고객참여가 서비스접점에서 서비스제공자와의 상호작용과 감정적 요소에 미치는 영향

안진우(Jin Woo Ahn),서문식(Mun Shik Suh) 한국경영학회 2009 經營學硏究 Vol.38 No.4

This paper considers the role of customer participation in the service settings. The inseparability, one of service characteristics, makes a customer participates necessarily in service delivery and production process as a partial employee. Many researchers have paid much attention to the variable of customer participation because of the characteristics of service which 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. However, it would be difficult to know why and how the customer participation could influence positive customer outcomes if it were not examined about what the customer’s interactive and emotional factors which would be triggered by customer participation in the service encounter are. To look through the customer-employee interaction and customer’s emotional factors in the service encounter, this paper regards the service encounter as a social exchange context, that is, we consider customer-provider’s exchange relationship as a certain social exchange mentioned in ‘the affect theory of social exchange’ suggested by Lawler(2001). The above theory views social units as a source of emotions in an exchange task. In a service setting, the social units can be relationships between service providers and customers. In other words, there are also exchanges between an encounter employee and a customer in the service setting. Thus, it is more proper to check first the relationship between customer participation behavior and employee-customer interaction and customer’s emotional factors raised through the exchange than to check directly the relationship between customer participation behavior and customer positive outcomes. The important meaning of customer participation in service setting is that customer participation behavior can elevate the service quality through the interaction with an encounter employee. With the consideration of the functional/technical factors of service quality, it is suggested that customer participation could play a crucial role in functional service quality resulting in the elevation of the technical service quality. Therefore, understanding the effects of customer participation on the service encounter and customer’s different emotions in the service process becomes a good way of addressing the service customer functional participation. Just as numerous researches focused on the importance of functional quality, so identifying how customer participation affects the emotional factors is valuable in the same way to understand the role of the customer on increasing service quality. This research defines customer participation as the start of social exchange by applying the service exchange process based on the affect theory of social exchange mentioned the above. And then, we demonstrate the effects of “customer participation” on “communication quality” and “emotional empathy” as a global positive emotion to an encounter employee. And we check whether this global positive emotion can influence “service encounter satisfaction” or not. Additionally, we confirm that these customer’s efforts in the service encounter can have an effect on the service outcome, “relationship quality”. After all, we use LISREL program to solve our structured equation model. As results, customer participation was closely related to the variable of communication quality significantly which means the interaction between customer and encounter employee. It influenced also significantly the variable of emotional empathy which is manipulated as a global positive emotion in the relationship with a service provider. Sequently, the customer’s positive evaluation of emotional empathy triggered by customer participation influenced on the customer’s encounter satisfaction which accounts for the positive evaluation of the service encounter as well as communication quality. Also, commu

CUSTOMER'S ACTIVE PARTICIPATION IN SERVICE AND ITS IMPACT ON PERCEPTIONS OF OWN PERFORMANCE

Sooyun Kim,Geebum Park,Sunmee Choi 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

In services in general, customers play critical roles in determining the success of service delivery. Some services (such as education) require an active participation of customers for the successful accomplishment of purchase objectives. Yet, there are few systematic and integrated researches in defining the dimensions of customer’s active participation and in empirically testing the effect of customer’s active participation on customer’s perceived performance (as opposed to the firm’ performance and customer satisfaction). Existing studies have focused mainly on the general concept of customer participation during a service encounter, leaving the specific concept of customer’s active participation in various situations still under-researched. Through this study, we intended to fill this gap in research. Specifically, using college business education as our study context, we first propose the concept of “customer’s active participation (CAP)” as the reflection of customer engagement concept and identify the dimensions of CAP. We then empirically examine the effect of CAP on customer perceptions of performance of their own (CPP). Through the review of literature on the topics of customer participation, customer engagement, employee engagement and focus group interviews, we defined customer’s active participation and identified its dimension as follows. We defined customer’s active participation as “customers' making not only their individual efforts to ensure the successful outcome of the service delivery but also active interacting with service providers, other customers, and others in and outside of the service delivery context to achieve their consumption goal”. We then identified five dimensions of customer’s active participation; in-service-space interaction, 3 kinds of outside-service-space interactions (customer-to-service provider, customer-to-customer, customer-to-others), and individual level participation both in and outside the service space. In order to collect necessary data, we administered a self-administered survey using a questionnaire among undergraduate-level business major students at Yonsei School of Business. As a result of an EFA, we confirmed the uni-dimensionality of each of five determinants and the reliability of the measurement items for each dimension. The CFA result of a different set of data collected from another set of respondents among undergraduate business major students at Yonsei School of Business, we confirmed that the five dimensions well explain the customer’s active participation (CAP). Results also supported that customer’s active participation (CAP) positively influences customer’s perceptions of performance (CPP). This study contributes academically and practically in several ways. First, this study is the first attempt to propose the concept of “customer’s active participation (CAP)”. Second, this study identified the major determinants of CAP and developed a scale in the business education context. Third, this study empirically verified and the importance of the effect of CAP on their perception of own performance. Practically, this study contributes by showing the importance of managing CAP and by proposing the specific dimensions of CAP that should be managed.

