서비스고객의 개인가치와 서비스접점 특성이 고객참여행위에 미치는 영향 = Effects of Personal Values and Service Encounter Characteristics on Customer participation Behavior

다국어 초록 (Multilingual Abstract)

This paper understands the conceptual nature of customer participation behaviors at service encounters and explores major antecedent characteristics that may influence the participation behaviors. Three characteristics, including personal values(customer characteristics), contact- employee’s service behavior to customers(social interaction), and amenity conditions and supporting facilities (physical surroundings), are proposed to affect customers’ level of participation at service encounters. Based on data from oriental-clinic patients, confirmatory factor analysis indicated that there exist three distinct dimensions(physical, emotional, and mental/information input) underlying the participation behaviors. The empirical result showed that both customers’ personal values and situational factors have significant effect on their participation behaviors. However, the indirect effect of personal values on participation behaviors does not seem to be clear. It was statistically significant when the customer participation was considered as an overall construct, while it was not when the participation behavior was analyzed separately in terms of input dimensions.

국문 초록 (Abstract)

본 연구는 서비스의 전달과정에 관여하는 서비스 고객의 고객참여행위에 대한 개념적 특성을 이해하고 이들 행위에 영향을 미치는 특성적 선행변수를 파악하였다. 본 연구는 선행연구를 토대로 서비스고객의 참여행동을 고객이 서비스전달과정에 투입하는 입력내용에 따라 3가지(물리적, 감정적, 정신·정보 입력)로 분류하였다. 그리고 이들 고객참여행동에 영향을 미치는 선행변수로 서비스고객의 개인적 특성과 서비스접점의 상황적 특성을 고려하였다. 서비스고객의 개인 특성으로는 개인가치를, 고객이 지각하게 되는 사회적 상황요인으로는 종업원의 고객서비스 행위를, 그리고 물리적 상황요인으로는 서비스접점의 편의시설, 물리적 시설과 환경을 검토하였다.
최근 6개월내 한의원에서 의료서비스를 제공받은 경험이 있는 환자를 대상으로 실시한 확인요인분석을 실시한 결과 고객참여 행위에는 3가지 입력 종류가 뚜렷하게 존재하고 있음을 확인할 수 있었다. 그리고 공분산구조분석 결과에 따르면 세 가지 특성 선행변수 모두 고객참여행위에 유의한 영향을 미치고 있음을 확인할 수 있었다. 즉 서비스고객이 중요시하는 개인가치의 외부지향성, 그리고 서비스접점에서 고객이 지각하는 물리적 분위기와 서비스 종업원의 응대 행위에 따라 고객의 참여정도가 중대한 영향을 받게 됨을 알 수 있었다. 그러나 개인가치의 태도를 통한 간접효과는 고객참여의 개념적 구조에 따라 다른 결과를 보여 주었다. 고객참여를 세 가지 입력차원을 망라하는 총체적 개념으로 접근하였을 때 간접효과는 통계적으로 유의하였다. 그러나 각 입력차원을 독립된 개념으로 구분하여 분석하였을 때는 유의하지 않는 것으로 나타났다.

참고문헌 (Reference)

1 "소비자의 가치관과 태도가 구매후 불평행동에 미치는 영향의 지역간 차이" 15 (15): 205-223, 2003

2 "선물증여행위와 개인가치관에 관한 연구" 2 (2): 23-42, 1992

3 "고객의 참여행동과 시민행동이 서비스 품질지각과 재구매의도에 미치는 영향" 33 (33): 473-502, 2004

4 "in Services Marketing in a Changing Environment" 117-121, 1985

5 "The effect of Work Climate on Critical Employee and Customer Outcomes International Journal of Service Industry Management" 12 (12): 500-521, 2001

6 "The Values of Engineers and Managing Engineers IEEE Transactions on Engineering Management" 55-60, 1980

7 "The Relationship Between Service Customers’ Quality assurance Behaviors A Cost of Quality Perspective Journal of Operations Management" 15 : 19-32, 1997

8 "The Nature of Human Values" Free Press 1973

9 "The Management of Customer-Contact Service Employees Journal of Marketing" 60 : 52-70, 1996

10 "The Influence of Participation on Positive Word-of-Mouth and Referrals Journal of Services Marketing" Prince 5-14, 1992

11 "The Effects of Perceived Co-Worker Involvement and Supervisor Support on Service Provider Role Stress Journal of Retailing" 72 (72): 57-75, 1996

12 "The Effect of Effort on Sales Performance and Job Satisfaction" 58 (58): 70-80, 1994

13 "Structural Equation Modeling in Practice:A Review and Recommended Two-Step Approach" 103 (103): 411-423, 1988

14 "Stimulus Condition Self- Selection by Males in the Interaction of Locus of Control and Skill-Chance Situations Journal of Personality and Social Psychology" 50-56, 1980

15 "Some Correlates of Experienced Job Stress Academy of Management Journal" 270-281, 1979

