에 대한 소비자 반응을 다룬 선행 연구들은 주로 자기산출타당성에 기반한 관점 혹은 피드백 제공역할로 인한 부정성 확장과 같은 인지적 반응을 보여주었다. 이러한 선행연구들의 결과에 더하여 본 연구는 고객만족도 조사 참여가 기업 충성도에 미치는 영향에 있어서 고객-기업간 관계규범의 역할을 탐구하였다. 즉, 사회심리학 문헌에서 분류하고 있는 교환관계와 공동체적 관계가 갖고 있는 관계규범에 대한 인식차이가 고객만족도 조사 참여에 대한 반응에 차별된 영향을 줄 것임을 보여주고자 하였다. 본 연구모델에 의하면, 기업과의 관계가 교환관계에 놓인 소비자의 경우 호혜성에 기반한 동등성 동기가 강하기 때문에 기업의 고객만족도 조사요청에 대해서 자신에게 어떠한 혜택이 주어지게 될 지에 대한 명확성을 먼저 고려하고, 세부사항에 주목하는 정보처리로 인한 결과가 나타날 것으로 제안하였다. 반면, 공동체적 관계에 놓인 소비자들은 상대방과 친밀하고자 하는 동기가 강하기 때문에 기업의 발전과 번영을 위하는 마음이 우선되고, 추상적 정보처리로 인한 결과가 나타날 것으로 제안해볼 수 있었다. 실험 1에 의하면, 기업과의 관계가 교환관계인 소비자들은 고객만족도 조사 참여여부에 따른 기업 및 서비스 제공자에 대한 충성도에 차이가 나타나지 않는 반면, 공동체적 관계인 소비자들은 고객만족도 조사에 참여하는 조건에서 기업 및 서비스 제공자에 대한 충성도가 더 높게 나타났다. 실험 2에서는 고객만족도 조사에 참여시, 기업과 교환관계에 있는 소비자들은 긍정적인 면을 위주로 평가하게 할 때(vs. 부정적인 면) 기업 및 서비스 제공자에 대한 충성도가 더 높은 반면, 공동체적 관계에 있는 소비자들은 평가극성에 따른 충성도에 차이가 나타나지 않는 결과를 보였다. 본 연구는 관계규범에 대한 기존 연구결과를 마케팅 상황에 적용함으로써 기업이 고객에게 실시하는 고객만족도 조사 참여에 대한 소비자 반응을 좀 더 폭넓게 살펴볼 수 있게 하였다. The existing research related to consumers’ response to participating in customer satisfaction surveys mainly focuses on self-generated validity or negativity enhancement. The author explores the possibility that the relationship type between customer and company might play an important role in influencing a customer``s participation in a customer satisfaction survey on loyalty. Drawing upon relationship norm theory, the author suggests two hypotheses. Hypothesis 1 posits that participants in an exchange relationship with a company have the desire for equality and regard an accurate reciprocal exchange as important, which will show no difference in loyalty regardless of whether the customer participates in such a survey. Whereas those in a communal relationship with a company have intimacy motivation and regard the responsibility for the other party``s welfare as important, which will show greater loyalty when participating in a customer satisfaction survey than not participating in a survey. Hypothesis 2 posits that participants in an exchange relationship tend to pay an attention to detailed information and have an item-specific processing style besides equality motivation, and so will show increased loyalty when they focus on a positive aspect (vs. negative aspect), whereas those in a communal relationship tend to have a holistic processing style besides intimacy motivation and don``t care about the detailed or valence of information. They will not show any difference in loyalty regardless of which aspect of service experience they focus on. The author has adopted a scenario-based experiment and conducted three experiments. In Pilot Study, the choice probability of participating in a customer satisfaction survey among participants in a communal relationship was significantly higher than those choice probability in an exchange relationship. In Experiment 1, the company loyalty of participants in an exchange relationship was not significantly different between the condition of participating in customer satisfaction survey and not taking part in one. On the other hand, that of participants in a communal relationship showed greater loyalty when they participates in a customer satisfaction survey (vs. no participation). In addition, the mediation test confirms that the change of loyalty between relationship types may be attributable to how favorable participants feel toward their participation in a customer satisfaction survey. In Experiment 2, which included customer satisfaction participation only, participants in an exchange relationship showed increased loyalty in the condition where a positive aspect of service is activated than a negative aspect, whereas those in a communal relationship showed no difference between those conditions. The research findings provide a new perspective for customers`` response to customer satisfaction surveys and suggest directions for future research. It is recommended that firms should consider the type of a customer satisfaction survey (i.e., valence of survey), depending on the firm``s characteristics and put them to practical use in designing customer relationship marketing.

