콘텐츠 서비스에서 고객참여가 고객관계 품질에 미치는 영향: 자율성에 의한 수익성의 조절된 매개효과 = The study of customer engagement on customer relationship quality in content services: The moderated mediation effect of profitability by job autonomy

다국어 초록 (Multilingual Abstract)

The article examined the moderated mediation of the customer engagement on the customer relationship quality through the customer ROI profitability by job autonomy in the YouTube content service industry. The sample size is 173 YouTubers who have completed their self-report questionnaire. The result is as follows. First, the customer ROI profitability mediated the impact of customer engagement on the relationship quality. Secondly, job autonomy did not show a moderating effect on the customer ROI profitability on the relationship quality. Third, the moderated mediation of the customer engagement on the customer relationship quality through the customer ROI profitability by job autonomy was validated. As a result of the significance test using the Johnson-Neyman method, the mediation of the customer ROI profitability is significant when job autonomy is positive, but not significant when job autonomy is negative. And, we proposed a creativeness based on job autonomy through the increase of customer relationship quality.

국문 초록 (Abstract)

이 연구는 YouTube 콘텐츠 서비스 산업의 고객투자 수익성을 통한 고객참여의 고객관계 품질에 대하여일 자율성에 의한 조절된 매개 효과를 검토했다. 표본 크기는 자체 보고서 설문지를 작성한 173명의 서비스제공자인 유튜버이다. 결과는 다음과 같다. 첫째, 고객투자 수익성은 고객참여가 고객관계 품질에 미치는영향을 매개했다. 둘째, 일 자율성은 고객관계 품질에 대한 고객투자 수익성의 조절 효과 영향을 미치지않았다. 셋째, 고객투자 수익성을 통한 고객참여의 고객관계 품질에 대하여 일 자율성에 의한 조절된 매개효과가 검증되었다. Johnson-Neyman 방법을 사용한 유의성 테스트 결과, 고객투자 수익성 조정은 일 자율성이정(+)적인 경우 통계적으로 유의하지만, 일 자율성이 부(-)적인 경우 통계적으로 유의하지 않았다. 또한 실무적시사점으로 고객관계 품질 향상을 통한 창의적 자율성을 제안함과 동시에 서비스 제공자의 고객관계 품질역량을 높이고 효율적 운영을 위하여 기존(legacy) 시스템을 벗어난 다중채널 네트워크(MCN)와 같은 새로운산업의 성장 방향에 시사점을 제공할 수 있다.

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