고객가치가 관계품질 및 고객충성도에 미치는 영향: 치과병·의원을 중심으로

이수욱,차은광 한국유통과학회 2014 유통과학연구 Vol.12 No.2

Purpose - Recent rapid environmental changes in the hospital industry are accelerating the spread of customer satisfaction management. Customers’ desires have become diversified and advanced; in the past, customers tended to preferred popularized and standardized care, whereas they now prefer individualized and differentiated care, based on an increase in income. Specifically, this study tries to analyze the mediating effects of factors that affect the configuration portion of customer value and relationship quality (customer trust and relationship commitment) by investigating the impacts and configuration factor of customer value on relationship quality and determining how these factors impact customer loyalty directly or indirectly. Research design, data, and methodology - This study aims to determine the customer value factors that impact the perceptions of dental hospital customers, how these factors impact relationship quality and customer loyalty, and the causal relationship of these factors, and to verify the research model based on previous research. To increase the validity and reliability of the questionnaire, the authors of this study constructed basic questions using measurement tools already verified for reliability and validity in existing studies. In this study, customer value is defined as customers’ recognizing value by exchanging goods or services and is measured using a five-point Likert scale using 19 questions about the 4-Ds, such as convenience value, quick service, response value, and trustworthiness. For each question, “very low” was set at 1 point and “very high” at 5 points. Customer trust, relationship commitment, and customer loyalty are also measured using a five-point Likert 5-point scale (1 = very low, 5 = very high) based on previous studies. Results - For customer value, trustworthiness and quick service are shown to have direct significant positive impacts on customer loyalty. For customer value and quality of the relationship (customer confidence and commitment), trustworthiness, response value, confidence value, and quick service are shown to have a significant positive impact on customer truth, in order of impact. For the relationship between customer value and commitment, quick service and response value are shown to have significant positive impact. Customer confidence has a very high positive influence on commitment. For the relationship between the quality of the relationship (customer confidence and commitment) and customer loyalty, customer confidence is shown to have more of an impact than commitment, in terms of a direct influence of customer loyalty. Commitment showed a positive impact on customer loyalty. For the relationship between customer confidence and customer loyalty, commitment showed a mediating effect. Conclusions - Many additional variables could apply; this study focused on customer value, quality of the relationship, and customer loyalty. In particular, there will be significant value in identifying the relationships among customer value, relationship quality, and customer loyalty by using impact factors for customer value; ensuring external validity by expanding denotation and applying the findings to other service industries; and undertaking continuous research. This study has limited generalization potential because the target for this survey was located only in the Seoul area.

패밀리레스토랑의 욕구체계 기반 고객가치가 고객만족, 행동의도에미치는 영향: 4x4 매트릭스 욕구체계를 중심으로

김기수,심재현 한국유통과학회 2013 유통과학연구 Vol.11 No.12

Purpose- A pre-study on service quality-based customer value is conducted with the path structure (perceived value of service quality customer satisfaction behavior intention) based →→ on the hierarchical model of service quality including interaction and outcome quality, physical environment quality and the SERVQUAL model of process quality, namely, reliability, responsiveness, assurance, empathy, and tangibles. In addition,customer value in the service industry is studied by dividing into the two-way structure of utilitarian and emotional values. This study classifies customer values of family restaurants through the customer value model based on the 4x4 matrix needs system of Jeon and Kim (2009). It illustrates the path structure of customer value customer satisfaction behavior intention target →→ -ing college students in order to generalize the customer value system of family restaurants. Research design, data, and methodology- This study established seven hypotheses based on the relationship between each type of customer value (food quality, convenience, social,emotional, interior quality, service encounter, and purchasing)and customer satisfaction, and the relationship between customer satisfaction and behavior intention. The study data were collected from students in the Department of Business and Tourism at Kimpo University. In all,294 survey papers were returned of the 300 distributed: 253pieces were used in the final analysis excluding 41 with insufficient and less effective answers. For statistical analysis, the statistics software package SPSS 15.0 was used. Results- The results of the analysis are as follows: first, the customer values of family restaurants are classified by seven customer values: goods quality value, emotional value, convenience value, social value, purchasing value, service encounter value, and inner quality value. Second, emotional value, purchasing value, service encounter value, and inner quality value had positive impact on customer satisfaction. In particular, purchasing value through being included in functional value was not classified in the previous study; however, this study could classify and generalize this value in a new way. Finally, customer satisfaction had a positive impact on behavior intention. This showed that college students had behavior intention re – -purchase intention and word-of-mouth because they could be content with the food items on the menu and the service provided by employees. Conclusions - The main points based on the above-mentioned results are as follows. This study with college students as study subjects could be classified into four dimensions, namely, generic value, usage value, purchasing value, and physical value and seven sub-dimensions on customer values of family restaurants based on a 4x4 matrix needs system. Then,to confirm its generalization, the path structure of customer value customer satisfaction behavior intention was verified. While →→ existing pre-studies used simplified values by classifying restaurant values largely as utilitarian value and hedonic value, this study classified various forms of customer value, and that customer value especially could be expanded by adding purchasing value. As a result, it is shown that marketers need to diversify their customer services because this study proved that customer values can be classified in various ways based on customer needs.

