• Asia Marketing Journal
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• v.7 no.3
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• pp.1-27
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• 2005

This study investigated the effects of two types of customer extra-role behavior (citizenship and badness behavior) on perceived service quality, customer satisfaction, and repurchase intention. The model was tested with a sample of sports center customers by using structural equation modeling. The findings supported the effects of customer citizenship and badness behavior, and all structural path coefficients were significant. However, the differential effects of customer citizenship and badness behavior on perceived service quality were not significant. Lastly, perceived service quality fully mediated the effects of customer citizenship and badness behavior on customer satisfaction and repurchase intention. The results of the present study demonstrate that service organizations need to manage all two types of customer behavior. Further, it provides new insights into the relationships among customer's extra-role behavior, customer satisfaction, and repurchase intention.

• Management & Information Systems Review
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• v.35 no.1
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• pp.155-172
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• 2016

Customer participation behavior(CPB) and customer citizenship behavior(CCB) which are customers' active functions and roles implemented in service encounter contribute to the service quality. Thanks to these ideas, many researches focus on the influences of these two customers' behaviors on relational outcomes, additionally. However, when examining the characteristics of CPB and CCB, it is notable that CPB and CCB are positively influenced by relationships between customers and firms, adversely. In other words, it is necessary to find that commercial friendship representing a deep relationship can address these two customers' behaviors, as well as may influence relational outcomes. As results, intimate friendship between a customer and an encounter provider has a positive influence on CPB and CCB, expectedly. These findings show that customers having prior contacts can play active roles in a service encounter. Additionally, it is identified that CPB and CCB have positive influences on the relational outcomes such as customer cooperations. Consequently, CPB and CCB are likely to be on the loop of a relational circulation.

• Asia Marketing Journal
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• v.11 no.4
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• pp.1-19
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• 2010

The role of customers in product, service production and delivery is getting more important. Especially, customers' progressive participation in service circumstance bring to success of service delivery and improve service quality. Recently, the studies related to Customer Citizenship Behavior (CCB) which leaves to the discretion of customer is conducting in marketing area. However, the prior study concentrates on antecedents of CCB but it mixed antecedents of CCB and customer participation behavior. Also, there is insufficient related to the consequence of CCB in long-term relationship between service organization and customer. This study examines the effect of customer citizenship behavior on long-term orientation between service organization and customer. The results show that significant effects of citizenship behavior of customer. First, the relationship between customer's perception of justice and CCB was significant. Second, the relationship between customer's perception of support from service organization and CCB was significant. Third, the relationship between customer's perception of value and CCB was significant. Lastly, CCB significantly affect on Long-Term Orientation between service organization and customer.

• The Journal of the Korea Contents Association
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• v.12 no.2
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• pp.208-221
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• 2012

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.

• Management & Information Systems Review
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• v.37 no.2
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• pp.169-185
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• 2018

Customers are not merely responders but rather active value creators. As a result most researches related to customer value creation behavior focus on customer participation behavior and interaction between service provider and customer. This study set the research model to examine the correlation between customer to customer interaction, brand attachment and customer value creation behavior. For this study, the relationship among social support, C-to-C social interaction, similarity, brand attachment, and customer value creation behavior were modelled and used to validate our hypotheses. A path model was verified with structural equation modeling using dataset from survey. Results of this study are summarized as follows. First, this study show the C-to-C social interaction, such as social support, C-to-C social interaction, similarity have effects on brand attachment. Thus, this was statistically significant although dismissed from hypothesis verification. Second, the structural correlation shows brand attachment has positive effect on customer value creation behavior The findings suggest that managers need to identify and pay attention to positive customer to customer interaction in the service encounter so that it influence customer brand attachment and customer value creation behavior which is the competitive advantages of service brand.

• Journal of the Korean Society of Food Science and Nutrition
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• v.45 no.11
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• pp.1673-1680
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• 2016

The purpose of this study was to examine how customer orientation (CO) reduces employee stress to customers (CSS). As emotional labor strategies [surface acting (SA) and deep acting (DA)] may mediate a role between CO and CSS, we verified multiple parallel mediator roles of SA and DA between CO and CSS. Our survey was administered to 323 school foodservice employees in Daegu and Gyeongbuk. The results show that CO increased DA but did not decrease SA, and SA had a positive effect on CSS while DA did not influence CSS. These results did not support the parallel multiple mediator model. We conducted post-hoc model modification and proposed the serial multiple mediator model as a modified model. As a result, CO increased DA, DA reduced SA, and SA showed a positive relation with CSS. This double mediating effect through DA and SA between CO and CSS was significant. Based on these results, we found that CO did not have a direct effect on SA and CSS. DA did not directly reduce CSS while CO reduced SA and CSS through DA indirectly. DA had a negative effect on CSS through SA indirectly. Finally, implications and limitations of this are discussed.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.21 no.3
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• pp.342-352
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• 2020