공항 서비스품질 및 고객만족 모형의 개발 -인천국제공항 출,입국고객의 MOT 분석을 통한 접근-

이청림 ( Cheong Lim Lee ),라선아 ( Sun A La ) 한국항공경영학회 2015 한국항공경영학회지 Vol.13 No.5

본 연구는 인천국제공항이 고품질 서비스로 국제적 명성을 유지할 수 있도록 하는 데 목표를 두고, 공항서비스에 특화된 서비스 품질 및 고객만족 측정모형을 개발하였다. 최고 수준의 서비스품질을 제공하는 국제공항으로서의 인천공항의 위상을 고려할 때, 기존 평가체계에서 부족한 현상에 대한 정확한 진단을 통해 인천공항 서비스의 강·약점을 도출함으로써, 지속적인 고품질 서비스 제공을 위한 처방적 피드백 기능을 강화한 보다 진화된 측정 모형이 필요하다. 이를 위해 본 연구에서는 출·입국 고객이 이용하는 공항 서비스 프로세스에 대한 이해를 바탕으로 서비스품질 측정에 고객의 서비스 이용 동선을 고려한 MOT(moment of truth) 프로세스를 적용하였다. 또한 불일치(disconfirmation) 개념을 확장한 서비스비교평가라는 구성개념을 도입하여, ``MOT 품질-서비스 비교평가-CS-성과``의 인과관계모형을 실증하였다. 본 모형을 통해 공항서비스의 서비스품질 및 고객만족에 대한 진단과 개선방향을 도출할 수 있다. 개발된 모형의 타당성을 검증하기 위해 인천공항 출입국 여객 고객을 대상으로 실증조사를 수행하였다. 이를 위해 2013년 1월 29~2월 1일 동안 인천공항 여객터미널 내 대기고객들을 대상으로 현장출구조사를 진행하였으며, 출입국고객 684명의 유효표본을 획득하였다. 전체 표본 중 내국인은 63.7%, 외국인은 36.3%로 집계되었다. 출국고객의 MOT 흐름은 공항도착→입장→체크인(발권 및 수하물 처리)→보안검색 과정→출국심사→부대시설이용 및 탑승대기 과정의 순으로 조사되었고, 입국고객의 MOT 흐름은 입국→정보확인 및 이동→입국심사→수하물수취→세관심사의 순으로 조사되었다. 각 MOT의 서비스품질, 서비스비교평가, 고객만족, 공항성과 등의 측정문항은 고객대상 심층인터뷰(IDI: in-depth Interview), 고객좌담회(FGI: focus group interview), VOC(voice of customer), 2차 자료 분석결과 등을 기반으로 도출하였다. 특히, 서비스비교평가에서는 기대대비, 투입대비, 이상적 서비스 대비, 타공항 이용경험 대비 평가를 반영할 수 있도록 설계하였고, 고객만족에서는 인지적 만족과 감정적 만족을 구분하여 측정하였으며, 공항성과 지표로는 좋은 이미지, 긍정적 구전의도, 한국에 대한 이미지를 측정하였다. 측정변수 개발에 인천국제공항의 이용객이 가지고있는 다양한 해외여행의 경험 수준과 기대수준을 반영하고, 공항이라는 특별한 곳이 주는 경험적, 정서적 측면을 고려하였으며, 한국의 국가이미지를 결정하는 최초와 최후의 관문이라는 점에서 사명적 성과를 포함하고자 하였다. 연구모델을 위한 분석도구로 SPSS 18.0과 AMOS 18.0을 사용하였다. 측정모델에 대한 확인적 요인분석 결과, 모든 수치에서 모델 적합도 기준을 충족시키는 것으로 나타났으며, 출국고객 및 입국고객을 대상으로한 구조방정식모델(SEM: structural equation modeling) 분석결과, 모든 부합도 지수와 경로계수 등에서 자료와 모델이 잘 부합하는 것으로 나타났다. 구조방정식모델 분석결과, 출국 프로세스에서는 도착을 제외한 입장, 체크인, 보안검색, 출국심사의 MOT 품질이 전반적 서비스 품질에 정(+)적 영향을 주는 것으로 나타났고, 입국 프로세스 중에서는 입국심사를 제외하고, 정보확인 및 이동, 수화물 수취, 세관심사의 MOT 품질이 전반적 서비스 품질에 정(+)의 영향을 주는 것으로 분석되었다. 또한 출입국 과정 모두에서 전반적 서비스 품질은 서비스비교평가와 고객만족에 정(+)적 영향을 주는 것으로 나타났으며, 서비스비교평가에서 높은 점수를 받을수록 고객만족이 증가하였고, 고객만족이 높아질수록 공항의 성과에 긍정적 영향을 미침으로써 연구모형의 인과관계가 성립함을 확인하였다. 연구의 전략적 시사점 및 한계와 향후 연구과제 등에 대해서도 논의하였다. This study developed a new model of service quality and customer satisfaction for the international airport service. Considering Incheon International Airport``s status as a world-class airport, there is a need for more advanced criteria for service quality and customer satisfaction to maintain high-quality services. Especially, this study considered MOT(moment of truth) process to measure service quality based on understandings of airport service process cascades and characteristics. Also, the construct of comparative service evaluation was incorporated in the proposed causal model. That is, our research model posits a causal