기업의 사회적 책임활동을 통한 기업이미지 및 고객가치 향상이 고객충성도에 미치는 영향

김종호,황희중,송인암 한국유통과학회 2014 유통과학연구 Vol.12 No.8

Purpose - Recently, a variety of activities for practicing the continuing management of domestic and foreign companies have been conducted and further, corporate social responsibility for maximizing the value of stakeholders such as customers, cooperative companies, and the local community emerges as a key business strategy. Accordingly, the issue of whether corporate image and customer value through corporate social responsibility activities positively affect customer loyalty and customer attitude is investigated in this study. Research design, data, and methodology - Corporate social responsibility activities are classified into legal and moral activities, environmental protection activities, economic activities, and community service activities; further, customer values are classified into emotional value, functional value, and social value, to determine the parameters. In addition, the strategic approach direction of social responsibility activities is justified as a strategy for effectively achieving the expected results that corporations seek by proving the effect of these parameters on customer loyalty. Results - The study results can be summarized as follows. First, legal and moral activities, environmental protection activities, economic activities, and community service activities are four types of CSR activities affecting meaningful improvements in corporate image. Second, legal and moral activities affect factors that meaningfully improve customer value, including factors such as emotional value, functional value, and social value, while environmental protection activities affect improvements in the factor of social value only. Third, corporate image affects meaningful improvements in customer value. Fourth, corporate image affects improvements in customer loyalty positively. Fifth, the three factors of customer value, that is, emotional value, functional value, and social value affect meaningful improvements in customer loyalty. Sixth, customer value acts to partly mediate the effect of companies’ CSR activities on customer loyalty. As shown in the study results above, it was verified that CSR activities affect meaningful improvements in corporate image and customer value and, in turn, corporate image and customer value affect meaningful improvements in customer loyalty. In addition, it was verified that customer value acts to partly mediate the effects of companies’ CSR activities on customer value. Conclusions - Accordingly, the results of this study suggests as follows. First, it was clearly verified that customers’ recognition of CSR efforts has a positive effect on corporate image, customer value, and loyalty because CSR activities improve the relationships between customers and corporations by providing customers with value. Second, it was suggested that corporations implement social contribution activities strategically according to the theory that the higher the rate of CSR activities, the better the corporate image and repurchase intention would be, which is a theory verified through practical analysis. Corporations should do this by constructing positive relationships from the value perceived by customers. To summarize the study results in a brief manner, it is suggested by the results of the study that a corporation should conduct CSR more actively to make customers recognize the positive image of their products and services.

A Study on the Antecedent and Consequences of Customer Value: Focused on Overseas Tourism

신재익,김현철 한국인터넷전자상거래학회 2018 인터넷전자상거래연구 Vol.18 No.5

Although customer value is a strategic tool crucial to attracting and retaining customers, the tourism sector does not investigate much of this topic. The objective of this study is to contribute to the tourism literature by identifying the relationship between tourism motive, customer value, customer satisfaction, and customer loyalty. The structural equation of AMOS 18.0 was used for hypothesis testing and the sample was 227 respondents who have traveled in Southeast Asia. The findings of the empirical analysis are as follows. First, the push and pull factors of tourism motive have positive effects on customer value. The pull factor has a little more influence on customer value than the push factor does. Second, the sub-dimension of customer value is composed of economic value, emotional value, and uniqueness value, and economic value is most importantly evaluated. Customer value has a positive effect on customer satisfaction and customer loyalty. Customer value has more influence on customer satisfaction than customer loyalty. Third, customer satisfaction has a positive effect on customer loyalty. Therefore, it is confirmed that customer value is a key variable to improve customer satisfaction and customer loyalty in tourism sector, and that tourist motive is the starting point.

