경영과정보연구 (Management & Information Systems Review)

  • 제39권3호
  • /
  • Pages.37-51
  • /
  • 2020
  • /
  • 1598-2459(pISSN)
  • /
  • 2733-4767(eISSN)
대한경영정보학회 (Daehan Academy of Management Information Systems)
권호 표지
DOI QR코드

DOI QR Code

상호작용과정에서 고객참여의 관계적 역할

The Relational Role of Customer Participation in Interaction Process

  • 안진우 (영남이공대학교 경영계열) ;
  • 오형준 (영남이공대학교 컴퓨터정보과)
  • Ahn, Jinwoo (Division of Business, Yeungnam University College) ;
  • Oh, Hyung Jun (Dept. of Computer Engineering, Yeungnam University College)
  • 투고 : 2020.08.25
  • 심사 : 2020.09.16
  • 발행 : 2020.09.30
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

서비스접점에서의 고객참여는 상호작용과정에서 중요한 역할을 하고 있다. 뿐만 아니라, 고객참여는 고객-서비스제공자 간의 관계발전에도 영향을 미치고 있다. 지난 선행연구들은 단편적이고 횡단적인 접근을 통해 고객참여의 역할을 밝히고 있지만, 관계의 역동성을 고려한다면, 장기적 관점에서 고객참여의 역할을 규명할 필요가 있다. 또한, 고객참여의 선행변수와 후행변수가 겹치는 문제에 대해서도 그 원인을 규명할 필요가 있다. 본 연구는 관계적 변수의 핵심인 신뢰와 몰입을 중심으로 종단적 관점에서 고객참여가 어떻게 관계발전에 영향을 미치는지를 밝힘으로써 고객참여의 관계적 역할을 확인하고자 한다. 이에 종단적 자료를 통해 고객참여의 관계적 역할을 회귀분석을 통해 분석하고자 한다. 연구의 결과, 신뢰(t1)와 몰입(t1) 중 몰입이 고객참여에 직접적으로 긍정적인 영향을 미치는 것으로 나타났다. 그러나, 신뢰(t1)는 개인적 상호작용 및 책임 있는 행동과 같은 고객참여의 하위차원에 직접적으로긍정적인 영향을 미치는 것으로 나타났다. 이러한 신뢰와 몰입의 영향을 받은 고객참여(t2)는 다시 신뢰(t3)와 몰입(t3)에 긍정적인 영향을 미치는 것으로 나타났다. 결론적으로, 고객참여는 관계적 변수들에 의해 영향을 받지만, 상호작용과정을 통해 다시 관계적 변수들을 향상시킬 수 있는 주요한 요인임을 알 수 있다. 서비스기업은 고객의 정보교환 및 상호작용 욕구를 이끌어 내고 이를 활용함으로써 고객과의 관계발전을 모색할 수 있다.

Customer participation in the service encounter plays an important role in the interaction process. In addition, customer participation is affecting the development of relationships between customer-service provider. Previous researches revealed the role of customer participation through a fragmented and cross-sectional approach, however, given the dynamics of the relationship, it is necessary to identify the role of customer participation from a longitudinal perspective. In addition, it is necessary to determine the cause of the overlap between the antecedent variables and consequent variables. This study aims to identify the relational role of customer participation by clarifying how customer participation affects relationship development from a longitudinal perspective, focusing on trust and commitment variables which are keys to relationship marketing. The related role of customer participation is analyzed through a regression analysis through long-term data. The results of the study showed that commitment(t1) directly had a positive effect on customer participation. However, trust(t1) has been shown to have a direct positive effect on the sub-dimensions of customer participation, such as personal interaction and responsible behavior. Customer participation(t2) affected by this trust(t1) and commitment(t1) again turned out to have a positive effect on trust(t3) and commitment(t3). In conclusion, although customer participation is affected by the relational variables, it can be seen that customer participation is a major factor that can improve the relational variables again through the interaction process. For this reason, a service firm can seek to develop relationships with customers by drawing and utilizing their needs to exchange information and to interact in the service encounter.

