고객의 참여행동과 시민행동이 서비스 품질지각과 재구매의도에 미치는 영향

한상린(Sang Lin Han),유재원(Je Won You),공태식(Tae Sik Gong) 한국경영학회 2004 經營學硏究 Vol.33 No.2

1. Introduction There is a growing concern about the performance of organization and the ways to increase its productivity (Mills and Morris, 1986). As a way of improving competitiveness of service organization, researchers have been increasingly interested in the customer behavior. Furthermore, recent researches on viewing service customers as partial employees have enabled marketing area to adopt human resource management and organizational behavior principle into service customer study through interdisciplinary approach (Rodie and Kleine, 2000). Relevant service marketing researches have been conducted with two directions. One is customer participation research which applied employee in-role behavior into customer viewpoint (Cermak et al., 1994; Kellogg and Youngdahl. and Bowen, 1997; Ennew and Binks. 1999). the other is customer citizenship behavior research which adopt employee extra-role or organization citizenship behavior (OCB) in view of service customer (Bettencourt, 1997: Groth, 2001: Yoon and Suh, 2003). However, despite conceptual awareness of the role of customer behavior in contributing to service quality perception and repurchasing intention, there has been little empirical research on the antecedents of key customer behaviors. A few investigations examined distinctiveness of customer participation behavior(CPB) and citizenship behavior by suggesting different antecedents of customer behavior empirically. ◀그림삽입▶ 2. Research Hypotheses Nine research hypotheses were dereloped as follows. Hypothesis 1: Self-efficacy is positively related to CPB. Hypothesis 2: Customer socialization is positively related to CPB. Hypothesis 3: Justice perception is positively related to CCB. Hypothesis 4: Customer commitment is positively related to CCB. Hypothesis 5: CPB is positively related to perceived service quality. Hypothesis 6: CCB is positively related to perceived service quality. Hypothesis 7: CPB is positively related to repurchasing intentions. Hypothesis 8: CCB is positively related to repurchasing intentions. Hypothesis 9: Perceived service quality is positively related to repurchasing intention. 3. Results and Discussion Our study provided the evidence of the distinctiveness of customer participation and citizenship behavior, as the prior research (Motowidlo and Van Scotter. 1994; Groth. 2001) did. Especially, CCB appears to have a stronger effect on perceived service quality (parameter estimate: .540 t-value: 2.901) and repurchasing intention (parameter estimate: .485. t-value: 3.071), indicating that CCB plays a key role in affecting service organization performance. This pattern of results implies that service organization should distinguish between CPB and citizenship behavior, and focus more on CCB. In terms of the antecedents of CPB, self-efficacy and customer socialization were significantly related to CPB. Two potential antecedents of CCB were explored in this study: justice perception, and customer commitment. Consistent with the prior research (e.g., Moorman, 1991: Organ, 1990: O`Reilly and Chatman, 1986). affect was related to CCB. Finally, as we hypothesized, the relationship between perceived service quality and repurchasing intention was statistically significant. This study contributes to the marketing literature in several ways. First, the pattern of antecedents and consequences provides robust support for the distinctiveness of customer participation and citizenship behavior. This pattern also suggests service organizations should manage customer behavior differently. Second, our results provide strong theoretical and empirical support for the conceptualization of service customer by adopting human resource study, for example, organization citizenship behavior, organization commitment, organization socialization. Third, the findings suggest customer behavior has positive effect on service quality perception and repurchasing intention which means organizational pe