A Study on the Antecedent and Consequences of Customer Value

Jae-Ik Shin,Hyun-Chul Kim 한국인터넷전자상거래학회 2018 인터넷전자상거래연구 Vol.18 No.5

Although customer value is a strategic tool crucial to attracting and retaining customers, the tourism sector does not investigate much of this topic. The objective of this study is to contribute to the tourism literature by identifying the relationship between tourism motive, customer value, customer satisfaction, and customer loyalty. The structural equation of AMOS 18.0 was used for hypothesis testing and the sample was 227 respondents who have traveled in Southeast Asia. The findings of the empirical analysis are as follows. First, the push and pull factors of tourism motive have positive effects on customer value. The pull factor has a little more influence on customer value than the push factor does. Second, the sub-dimension of customer value is composed of economic value, emotional value, and uniqueness value, and economic value is most importantly evaluated. Customer value has a positive effect on customer satisfaction and customer loyalty. Customer value has more influence on customer satisfaction than customer loyalty. Third, customer satisfaction has a positive effect on customer loyalty. Therefore, it is confirmed that customer value is a key variable to improve customer satisfaction and customer loyalty in tourism sector, and that tourist motive is the starting point.

EFFECTS OF PARASOCIAL RELATIONSHIP ON CUSTOMER EQUITY IN THE SOCIAL MEDIA CONTEXT

Chun Lin Yuan,Juran Kim,Kyung Hoon Kim,Pekka Mattila 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

