Management & Information Systems Review (경영과정보연구)

Daehan Academy of Management Information Systems (대한경영정보학회)
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The Relational Role of Customer Participation in Interaction Process

상호작용과정에서 고객참여의 관계적 역할

  • Ahn, Jinwoo (Division of Business, Yeungnam University College) ;
  • Oh, Hyung Jun (Dept. of Computer Engineering, Yeungnam University College)
  • 안진우 (영남이공대학교 경영계열) ;
  • 오형준 (영남이공대학교 컴퓨터정보과)
  • Received : 2020.08.25
  • Accepted : 2020.09.16
  • Published : 2020.09.30
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Abstract

Customer participation in the service encounter plays an important role in the interaction process. In addition, customer participation is affecting the development of relationships between customer-service provider. Previous researches revealed the role of customer participation through a fragmented and cross-sectional approach, however, given the dynamics of the relationship, it is necessary to identify the role of customer participation from a longitudinal perspective. In addition, it is necessary to determine the cause of the overlap between the antecedent variables and consequent variables. This study aims to identify the relational role of customer participation by clarifying how customer participation affects relationship development from a longitudinal perspective, focusing on trust and commitment variables which are keys to relationship marketing. The related role of customer participation is analyzed through a regression analysis through long-term data. The results of the study showed that commitment(t1) directly had a positive effect on customer participation. However, trust(t1) has been shown to have a direct positive effect on the sub-dimensions of customer participation, such as personal interaction and responsible behavior. Customer participation(t2) affected by this trust(t1) and commitment(t1) again turned out to have a positive effect on trust(t3) and commitment(t3). In conclusion, although customer participation is affected by the relational variables, it can be seen that customer participation is a major factor that can improve the relational variables again through the interaction process. For this reason, a service firm can seek to develop relationships with customers by drawing and utilizing their needs to exchange information and to interact in the service encounter.

서비스접점에서의 고객참여는 상호작용과정에서 중요한 역할을 하고 있다. 뿐만 아니라, 고객참여는 고객-서비스제공자 간의 관계발전에도 영향을 미치고 있다. 지난 선행연구들은 단편적이고 횡단적인 접근을 통해 고객참여의 역할을 밝히고 있지만, 관계의 역동성을 고려한다면, 장기적 관점에서 고객참여의 역할을 규명할 필요가 있다. 또한, 고객참여의 선행변수와 후행변수가 겹치는 문제에 대해서도 그 원인을 규명할 필요가 있다. 본 연구는 관계적 변수의 핵심인 신뢰와 몰입을 중심으로 종단적 관점에서 고객참여가 어떻게 관계발전에 영향을 미치는지를 밝힘으로써 고객참여의 관계적 역할을 확인하고자 한다. 이에 종단적 자료를 통해 고객참여의 관계적 역할을 회귀분석을 통해 분석하고자 한다. 연구의 결과, 신뢰(t1)와 몰입(t1) 중 몰입이 고객참여에 직접적으로 긍정적인 영향을 미치는 것으로 나타났다. 그러나, 신뢰(t1)는 개인적 상호작용 및 책임 있는 행동과 같은 고객참여의 하위차원에 직접적으로긍정적인 영향을 미치는 것으로 나타났다. 이러한 신뢰와 몰입의 영향을 받은 고객참여(t2)는 다시 신뢰(t3)와 몰입(t3)에 긍정적인 영향을 미치는 것으로 나타났다. 결론적으로, 고객참여는 관계적 변수들에 의해 영향을 받지만, 상호작용과정을 통해 다시 관계적 변수들을 향상시킬 수 있는 주요한 요인임을 알 수 있다. 서비스기업은 고객의 정보교환 및 상호작용 욕구를 이끌어 내고 이를 활용함으로써 고객과의 관계발전을 모색할 수 있다.

Keywords

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