Browse > Article
http://dx.doi.org/10.5392/JKCA.2012.12.02.208

Relationship among Social Exchange Point of View and Customer Citizenship behavior in the Festival Participants' Perception -Focused on the Boryeong Mud Festival-  

You, Do-Jae (백석예술대학교 관광학부)
Jeon, Jeong-Ah (백석예술대학교 관광학부)
Song, Min-Su (백석예술대학교 관광학부)
Publication Information
The Journal of the Korea Contents Association / v.12, no.2, 2012 , pp. 208-221 More about this Journal
Abstract
The purpose of this study is to investigate the antecedent variables of customer citizenship behavior selected by a social exchange point of view on the Boryeong Mud Festival. Of all the questionnaires collected, 239 were included in the analysis which was performed using SPSS. Date analysis method used to frequency analysis, factor analysis, reliability analysis and canonical correlation analysis. As the results of the canonical correlation analysis between the customer citizenship behavior and the social exchange point of view, there was a significant relationship between the attributes of customer citizenship behavior - loyalty, cooperation, Participation and social exchange point of view - customer satisfaction, customer confidence, perceived support of customers, justice perception. Therefore, marketing practitioner should recognize the importance of customer's perception in the service circumstance and make a managerial effort to offer the best service to customer. The result of this paper may help local festival planner and marketers for festival marketing strategy.
Keywords
Customer Citizenship Behavior; Social Exchange Point of View;
Citations & Related Records
연도 인용수 순위
  • Reference
1 J. M. George and A. P. Brief, "Feeling Good-Doing Good: a Conceptual Analysis of the Mood at Work-Organizational Spontaneity Relationship," Psychological Bulletin, Vol.112, pp.310-329, 1992.   DOI   ScienceOn
2 박미영, "고객시민행동이 기업-고객 간의 장기지향성에 미치는 영향: 항공서비스를 중심으로", 이화여자대학교 석사학위논문, 2008
3 유재원, "서비스 접점에 있어서의 상호작용이 고객의 참여행동에 미치는 영향에 관한 연구: 역할과 공정성인식의 매개변수 역할을 중심으로", 한양대학교 박사학위논문, 2004.
4 B. Ratchford and N. Srinivasan, "An Empirical Test of a Model of External Search for Automobiles," Journal of Consumer Research, Vol.18, pp.233-242, 1991.   DOI   ScienceOn
5 J. K. Butler, "Towards Understanding and Measuring Conditions of Trust: Evolution of a condition of Trust Inventory," Journal of Management, Vol.17, pp.643-663, 1991.   DOI
6 선동규, "호텔기업의 관계마케팅 실행요인이 고객신뢰, 고객몰입 및 고객애호도에 미치는 영향", 동아대학교 박사학위논문, 2001.
7 E. C. Clemmer and B. Schneider, Fair Service, in Advances in Services Marketing and Management, Swartz, Teresa A., David Bowen and Dawn Iacobucci, eds, Greenwich, CT: JAI Press, pp.109-126, 1996.
8 이유재, 공태식, 유재원, "서비스 조직과 고객의 교환관계가 고객시민행동에 미치는 영향에 관한 연구: 고객경험속성의 조절효과를 중심으로", 경영학연구, Vol.33, No.6, pp.1809-1845, 2004.
9 지진호, "지역축제참가자의 만족에 관한 연구: 충남 보령 머드 축제를 중심으로", 한국여행학회, 제10권, 제4호, pp.245-268, 1999.
10 P. M. Blau, "Exchange and Power in Social Life," New York: Willey, 1964.
11 김선동, "개인간 신뢰의 형성요인, 신뢰 및 직무태도간 관계에 관한 연구: 일시적 과업팀의 속성 신뢰를 중심으로", 서강대학교 박사학위논문, 2007
12 배일현, 전인수, "산업재 영업에 있어서 조직공정성, 조직시민행동 및 영업성과의 관계", 마케팅관리연구, 제12권, 제3호, pp.19-42, 2003.