태권도장 서비스지향성과 소비자행동과의 관계

이선장 ( Sun Jang Lee ),진천수 ( Chun Soo Jin ) 대한무도학회 2010 대한무도학회지 Vol.12 No.2

본 연구는 서비스지향성과 서비스품질, 고객지향, 소비자행동에 관한 선행연구를 기초로 하여 연구모형을 설정하고 태권도장을 중심으로 활성화되고 있는 서비스지향성에 따른 서비스품질과 고객지향, 소비자행동과의 관계를 규명함으로써 태권도장 경영에 있어 시대적 흐름에 부합되는 실질적 자료를 제공하는데 그 목적이 있다. 연구의 대상은 대구지역 태권도장 수련생의 학부모들을 모집단으로 선정하였다. 편의표본추출법(Convenience sampling)을 사용하였으며, 총 246부(98.4%)명의 설문지를 유효표본으로 하였다. 측정도구의 신뢰도 검사 결과 Cronbach`s α는.633에서.821사이에 위치함으로써 연구의 목적에 맞게 적절하게 나타났으며, 자료분석을 위하여 다중회귀분석을 실시하였다. 이상과 같은 연구방법에 따라 다음과 같은 연구결과를 얻었다. 첫째, 서비스지향성이 서비스품질에 미치는 영향에서 서비스지향성의 서비스시스템과 인적자원관리가 서비스품질에 유의한 영향을 미치는 것으로 나타났다. 둘째, 서비스지향성이 고객지향성에 미치는 영향에서 서비스지향성의 서비스시스템과 서비스리더십, 서비스접점, 인적자원관리가 서비스의지와 서비스태도, 서비스행동에 유의한 영향을 미치는 것으로 나타났다. 셋째, 서비스지향성이 소비자행동에 미치는 영향에서 서비스지향성의 서비스시스템과 서비스리더십, 인적자원관리가 구매의도와 소비자신뢰에 유의한 영향을 미치는 것으로 나타났다. 넷째, 서비스품질이 소비자행동에 미치는 영향에서 서비스품질이 구매의도와 소비자신뢰에 유의한 영향을 미치는 것으로 나타났다. 다섯째, 고객지향성이 소비자행동에 미치는 영향에서 고객지향성의 서비스의지와 서비스행동, 서비스태도가 구매의도와 소비자신뢰에 유의한 영향을 미치는 것으로 나타났다. 이를 종합해 볼 때, 태권도장들의 서비스지향성은 서비스품질과 고객지향성에 영향을 미치므로 소비자들의 소비자행동에 영향을 미친다는 결론을 얻었다. Using the former researches about service intention, service quality, customer`s intention and customer`s behavior as basis and creating a research model from it, this research has as an objective study the service intention consequently followed by service quality and customer`s intention and the relationship of it between customer behavior by studying the taekwondo gyms This will provide actual data in order to be adequate to the changes The subject chosen was the parent of the students of Taekwondo Gyms of DaeGu area. The methodology used was the convenience sampling and 264(98.4%) persons questionnaire was used as valid samples. During the reliance test of the measurement instrument, the Cronbach`s α as between.633 and.821 which was considered suitable for the objective of this study and to analyze the data, the analysis of crowd recurrence was used. With the methodology written above, the respective results were obtained. First. In the influence of the service intention on the quality of service, the service system and human resources management of service intention gives a mindful influence on the quality of the service. Second. In the influence of the service intention on customer`s intention, the service system, service leadership, point of contact of the service and the human resource management of the service intention gives a mindful influence on service will, service execution and service behavior. Third. In the influence of the service intention on customer`s behavior, the service intention`s service system, service leadership and the management of human resources gives a mindful influence on customer`s buying with and customer`s confidence. Fourth. The influences of the quality of service on customer`s behavior give a mindful influence on customer`s buying wish and customer`s confidence. Fifth, in the influence of the customer`s intention on customer`s behavior, the service will, service execution and service action on customer`s intention gives a mindful influence on customer`s confidence. In conclusion, the service intention of the tn, the segviceinfluences the quality of the service and customer`s intention sseconsetenntly it influences the customer`s behavior.

