본문 바로가기
KERD
논문KCI 등재

서비스 접점에서의 고객참여, 그 자발적 결정요인과 서비스 품질에의 영향 : 자기결정성이론을 중심으로

A study on the voluntary determinants of customer participation and effects on service quality in service encounter - focused on self-determination theory -

안진우|노태석|서문식
한국소비문화학회|2010.06|소비문화연구 (Journal of Consumption Culture)|제13권 제2호|pp. 61-93|DOI 10.17053/jcc.2010.13.2.004

0

조회

0

다운로드

46

인용

0

참고문헌

키워드

자기결정성이론(self-determination theory)고객참여(customer participation)접점만족(encounter satisfaction)서비스 품질(service quality)

초록

서비스 산업에서는 유형적인 재화와 달리 생산 및 전달과정에 고객참여가 필수적으로 이루어져야 한다. 고객참여의 내용과 질에 따라 궁극적으로 서비스 품질이 영향을 받을 수 있다는 사실 때문에 많은 연구자들은 서비스산업에서의 고객참여에 대해 주목하고 있다. 그러나 고객참여와 관련한 선행연구들은 고객참여의 선행변수에대해 기업측면의 상황적 요인과 같이 단순한 환경적인 변수들과 고객측면의 피상적인 변수들에 대해서만 살펴보고 있다. 심리적으로 어떠한 이유에서 고객들이 더욱 서비스 상황에 참여하게 되는지에 대해 아는 것이 중요함에도 불구하고 이러한 부분을 간과하고 있는 것이다. 이에 본 연구에서는 고객의 자발적 참여의 근본적인 원인이라 할 수 있는 고객의 심리적인 측면에 초점을 맞추고자 한다. 고객의 자기결정성 여부에 따라 기업이 수행하는 관계전략에 대한 효과가 달라질 수 있음은 자율성, 유능성, 관계성을 구성요소로 하는 자기결정성에 따라 고객참여의 내용이 달라질 수 있고, 서비스 품질도 궁극적으로는 영향을 받을 수 있다는 것이다. 이러한 접근은 고객참여의 심리적인 요인에 대해 파악하기 위함이며, 자기결정성의 여부가 서비스의 성공과 관계발전의 중요한 결정인자라는 사실에 기반을 둔 것이다. 즉, 자기결정성에 의한고객참여가 접점들에서의 고객행동과 감정에 어떠한 영향을 미치게 되고, 더 나아가 지각된 서비스 품질을 향상시킬 수 있는지에 대한 전체적인 프레임워크를 이해할 수 있게 되는 것이다. 연구의 결과, 자기결정성의 구성요소인 자율성, 유능성, 관계성은 모두 고객참여를 향상시키는 주요한 고객의심리적인 선행요인이 되는 것으로 밝혀졌으며, 고객참여는 고객의 지각된 접점만족을 거쳐 서비스 품질을 향상시킬 수 있는 것으로 드러났다. 뿐만 아니라, 자기결정성과 고객참여가 높은 집단일수록 접점만족 및 서비스 품질을 더욱 높게 지각하는 것으로 나타나 접점에서의 고객행동과 지각된 서비스 품질에 자기결정성의 선행적인역할에 대해 확인할 수 있었다. 결론적으로, 자기결정성이라는 고객의 심리적인 요소에 의해 고객참여행동이 많은 영향을 받는 것으로 나타남에 따라 기업의 효율성이 저해되지 않는 범위 내에서 고객에게 개인화된 선택권을제공하는 것이 지각된 서비스 품질을 향상시킬 수 있는 방안이 된다고 할 수 있다.