Introduction Driven by the rapidly evolving media landscape, firms extensively use social media to engage with their customers (Avery et al., 2010). Today, social media is an integral part of an individual’s daily life, which makes a vital venue through which companies connect with customers (Men & Tsai, 2011; Utz, 2009). Given the increased use of social media, recent studies have investigated how social media cultivates customer relationships with celebrities and/or media personalities (e.g., Smith, 2010). In light of the effectiveness of social media as a marketing tool, it is noteworthy to analyze the source power of celebrities and social relationships and consider how to take advantage of the power. The parasocial relationship is founded upon the communication process, which is an important factor in understanding the relationship between media and users. Parasocial relationships differ according to the motives for using social network service (SNS), while connection and attachment to celebrities, such as having empathy for a particular celebrity, is affected by celebrity source credibility. (Ohanian, 1990). The purpose of this study is to clarify the relation between parasocial relationships and customer equity in the social media context. The study investigates effects of motivations to use SNS and source credibility on parasocial relationships, as well as the effects of parasocial relationships on attitude and customer equity, and customer lifetime value. Theoretical Frameworks In this study, parasocial relationship refers to a virtual intimacy between a media personality and the media users, in other words, it is a psychological, interpersonal relationship unilaterally formed by users based on proximity, similarity, and attraction to the media personalities (Rubin & Step, 2000). When a parasocial relationship is formed, the media consumer appreciates the values and motives of the media character, often viewing him or her as a counselor, comforter, and model (Horton & Wohl, 1956). When using an SNS, users’ communication habits and their selection of social network services vary according to their motives, which in turn affect the parasocial relationships with celebrities via SNS. Motives for using SNS, specifically, information seeking, entertainment, and social connection may have a positive relationship with parasocial relationships. Source credibility, the positive characteristics of a communicator that affect the receiver’s acceptance of a message, positively influences parasocial relationships (Ohanian, 1990; McCracken, 1989) based on expertise, trustworthiness, and attractiveness of the media celebrities. In the social media context, a parasocial relationship has positive influence on attitude toward using an SNS. Social media users engage in finding people with whom they have an offline connection (Ellison, Steinfield, & Lampe, 2007). Social media enables individuals to connect with others all around the world easily, it is not surprising that parasocial relationships influence users’ attitude toward using social media, offering environments to enhance connections (Byod & Ellison, 2008). Further, it is worthwhile to note that parasocial relationships may have a positive influence on customer equity. The key to customer equity lies in understanding the customer lifetime value concept, which refers to the net present value of a customer’s profit stream (Rust, Lemon, & Zeithaml, 2004). Parasocial relationships positively influence brand, value and relationship equity, with the emergence of brands as one of the key organizational assets (Gummesson, 2004). Parasocial relationships explain relationships between individuals and brands, product, symbols, objects, and corporate identities. Such relationships allow individuals to have bonds with brands, trademarks and other symbols, politicians, sportsmen or even actors (Gummesson, 2004). Thus, they positively influence customer equity including brand equity, value equity, and relationship equity. Focused on effects of motivations to use SNS and source credibility on parasocial relationship as well as the effects of parasocial relationship on attitude, customer equity, and customer lifetime value, this study tests the following hypotheses: H1: Motivations to use SNS will have a positive influence on parasocial relationship. H2: Source credibility will have a positive influence on parasocial relationship. H3: Parasocial relationship will have a positive influence on attitude toward using SNS. H4: Attitude toward using SNS will have a positive influence on customer equity. H5: Parasocial relationship will have a positive influence on customer equity. Methods This study used a survey to investigate key questions about the associations between parasocial relationships and customer equity. A total of 350 social media users recruited from Hong Kong and Macau in