항공사의 서비스 가치, 만족, 행위의도의 연관성에 대한 연구

박영석(Park, Young-seok),양희옥(Yang, Heeok) 한국문화산업학회 2015 문화산업연구 Vol.15 No.2

본 연구는 항공사를 이용하는 한국, 미국, 일본 고객들을 대상으로 항공사의 서비스 가치와 만족도, 행위의도 간의 영향관계에 대하여 알아보는 것을 목적으로 하였다. 서비스 산업의 대표적인 분야인 항공 산업은 저가 항공사의 적극적인 마케팅과 시장 점유율 확대, 지속되는 세계적인 경기침체 등으로 그 어느 때 보다도 더욱 심화되고 있는 경쟁 속에서 항공 기업들은 이제 고급화 및 특화된 서비스 제공 외에도 고객에게 가치를 주고 만족도를 제고하여 고객유지를 확보하는 서비스 전략을 간구해야 한다. 본 연구는 선행연구를 바탕으로 항공사 이용고객에 있어 서비스 가치와 고객만족이라는 핵심 변수와 행위의도와의 영향관계를 구성하여 연구모형을 설계하였고 이에 따라 수집한 자료를 분석한 결과를 요약하면 다음과 같다. 서비스 가치는 고객만족에 영향을 미치는 것으로 나타났다. 오늘날 고객이 느끼는 가치가 마케팅 전략에서 대두되고 있는 요소임을 파악할 수 있었다. 그리고 만족도 또한 행위의도에 매우 긍정적인 영향을 미치고 있음을 알 수 있었다. 그리고 한국, 미국, 일본 국가 간의 서비스 가치와 고객만족, 행위의도에 미치는 영향력 차이를 비교 분석하였다. 검정결과는 서비스 가치가 고객만족에 미치는 영향력은 한국, 미국, 일본 세 국가 간에 통계적으로 유의한 차이가 없는 것으로 나타났다. 그러나 고객만족이 행위의도에 미치는 영향은 국가 간에 차이가 있는 것으로 나타났는데 한국의 경우에는 고객만족이 행위의도에 미치는 영향이 미국이나 일본과 비교하여 상당히 큰 것으로 나타났다. The purpose of this study was to find out the influential relationship among service value, satisfaction and behavioral intention of airlines passengers. Based on previous studies, hypothesis assuming positive influential relationship among service value, customer satisfaction and behavioral intention were created and the empirical research was performed accordingly to investigate the influence among those variables. Written questionnaires were handed out to 500 customers who had air-travel experience within a year. Survey data was collected from August 1st to August 30th, 2012 from Incheon International Airport and 3 multinational company in Korea, Japan and the United States with convenient and judgemental samplingmethods. Atotal of 409 data was used for analysis with the SPSS and LISREL statistical software packages. Results of this study are follows. Findings of this study indicated that service value had an positive influential relationship for the customer satisfaction. Customer satisfaction was also strongly linked to customer"s behavioral intentions. Satisfied customers tend to re-patronize the airline generating positive word of mouth and recommendation. Additional analysis was made to find out the differences of the influential relationship of service value, customer satisfaction and behavioral intention among Korean, American and Japanese passengers. No significant differences were found for the influential relationship between service value and customer satisfaction. However Korean passengers showed the significant higher influential relationship between customer satisfaction and behavioral intention thanAmerican and Japanese passengers. 본 연구는 항공사를 이용하는 한국, 미국, 일본 고객들을 대상으로 항공사의 서비스 가치와 만족도, 행위의도 간의 영향관계에 대하여 알아보는 것을 목적으로 하였다. 서비스 산업의 대표적인 분야인 항공 산업은 저가 항공사의 적극적인 마케팅과 시장 점유율 확대, 지속되는 세계적인 경기침체 등으로 그 어느 때 보다도 더욱 심화되고 있는 경쟁 속에서 항공 기업들은 이제 고급화 및 특화된 서비스 제공 외에도 고객에게 가치를 주고 만족도를 제고하여 고객유지를 확보하는 서비스 전략을 간구해야 한다. 본 연구는 선행연구를 바탕으로 항공사 이용고객에 있어 서비스 가치와 고객만족이라는 핵심 변수와 행위의도와의 영향관계를 구성하여 연구모형을 설계하였고 이에 따라 수집한 자료를 분석한 결과를 요약하면 다음과 같다. 서비스 가치는 고객만족에 영향을 미치는 것으로 나타났다. 오늘날 고객이 느끼는 가치가 마케팅 전략에서 대두되고 있는 요소임을 파악할 수 있었다. 그리고 만족도 또한 행위의도에 매우 긍정적인 영향을 미치고 있음을 알 수 있었다. 그리고 한국, 미국, 일본 국가 간의 서비스 가치와 고객만족, 행위의도에 미치는 영향력 차이를 비교 분석하였다. 검정결과는 서비스 가치가 고객만족에 미치는 영향력은 한국, 미국, 일본 세 국가 간에 통계적으로 유의한 차이가 없는 것으로 나타났다. 그러나 고객만족이 행위의도에 미치는 영향은 국가 간에 차이가 있는 것으로 나타났는데 한국의 경우에는 고객만족이 행위의도에 미치는 영향이 미국이나 일본과 비교하여 상당히 큰 것으로 나타났다. The purpose of this study was to find out the influential relationship among service value, satisfaction and behavioral intention of airlines passengers. Based on previous studies, hypothesis assuming positive influential relationship among service value, customer satisfaction and behavioral intention were created and the empirical research was performed accordingly to investigate the influence among those variables. Written questionnaires were handed out to 500 customers who had air-travel experience within a year. Survey data was collected from August 1st to August 30th, 2012 from Incheon International Airport and 3 multinational company in Korea, Japan and the United States with convenient and judgemental samplingmethods. Atotal of 409 data was used for analysis with the SPSS and LISREL statistical software packages. Results of this study are follows. Findings of this study indicated that service value had an positive influential relationship for the customer satisfaction. Customer satisfaction was also strongly linked to customer"s behavioral intentions. Satisfied customers tend to re-patronize the airline generating positive word of mouth and recommendation. Additional analysis was made to find out the differences of the influential relationship of service value, customer satisfaction and behavioral intention among Korean, American and Japanese passengers. No significant differences were found for the influential relationship between service value and customer satisfaction. However Korean passengers showed the significant higher influential relationship between customer satisfaction and behavioral intention thanAmerican and Japanese passengers.