Abstract

Service, unlike goods, requires customer participation in service delivery and producing process necessarily. Due to the fact that service quality depends on the quality and quantity of customer participation, many a researcher has paid much attention to the variable of customer participation. However, some studies on customer participation examined the environmental variables in business aspects as antecedents of customer participation; some others considered only superficial variables regarding customer aspects. Even though it is important for us to know why customers psychologically participate in service encounter, many existing researches have paid relatively little attention on these psychological reasons for customers to participate in service settings. This paper focuses on customers'psychological aspects which refer to the basic elements of voluntary participation. The fact that customer’s self-determination can influence the effect of relationship strategy a firm implements means that self-determination composed of autonomy, confidence, relatedness can address the way a customer participates. It also can have an effect on the service quality, ultimately. We’d like to find out the psychological factors of customer participation through this approach which self-determination is an important determinant of service success or relationship development. In other words, we can learn how customer participation triggered by self-determination influences customer's behavior and emotion in service encounter. Further, we can get a kind of global framework whether it can improve service quality or not. As results, we found out that autonomy, confidence, and relatedness which consist of self-determination had all positive effects on customer participation significantly. Customer participation could improve not only perceived customer’s encounter satisfaction positively, but service quality as well. In addition to these main effects, the higher self-determination and customer participation are, the higher perceived customer's encounter satisfaction and service quality are. It means that self-determination could be good antecedents of customer participation, customer’s behavior in encounter, and perceived service quality. Since customer participation, encounter satisfaction, and service quality can be influenced by psychological factors such as self-determination, firms want to improve service quality need to provide the individualized choice rights during service producing and delivery process with their customers without hindering their efficiency.

참고문헌 (101)