China participated in the survey. Of the 350 participants, 129 were men (36.9%) and 221 were women (63.1%), with ages ranging from 21 and 35 years old (mean = 25.6 years). This study measured motivations for using SNS on a five-point Likert scale (1 = strongly disagree; 7 = strongly agree), which was adapted from an existing motivation scale (Leung, 2009; Leung & Wei, 1998; Sheldon 2008). To measure source credibility, this study used a five-point Likert scale, which was also adapted from an existing source credibility scale (Eisend & Langner, 2010; Priester & Petty 2003). Parasocial relationships were measured on the basis of user responses to 17 items on an existing five-point scale that assessed parasocial relationships (Koeppel et al., 1993). This study measured attitude toward using SNS through an existing scale (Venkatesh, Morris, Davis, & Davis, 2003). Customer equity was measured using an existing five-point scale (Keller, 2003; Rust et al., 2004) that elicited user responses to 13 items. Customer lifetime value (CLV) was calculated only for the customers in the sample, and CLVs were calculated separately before the average was taken by using the equation below: The CLVij of customer i to brand j, is given as: Tij= Frequency of purchases by customer i for a specific period of time dj= The rate of discount offered by company j fi= Annual average frequency of purchases by customer i for a certain period of time Vijt= The amount of purchase of brand j by customer i for a period of time t πijt= Expected profits by purchase unit of brand j by customer i for a period of time t Bijt= Probability that customer i buys brand j in purchase t Results The overall goodness-of-fit for this measurement model was acceptable (Chi-square = 8.218, df = 5, p = 0.145, GFI = 0.992, CFI = 0.991, RMR = 0.095, RMSEA = 0.043). The reliability coefficients of all 20 motivation measures were 0.885, and they were based on three factors of information seeking, entertainment, and building relationships. The reliability coefficients of all 16 source credibility measures were 0.924 with three factors of attractiveness, expertise, and trustworthiness. The reliability coefficients of all 17 parasocial relationship measures were 0.866 with three factors: proximity, similarity, and attachments. The reliability coefficients of all 13 customer equity measures were 0.838 with three factors of value equity, brand equity, and relationship equity. Cronbach’s alpha for attitude was 0.792. The coefficients indicate the acceptable reliability of the measures. Motivations to use SNS showed statistically positive effects on parasocial relationship (β = 0.151, p < 0.001). Specifically, entertainment (β = 0.148, p < 0.01) and building relationships (β = 0.093, p < 0.05) motivations showed significant positive effects on parasocial relationships while information seeking motivation did not show significant effects on parasocial relationships (β = 0.074). Source credibility showed statistically positive effects on parasocial relationship (β = 0.316, p < 0.001). Thus, the results supported H1 and H2. Parasocial relationships showed statistically positive effects on attitude (β = 0.295, p < 0.001) and customer equity (β = 0.272, p < 0.001). Attitude showed statistically positive effects on customer equity (β = 0.172, p < 0.001). Thus, the results supported H3 and H4. Customer equity showed statistically positive effects on customer lifetime value (β = 3.452, p < 0.001). Thus, the results supported H5 (see Table 1, Figure 1). Discussion This study contributes to clarifying parasocial relationships in the social media context and determining the relationships between parasocial relationship and customer equity. This study contributes to the theoretical foundation and implications of parasocial relationships and customer equity. Specifically, motivations to use SNS and source credibility positively influence parasocial relationship. Parasocial relationships have positive effects on attitude and customer equity. Customer equity, in turn, has positive effects on customer lifetime value. The study is the first of its kind on the effects of parasocial relationships on customer equity in the social media context. The study finds that motivations and source credibility are important antecedents of consumers’ parasocial relationships formed via social media. Parasocial relationships have a positive effect on attitude and customer equity, and customer equity leads to increased customer lifetime value. This study suggests that parasocial relationship is one of the strong influential variables on customer equity as it improves customer lifetime value. Thus, marketers should definitely consider parasocial relationship management in the social media context while tailoring their brand communications to their most profitable customers and enhance their customer lifetime value.