CUSTOMER'S ACTIVE PARTICIPATION IN SERVICE AND ITS IMPACT ON PERCEPTIONS OF OWN PERFORMANCE

Sooyun Kim,Geebum Park,Sunmee Choi 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.5

In services in general, customers play critical roles in determining the success of service delivery. Some services (such as education) require an active participation of customers for the successful accomplishment of purchase objectives. Yet, there are few systematic and integrated researches in defining the dimensions of customer’s active participation and in empirically testing the effect of customer’s active participation on customer’s perceived performance (as opposed to the firm’ performance and customer satisfaction). Existing studies have focused mainly on the general concept of customer participation during a service encounter, leaving the specific concept of customer’s active participation in various situations still under-researched. Through this study, we intended to fill this gap in research. Specifically, using college business education as our study context, we first propose the concept of “customer’s active participation (CAP)” as the reflection of customer engagement concept and identify the dimensions of CAP. We then empirically examine the effect of CAP on customer perceptions of performance of their own (CPP). Through the review of literature on the topics of customer participation, customer engagement, employee engagement and focus group interviews, we defined customer’s active participation and identified its dimension as follows. We defined customer’s active participation as “customers' making not only their individual efforts to ensure the successful outcome of the service delivery but also active interacting with service providers, other customers, and others in and outside of the service delivery context to achieve their consumption goal”. We then identified five dimensions of customer’s active participation; in-service-space interaction, 3 kinds of outside-service-space interactions (customer-to-service provider, customer-to-customer, customer-to-others), and individual level participation both in and outside the service space. In order to collect necessary data, we administered a self-administered survey using a questionnaire among undergraduate-level business major students at Yonsei School of Business. As a result of an EFA, we confirmed the uni-dimensionality of each of five determinants and the reliability of the measurement items for each dimension. The CFA result of a different set of data collected from another set of respondents among undergraduate business major students at Yonsei School of Business, we confirmed that the five dimensions well explain the customer’s active participation (CAP). Results also supported that customer’s active participation (CAP) positively influences customer’s perceptions of performance (CPP). This study contributes academically and practically in several ways. First, this study is the first attempt to propose the concept of “customer’s active participation (CAP)”. Second, this study identified the major determinants of CAP and developed a scale in the business education context. Third, this study empirically verified and the importance of the effect of CAP on their perception of own performance. Practically, this study contributes by showing the importance of managing CAP and by proposing the specific dimensions of CAP that should be managed.

EXPLORING SOCIAL MEDIA SEVICES OF GLOBAL FASHION BRANDS: DOES CUSTOMER SOCIAL PARTICIPATION HAVE AN IMPACT ON CUSTOMER EQUITY?

Heeju Chae,Eunju Ko,Jinghe Han 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.8