계획행동이론에 따른 헤어샵 SNS 정보특성이 고객 행동 의도에 미치는 영향

엄지애,박은준 국제보건미용학회 2023 국제보건미용학회지 Vol.17 No.3

This study sought to provide useful data necessary to generate and increase hair shop profits by clearly recognizing the differentiation of customers using hair shop SNS through planning behavior theory and examining customer's behavioral intention leading to actual hair shop visits. To this end, a non-face-to-face online survey was conducted, and a total of 756 copies were used for the final analysis. The collected data were subjected to frequency analysis, factor and reliability analysis, correlation analysis, and multiple regression analysis for hypothesis verification using SPSS 22.0, and the results are as follows. First, hair shop SNS information characteristics were classified into reliability, interaction, and timeliness, and planned behavior theory was classified into attitude, subjective norms, and perceived behavioral control, and customer's behavioral intention was viewed in a single dimension. Second, it was found that the relationship between hair shop SNS information characteristics, planned behavior theory, and customer's behavioral intention had a statistically significant positive (+) effect, and planned behavior theory showed a mediating effect at the same time. Second, it was found that the relationship between hair shop SNS information characteristics, planned behavior theory, and customer's behavioral intention had a statistically significant positive (+) effect, and planned behavior theory showed a mediating effect at the same time.The results of the above study confirmed that the characteristics of hair shop SNS information affect the customer's behavioral intention and at the same time induce positive customer behavior. In other words, it can be a good marketing tool to attract new customers and maintain existing customers. In the future, it is hoped that research on the characteristics of more diverse research subjects and a wide range of regions will continue by substituting planned behavior theory in the beauty field, including hair shops, and by segmenting new variables and factors suitable for it