IMPLICATIONS OF DESIGN INNOVATION AND DESIGN EXPERIENCE ON CUSTOMER VALUE

Kyeong Kook Jang,Sang Jin Kim,Sung Hwan Yeo,Kyung Hoon Kim 글로벌지식마케팅경영학회 2016 Global Marketing Conference Vol.2016 No.7

Supply and demand patterns have dynamically changed in recent years due to the increased global competition. Firms have selected quality and price as competition components and have accomplished corporate innovation in order to achieve competitive advantage. Innovation has been recognized as the way to enhance corporate competitiveness and to continuously grow in churning global competition (Homburg, Schwemmle, & Kuehnl, 2015; Moon, Miller, & Kim, 2013). Although innovation becomes a common means to improve a firm’s performance, it has the limitation of achieving a firm’s strategic goal as a long-term strategy. Thus, firms need to have more fine-grained strategies to survive in dynamically changing business environment, such as design innovation (Moon et al., 2015). For example, Apple has produced its products (e.g., iPhone, iPod and iPad) focusing on innovative product design to influence consumer purchase intention. Design can lead to a distinct competitive advantage (Bolch, 1995). Furthermore, product design can be used by firms to create amd enhance brand recognition, as well as to increase firms’ value (Mozota, 2002). Brand experience positively influences customer satisfaction and brand loyalty (Brakus, Schmitt, & Zarantonello, 2009). Thus, we assume that design experience and product innovation have a positive effect on consumers’ purchase behavior and customer value. However, while the importance of design innovation is recognized, it is not easy to apply the design innovation to marketing due to the lack of relevant research in the field. In fact, relevant research on the influence of innovative new product design and design experience on customer value is scarce. Therefore, the purpose of this study is to investigate how brand experiences and innovative product design affect customer value. Successful innovation is accomplished by identifying customer needs first and developing innovative products to satisfy their needs (Hauser et al., 2006). Design is seen as the core of innovation and the moment when a new object is conceived of, devised, and shaped in a prototype form (Landwehr, Wentzel, & Herrmann, 2013). Verganti (2008) studies the concept of user-centered design, which describes how companies can use design to improve their relationships with users and develop a better understanding of user needs. In this research, design innovation has three dimensions: aesthetic attributes, feature attributes, and emotional attributes. First, aesthetic attributes focus on the product design itself. The aesthetic appearance of a product has a large bearing on its potential market share (Liu, 2003). Second, feature attributes focus on the product features and functional aspects that are required to satisfy customer needs. Feature attributes enable performance that can give results in the operating process (Crawford & Di Benedetto, 2007). Third, emotional attributes focus on consumers’ feeling when they purchase a new product to satisfy their needs. Emotional attributes are generated by consumers’ experience when they purchase a new product in the store. The more the product design satisfies customer's emotional needs, the more customers’ attention is attracted to the purchase of a product (Mokarian, 2007). A product satisfying the aesthetic, feature, and emotional attributes through design innovation provides a new experience to customers (Desmet & Hekkert, 2007). A consumer’s purchase decision making is affected by both direct and indirect experience of using the product and the function of product (Brakus, Schmitt, & Zarantonello, 2009). Therefore, a designer comes to design the product, taking an interest in the experience that the product gives besides its shape and function. Product experiences occur when a customer interacts with the product ? for example, when customers search for, examine, and evaluate products (Hoch, 2002). The product experience can be direct, i.e. when there is physical contact with the product (Hoch & Ha 1986) or indirect, i.e. when a product is presented virtually or in an advertisement (Hoch & Ha 1986; Kempf and Smith 1998). Brand experience can be split into four dimensions (sensory, affective, intellectual, and behavioral), which are differentially evoked by various brands (Brakus, Schmitt, & Zarantonello, 2009). According to previous studies, these four experience dimensions (sensory, affective, intellectual, and behavioral experience dimensions) have an effect on customer satisfaction and customer loyalty. Customer value can be defined as the trade-off between the benefits and sacrifices as a customer purchases a product or service from a supplier (Ulaga & Chacour, 2001). Ulaga and Chacour presented three dimensions of customer value: product-related components, service-related components, and promotion-related components. The researchers argued that customer value could be an important strategic marketing tool to clarify a firm's proposition to customers. Product-related components are intrinsic product characteristics. Product quality is a key factor of relationship value (Ulaga, 2003). Customer value consists of product value and service value. Customer value can be enhanced by quality, diversity, payment, and service quality and decreased by price, convenience, and risk (Jarvenpaa & Todd, 2003). Service-related components include all aspects of service associated with the product. Various service components play an important role in differentiating a supplier's offering (Narus & Anderson, 1996). Promotion-related components include all items used to promote the product to the customer. For all purchasing processes, it is necessary to assess the perceived customer value, such as service quality and promotional quality (Qualls & Rosa, 1995). In the present study, we conducted a research survey with 300 subjects and analyzed the data. In order to test the reliability of questionnaire, Cronbach's alpha was used. In order to test the validity, an exploratory factor analysis was conducted. Measurement was made for 3 variables, i.e. design innovation, design experience, and customer value. Three variables (aesthetical attributes, feature attributes, and emotional attributes) were used for design innovation. Three types of attributes were introduced for a mobile phone design innovation. Four dimensions (sensory, affective, intellectual, behavioral) were measured using a technical design experience and a humanistic design experience. Three variables (product-related customer value, service-related customer value, and promotion-related customer value) were employed for customer value. The results of the analyses demonstrate that design innovation has a positive effect on design experience, while design experience has a positive effect on customer value. Aesthetic attributes of design innovation have a positive effect on technical design experience and humanistic design experience. Feature attributes have a positive effect on the technical design experience and the humanistic design experience. Emotional attributes have an effect on the technical design experience and the humanistic design experience. The technical design experience has a positive effect on product-related customer value, service-related customer value, and promotion-related customer value. The humanistic design experience has a positive effect on product-related customer value, service-related customer value and promotion-related customer value. This study will make it possible to empirically examine how customer's experience in design innovation affects customer value. Our results will provide a theoretical foundation for examining a relationship between variables regarding how design innovation influences customer value through design experience. It is intended to give a direction as to the design innovation of firms by clarifying and presenting antecedent factors having an effect that design innovation produces on customer value. The results of the present study will inspire designers to design in consideration of design experience. Finally, our study will provide marketers with guidelines as to how design experience can influence customer satisfaction and loyalty.

