Management & Information Systems Review (경영과정보연구)

Daehan Academy of Management Information Systems (대한경영정보학회)
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Influence of perceived friendship on customer participation behavior and customer citizenship behavior as well as customer cooperation

지각된 프렌드십이 고객참여 및 시민행동과 협력에 미치는 영향

  • Received : 2016.02.15
  • Accepted : 2016.03.15
  • Published : 2016.03.31
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Abstract

Customer participation behavior(CPB) and customer citizenship behavior(CCB) which are customers' active functions and roles implemented in service encounter contribute to the service quality. Thanks to these ideas, many researches focus on the influences of these two customers' behaviors on relational outcomes, additionally. However, when examining the characteristics of CPB and CCB, it is notable that CPB and CCB are positively influenced by relationships between customers and firms, adversely. In other words, it is necessary to find that commercial friendship representing a deep relationship can address these two customers' behaviors, as well as may influence relational outcomes. As results, intimate friendship between a customer and an encounter provider has a positive influence on CPB and CCB, expectedly. These findings show that customers having prior contacts can play active roles in a service encounter. Additionally, it is identified that CPB and CCB have positive influences on the relational outcomes such as customer cooperations. Consequently, CPB and CCB are likely to be on the loop of a relational circulation.

고객참여행동 및 고객시민행동은 서비스접점에서 이루어지는 고객의 능동적인 기능과 역할로 서비스품질 향상에 이바지하고 있다. 뿐만 아니라 많은 연구들은 이 두 고객행동들의 관계적 성과에의 영향에 대해서도 주목하고 있다. 그러나, 고객참여행동 및 고객시민행동의 성격적 특성을 살펴보면, 오히려 고객과 접점종업원(혹은 서비스제공자)의 관계에 의해 이들이 더 영향을 받을 수 있다는 사실을 알게 된다. 따라서, 상업적이긴 하지만 고객과 접점종업원 간의 프렌드십이 서비스접점에서의 고객참여행동 및 고객시민행동을 설명하고 추가적으로 관계적 성과변수에 영향을 미치는지 살펴보아야 한다. 연구의 결과, 고객-접점종업원(혹은 서비스제공자)의 친밀감을 내포한 프렌드십은 고객참여행동뿐만 아니라 고객시민행동에도 유의한 영향을 미치는 것으로 나타났다. 이런 결과는 관계가 있는 경우에 고객들의 서비스접점에서의 행동들이 더욱 적극적으로 이루어질 수 있다는 것으로 고객사회화 및 관계정립이 우선적으로 요구된다는 것을 알려준다. 또한, 고객참여행동 및 고객시민행동은 고객협력과 같은 관계적 성과변수에도 긍정적인 영향을 미치는 것으로 나타났다. 결국, 고객참여행동 및 고객시민행동은 다양한 관계마케팅관련 변수들과 순환적으로 연결되어 있다고 말할 수 있다.

Keywords

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