16 "Situational Variables and Consumer Behavior" 2 (2): 157-164, 1975

17 "Servicescapes:The Impact of Physical Surroundings on Customers and Employees" 56 (56): 57-71, 1992

18 "Service Management and Marketing: A Customer Relationship Management Approach" New York: Wiley 2000

19 "Revisiting Customer Participation in Service Encounters Journal of Operations Management" 109-120, 2003

20 "Retail Customers as Partial Employees in Service Provision:A Conceptual Framework" 29 (29): 370-378, 2001

21 "Psychological Implications of Customer Participation in Co-Production" 67 : 14-28, 2003

22 "Process Factors in Service Delivery What Employee Effort Means to Customers in Advances in Services Marketing and Management" JAI Press 4 : 91-117, 1995

23 "Organization and Customer:Managing Design and Coordination of Services" 14 (14): 213-233, 1989

24 "On the Relationship Between Customer Participation and Satisfaction: Two Frameworks" 8 (8): 206-219, 1997

25 "On the Evaluation of Structural Equation Models" 16 (16): 74-94, 1988

26 "Measuring the Dimensions of Service Encounters as Perceived By Customers and Personnel International Journal of Service Industry Management" 8 (8): 65-86, 1997

27 "Linking Service Climate and Customer Perceptions of Service Quality: Test of a Causal Model" 83 (83): 150-163, 1998

28 "Journal of Services Marketing" 18 (18): 395-412,

29 "Impact of Participative Service Relationships on Quality Journal of Business Research" 46 : 121-132, 1999

30 "How to Improve Perceived Service Quality by Improving Customer Participation in Developments in Marketing Science Academy of Marketing Science" 483-487, 1990

31 "Generalized Expectancies for Internal Versus External Control of Reinforcement" 1966

32 "Evaluating Structural Models with Unobservable Variables and Measurement Error" 18 (18): 39-50, 1981

33 "Employee and Customer Perceptions of Service in Banks:Replication and Extension" 7 (7): 423-433, 1985

34 "Effects of Contact Employee Supports on Critical Employee Responses" 2004

35 "Differentiation Through Customer Involvement in Production or Delivery" 10 (10): 4-12, 1993

36 "Customer Participation in Service Specification and Delivery Journal of Applied Business Research" Prince 90-97, 1994

37 "Customer Participation in Service Production and Delivery in Handbook of Services Marketing and Management" Sage Publications 111-125, 2000

38 "Customer Participation in Service Production and Delivery Journal of Retailing" 315-335, 1990

39 "Customer Participation in Service Production An Empirical Assessment of the Influence of Realistic Service Previews" Arizona State University 1994

40 "Customer Participation in Retail Service: Lessons from Brecht" 29 (29): 359-369, 2001

41 "Customer Evaluations of Service Complaint Experiences Implications for Relationship Marketing Journal of Marketing" 62 : 60-76, 1998

42 "Customer Costs of Service Quality in Advances in Services Marketing and Management" A Critical Incident Study JAI Press 3 : 149-173, 1994

43 "Customer Contributions to Quality:A Different View of the Customer-Oriented Firm" 21 (21): 791-824, 1996

44 "Customer Contributions and Roles in Service Delivery International Journal of Service Industry Management" 8 (8): 193-205, 1997

45 "Customer Co-Creation of Service Outcomes Effects of Locus of Causality Attributions" Arizona State University 1995

46 "Consumer and Employee Roles in Service Encounters in Advances in Consumer Research Association for Consumer Research" 19 : 666-672, 1992

47 "Consumer Satisfaction Through the Lens of Job-Performance Models International Journal of Service Industry Management" 14 (14): 420-435, 2003

48 "Consumer Research in the Service Section in Emerging Perspective on Services Marketing" 63-64, 1983

49 "Constructing an Empirically Derived Measure for Customer Contact" 41 (41): 1734-1749, 1995

50 "Clients as ‘Partial’ Employuees of Service Operations:Role Development in Client Participation" 7 (7): 467-478, 1986

51 "Annual Review of Psychology" 651-688, 1982

52 "An Examination of the Value-Attitude Structure in the Study of Doner Behavior Proceedings of the American Institute of Decision Sciences" 12 : 532-538, 1978

53 "An Examination of Gift-Giving Behaviors and Personal Values in Four Countries" Bowling Green State University Press 19-36, 1996

54 "An Approach to Environmental Psychology" 1974

55 "Alternative Measurement Approaches to Consumer Values The List of Values Journal of Consumer Research" 405-409, 1986

56 "Adaptation to Life in America" 1983

57 "A Value Pluralism Model of Ideological Reasoning" 50 (50): 819-827, 1986

58 "A Structural Equation Test of the Value- Attitude-Behavior Hierarchy" 54 (54): 638-646, 1988

59 "A Description of the Affective Quality Attributed to Environments" 38 (38): 311-322, 1980