항공서비스 고객의 가치창출 행동이 행복에 미치는 영향 -조직사회화의 조절효과를 중심으로-

공태식 ( Tae Shik Gong ),정정윤 ( Jung Yun Jeong ) 한국항공경영학회 2016 한국항공경영학회지 Vol.14 No.1

본 연구는 고객의 가치창출 행동과 고객의 행복의 관계에 고객 조직사회화 정도가 어떻게 영향을 미치는지를 조사하였다. 항공서비스 산업을 비롯한 전반적인 서비스 경제의 발전에 따라서 고객의 가치창출 행동에 대한 중요성이 계속 강조되고 있다. 고객은 수동적인 구매자가 아니며 능동적인 가치창출자로서의 역할을 수행하고 있다. 또한, 이러한 가치창출 행동은 고객만족을 넘어서 고객의 행복에 궁극적으로 기여하는 것으로 문헌에서는 알려주고 있다. 하지만, 기존 연구에서는 이러한 고객의 가치창출 행동이 고객의 행복에 미치는 영향에 어떠한 변수들이 영향을 미치는 지를 조사하지 못하였다. 이러한 조사는 중요성을 가지는데, 항공서비스 관리자들이 고객의 가치창출 행동의 효과를 어떻게 효율적으로 관리할 수 있는지에 대한 중요한 시사점을 제공할 수 있기 때문이다. 따라서 본 연구에서는 이러한 이론적 배경을 바탕으로 하여 항공 서비스 고객의 조직사회화 이론에 근거하여 식별된 세 가지 변수 즉, 고객능력, 역할 명확성, 목표일치성을 고객의 가치창출행동과 고객행동간의 주효과에 대한 조절변수로 개념화하였다. 본 연구에서 고객의 능력이란 고객이 자신의 가치창출 행동을 새롭게 학습하고 가치창출자로서의 새로운 도전적인 역할을 자신감이 있게 받아들이는 정도로 정의한다. 역할명확성에 대해서는 고객이 가치창출자로서 자신이 수행해야 만하는 업무에 대한 이해의 정도로 정의한다. 서비스 제공자와의 원활한 상호작용은 성공적인 고객가치 창출에 필수적이며 이는 경험을 통해서 획득될 수 있다. 그 결과 고객은 역할명확성이 강화될 수 있다. 마지막으로, 본 연구에서 목표일치성이라는 개념은 고객의 개인적인 목표와 가치가 서비스 제공자의 목표와 가치와 일치하는 정도로 정의하고 있다. 서비스 제공자와의 목표일치성이 높은 고객은 가치창출행동의 유효성을 증대시킬 수 있다. 실증분석을 위해 항공서비스 이용고객을 대상으로 설문을 실시하였으며 응답 자료를 바탕으로 partial least square(PLS) 분석을 통해 조절효과를 검증하였다. 자료수집은 인천공항 출국장에 도착한 고객들을 대상으로 하였으며 설문조사의 목적을 간략히 설명한 뒤 설문 조사에 참여할 의향을 확인한뒤 설문지를 배포하여 현장에서 설문지를 작성하도록 하였다. 성실한 설문조사 참여를 유도하기 위해서 소정의 상품권을 지급하였다. 총 130부의 설문지를 바탕으로 자료를 분석하였다. 응답자의 인구 통계학적인 특성은 남성이 68%이며 연령대는 30대가 가장 빈도가 높은 것으로 나타났다. 여행의 목적과 관련해서는 사업목적이 40%로서 관광 목적보다 적은 것으로 나타났다. 분석 결과, 세 가지 변수 모두 통계적으로 유의하게 주효과를 조절하는 것으로 나타났다. 이러한 결과는 항공서비스 관리자들에게 다음과 같은 실무적 시사점을 제시하고 있다. 먼저, 고객의 가치창출행동의 유효성을 증대시키기 위해서 고객의 능력을 향상시켜야 하며, 이를 위해 자사의 직원과 마찬가지로 고객을 대상으로 한 교육 훈련 활동이 필수적임을 강조하고 있다. 또한 고객의 역할을 명확하게 인식시켜 주기 위해서는 통합적마케팅 커뮤니케이션 활동을 적절히 조정해야 한다. 마지막으로 시장세분화 및 표적화를 통해서 자사의 역량과 목표와 가장 잘 부합하는 고객을 선정하여 고객의 목표 일치성을 극대화해야 한다는 실무적 시사점을 제시하고 있다. This study investigates the moderating role of customer ability, role clarity and goal congruence on the relationship between customer value creation behavior and customer happiness. Especially, chosen moderating variables are based on customer organizational socialization theory. The development of service industries, which include the aviation service, emphasizes the importance of active role of customer. In other words, customers are required to participate at value creation behavior rather than engage at passive buyer behavior. Furthermore, the literature argues that customer value creation behavior contributes to their own happiness, just beyond customer satisfaction. However, the previous research has ignored the investigation of these relationships and more importantly, the role of moderators that relates to this relationship. The investigation on moderators is important because it directly provides managers how to maximize the positive effect of customer value creation behavior on customer happiness. Therefore, the present study focuses on the investigation of the moderating role of customer organizational socialization such as customer ability, role clarity, and goal congruence on the relationship between customer value creation behavior and customer happiness. This study defines customer ability as the extent to which customers accept their role as value creator, although it could be challenging and requires learning new skills as value creators. In addition, this study defines role clarity as the extent to which customers understand their role as value creators. The successful interaction between customers and service providers are key to success for customer value creation. The accumulated experiences with service providers will enable customers to gain enhanced role clarity. Finally, goal congruence is defined as the extent to which customers`` role and service provider``s role are similar in terms of value creation. The customers who share similar value with service providers are more likely to enhance the effectiveness of customer value creation behavior. The survey was distributed to the customers`` of airline passengers and 130 responses were used for partial least square(PLS) data analysis. Participants were approached and asked to whether they have intention to participate at the survey. Those who show interests in the survey were provided the questionnaire and they filled out it on the desk at the airport. To increase the valid responses, the participants were given a gift certificate. In terms of demographic characteristics, the 68% were male and mean age level are 30``s, and the purpose of travel is the business (40%), while the leisure is 60%. The findings show that all three moderators significantly moderate the relationship between customer value creation behavior and customer happiness, which support all research hypotheses of this study. The results have several implications for practitioners. First, managers need to train their customers so that customers`` ability could be enhanced. Second, managers might want to modify their integrated marketing communication activities so that customers could have role clarity. Finally, managers need to be aware of the importance of fit with their targeted customers.