  1. 김기옥, "현대 소비자의 소비생활복지: 자기결정성이론의 적용", 소비자학연구, 18(4), pp.47~65 (2007), 한국소비자학회
  2. 김기옥, "자기결정성 이론에 근거한 구매동기 척도개발", 한국가정관리학회지, 24(1), pp.71~82 (2006), 한국가정관리학회
  3. 김영신, "소비자의사결정 유형 및 관련변수에 관한 연구 -대학생 소비자를 중심으로 -", 소비문화연구, 6(3), pp.51~78 (2003), 한국소비문화학회
  4. 노태석, "고객-서비스제공자 관계에서 자기결정성 요인들의 역할과 그 결과변수들에 대한 연구", 석사, pp.2009
  5. 박명희, "지속 가능 소비문화의 정착을 위한 대안 탐색 연구", 소비문화연구, 9(4), pp.213~240 (2006), 한국소비문화학회
  6. 서문식, "서비스 산업에서의 고객참여 측정도구 개발: PARTICQUAL", 마케팅연구, 23(4), pp.105~135 (2008), 한국마케팅학회
  7. 서문식, "고객참여가 서비스접점에서 서비스제공자와의 상호작용과 감정적 요소에 미치는 영향 - 사회교환의 감정이론을 중심으로 -", 경영학연구, 38(4), pp.897~934 (2009), 한국경영학회
  8. 서문식, "기술적․기능적 고객의 역할에 의한 고객참여행동과 시민행동이 서비스 품질에 미치는 영향에 관한 연구", 마케팅관리연구, 14(4), pp.91~126 (2009), 한국마케팅관리학회
  9. 안진우, "관계마케팅 활동에서의 고객참여의 역할에 관한 연구 - 서비스 산업을 중심으로", 박사, pp.2008
  10. 윤만희, "서비스고객의 개인가치와 서비스접점 특성이 고객참여행위에 미치는 영향", 마케팅관리연구, 10(1), pp.139~163 (2005), 한국마케팅관리학회
  11. 이규동, "자유 위협과 개인화에 대한 사용자의 지각이 상품추천 서비스 수용에 미치는 영향", 경영정보학연구, 17(1), pp.124~145 (2007)
  12. 이종호, "금융서비스에 대한 소비자의 inertia 동기에 영향을 주는 내재적 욕구에 관한 연구", 서비스경영학회지, 9(1), pp.3~24 (2008), 한국서비스경영학회
  13. 이현주, "서비스접점에서의고객참여가종업원의갈등 및 만족에 미치는 영향에 관한 연구", 석사, pp.2000
  14. 전호성, "서비스 품질의 위계구조에 관한 연구: Formative 모델 및 Reflective 모델을 중심으로", 마케팅연구, 22(2), pp.87~112 (2007), 한국마케팅학회
  15. 한상린, "고객의 참여행동과 시민행동이 서비스 품질지각과 재구매의도에 미치는 영향", 경영학연구, 33(2), pp.6~6 (2004), 한국경영학회
  16. Anderson, J. C, "Structural Equation Modeling in Practice : A Review and Recommended Two-Step Approach", Psychological Bulletin, 103(3), pp.411~423 (1988)
  17. Bandura, A, "Regulation of Cognitive Processes through Perceived Self-efficacy", Developmental Psychology, 25(5), pp.729~735 (1986)
  18. Baard, P. P, "Intrinsic need satisfaction: A motivational basis of performance and well-being in two work settings", Journal of Applied Social Psychology, 34, pp.2045~2068 (2004)
  19. Beatty, S. E, "Customer-Sales Associate Retail Relationships", Journal of Retailing, 72(3), pp.223~247 (1996)
  20. Bendapudi, N, "Customers’Motivations for Maintaining Relationships with Service Providers", Journal of Retailing, 73(1), pp.15~37 (1997)
  21. Berry, L. L, "The Service-quality Puzzle", Business Horizons, 31(5), pp.35~43 (1988)
  22. Bettencourt, L. W, "Customer Voluntary Performance: Customers as Partners In Service Delivery", Journal of Retailing, 73(3), pp.383~406 (1997)
  23. Bettman, J. R, "Effects of Prior Knowledge and Experience and Phase of the Choice Process on Consumer Decision Process: A Protocol Analysis", Journal of Consumer Research, 17, pp.234~248 (1980)
  24. Bitner, M. J, "Customer Contributions and Roles in Service Delivery", International journal of service industry management, 8(3), pp.193~205 (1997)
  25. Bowen, D. E, "Managing Customers as Human Resources in Service Organizations", Human Resource Management, 25(3), pp.371~383 (1986)
  26. Brady, M. K, "Journal of Marketing", Journal of Marketing,65(July), 65, pp.34~49 (2001)
  27. Brown, K. W, "Are psychological and ecological well-being compatible? the role of values, mindfulness, and lifestyle", Social Indicators Research, 74, pp.349~368 (2005)
  28. Cermak, S. P, "Customer Participation in Service Specification and Delivery", Journal of Applied Business Research, 10(2), pp.90~100 (1994)
  29. Czepiel, J. A, "Service Encounters and Service Relationships: Implications for Research", Journal of Business Research, 20(1), pp.13~21 (1990)
  30. De Charms, R, "Personal causation" (1968), Academic Press
  31. Deci, E. L, "The Psychology of Selfdetermination" (1980), DC Health
  32. Deci, E. L, "Intrinsic Motivation and Self-Determination in Human Behavior" (1985), Plenum Press
  33. Deci, E. L, "A Motivational Approach to Self: Integration in Personality", Nebraska Symposium on Motivation, Current theory and research in motivation, 38, pp.237~288 (1991)
  34. Deci, E. L, "The‘ what’and‘ Why’of goal pursuits : Human needs and the selfdetermination of behavior", Psychological Inquiry, 11(4), pp.227~268 (2000)
  35. Deci, E. L, "Extrinsic Rewards and Intrinsic Motivation in Education: Reconsidered Once Again", Review of Educational Research, 71(1), pp.1~27 (2001)
  36. Deci, E. L, "Need satisfaction, motivation, and well-being in the work organizations of a former Eastern Bloc country", Personality and Social Psychology Bulletin, 27, pp.930~942 (2001)
  37. Deci, E. L, "Reflection and Future directions" (2002), The University of Rochester Press
  38. Deci, E. L, "Handbook of Selfdetermination Research.Rochester" (2004), The University of Rochester press
  39. Deci, E. L, "Selfdetermination Theory and Basic Need Satisfaction : Understanding Human Development in Positive Psychology", Ricerche di Psicologia, 27(10), pp.3~40 (2004)
  40. Dindia, K, "Definitions and Theoretical Perspectives on maintaining relationships", Journal of Social and Personal Relationships, 10, pp.163~173 (1993)
