CUSTOMER'S ACTIVE PARTICIPATION IN SERVICE AND ITS IMPACT ON PERCEPTIONS OF OWN PERFORMANCE

Sooyun Kim,Geebum Park,Sunmee Choi 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7

In services in general, customers play critical roles in determining the success of service delivery. Some services (such as education) require an active participation of customers for the successful accomplishment of purchase objectives. Yet, there are few systematic and integrated researches in defining the dimensions of customer’s active participation and in empirically testing the effect of customer’s active participation on customer’s perceived performance (as opposed to the firm’ performance and customer satisfaction). Existing studies have focused mainly on the general concept of customer participation during a service encounter, leaving the specific concept of customer’s active participation in various situations still under-researched. Through this study, we intended to fill this gap in research. Specifically, using college business education as our study context, we first propose the concept of “customer’s active participation (CAP)” as the reflection of customer engagement concept and identify the dimensions of CAP. We then empirically examine the effect of CAP on customer perceptions of performance of their own (CPP). Through the review of literature on the topics of customer participation, customer engagement, employee engagement and focus group interviews, we defined customer’s active participation and identified its dimension as follows. We defined customer’s active participation as “customers' making not only their individual efforts to ensure the successful outcome of the service delivery but also active interacting with service providers, other customers, and others in and outside of the service delivery context to achieve their consumption goal”. We then identified five dimensions of customer’s active participation; in-service-space interaction, 3 kinds of outside-service-space interactions (customer-to-service provider, customer-to-customer, customer-to-others), and individual level participation both in and outside the service space. In order to collect necessary data, we administered a self-administered survey using a questionnaire among undergraduate-level business major students at Yonsei School of Business. As a result of an EFA, we confirmed the uni-dimensionality of each of five determinants and the reliability of the measurement items for each dimension. The CFA result of a different set of data collected from another set of respondents among undergraduate business major students at Yonsei School of Business, we confirmed that the five dimensions well explain the customer’s active participation (CAP). Results also supported that customer’s active participation (CAP) positively influences customer’s perceptions of performance (CPP). This study contributes academically and practically in several ways. First, this study is the first attempt to propose the concept of “customer’s active participation (CAP)”. Second, this study identified the major determinants of CAP and developed a scale in the business education context. Third, this study empirically verified and the importance of the effect of CAP on their perception of own performance. Practically, this study contributes by showing the importance of managing CAP and by proposing the specific dimensions of CAP that should be managed.

Point, Line and Plane

Sooyun Im 한국디자인학회 2022 한국디자인학회 국제초대전도록 Vol.2022 No.9

Point, line, Plane

( Sooyun Im ) 한국기초조형학회 2019 한국기초조형학회 작품집 Vol.2019 No.2

Point, Line and Plane

Sooyun Im 한국디자인학회 2023 한국디자인학회 국제초대전도록 Vol.2023 No.10

EDITORIAL : A Clinical Significance of Assessing Cytomegalovirus Infection Status in Patients With Ulcerative Colitis

( Sooyun Chang ),( Jae Hee Cheon ) 대한장연구학회 2015 Intestinal Research Vol.13 No.1

Usefulness of the Cytomegalovirus Antigenemia Assay in Patients With Ulcerative Colitis (Intest Res 2015;13:50-59)

Designing a Customer Message for Compliance in the B2C Sharing Service Context

Sooyun Kim(김수연),Sunmee Choi(최선미),Heejin Kim(김희진) 한국생산관리학회 2019 韓國生産管理學會誌 Vol.30 No.3

B2C 공유 서비스에서는 전통적인 서비스 모델에서 종업원이 수행하던 역할을 고객이 수행한다. 그 결과, 고객이 자신에게 주어진 역할을 제대로 수행하지 않으면, 공유되는 서비스를 함께 사용하는 다른 고객의 서비스 품질이 낮아질 수 있다. 이에 본 연구는 고객이 자신에게 주어진 역할을 잘 수행할 수 있도록 유도하는 주요 의사소통수단인 시각적 혹은 청각적 메시지의 주요 디자인 요소들(메시지 전달자의 유형: 서비스 기업 vs. 다른 고객; 고객 준수 행동의 결과 실현되는 가치: 개인적 vs. 협동적)이 고객 준수 행동 의도에 미치는 효과와 고객 차원의 상황적 요소(공유 서비스의 사용 목적: 실용적 vs. 쾌락적)의 조절 효과를 실증하고자 한 다. 본 연구에서 제안된 가설들을 검증하기 위해 필요한 자료는 시나리오 기반의 온라인 실험을 통해 수집되었다. 가설 검증을 위해 ANOVA 분석을 수행한 결과, 두 가지 메시지 디자인 요소 모두 고객 준수 행동 의도 에 영향을 미치는 것으로 나타났으며, 고객 준수 행동의 결과 실현되는 가치가 개인적 가치이고, 메시지 전달자가 다른 고객일 때, 고객 준수 행동 의도가 가장 높은 것으로 나타났다. 또한, 이러한 효과는 실용적 목적으로 공유 서비스를 이용하는 고객들에게만 유의한 것으로 나타났다. 학문적으로 본 연구는 기존에 마케팅 관점에서 주로 이루어지던 공유 서비스에 대한 연구를 운영 관리 관점 연구로 확장시켰다는 의의를 가진다. 실무 적으로는 공유 서비스 관리자들이 효과적으로 고객 준수 행동을 이끌어낼 수 있는 메시지를 설계할 수 있도록 구체적 가이드라인을 제시하였다는 의의를 가진다. In the B2C sharing service context, customers have to play the role of traditional service employees. Since a customer’s failure to perform expected duties can lead to a service failure experience for other customers, customers should perform their role responsibly. Without service personnel to interactively inform and instruct customers on their duties, a non-interactive message, such as prints or recorded voice has to be carefully designed for maximum customer compliance. This study proposes two message design factors (source of a message: service firm vs. other customers; value of compliance outcome: individualistic vs. cooperative) and examines their customer compliance effect. Furthermore, the customer’s purpose of using a sharing service (utilitarian vs. hedonic) is proposed and tested as a customer-level moderating factor. To test hypotheses, data collected via a scenario-based online survey was analyzed using ANOVA. Results showed significant main and interaction effects of the two design factors. The interaction effect was moderated by the customer’s purpose of using a sharing service. This study is meaningful as one of the first empirical studies on customer compliance issues in the sharing service context. Findings of this study can help sharing service managers better design messages for higher customer compliance.

