본문 바로가기
KERD
논문KCI 등재

고객의 윤리적 소비가치, 가맹점의 서비스 공정성, 본부의 사회적 책임활동이 프랜차이즈 고객시민행동에 미치는 영향

The Effects of Customer’s Ethical Consumption Value, Franchisee’s Service Justice and, Franchisor’s Social Responsibility Activities on Customer Citizenship Behavior

김상덕|박희석|안시연
한국전략마케팅학회 (Korean Strategic Marketing Association)|2018.06|마케팅논집(Journal of Marketing Studies) (Journal of Marketing Studies)|제26권 제2호|pp. 64-84

1

조회

0

다운로드

7

인용

0

참고문헌

키워드

고객시민행동Customer Citizenship Behavior사회적 책임활동Social Responsibility ActivitiesRelationship Satisfaction관계만족윤리적 소비가치서비스 공정성서비스 가치지각Ethical Consumption ValueService JusticeService Value Perception

초록

최근 고객은 윤리적 소비가치에 대한 인식이 높아지고 서비스의 공정성 및 기업의 사회적 책임활동을 더욱 요구하는 소비문화에 점점 익숙해지고 있다. 또한 고객시민행동을 통해 재방문 의사를 높이고 주위 사람들에게 추천하는 등 기업의 성장에 밑거름을 제공한다. 이에 본 연구는 프랜차이즈 산업에서 윤리적 소비가치, 서비스공정성, 프랜차이즈 기업의 사회적 책임활동이 관계만족과 서비스의 가치를 통하여 고객시민행동에 어떠한 영향을 미치는지를 규명하고자 하였다. 6개월 이상 단골 프랜차이즈를 이용하고 있는 고객을 대상으로 설문조사를 실시해 총 342부의 설문지를 대상으로 구조방정식 분석을 실시하였다. 연구 결과 첫째, 윤리적 소비가치는 관계만족에 긍정적인 영향을 미쳤으나, 서비스 가치지각에는 영향을 미치지 못하였다. 둘째, 서비스 공정성은 관계만족과 서비스 가치지각에 모두 긍정적인 영향을 미쳤다. 셋째, 프랜차이즈 기업의 사회적 책임활동은 관계만족 및 서비스 가치지각에 긍정적 영향을 미쳤다. 넷째, 관계만족은 감정적 고객시민행동 및 행동적 고객시민행동에 긍정적인 영향을 미쳤다. 마지막으로, 서비스 가치지각은 감정적 고객시민행동에 영향을 미치지 못하였고 행동적 고객시민행동에 긍정적 영향을 미치는 것으로 나타났다.

Abstract

Recently, customers are increasingly aware of ethical consumption value in accordance with socioeconomic development and becoming more accustomed to consumption culture trends which are demanding Service Justice and corporate social responsibility activities. In addition, customers provide a basis for the growth of franchise companies by raising the number of return visits and recommending to people around them through customer citizenship behavior. Therefore, I tried to examine through this study how affecting emotional customer citizenship behavior and behavioral customer citizenship behavior through relationship satisfaction and service value of ethical consumption value on the customer side, Service Justice on the sales side and corporate social responsibility activities on the enterprise side. For the empirical analysis of this study, 360 questionnaires were collected by conducting questionnaires from June 1 to June 30, 2017 for the customers who were regularly visiting the franchise for more than 6 months, and 342 questionnaires were analyzed excluding questionnaires untruthful or difficult to analyze. First, the ethical consumption value had a positive effect on the relationship satisfaction, but did not have an effect on the service value perception. Second, Service Justice had a positive effect on both relationship satisfaction and service value perception. Third, social responsibility activities of franchise company had a positive effect on relationship satisfaction and service value perception. Fourth, relationship satisfaction had a positive effect on emotional customer citizenship behavior and behavioral customer citizenship behavior. And finally service value perception did not have a positive effect on emotional customer citizenship behavior and behavioral customer citizenship behavior.

