사전적, 기능적 고객참여 행동이 종업원 반응에 미치는 영향 = 사전적 참여와 의존성의 조절효과를 중심으로

다국어 초록 (Multilingual Abstract)

Many researchers have paid much attention to the customer participation (CP) due to the characteristics of service that 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. Customer participation is a fundamental part of service delivery, and is particularly important in high-contact services where change in a customer`s state or behavior is the primary service output. Therefore, understanding the effects of customer participation on the service encounter and customer`s different emotions in the service process is a good way to address the service customer`s participation behaviors. However, despite its importance, a lack of consistency and clarity exists regarding appropriate conceptualization and measurement of this critical strategic construct. This research delineate and empirically tests hypotheses regarding the effects of the customer participation(CP) before utilize the services on the customer participation at the service encounter with different dependent level on the service providers in the context of medical and beauty services. Using data collection from 60 pairs of customers and service employees in two service type, this study examines how (1) prior CP affects CP at the service encounter (i.e., activity efforts, communication efforts, sympathy efforts, compliance efforts) and (2) moderating effect of prior CP and dependence on service provider on employees` stress level. In this investigation through structural equation model, we show there is a significant effect of prior CP on CP at the service encounter (activity efforts, communication efforts, sympathy efforts and compliance efforts (H1)) in both medical and beauty services. Because another purpose of this study is to examine the two moderating effect about dependence on service provider on paths between prior CP on CP at the service encounter and prior CP on relationship between CP at the service encounter and employee job stress, the two multigroup analysis were conducted to explore whether the structural models would be different across the service types and level of prior CP. Proposed moderating effects about dependence and prior CP (H2, H3, H4) were partially supported. Implications from the theory, as well as practical applications are discussed. Based on research results, we propose managerial implications for the service organizations which want to improve their service quality through positive CP. Service firms can utilize the various ``customer education`` so that customers can participate appropriately at service encounter. It means that the organizations need to take a role as ``coordinator`` for superior service quality. Furthermore, service firms need to consider the proper method such as reward and system reengineering to encourage appropriate customer participation behavior at the service encounter. The results should be viewed in light of the constraints of the study. Thus, several limitations of this study need to be acknowledged. Based on these limitations, we recommend further research tasks. First, the bias from selecting respondents in this study is yet another limitation. Although 60 pairs of service provider and customer participated in this study, the number of sample is not enough, and all of the respondents were in Pusan and Ulsan area. Further research efforts are needed in collecting more samples to avoid bias. Second, although this study demonstrated difference across two service types (i.e., medical, beauty) for dependence on service provider, future research should be directed to achieve a greater generalizability of empirical findings by adopting various service industries. Third, although this study started with well-validated measurements from prior literatures, they have limitation on measurement for correct emotional status due to time restriction of employee at the service e

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