심리적 주인의식 : 서비스 제공자에 대한 고객 관점에서의 평가 = Psychological Ownership : Service Provider Evaluation from Customer’s Perspective

다국어 초록 (Multilingual Abstract)

The performance of marketing has multifold with various perspectives. In the service context, especially, service quality has been focused as a main driver increasing the market performances including customer satisfaction during several decades. The main points of the idea focusing customer satisfaction are that service quality increase customer satisfaction and that customer satisfaction could be the starting point of other market performance like revisit intention and sales.
With the importance of service quality and customer satisfaction, most marketers have tried to increase service quality to meet customer satisfaction. However, this phenomenon makes them more difficult to be differentiated with applying service quality driver because using it became inevitable to marketer. In order to overcome the limitation of service quality efficacy, they should elaborate new process that reinforces market performance.
Recently, practitioner and academicians are interested in service provider itself who could determine the service quality. They have rearrangement that qualified service providing human resources could lead the high quality of service. The factors that compose the qualified service provider are becoming extended. Initially, prior researches focused on the competence and benevolence and they included appearance of service providers later.
In the business discipline, the issues as to service providers are related to management as well as marketing. In the perspective of organizational member, various requirements of the service provider as a driver of organizational performance are founded. Although basic requirements are related to compliance with organizations, more fundamentally, service providers are requested to have the abilities to make decisions and behave as conative resources.
In the management discipline, they refine the idea that human resource should be organized again in the perspective of spontaneousness. They define and develop the idea of psychological ownership to correspond it. Psychological ownership is a state in which individuals feel as though the target of ownership(material or immaterial in nature) or a piece of it is “theirs”(i.e., “It is MINE!”). Therefore, psychological ownership could be lit as a new driver increasing the market performance as well as organizational performance.
Applying the construct of psychological ownership in the management discipline to the service provider context should be carefully considered. In the prior researches, psychological ownership construct has been measured in the two fold. One of them is measuring with self reporting questionnaire. The other one is measuring from the perspective of supervisors or leaders of subordinate. In the marketing discipline, psychological ownership of service provider should be measured from the perspective of customers whom service providers serve with.
In addition, this study pays attention to customer citizenship behavior of consequences of service providers’ psychological ownership. Customer citizenship behavior is defined as "voluntary and discretionary behaviors that are not required for the successful production and/or delivery of the service but that, in the aggregate, help the service organization overall". As a marketer expecting the cooperation of customer, prior researches adopted customer citizenship behavior as a key variable linking the marketing efforts and results.
The positive result of desirable situations allocating marketing efforts could be obtained. As the customer satisfaction is the desirable situation for customers, citizenship behavior is the desirable situation for the marketer. Marketers have used service quality to increase the customer satisfaction. They could consider psychological ownership as ignifying variable increasing the customer citizenship behavior. After ensuring the existing and new desirable situations, marketers could acquire market performance more effectively.
Th...

국문 초록 (Abstract)

기존의 마케팅에서의 성과는 다양한 측면에서 고려되어져 왔다. 특히 서비스기업 차원에서 제공하는 서비스 품질에 대한 평가는 마케팅 및 시장 성과를 향상시키는 주요 변수로 작용하였다. 이에 기존의 학문적・실무적 차원에서는 서비스 품질의 제고를 위한 측정의 개발 및 관리에 집중하였다. 그러나 서비스 품질에 대한 관리가 기업의 차별화 도모가 아닌, 필수적인 요인으로 전환됨에 따라 마케팅 성과를 차별적으로 도출하는 동인의 발굴 및 확인이 필요한 실정이다. 이에 본 연구는 패밀리 레스토랑 이용객을 대상으로 서비스 품질의 영향을 다루어온 기존의 시장 성과 형성 과정을 기본으로 하고, 고객 차원에서 평가된 서비스 제공자의 심리적 주인의식 관점을 추가하여 시장 성과가 제고되는 것을 확인하고자 한다. 덧붙여 기존의 시장 성과 경로인 서비스 품질-고객 만족-재방문 의도와 새로운 시장 성과 경로인 심리적 주인의식-고객 시민행동-재방문 의도의 성과 경로 간 차이가 있음을 검토하였다. 패밀리 레스토랑 다섯 업체를 선정하여 몰인터셉트 방식으로 설문조사를 실시하였다. 분석 결과, 서비스 품질과 고객 만족 및 재방문 의도 간 관계의 영향이 긍정적으로 도출되었다. 새롭게 추가된 시장 성과 경로인 심리적 주인의식이 고객 시민행동 형성에 대한 영향에서 유의적인 정의 영향을 확인하였지만, 고객 시민행동과 재방문 의도 간 영향 관계는 유의적이지 않은 것으로 나타났다. 차이 효과의 검정에서 고객 만족에 대한 서비스 품질의 영향이 위생요인화 되었음을 보이지는 못하였지만, 고객 시민행동에 대한 심리적 주인의식의 영향은 동기요인의 가능성이 있음을 확인하였다.

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