• Management & Information Systems Review
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• v.30 no.2
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• pp.81-111
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• 2011

Relationship Marketing has been dealt with as an effective strategy to sustain customer loyalty in many previous researches. For relationship development, a customer's efforts are necessary as well as an organization's efforts. However, the role of customers for the development of the relationship with an organization has been dealt in few previous researches so far. Furthermore, whereas researchers understand the importance of consumers' motivation in the relationship, few researchers had paid attention. This research is based on the Self-Determination Theory (SDT) to explain the role of customer motivation in the process of relationship development and performance. We started by using SDT to confirm the psychological side of relationship development in customer aspects. Then, this paper verified the relationships among environmental factors(informative communication, perceived personalization), relationship motivation(identified motivation, internal motivation) and relational factors(affective commitment, relationship strength). It suggested that customer's roles in psychological parts be inevitable in developing the relationship and it acquired by such stimulations from service providers. In conclusion, this paper has several marketing implications on customer acquisition and retention. For service providers, they should recognize the fact that a customer's perception of self-determination factors can generate tangible and intangible performance in relationship development.

• Journal of Korean Academy of Nursing
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• v.47 no.4
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• pp.514-525
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• 2017

Purpose: The purpose of this study was to construct and test a structural equation model for Diabetes self-management (DSM) behavior and Quality of life (QoL) in older adults with diabetes who use Citizen Health Promotion Centers. The theory used this study was a combination of the Information-Motivation-Behavioral Model (IMB) and Self-Determination Theory (SDT) to reflect autonomous characteristics of participants. Methods: Data were collected from April 20 to August 31, 2015 using a self-report questionnaire. The sample was 205 patients with type 2 Diabetes who regularly visited a Citizen Health Promotion Center. SPSS 22.0 and AMOS 22.0 programs were used to analyze the efficiency of the hypothesized model and calculate the direct and indirect effects of factor affecting the participants' DSM behavior and QoL. Results: The supported hypotheses were as follows; 1) The variable that had a direct effect on QoL was health behavior adherence (${\gamma}=.55$, p=.007). 2) The variables that had a direct effect on DSM behavior were DSM information (${\gamma}=.15$, p=.023), DSM confidence (${\gamma}=.25$, p<.001), and autonomous motivation (${\gamma}=.13$, p=.048). 3) The variable that had a direct effect on DSM confidence was autonomy support (${\gamma}=.33$, p<.001). Conclusion: The major findings of this study are that supporting patient's autonomous motivation is an influential predictor for adherence to DSM behavior, and integrative intervention strategies which include knowledge, experience and psychosocial support are essential for older adults with diabetes to continue DSM behavior and improve QoL.

• Journal of the Korean BIBLIA Society for library and Information Science
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• v.32 no.1
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• pp.59-87
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• 2021

The purpose of this study is to investigate the influence of teacher-librarians' autonomy support on the school library users' satisfaction and continuance intention. Based on SDT(self-determination theory), it focuses on the mediating effect of BPN(basic psychological needs) between the autonomy supports and the satisfaction of the school library users. A survey was administered to 331 middle school students and the research model was examined by using regression analysis and Hayes' parallel multiple mediator model. The findings show that the teacher-librarians' support for autonomy directly and indirectly has a positive effect on the students' satisfaction with the school library, and perceived autonomy and competence among the sub-factors of basic psychological needs are found to have a significant mediating effect between the support of the librarian's autonomy and satisfaction with the school library. In addition, students' satisfaction with the school library shows a significant effect on the continuance intention. This study is meaningful in that it presents the role of teacher-librarians as a factor affecting students' motivation to use school libraries and provides implications for revitalizing school libraries.

• Management & Information Systems Review
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• v.33 no.3
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• pp.35-57
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• 2014

Relationship marketing has been dealt with as an effective strategy for customer loyalty in prior research. It seems to be essential that organizations should make efforts to develop successful relationship between the organizations and the customers. However, a customers' voluntary efforts are also needed to strengthen the relationship meaningfully. Relationships are built on the foundations of mutuality. In other words, customers' efforts are necessary for relationship development, as well as an organization's efforts. Hereby, the role of customers for the development of a relationship with an organization has been overlooked in previous research so far. This study applied the Self-Determination Theory (SDT) to explain the role of customer motivation in developing customer relationship. Thus, the author chose customers who have experienced medical service recently as survey participants. Then, this paper verified the path relationships between self-determination factors (autonomy, perceived competence, relatedness) and relational factors(shared responsibility, commitment, relationship retention). It suggested that role of customers is inevitable in developing the relationship. In conclusion, this research has several implications on relationship marketing. For service providers, they should understand that the customer's perceived self-determination can improve tangible and intangible performance in relationship development.

• Journal of Distribution Science
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• v.16 no.12
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• pp.69-80
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• 2018

Purpose - Our primary goal of this study is to investigate the positive relationship between female managers' self-determined motivations (i.e., RAI: relative autonomy index) and job performances with the mediation of their job creativity in service industries. This study also examines the moderating role of creative efficacy on the relationship between female managers' self-determined motivations and creativities. Finally, based on mediation and moderation hypotheses, we also tested moderating effect of creative efficacy on the mediation effect of job creativity. Research design, data, and methodology - Drawing on SDT(Self-determination theory) and COR(conservation of resources) theories, we developed three research hypotheses. Service female managers from a several service organizations(i.e. banking, retailing, and restaurant/hospitality service) in South Korea were surveyed using self-administered instrument for data collection. A total of 331 usable questionnaires were obtained after list-wise deletion. To test reliability and validity of measurement model, we employed the CFA(confirmatory factor analysis) using M-plus 8.1 Software. Also, internal consistency was tested by Cronbach's α. We, furthermore, used the SPSS PROCESS MACRO 2.16, which was suggested by Hayes (2013; 2015), to test mediation, moderation, and moderated mediation. Results - Our results revealed that self-determined motivation and job performance were positively and fully mediated by job creativity. Furthermore, the positive relationship between female managers' self-determined motivations and job creativities was stronger when their creative self-efficacies were high than when it was low. In addition, female managers' creative self-efficacies also amplified the positive relationship between their self-determined motivations and job performances with the mediation of job creativity. Conclusions - Our research empirically elaborated the previous model of self-determined motivation and manager/female creativity literature by presenting the findings that female managers' self-determined motivations significantly influence their job performances via job creativity and that creative self-efficacy effectively strengthen these positive impacts. Also, our research offered new insight for practitioners (i.e. top service managers) by suggesting that they may enhance female service managers' job performance if they pay more attention to employee creativity in service marketing.