참고문헌 (96)

  1. 동아일보, "갓뚜기, 신드롬에 기업가치 우뚝", 2017년 7월 25일자, A2~ (2017)
  2. 배병렬, "LISREL 9.1 구조방정식모델링: 원리와 실제" (2014), 청람
  3. 송경수, "조직시민행동의 결정요인 및 조절요인에 관한 메타분석", 경영학연구, 32(4), pp.1103~1126 (2003), 한국경영학회
  4. 서동구, "호텔레스토랑의 로하스 이미지와 관여도, 고객만족, 고객충성도와의 영향관계", 관광연구, 23(1), pp.399~420 (2008), 대한관광경영학회
  5. 김상덕, "영향전략, 관계만족, 그리고 의존구조", 경영학연구, 38(1), pp.51~73 (2009), 한국경영학회
  6. 이유재, "서비스 마케팅" (2004), 학현사
  7. 이유재, "서비스 조직과 고객의 교환관계가 고객시민행동에 미치는 영향에 관한 연구: 고객 경험속성의 조절효과를 중심으로", 경영학연구, 33(6), pp.1809~1845 (2004), 한국경영학회
  8. 이형주, "관광가이드의 라포형성 행동이 고객 공감 및 고객시민행동에 미치는 영향 : 방한 중국단체관광객을 중심으로", 관광연구저널, 29(7), pp.5~24 (2015), 한국관광연구학회
  9. 전용수, "호텔기업의 사회적 책임, 서비스 가치, 고객만족, 애호도 간의 관계 연구: 특1급 호텔을 중심으로", 관광레저연구, 27(2), pp.187~208 (2015), (사)한국관광레저학회
  10. 정효선, "외식기업의 사회적 책임 활동이 고객의 인지된 서비스 품질(DINESERV)에 미치는 영향", 한국식품조리과학회지, 25(1), pp.16~24 (2009), 한국식품조리과학회
  11. 주현식, "호텔레스토랑의 LOHAS 이미지에 대한 지각된 서비스 품질 및 가치, 고객만족, 충성도와의 영향관계", 호텔경영학연구, 17(6), pp.1~18 (2008), 한국호텔외식관광경영학회
  12. 허은정, "소비자의 윤리적 상품에 대한 태도 및 구매의도의 관련요인 분석", 소비자학연구, 22(2), pp.89~111 (2011), 한국소비자학회
  13. 허은정, "소비자의 윤리적 소비행동과 관련요인 분석", 소비자학연구, 23(4), pp.105~130 (2012), 한국소비자학회
  14. Anderson, J. C., "Structural Equation Modeling in Practice : A Review and Recommended Two-Step Approach", Psychological Bulletin, 103(2), pp.411~423 (1988)
  15. Anderson, J. C., "A Model of Distributor Firm and Manufacturer Firm Working Partnerships", Journal of Marketing, 54(1), pp.42~58 (1990)
  16. Anderson, E. W., "Customer Satisfaction, Market share, and Profitability : Findings from Sweden", Journal of Marketing, 58(3), pp.53~66 (1994)
  17. Anderson, R. E., "Consumer Dissatisfaction : The Effects of Disconfirmed Expectancy on Perceived Product Performance", Journal of Marketing Research, 10(1), pp.38~44 (1973)
  18. Auh, S., "Compatibility Effects in Evaluations of Satisfaction and Loyalty", Journal of Economic Psychology, 26(1), pp.35~57 (2005)
  19. Bagozzi, R. P., "On the Evaluation of Structural Equation Models", Journal of the Academy of Marketing Science, 16(1), pp.74~94 (1988)
  20. Bettencourt, L. A., "Customer Voluntary Performance : Customers as Partners in Service Delivery", Journal of Retailing, 73(3), pp.383~406 (1997)
  21. Bettencourt, L. A., "Contact Employees : Relationships among Workplace Fairness, Job Satisfaction and Prosocial Service Behaviors", Journal of Retailing, 73(1), pp.39~61 (1997)
  22. Bitner, M. J., "Evaluating Service Encounters : the Effects of Physical Surroundings and Employee Responses", Journal of Marketing, 54(2), pp.69~82 (1990)
  23. Bojanic, D. C., "Consumer Perceptions of Price, Value and Satisfaction in the Hotel Industry : An Exploratory Study", Journal of Hospitality and Leisure Marketing, 4(1), pp.5~22 (1996)
  24. Bolton, R. N., "A Multistage Model of Customers' Assessments of Service Quality and Value", Journal of Consumer Research, 17(4), pp.375~384 (1991)
  25. Boulding, W., "A Dynamic Process Model of Service Quality : From Expectations to Behavioral Intentions", Journal of Marketing Reasearch, 30(1), pp.7~27 (1993)
  26. Bove, L. L., "Service Worker Role in Encouraging Customer Organizational Citizenship Behaviors", Journal of Business Research, 62(7), pp.698~705 (2009)
  27. Bowen, D. E., "HRM and Service Faomess : How Being Fair with Employees Spills Over to Customers", Organizational Dynamics, 27(3), pp.7~23 (1999)
  28. Bowen, H. R., "Social Responsibilities of the Businessman" (1953), Harper and Row
  29. Brown, T. J., "The Company and the Product : Corporate Associations and Consumer Product Responses", Journal of Marketing, 61(1), pp.68~84 (1997)
  30. Cardozo, R. N., "An Experimental Study of Customer Effort, Expectation, and Satisfaction", Journal of Marketing Research, 2(3), pp.244~249 (1965)
  31. Carroll, A. B., "A Three-Dimensional Conceptual Model of Corporate Performance", Academy of Management Review, 4(4), pp.497~505 (1979)
  32. Celuch, K., "The Role of Trust in Buyer–Seller Conflict Management", Journal of Business Research, 64(10), pp.1,082~1,088 (2011)
  33. Chebat, J. C., "How Emotions Mediate the Effects of Perceived Justice on Loyalty in Service Recovery Situations : an Empirical Study", Journal of Business Research, 58(5), pp.664~673 (2005)
  34. Clarkson, M. E., "A Stakeholder Framework for Analyzing and Evaluating Corporate Social Performance", Academy of Management Review, 20(1), pp.92~117 (1995)
  35. Who Are the Ethical Consumers? Ethical Consumerism Report, "Cowe R.", Co-operative Bank, ~ (2000)
