기술적․기능적 고객의 역할에 의한 고객참여행동과 시민행동이 서비스 품질에 미치는 영향에 관한 연구 = A Study on the Influence of Customer Participation Behavior and Customer Citizenship Behavior by Technological and Functional Customers' Roles on Service Quality

다국어 초록 (Multilingual Abstract)

It is well known that customers as partial employees have much effect on service quality and
performance in service delivery and production. Due to such customers' characteristics in service
marketing, "customer participation behavior(CPB)" and "customer citizenship behavior(CCB)" have
been often dealt with as variables which influence service quality. These two variables are different
in the aspect of each own content: CPB refers to customer's essential and positive behavior in
service delivery and production process, while CCB refers to customer's voluntary behavior.
However, a specific research is needed to find out the relationship between CPB and CCB and to
set boundary about categories related to the antecedents and consequences of CPB and CCB by
understanding not only the characteristics of CPB and CCB, but also the characteristics of service
settings. There is a need to overcome previous researches that were implemented unsystematically
without classifying the characteristics of CPB and CCB, and without considering the procedures of
service.
As mentioned by Gr nroos(1984), service quality can be divided into technological quality and
functional quality. First, to improve the CPB, customers do something technological, like what
employees do. Additionally, to improve the CCB, customers do something functional, like what
employees do. Considering these points, by examining the role relationship among these elements,
we can understand the specific characteristics of CPB and CCB, as well as we can get an insight about their antecedents and consequents. In the results of this research, CPB affected by
customers' technological factors influenced customers' functional elements which operate powerfully
on interaction between customers and employees positively. Besides, it was revealed that such
functional factors became driving forces of CCB whose characteristics are voluntary. Consequently,
customers' technological and functional factors are worth being paid attention because CPB and
CCB influence the service quality.

국문 초록 (Abstract)

서비스의 전달 및 생산과정에서 고객은 부분적 종업원으로서 서비스 품질과 성공에 많은 영향을 미치고
있으며, 선행연구에서 이러한 서비스 품질에의 고객의 역할로 주요하게 다루어지고 있는 변수는 고객참여행
동과 시민행동이다. 이 둘은 역할의 내용적인 측면에서 차이점을 가지는데, 고객참여행동은 서비스 전달 및
생산과정에서 고객의 필수적이고 적극적인 행동으로 알려져 있고 고객시민행동은 자발적인 고객의 행동으
로 알려져 있다. 그러나, 고객의 참여행동과 시민행동에 대한 성격의 구분없이 그리고 서비스 진행에서의
다양한 고객의 역할들에 대한 고찰없이 비체계적으로 제시되던 지난 연구에서 벗어나 고객참여행동과 시민
행동의 특징과 더불어 서비스의 독특한 특징을 이해함으로써 이들의 연관성 및 그 각각의 선․후행변수들
에 대해 특정한 범주를 제시할 수 있는 연구가 필요하다.
Gr nroos(1984)가 제안한 것처럼, 서비스 품질은 기술적 품질과 기능적 품질로 나눌 수 있다. 먼저, 고객
참여행동을 향상시키기 위해서 고객도 종업원과 마찬가지로 기술적 역할이 필요하다. 또한, 고객시민행동을
향상시키기 위해서 고객은 종업원의 고객응대와 같이 기능적 역할을 수행하여야 한다. 서비스 진행과정상에
서의 이러한 요소들의 역할관계를 살펴봄으로써 고객참여행동과 시민행동의 구체적인 성격과 역할을 이해
할 수 있을 뿐만 아니라 그 각각의 선․후행변수들에 대한 통찰력을 가질 수 있게 된다. 본 연구의 결과에
서도 고객참여행동은 고객의 기술적 요소로부터 영향을 받아 상호작용과정에 중요하게 작용할 기능적 요소
에 영향을 미치는 것으로 나타났다. 뿐만 아니라, 이러한 기능적 요소들은 자발적인 성질을 가진 고객시민
행동을 유발하는 주요한 원동력이 되는 것으로 나타났다. 결과적으로 고객참여행동과 시민행동이 서비스 품
질에 영향을 미치는 고객 측면에서의 주요한 요인이므로 서비스 품질향상을 위해 고객의 기술적․기능적
품질 요소에 주목할 필요가 있는 것이다.

참고문헌 (Reference)

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