키워드

참고문헌

  1. 서문식.안진우(2008), "서비스 산업에서의 고객참여 측정도구 개발: PARTICQUAL," 마케팅연구, 23(4), 105-135.
  2. 서문식.안진우(2009), "고객참여가 서비스접점에서 서비스제공자와의 상호작용과 감정적 요소에 미치는 영향-사회교환의 감정이론을 중심으로," 경영학연구, 38(4), 897-934.
  3. 서문식.강명주.안진우(2010), "관계발전과정에서 고객참여행동과 시민행동의 역할에 관한 연구," 마케팅연구, 25(1), 159-193.
  4. 안진우(2008), 관계마케팅 활동에서의 고객참여의 역할에 관한 연구-서비스 산업을 중심으로, 부산대학교 대학원, 경영학박사 학위논문.
  5. 안진우(2014), "소매서비스업에서의 고객참여 행동 및 시민행동과 몰입의 관계," 마케팅관리연구, 19(4), 173-197.
  6. 안진우.김문태(2016), "고객참여의 접점종업원 직무성과에 미치는 영향-쌍방향적(dyadic) 접근," 마케팅관리연구, 21(1), 69-87.
  7. 안진우.김문태(2017), "서비스산업에서의 고객참여와 관계수명주기에 따른 그 변화," 기업경영리뷰, 8(3), 77-94.
  8. 안진우.박세정(2019), "관계발전에 따른 서비스 고객참여의 변화: 잠재성장모형의 적용," 경영과 정보연구, 38(1), 121-139.
  9. Ahn, J. and T. Rho(2016), "Influence of Customer-Firm Relationships on Customer Participation in the Service Industry," Service Business, 10(1), 113-133. https://doi.org/10.1007/s11628-014-0258-6
  10. Bateson, J. E. G.(1985), "The Self-service Customer: An Exploratory Study," Journal of Retailing, 61(3), 49-76.
  11. Bettencourt, Lance W.(1997), "Customer Voluntary Performance: Customers as Partners In Service Delivery," Journal of Retailing, 73(3), 383-406. https://doi.org/10.1016/S0022-4359(97)90024-5
  12. Bitner, M. J., B. M. Booms, and L. A. Mohr(1994), "Critical Service Encounters: The Employee's Viewpoint," Journal of Marketing, 58(Oct), 95-106. https://doi.org/10.1177/002224299405800408
  13. Cermak, D. S. P., K. M. File, and R. A. Prince(1994), "Customer Participation in Service Specification and Delivery," Journal of Applied Business Research, 10(2), 90-100. https://doi.org/10.19030/jabr.v10i2.5942
  14. Chan, K. W., C. K. Yim, and Simon S. K. Lam(2010), "Is Customer Participation in Value Creation a Double-Edged Sword? Evidence from Professional Financial Services Across Cultures," Journal of Marketing, 74(May), 48-64. https://doi.org/10.1509/jmkg.74.3.048
  15. Crosby, L. A., K. R. Evans, and D. Cowles (1990), "Relationship Quality in Services Selling: An Interpersonal Influence Perspective," Journal of Marketing, 54(July), 68-81. https://doi.org/10.1177/002224299005400306
  16. Edgett, S. and S. Parkinson(1993), "Marketing for Service Industries-A Review," The Service Industries Journal, 13(3), 19-29. https://doi.org/10.1080/02642069300000048
  17. Ennew, C. T. and M. R. Binks(1999), "Impact of Participative Service Relationships on Quality, Satisfaction and Retention: An Exploratory Study," Journal of Business Research, 46, 121-132. https://doi.org/10.1016/S0148-2963(98)00016-2
  18. Fleming, J. H., C. Coffman, and J. K. Harter (2005), "Manage Your Human Sigma," Harvard Business Review, 83(7-8), 106-114.
  19. Jap, S. D. and E. Anderson(2007), "Testing a Life-cycle Theory of Cooperative Interorganizational Relationships: Movement across Stages and Performance," Management Science, 53(2), 260-275. https://doi.org/10.1287/mnsc.1060.0610
  20. Jap, S. D. and S. Ganesan(2000), "Control Mechanisms and the Relationship Life Cycle: Implications for Safeguarding Specific Investments and Developing Commitment," Journal of Marketing Research, 37(2), 227-245. https://doi.org/10.1509/jmkr.37.2.227.18735
  21. Kelley, S. W., J. H. Donnelly, and S. J. Skinner(1990), "Customer Participation in Service Production and Delivery" Journal of Retailing, 66(3), 315-335.
