고객참여가 고객몰입과 고객만족에 미치는 영향: 신용카드 발급고객을 중심으로 = The Impact of Customer Participation on Customer Engagement and Satisfaction : A Focus on Issued Credit Card Customers

다국어 초록 (Multilingual Abstract)

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