관계발전과정에서 고객참여행동과 시민행동의 역할에 관한 연구

국문 초록 (Abstract)

많은 서비스 조직들은 고객과의 관계를 발전시키고 이를 통해 관계마케팅의 효익을 누리고자 한다. 즉, 서비스 조직들은 많은 관계적 노력을 시행함으로써 고객과의 관계발전을 도모하고 있다. 그러나 이러한 접근은 관계가 상호성을 기반으로 한다는 사실을 간과하는 것이며, 이는 서비스가 본질적으로 그 서비스의 성공을 위해 고객의 역할이 반드시 필요함에도 불구하고 서비스의 전달 및 생산과정에서의 고객의 역할이 관계의 발전과정에 어떠한 역할을 하는 지에 대해 조사하지 않는 결과를 초래하고 있다. 서비스 전달 및 생산과정에서의 고객의 역할은 지난 선행연구들을 통해 고객참여행동과 고객시민행동으로 크게 구분하여 설명할 수 있다. 이 둘은 성격적인 측면에서 차이를 보이는데, 고객참여행동이 서비스의 전달 및 생산과정에서의 고객의 필수적인 역할인 반면, 고객시민행동은 자발적인 역할로 설명할 수 있다. 즉, 관계발전을 위한 고객역할의 관점에서 필수적이라는 것은 관계의 발전을 위한 기반을 마련하는 데 중요한 역할을 하게 되고, 자발적이라는 것은 관계를 더욱 심화시키는 데 중요한 역할을 담당하게 될 것이라고 볼 수 있다. 이에 본 연구는 관계발전의 주요한 흐름을 관계효익→관계몰입→충성도로 보고 이 과정에서 고객참여행동과 고객시민행동 각각의 역할을 규명하고 관계발전과정에 이 둘의 영향을 조사하고자 한다. 그 결과, 고객참여행동은 관계몰입에 주요한 영향이 있고, 고객시민행동은 충성도에 주요한 영향이 있는 것으로 나타났다. 구체적으로 관계효익과 관계몰입의 관계발전단계에서 고객참여행동의 조절적 역할이 규명되었고, 관계몰입과 충성도의 관계 발전단계에서 고객시민행동의 매개적 역할이 규명되었다. 이는 관계발전과정에서 고객의 역할이 중요하다는 사실을 전달해 줄 뿐만 아니라, 구체적으로, 고객이 서비스 조직과의 관계에 몰입하기 위해서는 기업의 관계적 노력과 더불어 고객의 적극적인 참여행동이 동반되어야 한다는 것이고, 서비스 조직에 충성적인 고객이 되기 위해서는 반드시 고객의 자발적인 시민행동을 거쳐야 한다는 것이라고 설명할 수 있다. 결국, 서비스 조직들은 관계 마케팅을 성공적으로 이끌기 위해서 단순히 조직내에서의 관계마케팅 기법만을 고려할 것이 아니라 고객의 역할을 그러한 관계발전을 위해 적극적으로 활용하고, 관계발전단계별 적절한 고객의 역할을 유도하기 위한 전략을 구상하여야 할 것이다.

다국어 초록 (Multilingual Abstract)

Recently, a lot of service organizations try to develop the relationship with their customers, which result in helping them to enjoy the benefits of relationship marketing. Thus, they seek to attain the developed relationship with their customers by providing their positive relational efforts with their customers. However, such a univocal approach seems to neglect the reciprocity of relationship essentially. Even though due to the service inseparability the roles of service customers are neces- sarily needed for the successful service delivery, this approach mentioned above is resulting in overlooking the effects of customers` roles on the relationship development process during service delivery or service relationship. Especially in service, it is an interaction that the relationship between customers and organizations is able to form through. Generally speaking, an interaction must be an important element to make or develop a relationship. Managing the relationship is more important in service than in other industries, because service delivery or producing is based on the interaction. Shortly speaking, service organizations are expecting a lot of profit or growth from the relationship marketing basis, and thus they have applied relationship marketing method to their actual business. However, since a relationship can not be formed only by a firm`s relational efforts, service organizations taking uni-vocal efforts can not have an expectation that the relationship would develop well, though providing all of their relational efforts with their customers. After all, service organizations have not only to give their customers relational efforts, but also to manage the customer-employee interaction based on reciprocity. Additionally, service itself need a lot of customers` roles for the success of service. Though it is the lowest level of customers` role, they should be present during service delivery in most services. In many cases, they have to do something related to service production, and those customers` behaviors may affect service production or success. In conclusion, service quality and relationship quality every company pursuits will be influenced by the roles of customers. Thus, it needs to be examined whether the roles of customers in service delivery and producing process have an influence on relationship development or not. There are so many roles of customers in service delivery and producing process. Considering previous researches, we can divide these roles into two constructs: customer participation behavior and customer citizenship behavior. Each behavior mentioned above has a unique characteristic; customer participation behavior is explained as a necessary or essential customers` role in service delivery and producing process, while customer citizenship behavior is considered as a voluntary or willing role. Hence, in the respective of customers` role for the relationship development, it is thought that the necessary role means that it provides a basis for the relationship development, and the voluntary role implies that it plays an important role in reinforcing the relationship. The idea that customers` roles can develop the relationship between customers and service or-ganizations or employee because of the reciprocity of relationship and the fact that customers` roles may work differently according to the steps of relationship development make it necessary to examine the service customers` role in relationship development in depth. Most of all, when the customers` roles called as customer participation behavior and customer citizenship behavior considered importantly in this paper are accompanying with service organizations` relational efforts together, the relationship between customers and service organizations will be able to develop better than when there are just only service organizations` relational efforts in the relationship development process. This is why relationship can not be completed with only

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