  36. Crane, A., "Business Ethics: A European perspective: Managing Corporate Citizenship and Sustainability in the age of globalisation" (2004), Oxford University Press
  37. Eells, R. S. F., "Conceptual Foundations of Business, An Outline of Major Ideas Sustaining Business Enterprise in the Western World" (1961), RD Irwin
  38. Eggert, A., "Customer Perceived Value : a Substitute for Satisfaction in Business Markets?", Journal of Business and Industrial Marketing, 17(2, pp.3) (2002), 107~118
  39. Folger, R., "Violence on the Job: Identifying Risks and Developing Solutions", pp.51~85 (1996), American Psychological Association
  40. Folkes, V. S., "Effects of Information about Firms’Ethical and Unethical Actions on Consumers’Attitudes", Journal of Consumer Psychology, 8(3), pp.243~259 (1999)
  41. Fornell, C., "A National Customer Satisfaction Barometer : The Swedish Experience", Journal of Marketing, 56(1), pp.6~21 (1992)
  42. Frazier, G. L,, "Perceptions of Interfirm Power and Its Use within a Franchise Channel of Distribution", Journal of Marketing Research, 23(2), pp.169~176 (1986)
  43. Ganesan, S., "Determinants of Long-Term Orientation in Buyer-Seller Relationships", Journal of Marketing, 58(2), pp.1~19 (1994)
  44. Gaski, J. F., "The Differential Effects of Exercised and Unexercised Power Sources in a Marketing Channel", Journal of Marketing Research, 22(2), pp.130~142 (1985)
  45. Greenberg, J., "Organizational Justice : Yesterday, Today and Tomorrow", Journal of Management, 16(2), pp.399~432 (1990)
  46. Groth, M., "Managing Service Delivery on the Internet: Facilitating Customer's Coproductuon and Citizenship Behavior in Service Organization", Doctoral, pp.2001
  47. Groth, M., "Customers as Good Soldiers : Examining Citizenship Behaviors in Internet Service Deliveries", Journal of management, 31(1), pp.7~27 (2005)
  48. Grove, S. J., "The Impact of Other Customers on Service Experiences : A Critical Incident Examination of"Getting Along", Journal of Retailing, 73(1), pp.63~85 (1997)
  49. Gustafsson, A., "The Effects of Customer Satisfaction, Relationship Commitment Dimensions, and Triggers on Customer Retention", Journal of Marketing, 69(4), pp.210~218 (2005)
  50. Hamann, R., "Mining Companies Role in Sustainable Development : The 'Why' and 'How' of Corporate Social Responsibility from a Business Perspective", Development Southern Africa, 20(2), pp.237~254 (2003)
  51. Hankinson, G., "Destination Brand Images : a Business Tourism Perspective", Journal of Services Marketing, 19(1), pp.24~32 (2005)
  52. Hartnett, M., "Shopper Needs must be Priority", Discount Store News, 37(9), pp.21~22 (1998)
  53. Hoeffler, S., "Building Brand Equity Through Corporate Societal marketing", Journal of Public Policy and Marketing, 21(1), pp.78~89 (2002)
  54. Howard, J. A., "The Theory of Buyer Behavior(No. 658.834.H6)", ~ (1969)
  55. Kelley, S. W., "Organizational Socialization of Service Customers", Journal of Business Research, 25(3), pp.197~214 (1992)
  56. Kelly, S. W., "Antecedents to Customer Expectations for Service Recovery", Journal of the Academy of Marketing Science, 22(1), pp.52~61 (1994)
  57. 고애란, "Ethical Fashion Consumer Behavior in Korea-Factors Influencing Ethical Fashion Consumption-", 한국의류학회지, 33(12), pp.1956~1964 (2009), 한국의류학회
  58. Kotler, P., "Broadening the Concept of Marketing", Journal of Marketing, 33(1), pp.10~15 (1969)
  59. Kurucz, E. C., "The Oxford Handbook of Corporate Social Responsibility" (2008)
  60. Livesey, F., "Factors Affecting Consumers' Choice Between Manufacturer Brands and Retailer Own Labels", European Journal of Marketing, 12(2), pp.158~170 (1978)
  61. Luo, X., "Corporate Social Responsibility, Customer Satisfaction, and Market Value", Journal of Marketing, 70(4), pp.1~18 (2006)
  62. Maignan, I., "Corporate Social Responsibility and Marketing : An Integrative Framework", Journal of the Academy of Marketing Science, 32(1), pp.3~19 (2004)
  63. Markus, G.M., "Customers as Good Soldiers : Extending Organizational Citizenship Behavior Research to the Customer Domain", Journal of Management, 31(1), pp.415~433 (2005)
  64. McFarland, D. E., "Management and Society: An institutional framework" (1982), Prentice Hall
  65. McGuire, J. W., "Business and Society" (1963), McGraw-Hill
  66. Mohr, L. A., "The Effects of Corporate Social Responsibility and Price on Consumer Responses", Journal of Consumer Affairs, 39(1), pp.121~147 (2005)