13 M. L. Ambrose and M. Schminke, "Organizational Structure as a Moderator of the Relationship Between Procedural Justice, Interactional Justice, Perceived Organizational Support and Supervisory Trust," Journal of Applied Psychology, Vol.88, No.2, pp.295-305, 2003.   DOI   ScienceOn
14 L. A, Bettencourt and S. W, Brown, "Contact Employee: Relationship among Workplace Fairness, Job Satisfaction and Prosocial Service Behavior, Journal of Retailing, Vol.73, No.3, pp39-61, 1997.   DOI   ScienceOn
15 R. H. Moorman, "Relationship Between Organizational Justice and Organizational Citizenship Behaviors: do Fairness Perceptions Influence Employee Citizenship?," Journal of Applied Psychology, Vol.76, No.6, pp.845-855, 1991.   DOI
16 이승곤, 한지훈, "지역축제 서비스 품질의 만족이 재방문 의도에 미치는 영향-안동국제탈춤페스티벌을 중심으로", 관광연구저널, 제19권, 제2 호, pp.299-313, 2005.
17 M. Christopher, A. Payne, and D. Ballantyne, "Relationship Marketing: Bringing Quality, Customer Service and Marketing together," Oxford: Butterworth-Heinemann, 1991.
18 S. J. Wayne, M. S. Lynn, and C. L. Robert, Perceived Organizational Support and Leader-Member Exchange: a Social Exchange Perspective," Academy of Management Journal, Vol.40, No.1, pp.82-111, 1997.   DOI   ScienceOn
19 E. Eisenberger, F. Peter, and D. L. Valerie, "Perceived Organizational Support and Employee Diligence, Commitment and Innovation," Journal of Applied Psychology, Vol.75, No.1, pp.51-59, 1990.   DOI
20 L. M. Shore and S. J. Wayne, "Commitment and Employee Behavior: Comparison of Affective Commitment with Perceived Organizational Support," Journal of applied Psychology, Vol.78, pp.774-780, 1993.   DOI   ScienceOn
21 D. L. Van, J. W. Graham, and R. M. Dienesch, "Organizational Citizenship Behavior: Construct Redefinition, Measurement and Validation," Academy of Management Journal, Vol.37, No.4, pp.765-802, 1994.   DOI   ScienceOn
22 W. E. Yongdahl and D. L. Kellogg, "The Relationship between Service Customers' Quality Assurance Behaviors, Satisfaction and Effort: a Cost of Quality Perspective," Journal of Operation Management, Vol.15, No.1, pp.19-32, 1997.   DOI   ScienceOn
23 C. T. Ennew and M. R. Binks, "Impact of Participative Service Relationships on Quality,Satisfaction and Retention: an Exploratory Study," Journal of Business Research, Vol.46, pp.121-132, 1999.   DOI   ScienceOn
24 박미영, 박정은, 이성호, "고객시민행동의 주요 선행 및 결과 변수에 관한 연구: 기업과 고객 간의 장기지향성에 미치는 영향을 중심으로", 한국마케팅학회, 제11권, 제4호, pp.1-19, 2010.
25 임치근, "항공사 서비스공정성이 고객의 자발적 행위에 미치는 영향에 관한 연구", 한국관광산업학회, 제22권, 제2호, pp.139-163, 2006.
26 윤만희, "대학교육비스에 대한 공정성인식이 관계품질과 고객의 자발적 행위에 미치는 영향", 경영학연구, 제32호, 제1호, pp.315-340, 2003.
27 S. W. Kelly, J. S. Steven, and J. H. Donnelly, "Organizational Socialization of Service Customers," Journal of Business Research, Vol.25, No.3, pp.197-214, 1992.   DOI   ScienceOn
28 R. P. Bagozzi, "Reflections on Relationship Marketing in Consumer Markets," Journal of the Academy of Marketing Science, Vol.23, No.4, pp.272-277, 1995.   DOI   ScienceOn
29 주철수, "서비스공정성이 고객만족, 관계품질, 고객의 자발적 행위에 미치는 영향: 멤버십 서비 스 전달상황을 중심으로", 대구대학교 박사학위논문, 2000
30 홍영택, "호텔서비스품질이 고객만족과 자발적 행위에 미치는 영향", 경기대학교 박사학위논문, 2005.
