• Title, Summary, Keyword: 고객 참여

Search Result 333, Processing Time 0.053 seconds

The Strategic Management of Customer Participation in Internet Environments (인터넷 환경에서 고객참여의 전략적 활용에 관한 연구)

  • Yang, Suk-Joon;Lee, Eun-Young
    • Korean Business Review
    • /
    • v.18 no.1
    • /
    • pp.81-108
    • /
    • 2005
  • Recent market environment shows a new relationship between customer and company, which you could not observe in the past. Customers now are used to various benefits through the participation of marketing process. It is no wonder that customers visit company web site, gather a lot of information about the product on the website, and express their satisfaction and opinions about the product. Furthermore, these activities are being made ubiquitously. Despite the fact there are a lot of customer participation in the Internet environment, Customers Participation has been given little attention in the academic literature. This study explores the effect of the properties of Internet infra on customers participation. The implications of this study are as follows. First, by reviewing the literature on the performance and process of customers participation in the marketing activities, this study identifies why customers did not participate in the marketing activities under non-Internet environment. Second, this study identifies the properties of Internet infra influencing customers informative participation. Third, we suggest some managerial strategies for enhancing the performance of a company by customer participation. Consequently, we suggest managerial implications for completely different marketing strategies in response to customers participation in the marketing activities under the digital environment.

  • PDF

The Structural Relationship between Customer Participation and Relationship Commitment (고객참여와 관계몰입의 구조적 연구 -병원서비스를 중심으로-)

  • Ahn, Jin-Woo;Chun, Myung-Hwan;Kim, Han-Ju
    • Management & Information Systems Review
    • /
    • v.32 no.5
    • /
    • pp.175-192
    • /
    • 2013
  • The previous researches on customer participation(CP) have examined the influences of CP on customer satisfaction and service quality focusing on the role of CP in the service encounters. However, this paper identifies the path relationships between CP and relationship commitment focusing on the impact of CP on the relational outcomes. By expanding the role of CP in the service encounter, this paper shows what relational variables can be influenced by CP in detail, which identifies that CP plays an important role in service encounter empirically. As results, CP has significant influences on the relationship commitment such as normative commitment, continuance commitment, and affective commitment respectively. Additionally, considering the characteristics of CP, CP is more impactful on normative commitment than affective commitment.

  • PDF

The Relational Role of Customer Participation in Interaction Process (상호작용과정에서 고객참여의 관계적 역할)

  • Ahn, Jinwoo;Oh, Hyung Jun
    • Management & Information Systems Review
    • /
    • v.39 no.3
    • /
    • pp.37-51
    • /
    • 2020
  • 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.

The effect of customer participation on encounter satisfaction: moderating of participation and commitment velocity (고객참여의 접점만족에 미치는 영향: 참여속도와 몰입속도의 조절효과 검증)

  • Ahn, Jinwoo
    • Management & Information Systems Review
    • /
    • v.38 no.3
    • /
    • pp.81-96
    • /
    • 2019
  • Because the service is characterized by simultaneous production and consumption, the customer must participate directly in the delivery and production process of the service. For this reason, the variable Customer Participation has aggregated many empirical results in the service marketing field. Recent research on customer participation has focused on the relationship marketing, and is empirically identifying the relevance of customer participation and relative value of relationship marketing. These findings indicate that customer participation should be understood in a relationship between customers and service firms. Using commitment velocity and customer participation velocity considering dynamic of the relationship, this study aims to re-examine the relationship between customer participation and encounter satisfaction which is the foundation of relationship formation. Multiple regression analysis and hierarchical regression analysis are used as research methods. The study found that customer participation has a direct positive effect on encounter satisfaction, and that commitment velocity and customer participation velocity also have a significant effect on encounter satisfaction. However, all assumptions that were expected to moderate the impact of customer participation on encounter satisfaction were rejected. Although the study failed to identify the moderating role, it was clear about the impact on the encounter satisfaction of commitment velocity and customer participation velocity. Applying them to a wider variety of service types provided an opportunity to identify the value of the study, and to broaden the scope of the study suing these variables.

서비스 접점의 고객참여가 만족을 결정하는 메카니즘에 관한 연구

  • Choe, Yun-Gi;Choe, Ji-Ho;Han, Jang-Hui
    • Proceedings of the Korean DIstribution Association Conference
    • /
    • /
    • pp.283-307
    • /
    • 2006
  • 최근의 서비스 마케팅 문헌은 서비스 조직의 경쟁력 향상의 방편으로 서비스 고객에게 관심을 집중하고 있는 실정이다. 특히 서비스 고객은 부분적 종업원으로 인식될 수 있기 때문에 서비스 조직에 대해 참여행동을 나타낼 수 있으며, 이를 통해서 서비스 조직은 추가적 비용 없이 경쟁력을 향상시킬 수 있다. 이에 따라 고객행동 관리가 강조되고는 있으나 아직까지 실증적 연구의 주제로는 거의 다루어지고 있지 않다. 따라서 본 연구는 지금까지 간과되었던 부분인 고객참여가 고객만족에 어떻게 영향을 미치는지에 대한 메카니즘을 실증적으로 분석하기 위해, 고객참여의 영향을 매개하는 변수로서 서비스 성과와 기대를 제시하는 연구모델을 설정하였다. 구성개념을 측정하기 위해 관련 문헌들을 참고하였으며, 본 연구의 서비스 상황에 적합하도록 수정을 가하였다. 최근에 교육 서비스와 병원 서비스를 제공받은 경험이 있는 대학생을 대상으로 구조방정식을 사용하여 분석한 결과, 연구모델의 적합도는 양호하였으며 모든 연구가설이 지지되었다. 참여는 매개변수로 제시된 성과, 기대와 유의한 관계를 가지는 것으로 나타났으며, 성과와 기대는 또한 만족에 유의한 영향을 미치는 것으로 나타났다. 이러한 분석결과를 통해서 서비스 관리자는 종업원과 마찬가지로 서비스 고객을 적극적으로 관리할 필요성이 있고, 특히 고객의 서비스 성과지각과 서비스 기대에 더욱 관심을 기울여야 함을 이해할 수 있었다. 마지막으로, 이러한 실증결과에 대한 시사점을 논의하였고 미래연구를 위한 방향을 제시하였다.