  41. Dholakia, U. M, "How Customer Self-Determination Influences Relational Marketing Outcomes: Evidence from Longitudinal Field Studies", Journal of Marketing Research, 43, pp.109~120 (2006)
  42. Edgett, S, "Marketing for service industries-a review", The Service Industries Journal, 13(3), pp.19~29 (1993)
  43. Elliot, A. J, "Approachavoidance Temperaments and Goals", Journal of Personality and Social Psychology, 82, pp.804~818 (2002)
  44. Ennew, Christine T, "Impact of Participative Service Relationships on Quality, Satisfaction and Retention: An Exploratory Study", Journal of Business Research, 46, pp.121~132 (1999)
  45. Gagne, M, "Autonomy support and need satisfaction in the motivation and well-being of gymnasts", Journal of Applied Sport Psychology, 15, pp.372~390 (2003)
  46. Ghobadian, A, "International Journal of Quality & Reliability Management", International Journal of Quality & Reliability Management,11(9), 11(9), pp.43~57 (1994)
  47. Goodwin, C, "I Can Do It Myself: Training the Service Consumer to Contribute", The Journal of Services Marketing, 2(4), pp.71~78 (1988)
  48. Gremler, D. D, "Customer-Employee Rapport in Service Relationships", Journal of Service Research, 3(1), pp.82~104 (2000)
  49. Gronroos, C, "A Service-orientated Approach to Marketing of Services", European Journal of Marketing, 12(8), pp.588~601 (1978)
  50. Gronroos, C, "A Service Quality Model and its Marketing Implication", European Journal of Marketing, 18(4), pp.36~44 (1984)
  51. Hair, J, "Multivariate Date Analysis with Readings" (1998), Prentice Hall
  52. Hakansson, H, "Developing Relationships in Business Markets" (1995), Routledge
  53. Harackiewicz, J, "The effect of reward contingency and performance feedback on intrinsic motivation", Journal of Personality and Social Psychology, 37, pp.1352~1363 (1979)
  54. Hartman, D. E, "Consumer Evaluations of Goods and Services: Implications for Services Marketing", Journal of Services Marketing, 7(2), pp.4~13 (1993)
  55. Hayamizu, T, "Between intrinsic and extrinsic motivation : Examination of reasons for academic study based on the theory of internalization", Japanese Psychological Research, 39, pp.98~108 (1997)
  56. Hsieh, A. T, "Participative Customers as Partial Employees and Service Provider Workload", International Journal of Service Industry Management, 15(2), pp.187~199 (2004)
  57. Ilardi, B. C, "Employee and supervisor ratings of motivation: Main effects and discrepancies associated with job satisfaction and adjustment in a factory setting", Journal of Applied Social Psychology, 23, pp.1789~1805 (1993)
  58. Kasser, T, "Motivation, dependability, and employeesupervisor discrepancies in psychiatric vocational rehabilitation settings", Rehabilitation Psychology, 37, pp.175~187 (1992)
  59. Kelley, S. W, "Customer Participation in Service Production and Delivery", Journal of Retailing, 66(3), pp.315~335 (1990)
  60. Kline, R. B, "Principles and Practice of Structural Equation Modeling" (1998), Guilford Press
  61. Koestner, R, "Perspectives on competence motivation, In: Handbook of personality. Theory and research(pp. 527-548)" (1990), Guilford
  62. Komiak, S. Y. X, "The Effects of Personalization and Familiarity on Trust and Adaptation of Recommendation Agents", MIS Quarterly, 30(4), pp.941~960 (2006)
  63. Kruglanski, A, "Can Money Enhance Intrinsic Motivation : A Test of the Content-consequence Hypothesis", Journal of Personality and Social Psychology, 31, pp.744~750 (1975)
  64. Larsson, R, "Organization and Customer: Managing Design and Coordination of Services", Academy of Management Review, 14(2), pp.213~233 (1989)
  65. Lawler, E. J, "An Affect Theory of Social Exchange", American Journal of Sociology, 107(2), pp.321~352 (2001)
  66. Lengnick-Hall, C, "Customer Contributions to Quality: A Different View of the Customer-Oriented Firm", Academy of Management Review, 21(3), pp.791~824 (1996)
  67. Lengnick-Hall, C, "From Recipient to Contributor: Examining Customer Roles and Experienced Outcomes", European Journal of Marketing, 34(3), pp.359~383 (2000)
  68. Lepper, M. R, "Undermining Children’s Intrinsic Interest with Extrinsic Rewards : A Test of the Overjustification Hypothesis", Journal of Personality and Social Psychology, 28, pp.129~137 (1973)
  69. Levesque, C, "Autonomy and Competence in German and American University Students : A Comparative Study Based on Self-determination Theory", Journal of Educational Psychology, 96, pp.68~84 (2004)
  70. Lloyd, A. E, "The Role of Culture on Customer Participation in Service", 박사, pp.2003
  71. Lovelock, C. H, "Look to Consumers to Increase Productivity", Harvard Business Review, 57, pp.168~178 (1979)
  72. Mouratadis, M, "The motivating role of positive feedback in sport and physical education: Evidence for a motivational model", Journal of Sport and Exercise Psychology, 30, pp.240~268 (2008)