relationshipbetween MOT service quality, comparative service evaluation, customer satisfaction, and performance of airport. This model suggests guidelines for the effective improvement of CS and expected effects resulting from CS improvement. For the evaluation of measurement and research model, the survey was distributed to the arrival and departure passengers at Incheon International Airport from January 29th to Februray 1st, 2013 and 684 valid responses were used for statistical analysis. Korean sample was 63.7%, and the foreigner sample was 36.3%. The MOT cascades are drawn from customers IDI(in-depth interview), FGI(focus group interview), VOC (voice of customer), and secondary data. The MOT flow for departing passengers follows this sequences: arrival→entrance(signage/information check and movement)→check-in(ticketing and luggage shipping)→security screening→departure examination→waiting for boarding. The MOT flow for arrival passengers follows this sequence : arrival→signage/information check and movement→immigration→baggage claim→custom inspection. The authors adopted the criteria such as customer``s prior expectation, ideal service, and experiences in other international airports for developing the measures for service comparison. Customer satisfaction measurement was approached from affective as well as cognitive perspective. In oder to develop the measures for the international airport performance, airport image, positive WOM(word-of-mouth) intention, and the image of Korea were considered. The measurement and research model were analyzed by using SPSS 18.0 and AMOS 18.0. Measurement validity was assessed by confirmatory factor analysis (CFA). The CFA results showed that the measures achieved significant convergent and discriminant validity. The the proposed SEM(structural equation model) yielded acceptable goodness-of-fit indices and most of the path coefficients showed the expected results. The key findings are as follows. During departure process, MOT``s of entrance, check-in, security screening, and departure examination have positive influences on overall service quality except the MOT of arrival at the airport. For the arrival process, MOT``s of signage/information check and movement, baggage claim, and customs inspection have positive influences on overall service quality except the immigration MOT. Overall service quality has positive effects on customer satisfaction and comparative service evaluation (i.e. disconfirmation). Comparative service evaluation positively influences customer satisfaction. Both in departure and arrival service processes, customer satisfaction positively affects airport``s performance.