스포츠 센터 회원의 서비스품질 지각과 고객시민행동, 고객불량행동 및 재구매의도 간의 인과관계

진성봉,조용찬,신충식 한국스포츠산업경영학회 2009 한국스포츠산업경영학회지 Vol.14 No.3

This study was conducted to confirm the relationship among customer citizenship behavior, customer badness behavior, service quality perception and purchase intention in sports club members. Data were collected from 257 health club members in Incheon area, and the results were as follows; Sports club members. had been show a positive influence on the service quality perception and customer citizenship behavior, but a negative influence on the customer badness behavior. Service quality perception had a significant influence on the customer citizenship behavior, customer badness behavior, and repurchase intention. Customer citizenship behavior had a positive impact on repurchase intention; however, customer badness behavior had a negative influence on purchase intention. The academic and practical meaning of this study was discussed along with research limitations and future research. 이 연구는 스포츠 센터 회원의 행동유형(고객시민행동, 고객불량행동)과 서비스품질 지각, 구매의도 간의 인과관계를 규명하고자 하였다. 이러한 목적을 달성하기 위해 스포츠 센터 회원 257명을 대상으로 설문조사를 실시하였으며, AMOS 5.0 프로그램을 이용하여 구조방정식모형분석을 통해 검증된 연구결과는 다음과 같다. 고객시민행동은 재구매의도에 긍정적인 인과관계를 형성하고 있으며, 고객불량행동은 재구매의도에 부정적인 인과관계를 형성하고 있는 것으로 확인되었다. 서비스품질지각은 재구매의도에 영향을 미치는 것으로 나타났으며, 고객시민행동, 고객불량행동에도 유의한 영향을 미치고 있음이 입증되었다. 이 연구의 학문적이고 실용적인 의미와 함께 시사점이 논의되었고 연구의 한계, 향후 연구방향도 함께 제시되었다.

고객시민행동과 고객불량행동이 서비스품질지각과 고객만족 및 재구매의도에 미치는 영향

이유재,공태식 한국마케팅학회 2005 ASIA MARKETING JOURNAL Vol.7 No.3

This study investigated the effects of two types of customer extra-role behavior (citizenship and badness behavior) on perceived service quality, customer satisfaction, and repurchase intention. The model was tested with a sample of sports center customers by using structural equation modeling. The findings supported the effects of customer citizenship and badness behavior, and all structural path coefficients were significant. However, the differential effects of customer citizenship and badness behavior on perceived service quality were not significant. Lastly, perceived service quality fully mediated the effects of customer citizenship and badness behavior on customer satisfaction and repurchase intention. The results of the present study demonstrate that service organizations need to manage all two types of customer behavior. Further, it provides new insights into the relationships among customer's extra-role behavior, customer satisfaction, and repurchase intention. 본 연구는 서비스 고객의 두 가지 유형의 역할외행동(extra-role behavior)인 시민행동과 불량행동이 서비스 품질지각, 고객만족 및 재구매의도에 미치는 영향을 실증 조사하였다. 스포츠센터 강습프로그램 이용고객을 대상으로 한 구조방정식 분석 결과 고객시민행동과 불량행동은 실증적으로 별개의 개념임을 확인할 수 있었고 구조모델 분석결과 5개의 경로계수가 모두 통계적으로 유의한 것으로 나타났다. 하지만, 고객시민행동과 고객불량행동이 서비스품질지각에 미치는 차별적 영향력은 통계적으로 유의하지 않는 것으로 나타났다. 마지막으로 서비스품질지각은 고객시민행동과 고객만족 및 재구매의도간을 완전 매개하는 것으로 나타났다. 이러한 분석결과를 통해서 서비스 조직이 고객의 두 가지 유형의 역할외행동에 모두 관심을 기울여야 함을 이해할 수 있었다. 그리고 고객의 역할외행동과 기존 마케팅 문헌에서 연구되었던 고객만족 및 재구매의도와의 유의한 관계를 새롭게 이해할 수 있었다.

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.

상업 스포츠센터 이용자에 따른 서비스스케이프와 인적서비스, 고객만족 및 구전의도의 차이

이상윤 ( Lee Sangyun ),황성호 ( Hwang Sungho ) 대한체육학회(구 한국유산소운동과학회) 2021 대한스포츠융합학회지 (jcses) Vol.19 No.1

The purpose of this study is to analyze Differences in servicescape, human service, customer’s emotional response and behavioral intention in commercial sporst centers. Study participants were 500 people who were members of commercial sports centers located on Soeul and Kyong-gi area. This study used 472 people in total, excluding the 13 in the appropriate questionnaires as final study data. With these data, SPSS 24.0 was used for analysis of frequency, correlation analysis, reliability analysis, structure equation analysis, SEM was used for hypothesis verification. As a result, the out cores are summarized as follows. First, srevicescape of commercial sports centers had an effect on customer’s emotional response. Second, human servcie in commercial sports centers affect cu-stomer’s emotional response. Third, customer’s emotional response had an effect on behavioral intention in commercial sports centers. Fourth, servicescape of commercial sports centers didn’t have an direct effect on customer’s behavioral intention, but, customer’s emotional response acted as a media conduit between se-rvicescape of commercial sports centers and customer’s behavioral intention, in other words, servicescape of commercial sports centers had an indirect effect on custome’sr behavioral intention. Fifth, human service of commercial sports centers didn’t have an direct effect on csutomer’s behavioral intention, but, customer’s emotional response acted as a media conduit between human sevrice of commercial sports centers and customer’s behavioral intention, so, human service of commercial sports centers had an indirect effect on customer’s behavioral intention.

