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사회교환관점에서 고객시민행동의 영향변수에 관한 연구 - 서울지역 특1급 호텔 이용고객을 중심으로-

An Empirical Study on the Antecedent Variables of Customer Citizenship Behavior in Social Exchange Point of View - The Focused on the Guests Five Star Hotel in Seoul-

정준이
한국호텔리조트학회 (Korea Hotel & Resort Association)|2011.08|호텔리조트연구 (Journal of Hotel & Resort)|제10권 제2호|pp. 151-175

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키워드

Customer SatisfactionCustomer Citizenship BehaviorCustomer ConfidenceSocial Exchange Point of View
주제분류관광학

초록

The purpose of this study is to investigate the antecedent variables of customer citizenship behavior in social exchange point of view on the five star hotel in Seoul. In line with this, a number of studies assert that customers in the service industry should be regarded as a "partial employee" or a "temporary employee" and also give direction about what kind of efforts should be made by service companies to raise customer voluntary performances; in other words customer citizenship behavior. For this, what is the antecedent variables that influences customer citizenship behavior, I initially adopted variables selected by a social exchange point of view. As a result of the analysis, ‘customer satisfaction’ from a social exchange point of view, ‘customer confidence’, ‘justice perception’, ‘perceived support of customers’, were selected as the antecedent variables of customer citizenship behavior. Depending on this study result, the hotel industry should give it's best effort to make hotel guest who are a steady source of hotel income and have long-term relationships with the hotel to become a lifetime member through developing various marketing activities and special programs.

Abstract

The purpose of this study is to investigate the antecedent variables of customer citizenship behavior in social exchange point of view on the five star hotel in Seoul. In line with this, a number of studies assert that customers in the service industry should be regarded as a "partial employee" or a "temporary employee" and also give direction about what kind of efforts should be made by service companies to raise customer voluntary performances; in other words customer citizenship behavior. For this, what is the antecedent variables that influences customer citizenship behavior, I initially adopted variables selected by a social exchange point of view. As a result of the analysis, ‘customer satisfaction’ from a social exchange point of view, ‘customer confidence’, ‘justice perception’, ‘perceived support of customers’, were selected as the antecedent variables of customer citizenship behavior. Depending on this study result, the hotel industry should give it's best effort to make hotel guest who are a steady source of hotel income and have long-term relationships with the hotel to become a lifetime member through developing various marketing activities and special programs.

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