컨벤션 참가자의 value co-creation 행위가 참가자의 가치와 사후 행동에 미치는 영향 = The impact of value co-creation behavior of convention attendees on the perceived value and satisfaction.

다국어 초록 (Multilingual Abstract)

The purpose of this study was to examine how the value co-creation behavior of convention attendees impact on the perceived value and satisfaction of them. value co-creation behavior has two dimensions; customer participation behavior and customer citizenship behavior. For fullfil this study purpose, total 451 data were collected from those who participated in convetions held in COEX from September to November, 2013. SPSS ver. 20.0 was used to analyze these data. Factor analysis and multiple regression were used for proving the study hypotheses. The result shows that most of customer participation behavior has positive impact on the perceived value and satisfaction of convention attendees while the customer citizenship behavior has less variables. The perceived value of convention attendees has positive impact on the satisfaction of them.

참고문헌 (Reference)

1 Oliver, R., "Whence Customer Loyalty" 63 : 33-44, 1999

2 Rosenbaum, M. S., "When customers receive support from other customers : Exploring the influence of intercustomer social support on customer voluntary performance" 9 : 257-270, 2007

3 Pine, B. J., "Welcome to the experience economy" 76 : 97-105, 1998

4 Füller, J., "Virtual product experience and customer participation – a chance for customer-centered, really new products" 27 (27): 378-387, 2007

5 Nambisan, S., "Virtual customer environments : testing a model of voluntary participation in value co-creation activities" 26 (26): 388-406, 2009

6 Grönroos, C., "Value-driven relational marketing : from products to resources and competencies" 13 : 407-419, 1997

7 Xie, Ch., "Trying to prosume : toward a theory of consumers as co-creators of value" 36 (36): 109-122, 2008

8 Bowers, M. R., "Trading places : employees as customers, customers as employees" 4 (4): 55-69, 1990

9 Li, X., "Tourism marketing in an era of paradigm shift" 46 (46): 235-244, 2008

10 Michels, N., "The relevance of retail loyalty strategy and practice for leisure/tourism" 11 (11): 5-19, 2005

11 Grewal, D., "The Effects of Price-Comparison Advertising on Buyers Perceptions of Acquisition Value, Transaction Value and Behavioral Intentions of" 62 : 46-59, 1998

12 Franke, N., "Testing the value of customization : when do customers really prefer products tailored to their preferences?" 73 (73): 103-121, 2009

13 Tajfel, H., "Social psychology of intergroup relations" 33 (33): 1-39, 1982

14 Hogg, M. A., "Social identity, self-categorization, and the communication of group norms" 16 (16): 7-30, 2006

15 Homburg, C., "Social identity and the service-profit chain" 73 (73): 38-54, 2009

16 Bove, L. L., "Service worker role in encouraging customer organizational citizenship behaviors" 62 : 698-705, 2008

17 이학식, "SPSS 18.0 매뉴얼" 집현재 2011

18 Bendapudi, N., "Psychological implications of customer participation in co-production" 67 (67): 14-28, 2003

19 Homburg, C., "Personal characteristics as moderators of the relationship between customer satisfaction and loyalty – an empirical analysis" 18 (18): 43-66, 2001

20 Kellogg, D. L., "On the relationship between customer participation and satisfaction : Two frameworks" 8 : 206-219, 1997

21 Kellogg, D. L., "On the relationship between customer participation and satisfaction : Two frameworks" 8 : 206-219, 1997

22 Morrison, E. W., "Newcomer information seeking : Exploring types, modes, sources, and outcomes" 36 : 557-589, 1993

23 Ostrom, A. L., "Moving forward and making a difference : research priorities for the science of service" 13 (13): 4-30, 2010

24 Ennew, C. T., "Impact of participative service relationships on quality, satisfaction and retention : An exploratory study" 46 : 121-132, 1999

25 Ennew, C. T., "Impact of participative service relationships on quality, satisfaction and retention : An exploratory study" 46 : 121-132, 1999