Social media, Web 2.0 based social activity and powerful marketing tool, brought about a new paradigm for the 21st century culture and society. In line with the trend, the fashion industry is vigorously undertaking marketing activities on social media, seeking to build and maintain relationships with their customers through the Internet and mobile devices. The one-way provision of information by firms to customers has evolved to a symmetrical form of customers, whereby the customers also supply information to the firms share information with other customers. Through social media services, customers not only share their thoughts and experiences but also exchange tangible products and publicize the products, thereby directly participating in production and marketing activities of brands. Such participation of consumers offers inspirations for differentiated service on the part of the brands, for which proactive and long-term participatory activities of customers are required. Customer participation is of primary importance in current service marketing industry. Until now, related literature on customer participation has mostly centered on offline service situations. However, the advent of social media has simplified the process of participation for customers, and invoking voluntary customer participation has become the greatest challenge facing service industries, and, at the same time, the path to success. Those of us who live in the age of information technology are offered the opportunity to engage in two-way communication with other customers, the brand, and the media. Thus, customer participation is just as, if not, more important in an online environment. More and more customers are becoming directly involved in brand activities, which affect the brands as well as the customers themselves. Nonetheless, extant customer participation research focuses on developing constructs that are largely based on offline situations. Although such constructs correspond in part to the online setting, they fall short of meeting the unique characteristics of customer participation in social media. Therefore, in order to establish constructs for customer participation in social media, revision and supplementation of the offline-based constructs were found to be necessary. Based on interaction theory, this study explored the notion of customer participation in fashion brands’ social networking site (SNS) service by categorizing it into three types: customer-customer, customer-brand, and customer-media participation. In addition, it examined the external factors that influence customer social participation and how active social participation of customers in SNS affects trust and customer equity. The association between measurement variables according to the brand type was also closely examined. This study underwent two pre-tests to revise and supplement the survey items on customer social participation. A preliminary investigation was conducted on 516 respondents, and a total of 582 respondents participated in the main investigation. The respondents who were invited to participate lived in Korea, were in their 20s or 30s, and had previous experience in using fashion brands’ SNS service, SPSS 18.0 was used to conduct frequency analysis, exploratory factor analysis, reliability analysis, and t-test. Based on the results, AMOS 18.0 was used to undergo confirmatory factor analysis and structural equation modeling. The results of the study are summarized as follows. Based on the brand type (SPA and luxury) and the rate of sales, Uniqlo, a global SPA brand that boasts the largest number of SNS fans, and Louis Vuitton, a global luxury brand, were chosen for the study. The respondents consisted of consumers in their 20s and the 30s who, within the last six months, had previous experience in using the SNS service of the brands. The sample consisted of 40.7% male and 59.6% female, and 72.5% were in their 20s and 27.5% in 30s. A large percentage of the respondents were students (64.9%). The large proportion of university students reflects the trend of most active users of SNS being university students. Second, SNS service shopping context found positive association with customer-customer participation and customer-brand participation, but customer-media participation was insignificant. The results show that as the SNS is characterized by its linkage to different websites and platforms, customers are exposed to constant opportunities for participation. On the other hand, customer-media participation was found to be insignificant, which can be interpreted as indiscriminate constant supply of information that seeks to spur impulsive buying leading to antagonism of the customers. Such negative situations can be avoided by departing from indiscriminate provision of information to offering information that is customized to the needs and demands of each customer and invoking the customer to participate in information delivery. Third, SNS participation motivation and customer social participation were all positively associated. In particular, customer-media participation demonstrated the strongest influence, followed by customer-customer and customer-brand participation. As such, active participation of the customer with the brand is the most effective way to create collaborative, synergy effect or co-creation. Fourth, all routes from SNS user orientation to customer social participation were significant. SNS users in general possessed high levels of self-efficacy and tended to feel elevated as well as find altruistic pleasure in providing information that would help others. Such users participate through numerous ways such as customer-brand and customer-media participation but were the most active in customer-customer participation. Fifth, it was found that customer-customer and customer-brand participation builds trust of the customers toward the SNS service and the information or the information provider. However, cu

EXPLORING SOCIAL MEDIA SEVICES OF GLOBAL FASHION BRANDS: DOES CUSTOMER SOCIAL PARTICIPATION HAVE AN IMPACT ON CUSTOMER EQUITY?

Heeju Chae,Eunju Ko,Jinghe Han 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