This study examines the effects of customer citizenship behavior and customer badness behavior on service employees' emotional dissonance and job burnout. To achieve this, a survey was empirically carried out to 338 foodservice employees. The overall findings were as follows. First, the customer citizenship behavior had a significant effect on the emotional dissonance of service employees. Second, the customer citizenship behavior had no significant effect on job burnout. Third, the customer badness behavior had a significant effect on the emotional dissonance. Fourth, the customer bad behavior had a significant effect on the job burnout. Fifth, the emotional dissonance had a significant effect on job burnout of service employees. These results confirmed the importance of customer citizenship behavior and customer badness behavior in the foodservice industry. This suggests that the customer badness behavior has a significant effect on the emotional dissonance and job burnout, leading to the deterioration of quality in the foodservice industry that pursues the unconditional suppression of service employees' emotion or customer-centered operating strategies. Therefore, strategic systemization is required in terms of promoting civil behavior on behalf of customers through positive interaction and induce contribution behavior through loyal service.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.8 no.3
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• pp.179-187
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• 2013

It is the recent trend that the valuation criteria on product quality depends on the customer satisfaction instead of conformance to specifications. It also applies to the service quality. This study deals with an empirical study on the relationship between service quality and value and customer behaviour in the medical service industry. This study also investigates the effect of service-related quality on the service quality/value and customer behaviour. A statistical research reveals that 1)the service quality and value each has a positive relationship with customer behaviour, 2)the service-related quality strongly influence the service quality/value and customer behaviour.

• Management & Information Systems Review
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• v.32 no.2
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• pp.137-164
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• 2013

This research examines not only the relationship between customer participation and friendship on which are focused in service marketing, but also their influences on relational outcomes. It has been well-known that customer participation had strong influence on an interaction with service provider in a service encounter which could build up social aspects of customers-service firms, as well as functional aspects. Thus, this paper identify the relational outcomes generated by customer participation and social bonds, not just customer satisfaction or service quality. As results, considering the impact of customer participation on the interaction process, customer participation had a directly positive effect on the friendship significantly. Additionally, friendship influenced by customer participation and interaction with a service provider was examined that it could have influences on relational outcomes such as relationship quality and customer loyalty. Therefore, customer participation can get rich the process of interaction, which can build up friendship between customers and service providers. Ultimately, it is estimated that customer participation and friendship can lead relational outcomes.

• Proceedings of the Korean Society of Computer Information Conference
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• 2021.07a
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• pp.387-390
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• 2021

최근 전자 상거래 시장이 급격한 성장을 이루면서 고객들의 급변하는 니즈를 파악하는 것이 기업들의 수익에 직결되는 요소로 인식되고 있다. 이에 기업들은 고객들의 니즈를 신속하고 정확하게 파악하기 위해, 기축적된 고객 관련 각종 데이터를 활용하려는 시도를 강화하고 있다. 기존 시도들은 주로 구매 행동 예측에 중점을 두었으나 고객 행동의 전후 과정을 해석하는데 있어 어려움이 존재했다. 본 연구에서는 고객이 구매한 상품을 확정 또는 환불하는 행동을 취할 때 해당 행동이 발생하는데 있어 어떤 요소들이 작용하였는지를 파악하고, 어떤 고객이 환불할 지를 예측하는 예측 모형을 새롭게 제시한다. 예측 모형 구현에는 트리 기반 앙상블 방법을 사용해 예측력을 높인 XGBoost 기법을 적용하였으며, 고객 의도에 영향을 미치는 요소들을 파악하기 위하여 대표적인 설명가능한 인공지능(XAI) 기법 중 하나인 SHAP 기법을 적용하였다. 이를 통해 특정 고객 행동에 대한 각 요인들의 전반적인 영향 뿐만 아니라, 각 개별 고객에 대해서도 어떤 요소가 환불결정에 영향을 미쳤는지 파악할 수 있었다. 이를 통해 기업은 고객 개개인의 의사 결정에 영향을 미치는 요소를 파악하여 개인화 마케팅에 사용할 수 있을 것으로 기대된다.