  67. Morgan, R. M., "The Commitment-Trust Theory of Relationship Marketing", Journal of Marketing, 58(3), pp.20~38 (1994)
  68. Muncy, J. A., "Consumer Ethics : An Investigation of the Ethical Beliefs of the Final Consumer", Journel of Business Research, 24(4), pp.297~311 (1992)
  69. Namasivayam, K., "The Consumer as"Transient Employee"Consumer Satisfaction Through the Lens of Job-Performance Models", International Journal of Service Industry Management, 14(4), pp.420~435 (2003)
  70. Nunnally, J. C., "Psychological theory" (1994), MacGraw-Hill
  71. Oliver, R. L., "Effect of Satisfaction and its Antecedents on Consumer Preference and Intention", Advances in Consumer Research, 8, pp.88~93 (1981)
  72. Oliver, R. L., "Satisfaction : A Behavioral Perspective on the Customer" (2014), Routledge
  73. Orpen, C., "The Effect of Organizational Cultural Norms on the Relationships Between Personnel Practices and Employee Commitment", Journal of Psychology, 127(5), pp.577~579 (1993)
  74. Ostrom, A., "Consumer Trade-Offs and the Evaluation of Services", Journal of Marketing, 59(1), pp.17~28 (1995)
  75. Parasuraman, A., "The Impact of Technology on the Quality-Value-Loyalty Chain : a Research Agenda", Journal of the Academy of Marketing Science, 28(1), pp.168~174 (2000)
  76. Petrick, J. F., "Development of a Multi-Dimensional Scale for Measuring the Perceived Value of a Service", Journal of Leisure Research, 34(2), pp.119~134 (2002)
  77. Pivato, S., "The Impact of Corporate Social Responsibility on Consumer Trust : The Case of Organic Food", Business Ethics : A European Review, 17(1), pp.3~12 (2008)
  78. Porter, M., "Estrategia y Sociedad", Harvard Business Review, 84(12), pp.42~56 (2006)
  79. Ramasamy, B., "Chinese Consumers’Perception of Corporate Social Responsibility(CSR)", Journal of Business Ethics, 88(1), pp.119~132 (2009)
  80. Roberts, J. A., "Green Consumers in the 1990s : Profile and Implications for Advertising", Journal of Business Research, 36(3), pp.217~231 (1996)
  81. Rokeach, M., "The Nature of Human Values" (1973), Free press
  82. Roszkowski, M. J., "So Which Score on the LibQual+™ Tells Me If Library Users are Satisfied?", Library and Information Science Research, 27(4), pp.424~439 (2005)
  83. Rousseau, D., "Psychological Contracts in Organizations: Understanding Written and Unwritten Agreement" (1995), Sage Publication
  84. Sen, S., "Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility", Journal of Marketing Research, 38(2), pp.225~243 (2001)
  85. Sheth, J. N., "Why we Buy What we Buy : A Theory of Consumption Values", Journal of Business Research, 22(2), pp.159~170 (1991)
  86. Smith, A. K., "A Model of Customer Satisfaction with Service Encounters Involving Failure and Recovery", Journal of Marketing Research, 36(3), pp.356~372 (1999)
  87. Swan, J. E., "PostPurchase Communication by Consumers", Journal of Retailing, 65(4), pp.516~533 (1989)
  88. Swanson, D. L., "Toward an Integrative Theory of Business and Society : A Research Strategy for Corporate Social Performance", Academy of Management Review, 24(3), pp.506~521 (1999)
  89. Tyler, T. R., "Psychological Models of the Justice Motive : Antecedents of Distributive and Procedural Justice", Journal of Personality and Social Psychology, 67(5), pp.850~863 (1994)
  90. Uusitalo, O., "Ethical Consumerism : A View from Finland", International Journal of Consumer Studies, 28(3), pp.214~221 (2004)
  91. Webster, F. E., "Social Marketing : What Makes It Different?", Management Decision, 13(1), pp.70~77 (1975)
  92. Yi, Y., "The Effects of Customer Justice Perception and Affect on Customer Citizenship Behavior and Customer Dysfunctional Behavior", Industrial Marketing Management, 37(7), pp.767~783 (2008)
  93. Yoon, Y., "An Examination of the Effects of Motivation and Satisfaction on Destination Loyalty : a Structural Model", Tourism Management, 26(1), pp.45~56 (2005)
  94. Zeithaml, V. A., "Consumer Perceptions of Price, Quality, and Value : A Means-End Model and Synthesis of Evidence", Journal of Marketing, 52(3), pp.2~22 (1988)
  95. Zeithaml, V. A., "Service Quality, Profitability, and the Economic Worth of Customers : What We Know and What We Need to Learn", Journal of the Academy of Marketing Science, 28(1), pp.67~85 (2000)
  96. Zeithaml, V. A., "The Behavioral Consequences of Service Quality", Journal of Marketing, 60(2), pp.31~46 (1996)