  73. Mills, P. K, "Clients as‘ Partial’Employees: Role Development in Client Participation", Academy of Management Review, 11(4), pp.726~735 (1986)
  74. Mills, P. K, "Motivating the Client", Employees System as a Service Production Strategy, 1983, pp.8(2), 301~310
  75. Netemeyer, R. G, "An Investigation into The Antecedents of Organizational Citizenship Behaviors in a Personal Selling Context", Journal of Marketing, 61(3), pp.85~98 (1997)
  76. Niemiec, C. P, "Autonomy, competence, and relatedness in the classroom: Applying self-determination theory to educational practice", Theory and Research in Education, 7, pp.133~144 (2009)
  77. Oliver, R. L, "Satisfaction: A Behavioral Perspective on the Consumer" (1997), McGraw-Hill
  78. Osbaldiston, R, "Promoting internalized motivation for environmentally responsible behavior: A prospective study of environmental goals", Journal of Environmental Psychology, 23, pp.349~357 (2003)
  79. An Empirical Examination of Relationships in an Extended Service Quality Model, "Parasuraman, A", MA: Marketing Science Institute, ~, pp.90-122 (1990)
  80. Patterson, P. G, "Modeling Relationship Strength across Service Types in an Eastern Culture", International Journal of Service Industry Management, 12(2), pp.90~113 (2001)
  81. Regan, W. J, "The service revolution", Journal of Marketing, 27(3), pp.57~62 (1963)
  82. Reis, H. T, "Daily Well-being: the role of autonomy, competence, and relatedness", Personal and Social Psychology Bulletin, 26, pp.419~435 (2000)
  83. Rodie, A. R, "Customer Participation in Service Production and Delivery, In: Handbook of Services Marketing and Management", pp.111~125 (2000), Sage Publications
  84. Ryan, R. M, "Relation of Reward Contingency and Interpersonal Context to Intrinsic Motivation : A Review and Test Using Cognitive Evaluation Theory", Journal of Personality and Social Psychology, 45, pp.736~750 (1983)
  85. Ryan, R. M, "Origins and Pawns in the Classroom : Self-report and Projective Assessment of Individual Differences in Children’s Perceptions", Journal of Personality and Social Psychology, 50, pp.550~558 (1986)
  86. Ryan, R. M, "Perceive Locus of Causality and Internalization : Examining Reasons for Acting in www Domain", Journal of Personality and Social Psychology, 57, pp.749~761 (1987)
  87. Ryan, R. M, "Self-determination Theory and the Facilitation of Intrinsic Motivation, Social Development, and Wellbeing", American Psychologist, 55(1), pp.68~78 (2000)
  88. Ryan, R. M, "Self-regulation and the Problem of Human Autonomy : Does Psychology Need Choice, Self-determination, and Will?", Journal of Personality, 74(6), pp.1557~1585 (2006)
  89. Scherer, F. M, "Inter-Industry Technology Flows and Productivity Growth", The Review of Economics and Statistics, 64(4), pp.627~634 (1982)
  90. Schneider, "Employee and Customer Perceptions of Service in Banks: Replication and Extension", Journal of Applied Psychology, 7(3), pp.423~433 (1985)
  91. Sierra, J. J, "Service Providers and Customers: Social Exchange Theory and Service Loyalty", Journal of Services Marketing, 19(6), pp.392~400 (2005)
  92. Silpakit, P, "Participatizing the Service Encounter:A Theoretical Framework", Services Marketing in a Changing Environment, ~ (1985)
  93. Solomon, M. R, "A Role Theory Perspective on Dyadic Interactions: The Service Encounter", Journal of Marketing, 49, pp.99~111 (1985)
  94. Standage, M, "A Model of Contextual Motivation in Physical Education : Using Constructs from Selfdetermination and Achievement Goal Theories to Predict Physical Activity Intentions", Journal of Educational Psychology, 95, pp.97~110 (2003)
  95. Sweeney, J. C, "The Role of Perceived Risk in the Quality-Value Relationships: A Study in a Retail Environment", Journal of Retailing, 75(1), pp.77~105 (1999)
  96. Thomson, M, "Human Brands : Investigating Antecedents to Consumers’Strong Attachment to Celebrities", Journal of Marketing, 70, pp.104~119 (2006)
  97. Yoon, M. H, "Effects of Contact Employee Supports on Critical Employee Responses and Customer Service Evaluation", Journal of Services Marketing, 18(5), pp.395~412 (2004)
  98. Vallerand, R. J, "Intrinsic, Extrinsic and Amotivational Styles as Predictors of Behaviors : A Respective Study", Journal of Personality, 60, pp.559~620 (1992)
  99. Van den Broek, A, "Explaining the relationships between job characteristics, burnout and engagement: The role of basic psychological need satisfaction", Work & Stress, 22, pp.277~294 (2008)
  100. van Dolen, W, "Customer-Sales Employee Encounters: A Dyadic Perspective", Journal of Retailing, 78, pp.265~279 (2002)
  101. Zeithaml, V. A, "Problems and Strategies in Services Marketing", Journal of Marketing, 49(2), pp.33~46 (1985)