31 이용기, 최병호, 김성혁, "호텔 레스토랑에서 관계효익이 고객만족과 고객의 자발적 행동에 미치는 영향에 관한 연구", 관광학연구, 제31권, 제5호, pp.271-293, 2007.
32 L. A, Bettencourt, "Customer Voluntary Performance: Customer and Parter in Service Delivery," Journal of Retailing, Vol.73, No.3, pp.383-406, 1997.   DOI   ScienceOn
33 M. Groth, "Managing Service Delivery on the Internet: Facilitating Customers' Coproduction and Citizenship Behavior in Service Organizations," Ph. D. Dissertation, The University of Arizona, 2001.
34 D. L. Van, L. L. Cummings, and J. M. Parks, "Extra Role Behavior: In Pursuit of Construct and Definitional Clarity(a Bridge over Muddied Waters)," In Research in Organizational Behavior, Vol.17, pp.215-285, 1995.
35 C. A, Lengnick-Hall, V. Claycomb, and L.W. Inks, "From Recipient to Contributor: Examining Customer Roles and Experienced Outcomes," European Journal of Marketing, Vol.34, N0.3/4, pp.359-383, 2000.   DOI   ScienceOn
36 D. L, Van, J. W. Graham, and R. M. Dienesch, "Organizational Citizenship Behavior: Construct Redefinition, Measurement and Validation," Academy of Management Journal, Vol.37, No.4, pp.765-802, 1994.   DOI   ScienceOn
37 H. T. Keh and C. W. Teo, " Retail Customers as Partial Employees in Service Provision: a Conceptual Framework," International Journal of Retail & Distribution Management, Vol.29, No.8, pp.370-378, 2001.   DOI   ScienceOn
38 S. S. Tax, S. W. Brown, and M. Chandrashekaran, "Customer Evaluations of Service Recovery Experiences: Implications for Relationship Marketing," Journal of Marketing, Vol.62, No.4, pp.60-76, 1998.   DOI   ScienceOn
39 이용기, "고객접점 종업원의 친사회적 행위에 대한 고객지각이 종업원 서비스품질평가, 고객만족과 고객의 자발적 행위에 미치는 영향", 마케팅연구, 제16권, 제3호, pp.105-125, 2001.
40 J. E. G, Bateson, "Self-Service Consumer: an Exploratory Study," Journal of Retailing, Vol.61, No.3, pp.49-76, 1985.
41 M. J. Bitner, B. H. Booms, and L.A. Mohr, "Critical Service Encounters: the Employee's Viewpoint," Journal of Marketing, Vol.58, pp.95-106, 1994(10).   DOI   ScienceOn
42 M. Groth, "Customers as Good Soldiers:Examining Citizenship Behaviors in Internet Service Delivery," Journal of Management, Vol.31, pp.7-27, 2005.   DOI   ScienceOn
43 P. K. Mills and J. H. Morris, "Clients as Partial Employees of Service Organizations: Role Development in Client Participation," Academy of Management Review, Vol.11, pp.726-735, 1986.
44 M. R. Bowers and C. L. Martin, "Trading Places Redux: Employees as Customers, Customers as Employees," Journal of Service Marketing, Vol.21, No.2, pp.88-98, 2007.   DOI   ScienceOn
45 M. R. Bowers and C. L. Martin, "Trading Places Redux: Employees as Customers, Customers as Employees," Journal of Service Marketing, Vol.21, No.2, pp.88-98, 2007.   DOI   ScienceOn
46 D. S. Cermak, M. F. Karen, and A. P. Russ, "Customer Participation in Service Specification and Delivery," Journal of Applied Business Research, Vol.10, No.2, pp.90-97, 1994.
47 A. Gartner and R. Cashaman, The Service Society and the Consumer Vanguard, New York: Harper & Row, 1975.