Social media, Web 2.0 based social activity and powerful marketing tool, brought about a new paradigm for the 21st century culture and society. In line with the trend, the fashion industry is vigorously undertaking marketing activities on social media, seeking to build and maintain relationships with their customers through the Internet and mobile devices. The one-way provision of information by firms to customers has evolved to a symmetrical form of customers, whereby the customers also supply information to the firms share information with other customers. Through social media services, customers not only share their thoughts and experiences but also exchange tangible products and publicize the products, thereby directly participating in production and marketing activities of brands. Such participation of consumers offers inspirations for differentiated service on the part of the brands, for which proactive and long-term participatory activities of customers are required. Customer participation is of primary importance in current service marketing industry. Until now, related literature on customer participation has mostly centered on offline service situations. However, the advent of social media has simplified the process of participation for customers, and invoking voluntary customer participation has become the greatest challenge facing service industries, and, at the same time, the path to success. Those of us who live in the age of information technology are offered the opportunity to engage in two-way communication with other customers, the brand, and the media. Thus, customer participation is just as, if not, more important in an online environment. More and more customers are becoming directly involved in brand activities, which affect the brands as well as the customers themselves. Nonetheless, extant customer participation research focuses on developing constructs that are largely based on offline situations. Although such constructs correspond in part to the online setting, they fall short of meeting the unique characteristics of customer participation in social media. Therefore, in order to establish constructs for customer participation in social media, revision and supplementation of the offline-based constructs were found to be necessary. Based on interaction theory, this study explored the notion of customer participation in fashion brands’ social networking site (SNS) service by categorizing it into three types: customer-customer, customer-brand, and customer-media participation. In addition, it examined the external factors that influence customer social participation and how active social participation of customers in SNS affects trust and customer equity. The association between measurement variables according to the brand type was also closely examined. This study underwent two pre-tests to revise and supplement the survey items on customer social participation. A preliminary investigation was conducted on 516 respondents, and a total of 582 respondents participated in the main investigation. The respondents who were invited to participate lived in Korea, were in their 20s or 30s, and had previous experience in using fashion brands’ SNS service, SPSS 18.0 was used to conduct frequency analysis, exploratory factor analysis, reliability analysis, and t-test. Based on the results, AMOS 18.0 was used to undergo confirmatory factor analysis and structural equation modeling. The results of the study are summarized as follows. Based on the brand type (SPA and luxury) and the rate of sales, Uniqlo, a global SPA brand that boasts the largest number of SNS fans, and Louis Vuitton, a global luxury brand, were chosen for the study. The respondents consisted of consumers in their 20s and the 30s who, within the last six months, had previous experience in using the SNS service of the brands. The sample consisted of 40.7% male and 59.6% female, and 72.5% were in their 20s and 27.5% in 30s. A large percentage of the respondents were students (64.9%). The large proportion of university students reflects the trend of most active users of SNS being university students. Second, SNS service shopping context found positive association with customer-customer participation and customer-brand participation, but customer-media participation was insignificant. The results show that as the SNS is characterized by its linkage to different websites and platforms, customers are exposed to constant opportunities for participation. On the other hand, customer-media participation was found to be insignificant, which can be interpreted as indiscriminate constant supply of information that seeks to spur impulsive buying leading to antagonism of the customers. Such negative situations can be avoided by departing from indiscriminate provision of information to offering information that is customized to the needs and demands of each customer and invoking the customer to participate in information delivery. Third, SNS participation motivation and customer social participation were all positively associated. In particular, customer-media participation demonstrated the strongest influence, followed by customer-customer and customer-brand participation. As such, active participation of the customer with the brand is the most effective way to create collaborative, synergy effect or co-creation. Fourth, all routes from SNS user orientation to customer social participation were significant. SNS users in general possessed high levels of self-efficacy and tended to feel elevated as well as find altruistic pleasure in providing information that would help others. Such users participate through numerous ways such as customer-brand and customer-media participation but were the most active in customer-customer participation. Fifth, it was found that customer-customer and customer-brand participation builds trust of the customers toward the SNS service and the information or the information provider. However, customer-media participation did not indicate the same results. In order to build trust through participation, brands need to provide an inviting environment for customers to post comments and share information. Furthermore, marketing strategies, such as offering events and coupons to stimulate E-WOM activities of customers as well as creating a space for open communication are vital to building trust. Sixth, customer-media participation was positively associated with customer equity. Unlike customer-customer and customer-brand participation which requires constant physical effort of the customer, customer-media participation demands considerably less time and effort apart from the initial stages during which customization process is undergone to receive tailored information with just one click. Therefore, establishing convenient and practical system that targets the Y-generation in their 20s and 30s is emphasized in order to maintain a long-term relationship. Seventh, trust is positively associated with customer equity. Building trust is based on interactivity among people. This study found that customer-customer participation and customer-brand participation influence customer equity through trust, while customer-media participation leads to customer equity without being mediated by trust. Therefore, all three types of participation are equally important to customer equity. Eighth, brand type was a meaningful moderator to the relationship between SNS service shopping context, SNS service user orientation, participation motivation, customer social participation, trust, and customer equity. To summarize, the type of participation to encourage is based on the brand type, and as customers may have different expectations according to the brand, it is important to understand their orientations and provide customized information or an open space for communication. In addition, participation behavior has a strong potential to influence customer equity, but depending on the type of participation, trust may not necessarily positively influence customer equity. Therefore, it is recommended that brands offer credible and sincere information that customers can trust and follow. The significance of this study is that it is one of the first studies to examine customer participation in a social media environment. At a point in time where customers’ value creation is attracting increased attention, this study empirically revealed that customer-media relationship, which enables customer-customer and customer-brand participation on SNS, is also within the bounds of participation. Furthermore, this study identified the importance of relational marketing approach to brand and customer through customer social participation. By applying the concept of customer equity, which is in its fledgling stage in the area of consumer fashion marketing, it offers a basis for future research on long-term relationship building with firms The limitations of the study and suggestions for future research are discussed below. The sample of the study consisted of Koreans between the ages of 20 to 30. The limitation in the sample is inadequate to generalize the findings, and therefore, a comparative study with broader sample across culture and age is necessary. Moreover, this study observed customer participation on SNS environment. However, as there was a lack of preceding literature in this area, the measurement scales were revised and supplemented to fit the purpose of this study. The measurement instrument, therefore, needs to be further applied with different antecedents and consequences in subsequent research. Finally, due to the lack of previous literature on customer participation in SNS environment, the theoretical basis of the relationship between the variables lacked solidity. This study adapted a part of a theoretical framework to fit the context of the study to come up with the hypothesized relationship between the variables. Therefore, it is suggested that future research works toward developing and strengthening the theoretical framework of customer social participation.

