호텔기업에서의 서비스 공정성이 고객시민행동과 고객불량행동에 미치는 영향: 지각된 고객지원과 고객신뢰 및 고객몰입의 매개효과

다국어 초록 (Multilingual Abstract)

The Effects of Service Justice on Customer Citizenship Behavior and Badness Behavior in the Hotel Industry: Mediating Roles of Perceived Customer Support, Customer Trust, and Customer Commitment


Changhyun Chun

Department of Business Administration, The Graduate School,
Pukyong National University


Abstract

Many studies have established relationships among service justice, perceived customer support, customer trust, customer commitment, customer citizenship behavior, and customer badness behavior; however, few have examined these relationship polysynthetically.

Thus the purpose of this study is to specify and test the structural relationship among service justice(distributive justice, procedural justice, interactional justice), perceived customer support, customer trust, customer commitment, customer citizenship behavior, and customer badness behavior in the hotel industry. And we established 17 hypotheses to test the structural relationship.

Using data collected from hotels in Busan, we empirically examined the relationships.

Tests of the hypotheses were performed using a structural equation model. This model also reflected a good fit to the data.

The standardized solution estimated by the AMOS 7 program was for interpreting the structural results.
First, distributive justice is founded to be significant predictors of perceived customer support, customer trust, and customer commitment.
Second, procedural justice has a significant positive effect on perceived customer support and customer trust. But it has not a significant effect on customer commitment.
Third, interactional justice has a significant positive effect on customer trust and customer commitment. However, it has not a significant effect on perceived customer support.
Fourth, perceived customer support and customer trust have significant positive effects on customer commitment as results to test the relationships among mediating variables.
Finally, perceived customer support, customer trust, and customer commitment have significant effects on customer citizenship behavior(positive relationship) and customer badness behavior(negative relationship).

In conclusion, we would like to state the following the results.
First, service justice does not affect directly but affects indirectly on customer citizen behaviors and customer badness behavior via perceived customer support, customer trust, and customer commitment.
Second, although three dimension of service justice can function as antecedents on customer citizen behaviors and customer badness behavior via perceived customer support, customer trust, and customer commitment, their effects are different.
Finally, this study suggests important implications for both research and practice for the hotel industry.


Key words: service justice, perceived customer support, customer trust, customer commitment, customer citizenship behavior, customer badness behavior

목차 (Table of Contents)

• <목 차>
• 제 1 장 서 론 1
• 제 1 절 연구배경 1
• 제 2 절 연구목적 3
• 제 3 절 연구방법 및 범위 4
• 제 2 장 이론적 배경 6
• 제 1 절 고객의 역할 외 행동에 관한 이론적 고찰 6
• 1. 고객시민행동 6
• 2. 고객불량행동 11
• 3. 변수들의 개념 구분 18
• 제 2 절 서비스 공정성에 관한 이론적 고찰 21
• 1. 서비스 공정성의 개념 21
• 2. 서비스 공정성의 선행연구 27
• 제 3 절 지각된 고객지원에 관한 이론적 고찰 30
• 1. 지각된 고객지원의 개념 32
• 2. 지각된 고객지원의 선행연구 33
• 제 4 절 고객신뢰에 관한 이론적 고찰 34
• 1. 고객신뢰의 개념 34
• 2. 고객신뢰의 선행연구 36
• 제 5 절 고객몰입에 관한 이론적 고찰 39
• 1. 고객몰입의 개념 39
• 2. 고객몰입의 선행연구 42
• 제 3 장 연구모형 및 연구방법 45
• 제 1 절 연구모형 및 연구가설 45
• 1. 연구모형의 설계 45
• 2. 가설설정 46
• 제 2 절 자료수집 및 분석방법 55
• 1. 표본 선정 및 추출방법 55
• 2. 설문지의 구성 56
• 제 4 장 실증분석 및 연구결과 59
• 제 1 절 응답자의 일반적 특성 분석 60
• 제 2 절 신뢰성 분석 61
• 제 3 절 타당성 분석 63
• 제 4 절 분석결과 및 해석 69
• 1. 연구모형의 적합성 분석 69
• 2. 가설검증결과 73
• 제 5 장 결론 76
• 제 1 절 연구결과의 요약 및 시사점 76
• 1. 연구결과의 요약 76
• 2. 시사점 79
• 제 2 절 연구의 한계 및 향후 연구방향 81
• 참고문헌 83
• <부록> 설문지 98

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