Consumer Perception of Chatbots and Purchase Intentions : Anthropomorphism and Conversational Relevance

Sooyun Iris Chung,Kwang-Hee Han 국제문화기술진흥원 2022 International Journal of Advanced Culture Technolo Vol.10 No.1

In this study, we aimed to define the effects of anthropomorphism and conversational relevance of chatbots on user experience. In specific, the chatbot designed for this study was an online shopping assistant that recommends items for consumers. Levels of anthropomorphism was manipulated by the name, profile picture, word choices, and emojis, while conversational relevance was adjusted by the depth and accuracy of the recommendation. Three categories of user experience were measured: psychological distance, usability, and purchase intentions. The results implied a significant main effect of conversational relevance on all variables for the high anthropomorphized conditions, while all but psychological distance was significant for low anthropomorphized conditions. Although there was no significant main effect of anthropomorphism observed for the variables, the main effect of anthropomorphism on responsibility was marginally significant for a specific item. The results of this study may function as a guidance for future studies regarding usage of chatbots within a marketing setting.

S-56 : Esophageal involvement of pemphigus vulgaris with associated upper gastrointestinal bleeding

( Sooyun Chang ),( Soo Jung Park ),( Ye Hyun Park ),( Hua Pyung Kang ),( Sung Pil Hong ),( Jae Hee Cheon ),( Tae Il Kim ),( Won Ho Kim ) 대한내과학회 2013 대한내과학회 추계학술대회 Vol.2013 No.1

Background: The prevalence of involvement of pemphigus vulgaris in esophagus is rare, and even when present, the presenting symptoms reported in medical literature are usually odynophagia and dysphagia. Here we present two cases with pemphigus vulgaris who presented with large amount of upper gastrointestinal hemorrhage due to esophageal involvement of pemphigus vulgaris. Case Report: A 41 year old female with prior diagnosis of pemphigus vulgaris presented with one L of hematemesis. Esophagogastroduodenoscopy showed diffuse mucosal exfoliation and oozing bleeding of the oropharynx and esophagus. The patient had recovered after administration of high dose corticosteroids and immunosuppressant. A 30 year old female with known pemphigus vulgaris also presented with 500 mL of hematemesis, and showed similar endoscopic findings to the first case. She had also responded to high dose corticosteroids and immunosuppressant. Conclusion: Esophageal involvement of pemphigus vulgaris shows good responses to high dose corticosteroids and immunosuppressant. Thus, in patients with pemphigus vulgaris or other autoimmune blistering skin diseases who develop signs or symptoms of upper gastrointestinal bleeding, early endoscopy for evaluation of esophageal involvement is beneficial.

Learning the Design Thinking Process by Active Learning

Sooyun Im(임수연) 한국디자인학회 2017 한국디자인학회 학술발표대회 논문집 Vol.2017 No.11

Esophageal Involvement of Pemphigus Vulgaris Associated with Upper Gastrointestinal Bleeding

Sooyun Chang,박수정,Sun Wook Kim,Moo-Nyun Jin,Jung-Hee Lee,Hyun Ju Kim,홍성필,김태일 대한소화기내시경학회 2014 Clinical Endoscopy Vol.47 No.5

Esophageal involvement of pemphigus vulgaris is rare, and when present, the most common presenting symptoms reported in the medical literature are odynophagia and dysphagia. Here, we present two cases of pemphigus vulgaris presenting with upper gastrointestinal hemorrhage because of esophageal involvement of the disease. In case 1, a 41-year-old female patient with a prior diagnosis of pemphigus vulgaris presented with hematemesis. Esophagogastroduodenoscopy showed diffuse mucosal exfoliation and oozing bleeding of the oropharynx and esophagus. The patient recovered after the administration of high-dose corticosteroids and immunosuppressants. In case 2, a 30-year-old female patient with known pemphigus vulgaris also presented with hematemesis, showing similar endoscopic findings to the first case. She also responded to the same treatment. Esophageal involvement of pemphigus vulgaris responds to high-dose corticosteroids and immunosuppressants. Thus, in patients with pemphigus vulgaris with signs or symptoms of upper gastrointestinal bleeding, an early endoscopy for the evaluation of esophageal involvement is beneficial.