THE IMPACT OF PRODUCT INNOVATION AND CUSTOMER PARTICIPATION ON BRAND ATTITUDE

Hyeyeon Yuk,Seoil Chaiy 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

Despite the importance of innovation and customer participation for both practitioners and academics, the effects of the integration between innovation and customer participation has rarely been addressed in consumers’ perspectives. Accordingly, the authors first examine separately the impact of the two breakthrough innovation types (technology-based innovation vs. market-based innovation) and two forms of customer participation (as information providers vs. as co-developers) on brand attitude. Following this, the interaction effect between the two variables is also tested. We used a 2x2x2 mixed subjects design. We employed a 2 (breakthrough innovations: T-INNO, M-INNO) x 2 (customer participation: CPI, CPC) between-subjects design for independent variables and the dependent variable had a 2 (brand attitude: pre-brand attitude, post-brand attitude) within-subject design. The hypotheses were tested for a cell phone product category by pretest. Participants were 148 university students from Seoul, Korea. The results show that both breakthrough innovation and customer participation positively influence the brand attitudes held by customers, though neither the two forms of breakthrough innovation nor the two forms of customer participation differ from each other in terms of the strength of this relationship. However, when technology-based innovation is combined with customer participation in the form of co-development, a stronger positive impact on brand attitude is observed than when customers are treated as information providers. Conversely, when market-based innovation is combined with customer participation in the form of information provision, a stronger positive impact on brand attitude is observed than when the customers act as co-developers. These results have a number of theoretical contributions. First, prior innovation research has mostly focused on the impact on firm performance. Even though a few researchers have conducted several studies about the impact of innovation in terms of consumers’ perspectives, they did not consider the specific type of innovation. The present study focuses on comparing the impact of two types of breakthrough innovation based on customers’ perspectives. Second, prior customer participation or co-creation research has mostly looked at the positive impact on performance from both the firm’s and consumer’s perspective. However, they did not consider the specific type of customer participation which can affect differently performance. In this study, the differential impact of each type of customer participation was explored. Third, previous studies have not focused on the interaction effect between two types of innovation and customer participation. We found that the interaction effect can be significant when they are combined together. This study has also managerial implications. First, when firm managers utilize both breakthrough innovation and customer participation strategies, they need to consider the most effective combination of the forms of innovation and participation available. Second, this interaction effect should be considered not only in the innovative product development process but also in the communication activities in their customers. Finally, the limitations and further research directions of this results are discussed.