26 Yi, Y., "If employees"go the extra mile", do customers reciprocate with similar behavior?" 25 : 961-986, 2008

27 Groth, M., "Handbook of organizational citizenship behavior" Nova Science Publishers 411-430, 2004

28 Lengnick-Hall, C. A., "From recipient to contributor : Examining customer roles and experienced outcomes" 34 : 359-383, 2000

29 Lengnick-Hall, C. A., "From recipient to contributor : Examining customer roles and experienced outcomes" 34 : 359-383, 2000

30 Sampson, S. E., "Foundations and implications of a proposed unified services theory" 15 (15): 329-343, 2006

31 Chung, J. Y., "Fairness of prices, user fee policy and willingness to pay among visitors to a national forest" 32 (32): 1038-1046, 2011

32 Kracht, J., "Examining the tourism distribution channel : evolution and transformation" 22 (22): 736-757, 2010

33 Oliver, R. L., "Effect of expectation and disconfirmation on postexposure product evaluations : an alternative interpretation" 62 (62): 460-469, 1977

34 Bendapudi, N., "Customers' motivations for maintaining relationships with service providers" 73 (73): 15-37, 1997

35 Groth, M., "Customers as good soldiers : Examining citizenship behaviors in internet service deliveries" 31 : 7-27, 2005

36 Bettencourt, L. A., "Customer voluntary performance : Customers as partners in service delivery" 73 : 383-406, 1997

37 Yi, Y., "Customer value co-creation behavior : Scale development and validation" 66 (66): 1279-1284, 2013

38 Keaveney, S. M., "Customer switching behavior in service industries : An exploratory study" 59 : 71-82, 1995

39 Kelley, S. W., "Customer participation in service production and delivery" 66 : 315-335, 1990

40 Yi, Y., "Customer participation and citizenship behavioral influences on employee performance, satisfaction, commitment, and turnover intention" 64 : 87-95, 2011

41 Carbonell, P., "Customer involvement in new service development : an examination of antecedents and outcomes" 26 (26): 536-550, 2009

42 vanDoorn, J., "Customer engagement behavior : theoretical foundations and research directions" 13 (13): 253-266, 2010

43 Verhoef, P. C., "Customer engagement as a new perspective in customer management" 13 (13): 247-252, 2010

44 Fuchs, C., "Customer empowerment in new product development" 28 (28): 17-32, 2011

45 Lengnick-Hall, C. A., "Customer contributions to quality : A different view of the customer-oriented firm" 21 : 791-824, 1996

46 Bhattacharya, C. B., "Consumer-company identification : a framework for understanding consumers' relationships with companies" 67 (67): 76-88, 2003

47 Hoyer, W. D., "Consumer cocreation in new product development" 13 (13): 283-296, 2010

48 Zeithaml, V., "Consumer Perceptions of Price, Quality, and Value : A Means and Model and Synthesis of Evidence" 52 (52): 2-22, 1988

49 Sweeney, J. C., "Consumer Perceived Value : The Development of a Multiple Item Scale" 77 (77): 203-220, 2001

50 Prahalad, C. K., "Co-creating unique value with customers" 32 (32): 4-9, 2004

51 Füller, J., "Brand community members as a source of innovation" 25 (25): 608-619, 2008

52 Kohler, T., "Avatar-based innovation: using virtual worlds for real-world innovation" 29 (29): 395-407, 2009

53 Cronin, J. J., "Assessing the Effects of Quality, Value, Customer satisfaction on Customer Behavioral Intentions in Service Environments" 76 (76): 193-218, 2000

54 Shaw, G., "Aspects of service-dominant logic and its implications for tourism management : examples from the hotel industry" 32 (32): 207-214, 2011

55 Shaw, G., "Aspects of service-dominant logic and its implications for tourism management : examples from the hotel industry" 32 (32): 207-214, 2011

56 Shaw, G., "Aspects of service-dominant logic and its implications for tourism management : examples from the hotel industry" 32 (32): 207-214, 2011

57 Tajfel, H., "An integrative theory of intergroup conflict The social psychology of intergroup relations" Transaction Publishers 1979

58 Etgar, M., "A descriptive model of the consumer co-production process" 36 (36): 97-108, 2008

59 Marketing Science Institute, "2010–2012 Research priorities" Marketing Science Institute 2010