관련 논문AI추천

외식 프랜차이즈 고객의 획득효용과 교환효용이 고객충성도와 고객시민행동에 미치는 영향Hyang-Mi Im, Jong-Hun Kim, Ki-Hong Seo, Ok-Sook Yoon, Sang Duck Kim한국유통과학회 · 산경연구논집2019 · 제10권 제2호외식 프랜차이즈 소비자의 지각된 가치가 브랜드 충성도 및 재이용의도에 미치는 영향: ESG 경영활동 기대인식의 조절효과를 중심으로백진성, 이정희사단법인 사회적기업학회 · 사회적가치와 기업연구2022 · 제15권 제3호가맹점주가 지각하는 절차공정성이 조직시민 행동, 관계품질 및 재계약 의도에 미치는 영향이민호한국전문경영인학회 · 전문경영인연구2022 · 제25권 제4호고객시민행동의 주요 선행 및 결과 변수에 관한 연구: 기업과 고객 간의 장기지향성에 미치는 영향을 중심으로박미영, 박정은, 이성호한국마케팅학회 · 아시아마케팅저널2010 · 제11권 제4호서비스 공정성이 고객 감정, 고객 만족도및 고객 시민행동(충성행동, 협력행동, 참여행동)에미치는 영향에 관한 연구-패밀리 레스토랑을 중심 중심으로-이현종, 최성환한국호텔리조트학회 · 호텔리조트연구2013 · 제12권 제3호지각된 기업 및 고객시민행동이 윤리적 기업태도와 윤리적 소비에 미치는 영향: 주관적 규범의 조절효과를 중심으로윤성준, 정원식한국기업경영학회 · 기업경영연구2016 · 제23권 제4호

이 간행물의 다른 논문 (4건)

유명인 SNS에 대한 소비자 구전 수용 의향에 관한 연구이형탁pp. 1-17디지털시대 샤오미(Xiaomi) 성공전략 사례 : 팬중심 소셜 미디어 비즈니스모델을 중심으로방원석, 정현화, 손혜, 강경완pp. 18-29기업의 소셜 미디어 마케팅 활동이 상표자산, 구매의도와 브랜드애호도에 미치는 영향이재록pp. 30-47서비스 진정성이 명성, 신뢰, 고객만족, 충성도에 미치는 영향: 치과 서비스를 중심으로양정화, 김세범pp. 48-63
원문 보기