고객관점에서 서비스 제공자의 유머스타일이 고객참여행동과 만족, 애호도에 미치는 영향

김유경(Yu Kyung Kim) 한국무역연구원 2014 무역연구 Vol.10 No.6

The purpose of this study is to examine the relationship between customer participation behavior, customer satisfaction and loyalty once humor types of the service providers are divided into positive and negative humor with subjects of customers using the beauty service. In particular, it is focused on how the humor used by the service provider is recognized from the perspective of customers rather than that of users. Specific purposes are as follows. First, we would like to examine the effects of the positive humor of the service provider on customer participation behavior. Type of customer participation behavior is divided into three kinds such as physical participation, emotional participation and information participation. In other words, positive humor gives a positive effect on physical participation, emotional participation and information participation of customers. On the other hand, negative humor gives a negative effect on physical participation, emotional participation and information participation of customers. Second, we would like to examine the effects of three types of customer participation behavior on customer satisfaction and loyalty. Findings show that positive humor delivered by service provider gives a positive effect on three types of customer participation behavior such as physical participation, emotional participation and information participation. On the other hand, while negative humor delivered by the service provider gives a negative effect on physical participation, it does not give a significantly negative effect on emotional participation and information participation. Moreover, results indicate that customer participation behavior for the service including physical participation, emotional participation and information participation give a positive effect on customer satisfaction. Finally, it is shown that customer satisfaction gives a positive effect on loyalty.

서비스 접점에서의 고객참여, 그 자발적 결정요인과 서비스 품질에의 영향 : 자기결정성이론을 중심으로

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. 서비스 산업에서는 유형적인 재화와 달리 생산 및 전달과정에 고객참여가 필수적으로 이루어져야 한다. 고객참 여의 내용과 질에 따라 궁극적으로 서비스 품질이 영향을 받을 수 있다는 사실 때문에 많은 연구자들은 서비스 산업에서의 고객참여에 대해 주목하고 있다. 그러나 고객참여와 관련한 선행연구들은 고객참여의 선행변수에 대해 기업측면의 상황적 요인과 같이 단순한 환경적인 변수들과 고객측면의 피상적인 변수들에 대해서만 살펴 보고 있다. 심리적으로 어떠한 이유에서 고객들이 더욱 서비스 상황에 참여하게 되는지에 대해 아는 것이 중요 함에도 불구하고 이러한 부분을 간과하고 있는 것이다. 이에 본 연구에서는 고객의 자발적 참여의 근본적인 원 인이라 할 수 있는 고객의 심리적인 측면에 초점을 맞추고자 한다. 고객의 자기결정성 여부에 따라 기업이 수행하는 관계전략에 대한 효과가 달라질 수 있음은 자율성, 유능성, 관 계성을 구성요소로 하는 자기결정성에 따라 고객참여의 내용이 달라질 수 있고, 서비스 품질도 궁극적으로는 영 향을 받을 수 있다는 것이다. 이러한 접근은 고객참여의 심리적인 요인에 대해 파악하기 위함이며, 자기결정성 의 여부가 서비스의 성공과 관계발전의 중요한 결정인자라는 사실에 기반을 둔 것이다. 즉, 자기결정성에 의한 고객참여가 접점들에서의 고객행동과 감정에 어떠한 영향을 미치게 되고, 더 나아가 지각된 서비스 품질을 향상 시킬 수 있는지에 대한 전체적인 프레임워크를 이해할 수 있게 되는 것이다. 연구의 결과, 자기결정성의 구성요소인 자율성, 유능성, 관계성은 모두 고객참여를 향상시키는 주요한 고객의 심리적인 선행요인이 되는 것으로 밝혀졌으며, 고객참여는 고객의 지각된 접점만족을 거쳐 서비스 품질을 향상 시킬 수 있는 것으로 드러났다. 뿐만 아니라, 자기결정성과 고객참여가 높은 집단일수록 접점만족 및 서비스 품 질을 더욱 높게 지각하는 것으로 나타나 접점에서의 고객행동과 지각된 서비스 품질에 자기결정성의 선행적인 역할에 대해 확인할 수 있었다. 결론적으로, 자기결정성이라는 고객의 심리적인 요소에 의해 고객참여행동이 많 은 영향을 받는 것으로 나타남에 따라 기업의 효율성이 저해되지 않는 범위 내에서 고객에게 개인화된 선택권을 제공하는 것이 지각된 서비스 품질을 향상시킬 수 있는 방안이 된다고 할 수 있다.

