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서비스 생산과정에서 고객참여가 고객만족 및 결과변수에 미치는 영향에 관한 연구 -패밀리 레스토랑을 대상으로-

Study on the Influence Customer Participation in Service Production Process has on Customer Satisfaction and Consequence Variables -Subjecting Family Restaurant-

김유경
한국전략마케팅학회 (Korean Strategic Marketing Association)|2010.03|마케팅논집(Journal of Marketing Studies) (Journal of Marketing Studies)|제18권 제1호|pp. 1-22

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참고문헌

키워드

Customer Satisfaction고객만족LoyaltyCustomer Participation후회애호도Regret고객참여불만표현행동Complaint Expression Behavior

초록

최근 서비스 산업에서 고객참여는 매우 중요한 이슈로 대두되고 있고, 또한 고객 뿐만 아니라 기업측면에서도 상호 많은 이점을 얻을 수 있는 개념이라고 할 수 있다. 본 연구에서는 패밀리레스토랑 고객을 대상으로 고객참여와 고객만족, 그리고 고객 애호도, 고객의 불만표현 행동, 후회와의 관계를 규명하고자 한다. 구체적인 목적을 제시하면, 우선, 고객참여 차원을 물리적 참여, 감정적 참여, 정보적 참여로 구분하여 고객만족과의 관계를 살펴보았고, 둘째, 고객만족과 고객애호도, 고객만족과 고객 불만표현행동, 고객만족과 고객의 후회와의 관계를 규명하였다. 그 결과, 첫째, 물리적 참여와 감정적 참여는 고객만족에 긍정적인 영향을 미치는 것으로 나타났고, 정보적 참여는 고객만족에 긍정적인 영향을 미치지 않는 것으로 나타났다. 둘째, 고객만족과 고객 애호도, 고객만족과 고객 불만표현행동, 고객만족과 고객후회와의 관계는 긍정적으로 유의한 영향을 미치는 것으로 나타났다.

Abstract

Customer participation in recent service industry is arising as a very important issue and it is an important concept of gaining many mutual advantages for both customer and company. This study is to make a close inquiry into the relations between customer participation, customer satisfaction, loyalty, complaint expression behavior and regret. To present concrete purpose, the relationships with customer satisfaction was first examined by classifying customer participation into physical participation, emotional participation and informative participation; second, the relationships of customer satisfaction and loyalty, customer satisfaction and complaint expression behavior as well as customer satisfaction and customer's regret were examined closely. As the result, first, physical participation and emotional participation appeared to have positive influences on customer satisfaction, and informative participation appeared to have no positive influence on customer satisfaction. second, the relationships between customer satisfaction and loyalty, customer satisfaction and complaint expression behavior as well as customer satisfaction and regret appeared to have positively significant influences.

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