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Designing a Customer Message for Compliance in the B2C Sharing Service Context

김희진|김수연|최선미
한국생산관리학회 (The Korean Production And Operations Management Society)|2019.08|한국생산관리학회지 (Journal of the Korean Production and Operations Management Society)|제30권 제3호|pp. 267-287|DOI 10.21131/kopoms.30.3.201908.267

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참고문헌

키워드

공유 서비스메시지 디자인Sharing ServiceMessage DesignCustomer CompliancePurpose of Purchase고객 준수 의도메시지 전달자 유형고객 준수 가치구매 목적
주제분류경영학

초록

In the B2C sharing service context, customers have to play the role of traditional service employees. Since a customer’s failure to perform expected duties can lead to a service failure experience for other customers, customers should perform their role responsibly. Without service personnel to interactively inform and instruct customers on their duties, a non-interactive message, such as prints or recorded voice has to be carefully designed for maximum customer compliance. This study proposes two message design factors (source of a message: service firm vs. other customers; value of compliance outcome: individualistic vs. cooperative) and examines their customer compliance effect. Furthermore, the customer’s purpose of using a sharing service (utilitarian vs. hedonic) is proposed and tested as a customer-level moderating factor. To test hypotheses, data collected via a scenario-based online survey was analyzed using ANOVA. Results showed significant main and interaction effects of the two design factors. The interaction effect was moderated by the customer’s purpose of using a sharing service. This study is meaningful as one of the first empirical studies on customer compliance issues in the sharing service context. Findings of this study can help sharing service managers better design messages for higher customer compliance.

Abstract

In the B2C sharing service context, customers have to play the role of traditional service employees. Since a customer’s failure to perform expected duties can lead to a service failure experience for other customers, customers should perform their role responsibly. Without service personnel to interactively inform and instruct customers on their duties, a non-interactive message, such as prints or recorded voice has to be carefully designed for maximum customer compliance. This study proposes two message design factors (source of a message: service firm vs. other customers; value of compliance outcome: individualistic vs. cooperative) and examines their customer compliance effect. Furthermore, the customer’s purpose of using a sharing service (utilitarian vs. hedonic) is proposed and tested as a customer-level moderating factor. To test hypotheses, data collected via a scenario-based online survey was analyzed using ANOVA. Results showed significant main and interaction effects of the two design factors. The interaction effect was moderated by the customer’s purpose of using a sharing service. This study is meaningful as one of the first empirical studies on customer compliance issues in the sharing service context. Findings of this study can help sharing service managers better design messages for higher customer compliance.

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