고객참여가 고객몰입과 고객만족에 미치는 영향: 신용카드 발급고객을 중심으로

김채영,이호택 한국경영컨설팅학회 2023 경영컨설팅연구 Vol.23 No.6

In the process of producing and operating services, customers are essential, and their engagement is a crucial factor. Service quality and value can be determined based on customer participation, and the perceived quality of the service by customers contributes to its overall value. In this study, we focused on the phenomenon of reduced cash usage and increased issuance of credit cards, including among middle and high school students, reflecting on the process of credit card issuance by credit card companies. The authors divided the variable of customer participation into two sub-variables: voluntary customer participation and mandatory customer participation. Furthermore, we hypothesized that such customer participation could lead to two emotional states for customers receiving the service: role clarity and role ambiguity. It was suggested that these emotions could influence customer engagement and satisfaction. A survey was conducted with 221 customers who had experienced receiving a credit card from a bank branch (or credit card company branch) within the last six months. The research findings are as follows: Voluntary customer participation was found to increase role clarity and decrease role ambiguity. On the other hand, Mandatory customer participation increased role clarity but did not decrease role ambiguity. The hypothesis that role ambiguity would negatively impact customer engagement was rejected, but role clarity was found to have a positive impact on customer engagement. Finally, customer engagement was shown to have a positive impact on customer satisfaction. This study aims to clarify the relationship between customer participation, attitudes toward participation roles, customer engagement, and customer satisfaction. Particularly, it emphasizes that voluntary participation reduces role ambiguity and enhances role clarity. The study suggests that credit card companies should provide various services to activate customer participation

서비스 고객참여의 영향요인과 결과변수에 관한 연구 - 고객참여수준에 따른 서비스 산업의 조절효과를 중심으로-

김유경 한국마케팅관리학회 2010 마케팅관리연구 Vol.15 No.2

본 연구는 서비스 고객참여의 영향요인인 서비스 제공자의 비언어적 커뮤니케이션과 고객참여, 고객만족과의 관계를 규명하고자 한다. 뿐만 아니라, 고객참여수준 정도에 따른 두 서비스 산업을 대상으로 본 연구 모델에서 조절효과유무를 파악하고자 한다. 그 결과, 첫째, 서비스 제공자의 비언어적 커뮤니케이션과 물리적 참여간의 관계에서 비언어적 커뮤니케이션의 네 가지 차원인 신체적 언어, 공간적 행위, 의사언어, 외양은 모두 고객의 물리적 참여에 긍정적인 영향을 미치는 것으로 나타났다. 둘째, 고객참여와 고객만족과의 관계에서 서비스 전달과정에서의 고객참여는 최종적으로 고객이 제공받는 서비스에 대한 만족을 높이는 요인인 것으로 나타났다. 셋째, 고객참여 수준에 따른 서비스 산업의 조절효과를 규명하고자 하는 결과에서는 고객참여 수준이 부분적으로 조절변수역할을 하는 것으로 나타났다. 이러한 두 집단간의 비교를 통해 제시된 연구결과는 무엇보다 서비스 기업에게실무적으로 많은 시사점을 제시해 줄 수 있으며, 또한 각 서비스산업의 특성에 맞는 세분화된 전략을 마련 해 줄 수 있을 것이다. According to existing studies related to customer participation in service, most studies looked into antecedent factors of customer satisfaction and consequent factors. This study aims to propose customers and service providers’ nonverbal communication at the contact point of service as antecedent factors motivating customers’ volunteer participation in service production process. The specific purposes of the study are first to propose service providers’ nonverbal communication as antecedent factors of customer participation, and examine the effective relations with customer participation. Second, it aims to inspect the relations between customer participation and customer satisfaction. Third, it aims to grasp the control effects in the study model targeting two service industries according to the degree of customer participation. As the results of the study, first, four aspects of nonverbal communication affected positively customers’ physical participation. Second, as to the relations between nonverbal communication and emotional participation, only proxemics and paralanguage didn’t positively influence customers’ emotional participation. Third, regarding the relations between nonverbal communication and informative participation, proxemics and paralanguage didn’t positively influence. Fourth, customers’ informative participation didn’t give a positive effect on customer satisfaction. Lastly, the service industry according to customer participation was shown to have moderator effects.