관계마케팅 활동에서의 고객참여의 역할에 관한 연구 : 서비스 산업을 중심으로 = (A) Study on the role of customer participation in relationship marketing settings

다국어 초록 (Multilingual Abstract)

The past decade has witnessed the change of the viewpoint of customers' role in service settings: recipient to contributor. In many services, customers themselves have vital roles to play in delivering and producing services and ultimately enhancing and detracting from their own satisfaction received. Thus, services outcomes can not help being influenced by customer's participation in services settings.
The relationship between customers' participation in production of services and their subsequent satisfaction or perceptions of services quality has received much less attention than has each of these concepts separately. It is well known that customers' satisfaction is directly related to what and how customers themselves contribute to services quality. Therefore, it should be said that customer participation has impacts on customer satisfaction.
However, the fact that customer participation may have important effects on customer satisfaction has not been specified clearly. This paper traces the reason why we can not conclude the influence relationship between customer participation and customer satisfaction. The reason may divide into three categories; (1) authors who researched the customer participation has been using the construct of customer participation individually and service-specifically. In other words, each of the authors used their own construct of customer participation in their researches, (2) The fact that customer participation level is different according to service types has been passed over so far, (3) Since service settings need two parties-customers and service providers, many researches should have examined the role of customer participation in relationship between customers and service providers.
First of all, this paper makes clear the reason that there is no agreement on the obvious path of influence between customer participation and customer satisfaction by examining the relationship between customer participation and relational efforts(relational benefits, expertise, communication etc.) and the role of customer participation in relationship development. If we can understand the relationship(ex. relationship quality in service encounter) between two parties-customer and service provider, we may come to conclude about the path of influence between customer participation and customer satisfaction.
To be mentioned above, this paper need to develop the measurement of customer participation first. Referring to many preceding researches, we developed the measurement of customer participation-PARTICQUAL which is named in this paper. It is come out PARTICQUAL has four dimensions -positiveness, communicational effort, sympathetic effort, adaptability. Second, we chose four service types to empirically examine; Korean family restaurant, hair service, medical service, educational service. This paper examined the role of customer participation in relationship marketing setting in four services individually as well as totally.
As a result, customer participation level is different according to service types. In the case that customer participation is high(ex. medical service), customer participation plays important role to develop relationship between customer and service provider. Additionally, in the case that it is low(ex. Korean family restaurant), it is directed for the benefit of relationship, not for the formation and development of relationship.
Illuminating totally, it is confirmed that customer participation plays medicate role with relational efforts. Also, customer participation has a important position in relationship development. Because the word, relationship, means to need more two parties, customers should play a vital role in relationship development or retention. Therefore, customer's efforts should be considered as efforts for the development of relationship marketing, as well as service organization's relational efforts.
In a conclusion, since customer participation is much related to relationship marketing activities, and it appeared that customer participation is dealt with in relationship marketing importantly, many of the service organizations need to know how to induce customer participation, and need to think twice what pleasant emotional experiences are provided to customers through the customer participation in service settings.

목차 (Table of Contents)

• 제 1 장 서론 1
• 제 2 장 고객참여에 대한 선행연구 8
• 제 1 절 서비스 접점 8
• 제 2 절 고객참여연구의 흐름 10
• 제 3 절 고객참여의 의미 - 필수성과 적극성 11
• 제 4 절 고객참여의 정의와 구성개념 15
• 제 5 절 고객참여 관련 변수 17
• 5.1 고객참여의 선행변수 17
• 5.2 고객참여의 결과변수 18
• 제 3 장 관계마케팅에 대한 선행연구 25
• 제 1 절 관계마케팅 25
• 1.1 관계마케팅의 의의 25
• 1.2 관계마케팅 연구 종합 27
• 제 2 절 관계발전에서 고객참여의 역할 31
• 2.1 관계발전의 중요한 단계로서의 고객참여 33
• 2.2 관계적 매개변수로서의 “관계의 질” 38
• 2.3 고객참여 선행변수와 관계적 선행변수의 관계 40
• 2.4 고객참여 및 관계발전의 선행요인 43
• 2.5 고객참여와 사회교환의 감정이론 48
• 2.6 관계의 긍정적 결과: 고객만족과 서비스충성도 57
• 제 4 장 연구모형의 설계와 연구가설설정 62
• 제 1 절 연구모형 62
• 제 2 절 연구가설설정 66
• 2.1 고객참여와 관계의 질 선행요인과의 관계 66
• 2.2 관계발전과 지속에서 고객참여의 역할 76
• 2.3 서비스 유형별 고객참여 수준 81
• 제 5 장 고객참여 척도 개발 85
• 제 1 절 고객참여 척도 개발의 필요성 85
• 제 2 절 척도개발을 위한 문헌조사 87
• 제 3 절 고객참여 측정 문항 도출 89
• 제 4 절 연구대상 및 절차 92
• 제 5 절 분석 93
• 5.1 탐색적 요인분석 94
• 5.2 확인적 요인분석 95
• 제 6 절 고객참여 척도개발에 대한 결과 102
• 제 6 장 연구방법 및 결과 105
• 제 1 절 변수의 조작적 정의 105
• 제 2 절 자료의 수집과 표본의 특성 109
• 2.1 서비스 유형의 선택 110
• 2.2 자료수집 및 표본의 특성 111
• 제 3 절 개별 변수의 신뢰도와 타당성 검증 115
• 3.1 개별 변수의 검증 115
• 3.2 전체변수 확인적 요인 분석 128
• 3.3 전체변수의 상관관계와 판별타당성 130
• 제 4 절 연구가설의 검증 131
• 제 5 절 연구결과에 대한 내용요약 137
• 제 6 절 다양한 서비스 유형에서 고객참여 수준 139
• 제 7 절 개별 서비스 유형에서의 연구모형 검증 145
• 7.1 패밀리레스토랑서비스 146
• 7.2 미용서비스 149
• 7.3 병원서비스 153
• 7.4 교육서비스 156
• 7.5 서비스 유형의 조절효과 검증 158
• 제 7 장 결론 및 논의 162
• 제 1 절 연구결과 요약 162
• 제 2 절 이론적·실무적 시사점 166
• 2.1 이론적 시사점 166
• 2.2 실무적 시사점 167
• 제 3 절 한계점 및 향후연구방향 169
• 참고문헌 172
• 설문지 190
• Abstract 197

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157. 서비스충성도 형성의 이중경로 모형:내재적 경로와 외재적 경로의 상대적 영향력 비교를 중심으로, 라선아, 서비스 충성도 형성의 이중경로 모형-내재적 경로와 외재적경로의 상대적 영향력 비교를 중심으로, , 2005

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161. 서비스 제공자와 소비자간의 관계의 質이 만족과 재구매 의도 관계에 미치는 조정역할에 관한 탐색적 연구, 이성호, 박정은, 채서일, , 1998

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164. 고객의 참여행동과 시민행동이 서비스 품질지각과 재구매의도에 미치는 영향: 비영리 대학교육 서비스를 중심으로, 유재원, 공택식, 한상린, 고객의 참여행동과 시민행동이 서비스 품질지각과 재구매의도에 미치는 영향-비영리 대학교육 서비스를 중심으로, , 2004