서비스접점 종업원의 친사회적 행동에 대한 고객지각이 서비스품질 인식과 고객만족에 미치는 영향 -고객 개인성향의 조절효과-

공재식,정연승 한국유통물류정책학회 2019 유통물류연구 Vol.6 No.3

The role of contact employees are extremely important, as the behavior and attitude of them directly affect the quality of service and customer satisfaction. Research on the behavior and attitudes of contact employees has been very active which is prosocial behavior. Prosocial behavior is defined as a role and purpose for promoting the benefit of an individual, organization and other members of it. Most of the studies are studied at the point of contact employees, on the other hand, researches analyzed from the customer’s perspectives are quite insufficient. The most service companies that provide service convey through the interaction of contact employees and customers, who will predict services and judge satisfaction and dissatisfaction through comparison with perceived services. Regardless the contact employees provide an adequate sufficient service, if the customer perceives the quality of the service as unfavorable can adversely affect the satisfaction, it is very important to manage the service from the customer’s perspective. Thus, the study cross referenced the prosocial behavior of the contact employee from the customer’s perspective and analyzed how the customer’s perception of prosocial behavior affects the quality of service and their satisfaction. And how each role-prescribed customer service and extra-role customer service with prosocial behavior of the contact employee affect assess service quality with each individualism and collectivism. Research results The higher the customer’s awareness of the employee’s prosocial behavior, the more they can positively affect the quality of the service they value, and consequently, the customer satisfaction as well. It was found that there was a difference between the customer services as role-prescribed customer service and extra-role customer service, depending on the customer’s propensity, to assess the quality of service. Customers with individualism, role-prescribed customer service has a greater impact on service quality than contact employees’ extra-role customer service. Customers with a collectivist tendency have found that extra-role customer service has a greater impact on service quality than role-prescribed customer service. The results of these studies provide the following suggestions. First, we analyzed the social behavior of contact employees from the customer’s perspective and empirically analyzed the impact on service quality and customer satisfaction, and further, it was found that there was a difference in the perception of pro-social behavior and the assessment of service quality according to the customer’s tendency. Second, service companies can be provided with adequate contact employee management guidelines that can manage service quality and customer with satisfaction. In future research, it will be more interesting if we conduct additional research on how customer behavior is affected not only by customer satisfaction but also by other activities such as word-of-mouth activities or customer participation.

고객 보상프로그램의 효율적 구성에 관한 연구

김상철 한국유통과학회 2012 유통과학연구 Vol.10 No.1

Currently, the rewards programs offered by many companies to strengthen customer relationships have been working quite well. In addition, many companies’ rewards programs, designed for stabilizing revenue, arerecognized to be effective. However, these rewards programs are not significantly differentiated between companies and there are no accurate conclusions currently, which can be made about their effects. Because of this, a company with a customer rewards program may not comprehend the true level of active participation. In this environment some companies’ rewards programs inadvertently hinder business profitability as a side effect while attempting to increase customer loyalty. In fact, airline and oil companies pass on the financial cost of their programs to the customer, and as a result, they have been criticized publicly. The result of this is thatthe corporations with bad rewards programs tend to get a bad image. In this studyof stores’ rewards programs, we centered our focus on the design of the program. The main problem in this study is to recognize the financial value of the rewards program and whether itcan create a competitive edge for the companies despite the cost issues experienced by them. Customers receiving financial rewards for their business may bejust as satisfied with a particular company or store versus those who are not, and the program, perhaps, does not form a distinctive competitive advantage. When the customer is deciding between competing companies to secure their product needs with, we wanted to figure out how much of an affect a valuable reward program had on their decision making. To evaluate this, we set the first hypothesis as, "based on the level of involvement of the customers, there is a difference between customers’ preferences for rewards programs." In the results of Experiment 1 we saw that in a financial compensation program for high-involvement groups and low-involvement groups, significant differences appeared and Hypothesis 1 was partially supported. As for the second hypothesis that "customers will have different preferences between a financial rewards programs (SE) and a joint rewards programs (JE)," the analysis showed that the preference for JE was significantly higher than that for other programs. In addition, through Experiment 2, we were able to find meaningful results, which revealed that consumers have shown a significant difference in their preferences between SE and JE. The purpose of these experiments was to enable the designing of a rewards programby learning how to enhance service information distribution and strengthen customer relationships. From the results, there should be a great amount of value for future service-related endeavors and academic research programs. The research is significant, because the results can be found to have a positive effecton reward program designs however, it does have the following limitations. First, this study was performed using an experiment, and all experiments have limitations. Second, although there was an individual evaluation and a joint evaluation, setting a proper evaluation criteria was difficult. In this study, 1,000 Korean won (KRW) in the individual evaluation had a value of 2 points, and, in the joint evaluation, 1,000 KRW had a value of 1 point. There may have been alternative ways to differentiate the evaluations to obtain the proper results. In this study, since there was no funding, the experiments were performed orally however, this was complementary to the study. Third, the subjects who participated in this experiment were students. Conducting this study through experimentation was unavoidable for us, and future research should be conducted using an actual program with the target customers.

