고객참여행동과 고객시민행동이 종업원의 직무에 미치는 영향 비교 = The Comparison of Influences of Customer Participation Behavior and Customer Citizenship Behavior on Employees’ Jobs

국문 초록 (Abstract)

서비스기업에게 있어서 고객은 부분적 종업원으로서 중요한 인적자원이다. 이때, 서비스접점에서의 중요한 고객의 역할로 종업원의 역할내 행동과 유사한 개념으로 고객참여행동과 종업원의 역할외 행동과 유사한 개념으로 고객시민행동이 언급되고 있다. 고객참여행동은 필수적인 반면, 고객시민행동은 자발적인 특성을 지니고 있다. 이에 접점종업원의 직무에 미치는 이 두 고객역할의 영향이 다를 수 있음을 비교분석함으로써 접점종업원의 직무와 관련한 고객의 영향을 보다 명확하게 이해하고자 한다.
연구의 결과, 기술적 측면으로 이해될 수 있는 접점종업원의 직무성과는 고객시민행동보다 고객참여행동에 의해 상대적으로 더욱 크게 영향을 받는 반면, 기능적 측면으로 이해되는 접점종업원의 직무만족은 고객참여행동보다 고객시민행동에 의해 더욱 크게 영향을 받는 것으로 나타났다. 이는, 고객에 의한 접점종업원의 직무성과 및 만족을 관리하기 위해서, 서비스기업이 필요한 가치공동창출 역할로서의 고객행동을 명확히 이해하고 관리할 필요성을 제기한다.

다국어 초록 (Multilingual Abstract)

It is recognized that customers as partial employees are important human resources in service firms. There are two customer’s behaviors for co-creation of value: customer participation behavior and customer citizenship behavior. Customer participation behavior is similar to employee’s in-role behavior, while customer citizenship is compared to employee’s extra-role behavior. In other words, customer participation behavior is necessary in service process, but customer citizenship behavior is voluntary. Thus we need not only to examine the differences between influences of these two kinds of customer behaviors on employee’s job, but also to compare the impacts, because we need to
understand the influences of customers on the employees’ job more exactly.
As results, job performance which is referred to technical aspect is more influenced by customer participation behavior than customer citizenship behavior, while job satisfaction which is referred to functional aspect is more influenced by customer citizenship behavior than customer participation behavior. Therefore, to manage job performance and job satisfaction influenced by customers, service firms have no choice to understand customers more detailed beyond organizational dimensions.

목차 (Table of Contents)

• Ⅰ. 서 론
• Ⅱ. 이론적 배경
• 1. 부분적 종업원으로서의 고객
• 2. 접점종업원의 직무관련 요소
• Ⅲ. 연구모형 및 연구가설
• 1. 연구모형
• 2. 연구가설
• Ⅳ. 연구방법 및 연구분석
• 1. 자료의 수집
• 2. 변수의 조작적 정의
• 3. 타당성 및 신뢰성 검증
• 4. 가설검정
• Ⅴ. 결 론
• 1. 연구결과의 요약
• 2. 연구의 시사점 및 향후연구과제
• 참고문헌
• Abstract

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