BERTopic 모델을 이용한 항공사 서비스에서 지각된 고객가치가 고객 만족도에 미치는 영향 분석

정의주,이병현,LI QINGLONG,김재경 한국지식경영학회 2023 지식경영연구 Vol.24 No.3

항공산업의 급격한 성장으로 인해 많은 항공사가 생기면서 고객들이 항공사를 선택할 때 고려하는 요소가 늘어나고 있다. 이에 따라 항공사는 고품질의 서비스와 차별화된 경험적 가치를 제공하여 고객가치를 높이고 있다. 초기 고객가치 연구는 제품 및 서비스에 대한 효용성의 관점에서 비용과 편익 간의 상충관계로 간주하고 실용적 가치 중심으로 이루어 졌지만, 최근에는 경험적 측면의 가치의 중요성이 주목받았다. 그러나 경험적 측면의 가치는 제품이나 서비스 상황에 따 라 고객가치를 구성하는 요소가 변화되기 때문에 제품이나 서비스에 대한 고객의 선호도를 충분히 나타내는 특정 맥락 에서 조사해야 한다. 또한, 고객가치는 고객이 의사결정을 내릴 때 큰 영향을 미치므로 항공사는 고객가치를 구성하는 요소를 정확하게 이해하는 것이 필요하다. 따라서 본 연구에서는 항공 전문 웹사이트인 스카이트랙스(Skytrax)에서 고객 이 작성한 리뷰와 평점을 수집하고 BERTopic 모델을 활용하여 고객가치에 대한 요소를 도출하였다. 분석 결과, 항공사 에서 고객가치를 구성하는 9가지 요소를 파악하였으며 이 중 6가지 요소가 고객 만족도와 영향을 미침을 확인하였다. 이 를 통해 본 연구는 고객가치의 세분화된 파악을 가능하게 하는 새로운 방법론을 제안하고, 항공사에 구체적인 서비스 품질 향상을 위한 방향을 제시한다는 의의와 시사점을 가진다. As the aviation industry has rapidly been grown, there are more factors for customers to consider when choosing an airline. In response, airlines are trying to increase customer value by providing high-quality services and differentiated experiential value. While early customer value research centered on utilitarian value, which is the trade-off between cost and benefit in terms of utility for products and services, the importance of experiential value has recently been emphasized. However, experiential value needs to be studied in a specific context that fully represents customer preferences because what constitutes customer value changes depending on the product or service context. In addition, customer value has an important influence on customers’ decision-making, so it is necessary for airlines to accurately understand what constitutes customer value. In this study, we collected customer reviews and ratings from Skytrax, a website specializing in airlines, and utilized the BERTopic technique to derive factors of customer value. The results revealed nine factors that constitute customer value in airlines, and six of them are related to customer satisfaction. This study proposes a new methodology that enables a granular understanding of customer value and provides airlines with specific directions for improving service quality.

패스트푸드 레스토랑의 소비가치가 고객만족, 행동의도에 미치는 영향

양승권,심재현 한국유통과학회 2013 유통과학연구 Vol.11 No.2

Purpose – Until recently, studies on customer values for restaurants recognized two path structures; the SERVQUAL model, that is, service quality? perceived value? customer satisfaction? behavioral intention, and the customer value? customer satisfaction? behavioral intention path that categorizes customer values into functional value and hedonic value. This study, instead, classifies the consumption values of fast-food restaurants based on the consumption value system provided by Sheth, Newman and Gross (1991) and illustrates the new path structure, consumption value? customer satisfaction? behavioral intention, targeting college students for a generalization of the consumption value system of fast-food restaurants. Research design, data, and methodology – This study establishes five hypotheses based on the relationship between each type of consumption value (functional, emotional, social, and epistemic) and customer satisfaction, and the relationship between customer satisfaction and behavioral intention. For this analysis, data was collected by conducting a pre-test and administering a survey to 213 college students who are regular customers at fast-food restaurants in Seoul, Korea. The data collected was then analyzed using SPSS 15.0 and AMOS 6.0 statistical packages. Results – The study showed that: First, the consumption values of fast-food restaurants are classified into the following four categories: functional value, emotional value, social value, and epistemic value while consumption value can be applied to customer value of fast-food restaurants. Second, the functional and epistemic values had a positive impact on customer satisfaction. The resulting satisfaction is attributed to the intrinsic characteristics of fast-food restaurants like the consistent quality of food, reasonable prices, fast service, and unique or new experiences on every visit. On the other hand, emotional and social values did not affect customer satisfaction. The results on emotional value differed from the general studies on restaurants while the results obtained for social value were not consistent with the studies on high-end restaurants. Third, customer satisfaction had a positive impact on behavioral intention. The survey showed that college students reflected behavioral intention - repurchase intention and word-of-mouth - if they were satisfied with the food quality and employee services provided. Simultaneously, it was seen that the impact of functional value on customer satisfaction of fast food restaurant goers was more than that of epistemic value. Conclusions – The consumption values of fast-food restaurant users could be classified into four categories, functional, emotional, social and epistemic values, based on the consumption value system provided by Sheth, Newman and Gross (1991). It proved that the customer values of restaurant goers can be extended to the path structure of consumption value? customer satisfaction? behavioral intention to confirm its generalization. The study also showed that marketing managers need to focus more on the factors that influence functional value as the fast-food restaurant users consider timely services with the consistent quality of food at a reasonable price and at a convenient place more important than the new experiences or uniqueness.