상업스포츠센터의 서비스스케이프와 인적서비스가 고객의 감정반응 및 행동의도간의 관계

한용재(Han, Yong-Jae),강현욱(Kang, Hyun-Wook) 한국사회체육학회 2015 한국사회체육학회지 Vol.0 No.59

The purpose of this study is to analyze the relationship between servicescape, human service, customer’s emotional response and behavioral intention in commercial sports centers. Study participants were 336 people who were members of commercial sports centers located on Seoul and Kyong-gi area. This study used 323 people in total, excluding the 13 in the appropriate questionnaires as final study data. With these data, SPSS 20.0 was used for analysis of frequency, correlation analysis, reliability analysis, AMOS 21.0 was used for structure equation analysis, SEM was used for hypothesis verification. As a result, the out cores are summarized as follows. First, servicescape of commercial sports centers had an effect on customer’s emotional response. Second, human service in commercial sports centers affect customer’s emotional response. Third, customer’s emotional response had an effect on behavioral intention in commercial sports centers. Fourth, servicescape of commercial sports centers didn’t have an direct effect on customer’s behavioral intention, but, customer’s emotional response acted as a media conduit between servicescape of commercial sports centers and customer’s behavioral intention, in other words, servicescape of commercial sports centers had an indirect effect on customer’s behavioral intention. Fifth, human service of commercial sports centers didn’t have an direct effect on customer’s behavioral intention, but, customer’ s emotional response acted as a media conduit between human service of commercial sports centers and customer’s behavioral intention, so, human service of commercial sports centers had an indirect effect on customer’s behavioral intention.

스포츠 센터 회원의 서비스품질 지각과 고객시민행동, 고객불량행동 및 재구매의도 간의 인과관계

진성봉 ( Sung Bong Jin ),신충식 ( Chung Sick Shin ),조용찬 ( Yong Chan Cho ) 한국스포츠산업경영학회 2009 한국스포츠산업경영학회지 Vol.14 No.2

이 연구는 스포츠 센터 회원의 행동유형(고객시민행동, 고객불량행동)과 서비스품질 지각, 구매의도 간의 인과관계를 규명하고자 하였다. 이러한 목적을 달성하기 위해 스포츠 센터 회원 257명을 대상으로 설문조사를 실시하였으며, AMOS 5.0 프로그램을 이용하여 구조방정식모형분석을 통해 검증된 연구결과는 다음과 같다. 고객시민행동은 재구매의도에 긍정적인 인과관계를 형성하고 있으며, 고객불량행동은 재구매의도에 부정적인 인과관계를 형성하고 있는 것으로 확인되었다. 서비스품질지각은 재구매의도에 영향을 미치는 것으로 나타났으며, 고객시민행동, 고객불량행동에도 유의한 영향을 미치고 있음이 입증되었다. 이 연구의 학문적이고 실용적인 의미와 함께 시사점이 논의되었고 연구의 한계, 향후 연구방향도 함께 제시되었다. This study was conducted to confirm the relationship among customer citizenship behavior, customer badness behavior, service quality perception and purchase intention in sports club members. Data were collected from 257 health club members in Incheon area, and the results were as follows; Sports club members. had been show a positive influence on the service quality perception and customer citizenship behavior, but a negative influence on the customer badness behavior. Service quality perception had a significant influence on the customer citizenship behavior, customer badness behavior, and repurchase intention. Customer citizenship behavior had a positive impact on repurchase intention; however, customer badness behavior had a negative influence on purchase intention. The academic and practical meaning of this study was discussed along with research limitations and future research.