  22. Lengick-Hall, C., V. Claycomb, and L. W. Inks(2000), "From Recipient to Contributor: Examining Customer Roles and Experienced Outcomes," European Journal of Marketing, 34(3/4), 359-383. https://doi.org/10.1108/03090560010311902
  23. Mills, P. K. and J. H. Morris(1986), "Clients as 'Partial' Employees: Role Development in Client Participation," Academy of Management Review, 11(4), 726-735. https://doi.org/10.5465/AMR.1986.4283916
  24. Morgan, R. M. and S. D. Hunt(1994), "The Commitment-Trust Theory of Relationship Marketing," Journal of Marketing, 58(July), 20-38. https://doi.org/10.1177/002224299405800302
  25. Namasivayam, K.(2003), "The Consumer as 'Transient Employee' Consumer Satisfaction through the Lens of Job-performance Models, International Journal of Service Industry Management, 14(4), 420-435. https://doi.org/10.1108/09564230310489259
  26. Palmatier, R. W., M. B. Houston, R. P. Dant, and D. Grewal(2013), "Relationship Velocity: Toward A Theory of Relationship Dynamics," Journal of Marketing, 77(Jan), 13-30. https://doi.org/10.1509/jm.11.0219
  27. Sierra, J. J. and S. McQuitty(2005), "Service Providers and Customers: Social Exchange Theory and Service Loyalty," Journal of Services Marketing, 19(6), 392-400. https://doi.org/10.1108/08876040510620166
  28. Solomon, M. R., C. Surprenant, J. A. Czepiel, and E. G. Gutman(1985), "A Role Theory Perspective on Dyadic Interactions: The Service Encounter," Journal of Marketing, 49(winter), 99-111. https://doi.org/10.1177/002224298504900409
  29. Sweeney, J. C., G. N. Soutar, and L. W. Johnson(1999), "The Role of Perceived Risk in the Quality-Value Relationships: A Study in a Retail Environment," Journal of Retailing, 75(1), 77-105. https://doi.org/10.1016/S0022-4359(99)80005-0
  30. van Dolen, W., Jos Lemmink, Ko de Ruyter, and Ad de Jong(2002), "Customer-Sales Employee Encounters: A Dyadic Perspective," Journal of Retailing, 78, 265-279. https://doi.org/10.1016/S0022-4359(02)00067-2
  31. Yi, Y. and T. Gong(2009), "An integrated model of customer social exchange relationship: the moderating role of customer experience," The Service Industries Journal, 29(11), 1513-1528. https://doi.org/10.1080/02642060902793474
  32. Yi, Y. and T. Gong(2013), "Customer Value Co-creation Behavior: Scale Development and Validation," Journal of Business Research, 66, 1279-1284. https://doi.org/10.1016/j.jbusres.2012.02.026
  33. Yi, Y., R. Nataraajan, and T. Gong(2011), "Customer Participation and Citizenship Behavioral Influences on Employee Performance, Satisfaction, Commitment, and Turnover Intention," Journal of Business Research, 64, 87-95. https://doi.org/10.1016/j.jbusres.2009.12.007
  34. Yim, C. K., K. W. Chan, and Simon S. K. Lam(2012), "Do Customers and Employees Enjoy Service Participation? Synergistic Effects of Self-and Other-Efficacy," Journal of Marketing, 76(November), 121-140. https://doi.org/10.1509/jm.11.0205
  35. Yoon, M. H., J. H. Seo, and T. S. Yoon (2004), "Effects of Contact Employee Supports on Critical Employee Responses and Customer Service Evaluation," Journal of Services Marketing, 18(5), 395-412. https://doi.org/10.1108/08876040410548311
  36. Zeithaml, V. A.(1981), "How Consumer Evaluation Processes Differ between Goods and Services," in J. H. Donnelly and W. R. George(Eds.), Marketing of Services, AMA, Chicago, IL., 186-190.