  • PDF

The Relationship between Customer Participation and Friendship and Their Influences on Relational Outcomes (고객참여행동과 프렌드십의 관계 및 이들의 관계마케팅 성과에의 영향)

  • Ahn, Jin-Woo
    • Management & Information Systems Review
    • /
    • v.32 no.2
    • /
    • pp.137-164
    • /
    • 2013
  • This research examines not only the relationship between customer participation and friendship on which are focused in service marketing, but also their influences on relational outcomes. It has been well-known that customer participation had strong influence on an interaction with service provider in a service encounter which could build up social aspects of customers-service firms, as well as functional aspects. Thus, this paper identify the relational outcomes generated by customer participation and social bonds, not just customer satisfaction or service quality. As results, considering the impact of customer participation on the interaction process, customer participation had a directly positive effect on the friendship significantly. Additionally, friendship influenced by customer participation and interaction with a service provider was examined that it could have influences on relational outcomes such as relationship quality and customer loyalty. Therefore, customer participation can get rich the process of interaction, which can build up friendship between customers and service providers. Ultimately, it is estimated that customer participation and friendship can lead relational outcomes.

  • PDF

Effects of Service Provider's Interaction and Customer's Participation on Relationship Beliefs: A Mediation Role of Rapport in Service Delivery (고객이 인지한 서비스제공자의 상호작용성과 고객참여가 관계신념에 미치는 영향 -레포의 매개역할을 중심으로-)

  • Oh, Chang-Ho;Park, Dae-Sub
    • Management & Information Systems Review
    • /
    • v.31 no.4
    • /
    • pp.445-467
    • /
    • 2012
  • Service is delivered to customers through interactions between service personnel and customer that will influence encounter outcomes. During service encounter, physical, psychological, emotional elements will be put into the service delivery. Thus, the purpose of this paper was to understand the rapport in hospitality & service encounter and examine the relationship between service provider's interaction, customer's participation and relationship belief. The research findings indicated that service provider's interaction and customer's participation were positively related to rapport. Furthermore, rapport which a customer feels from employee was found to contribute greatly to successful relationship beliefs with customers.

  • PDF

The Level of Customer Participation in Retailing Service (소매서비스업에서의 고객참여행동 수준에 관한 연구)

  • Ahn, Jin-Woo
    • Management & Information Systems Review
    • /
    • v.30 no.3
    • /
    • pp.191-215
    • /
    • 2011
  • Retailing service companies need to manage customer's behavior participating in service production and delivery process, while trying to differentiate from competitors with customer services. They also need to know the level of customer participation to make good use of customer participation in retailing service delivery process. Therefore, this paper expects to show the level of customer participation in domestic primary retailing service types. In details, this paper empirically identifies how different the level of customer participation is in four retailing service types-family restaurant, hair service, hospital service, educational service. As results, activity effort, communication effort, and compliance effort variables of customer participation were significantly in different level. But, sympathy effort variable of customer participation was not identified on the level of difference in four retailing service types. Additionally, hospital service showed the highest level of customer participation in four retailing service types, then family restaurant, education service, and hair service were in order. Judging these results, this paper suggests that the level of customer participation according to retailing service types would be different empirically. Also, this paper provides the opportunities to make properly good use of customer participation suitable to individual retailing type.

  • PDF

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)

  • Ahn, Jin-Woo;Chun, Myung-Hwan
    • Management & Information Systems Review
    • /
    • v.35 no.1
    • /
    • pp.155-172
    • /
    • 2016
  • 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.

  • PDF

The Effect of Technology Readiness and Customer Participation on Service Quality, Customer Satisfaction and Service Repurchase Intention - Focused on Family Restaurants (기술준비도와 고객참여가 서비스품질, 고객만족, 서비스 재구매의도에 미치는 영향 - 패밀리레스토랑을 중심으로)

  • Kim, Hyo-Jin;Han, Sang-Lin
    • Journal of Digital Convergence
    • /
    • v.11 no.9
    • /
    • pp.67-78
    • /
    • 2013
  • The purpose of this research is to draw family restaurant's strategic operation plan by seeking factors in diverse angles that can affect consumer's evaluation on the service of family restaurant that executes SST(Self Service Technology). For this purpose the research investigated the relationship among technology readiness, customer participation, service quality, customer satisfaction and service repurchase intention. As a result, First optimism and innovation in technology readiness positively affected service quality. Second, emotional participation and physical participation in customer participation positively affected service quality, but informational participation did not positively affect service quality. Third, service quality positively affected customer satisfaction, and customer satisfaction positively affected service repurchase intention. Therefore, this research confirmed marketing effectiveness of technology readiness and customer participation and proved the possibility of service quality, customer satisfaction and service repurchase intention as antecedent variables.