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http://dx.doi.org/10.29214/damis.2020.39.3.003

The Relational Role of Customer Participation in Interaction Process  

Ahn, Jinwoo (Division of Business, Yeungnam University College)
Oh, Hyung Jun (Dept. of Computer Engineering, Yeungnam University College)
Publication Information
Management & Information Systems Review / v.39, no.3, 2020 , pp. 37-51 More about this Journal
Abstract
Customer participation in the service encounter plays an important role in the interaction process. In addition, customer participation is affecting the development of relationships between customer-service provider. Previous researches revealed the role of customer participation through a fragmented and cross-sectional approach, however, given the dynamics of the relationship, it is necessary to identify the role of customer participation from a longitudinal perspective. In addition, it is necessary to determine the cause of the overlap between the antecedent variables and consequent variables. This study aims to identify the relational role of customer participation by clarifying how customer participation affects relationship development from a longitudinal perspective, focusing on trust and commitment variables which are keys to relationship marketing. The related role of customer participation is analyzed through a regression analysis through long-term data. The results of the study showed that commitment(t1) directly had a positive effect on customer participation. However, trust(t1) has been shown to have a direct positive effect on the sub-dimensions of customer participation, such as personal interaction and responsible behavior. Customer participation(t2) affected by this trust(t1) and commitment(t1) again turned out to have a positive effect on trust(t3) and commitment(t3). In conclusion, although customer participation is affected by the relational variables, it can be seen that customer participation is a major factor that can improve the relational variables again through the interaction process. For this reason, a service firm can seek to develop relationships with customers by drawing and utilizing their needs to exchange information and to interact in the service encounter.
Keywords
Service marketing; Customer participation; Trust; Commitment; Relationship marketing;
Citations & Related Records
Times Cited By KSCI : 2  (Citation Analysis)
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