철도 고객만족서비스 향상을 위한 이용자 행동에 관한 연구

김성남(Kim Seongnam) 한국철도학회 2003 한국철도학회 학술발표대회논문집 Vol.- No.-

For continuous improvement of the railway customer satisfaction service, more objective evaluation and development system for software and hardware shall be built. The entire activity of railway customer is the interface between the customer and software/hardware services. Customer"s activity was investigated by participating observation and objective observation, and considering the connection of all the activities, it was divided into 9 categories and 43 items. Although the detailed activity of customer would vary per item, they show more than 430 different activities under general condition. Also, the customer"s activity varies according to the numerous variants such as physical, mental, environmental and cultural features. Especially, as lots of changes, diversification and high-quality of railway industry are expected according to the middle and long term plan on railway industry development, it is necessary for experts in various fields to perform cooperative research aggressively to improve the customer satisfaction service continuously based on continuous customer activity research.

공기업의 청렴도와 경영혁신이 경영성과에 미친 영향 분석

라영재(Ra Young Jae) 한국부패학회 2008 한국부패학회보 Vol.13 No.1

The principal-agent dilemma is also found between the government and public enterprises. The lack of measures which ensures accountability of entrepreneurs of public enterprises, leads to inefficiency in management of the public firms. As a result, for the purpose of heightening accountability of management, the government came up with various types of evaluation tools such as performance evaluation, customer's satisfaction research, innovation evaluation, assessment on the levels of integrity. Theoretically, both integrity, which is defined in terms of public interests, and customer's satisfaction of public enterprises should be closely related to their performance. Based on this proposition, this research covered correlation and causality between integrity assessment and customer's satisfaction, both conducted by the government and performance of public enterprises. In addition, the empirical analysis in this study shows how the government's innovation evaluation, as a way to help boost the performance of public enterprises, has made an influence on the results of other evaluation measures. This research found out that there is close correlation between management performance, and integrity and the level of innovation. The similar correlation was also identified between customer's satisfaction and integrity of the public enterprises, all of which proves that higher performance is accompanied by the innovation efforts and integrity. Public enterprises, thus, should continue to make strenuous efforts to strengthen integrity and customer's satisfaction, let alone their financial performance.

국내 한식당의 서비스 접점 요인과 신뢰, 평가, 행동의도와의 인과관계 연구

정효선,윤혜현 한국외식경영학회 2010 외식경영연구 Vol.13 No.2

The purpose of this study was to understand customers' recognition on service encounter elements in Korean restaurants, and to examine the effect of service encounter elements upon the customer's trust, evaluation and behavioral intention. Based on total 767 samples obtained from the empirical research, this study reviewed reliability and fitness of research model and verified total 5 hypotheses using Amos program. As a result of empirical analysis, the physical environment, and interaction with employee and interaction with other customer as service encounter elements in Korean restaurants, were indicated to have positive influence upon customer's trust. In the influence upon corporate evaluation, the physical environment and interaction with employee was surveyed to have positive influence. Also, customer's trust had positive influence upon corporate evaluation. Customer's trust and evaluation had positive influence upon behavioral intention. Limitations and future research directions are also discussed.