관련 논문AI추천

소비자 관점에서 소비자 참여가 서비스 품질 및 만족에 미치는 영향박종희, 최우리한국소비문화학회 · 소비문화연구2007 · 제10권 제4호고객의 자기결정적 관계발전에 영향을 미치는 환경적 요인과 그 성과서문식대한경영정보학회 · 경영과 정보연구2011 · 제30권 제2호고객참여의 접점만족에 미치는 영향: 참여속도와 몰입속도의 조절효과 검증안진우대한경영정보학회 · 경영과 정보연구2019 · 제38권 제3호휘트니스센터 고객의 자기결정성과 관계몰입, 고객지향성, 서비스품질 및 관계지속의도와의 관계김범, 정정희국민체육진흥공단 한국스포츠과학원 · 체육과학연구2018 · 제29권 제1호서비스고객참여의 선행요인과 고객만족에 미치는 영향김정섭, 윤만희한국산업경영학회 · 경영연구2006 · 제21권 제1호의료서비스 고객의 관계지속에 영향을 미치는요인에 대한 연구서문식대한경영정보학회 · 경영과 정보연구2014 · 제33권 제3호

이 간행물의 다른 논문 (4건)

우리나라 윤리적 소비자에 대한 사례연구홍연금, 송인숙pp. 1-25의료 서비스 회복에서 지각된 공정성과 긍정적 감정, 재방문의도의 관계 -관계품질의 조절효과-황용철pp. 27-43대학생소비자의 인터넷 이용행태와 정보통신윤리제미경, 전향란pp. 45-60대학생들의 온라인 구전정보의 재구전활동 영향요인에 대한 연구 -패션제품을 중심으로-서운희, 김민정pp. 95-114
원문 보기