• 유통과학연구
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• 제18권10호
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• pp.77-87
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• 2020

Purpose: This study was done to analyze the effect of supervisor-focused impression management behavior of the airline cabin crew on perceived customer empathy. It focused on verifying dual meanings of the crew's emotional expression divided into surface acting and deep acting. Research design, data and methodology: The survey was conducted on cabin crews of two major Korean airlines. The reliability and validity of each variable used in the questionnaire were verified. Then, each hypothesis was analyzed through multiple regression analysis. Results: Firstly, the crew's supervisor-focused impression management behavior had a significant effect only on surface acting of the crew's emotional labor behavior. Among the crew's supervisor-focused IM behaviors, verbal IM behavior had a greater influence on surface acting than non-verbal IM behavior. Secondly, there was no relationship between the crew's supervisor-focused IM behavior and the crew's deep acting. Thirdly, the crew's emotional labor behavior (surface acting & deep acting) had a significant effect on perceived customer empathy. Fourth, the crew's deep acting had a greater influence on perceived customer empathy than surface acting. Conclusions: Cabin crews receive double evaluation from their immediate supervisors and customers. As a result, it was confirmed that the crew's supervisor-focused IM behavior, the crew's emotional labor behavior, and perceived customer empathy were connected process.

• 품질경영학회지
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• 제47권3호
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• pp.615-630
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• 2019

Purpose: Based on the theory of "Stimulus-Organism-Response" (S-O-R), this thesis takes customer forgiveness as a medium variable to explore the impact of merchant service remedy on customer behavior intention in the context of online shopping service failure. This thesis divides the merchant service remedy into two dimensions: spiritual recovery and material recovery, and reveals the influence difference of different merchant service remedy methods on customer behavior intention and the mediating role of customer forgiveness. Methods : 325 questionnaires were distributed and 307 valid questionnaires were collected for data analysis. The relationship between potential variables is proposed by using Structural Equations Modeling. Results : The two dimensions of service recovery have significant positive impact on customer forgiveness, and physical recovery has greater impact on customer forgiveness. In the influence of physical recovery on customer behavior intention, customer forgiveness is a partial mediating effect. However, in the influence of spiritual recovery on customer behavior intention, customer forgiveness is a complete mediating effect. Conclusion : In case of service faults, merchants should take the initiative to provide appropriate physical recovery and provide spiritual recovery sincerely and patiently. Only in this way can they regain good impression in the hearts of consumers and promote them to improve the quality of service recovery, so as to increase their willingness to repurchase Intention and positive word of mouth.

• 경영과학
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• 제26권3호
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• pp.169-184
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• 2009

Recently, mobile telecommunication businesses contend with each other to expand their customer base by using aggressive marketing strategies. In order to determine if there strategies are effective, customer's switching behavior needs to be studied. This study identifies and analyzes direct, indirect factors that may customer switching behavior : attractiveness of alternatives, network externality, and switching cost. Results reveals that attractiveness of alternatives, network externalities have a direct impact on customer switching behavior. These two factors also have moderating effects on customer switching behavior but the switching cost does not In short, network externalities and alternatives strategically determine the success of 3.5G service. In this regard, mobile business should improve their own attractiveness of alternatives by developing specialized service in 3.5G service.

• 복식문화연구
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• 제15권4호
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• pp.620-633
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• 2007

The purpose of this study was to empirically examine the effect of job satisfaction and organizational citizenship behavior on customer orientation to investigate the causal relationships among these variables. The questionnaires was administered to 121 fashion product employees of department stores in Gwang-ju city during February $10{\sim}15$, 2006. For analysis of data, frequency, factor analysis, t-test, ANOVA, regression analysis, and path analysis were applied. The results indicated that job satisfaction of employees significantly influenced customer orientation(p<0.001) and organizational citizenship behavior(p<0.001). The organizational citizenship behavior of employees significantly influenced customer orientation(p<0.001). The job satisfaction had both direct and indirect effects on customer orientation mediated by organizational citizenship behavior.

• 산경연구논집
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• 제9권6호
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• pp.65-76
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• 2018

Purpose - The study aims to provide the relationships between the social servicescape and customer's emotion and voluntary behaviors were investigated in this study. The social servicescape was largely divided into service employee's image and other customers (in customer's similarity, physical appearance and suitable behavior). Firstly, the relationship between service employee's image and customer's positive emotion was investigated as a specific purpose of study. Secondly, this study attempted to understand the relationship between other customers (in customer's similarity, physical appearance and suitable behavior) and customer's positive emotion. Lastly, the relationship between customer's positive emotion and customer's voluntary behavior dimension (intention to cooperate, intention to participate in and loyalty) was examined. Research design, data, & methodology - In order to prove the hypotheses in this study, the customers who have experienced family restaurants during the last two months were targeted for a survey. A total number of 300 survey papers were distributed and as a result, 248 papers could be used for analysis, except the papers with insincere answers. After the analysis of the reliability and validity of each major variable, the hypothesis was verified through the structure method by using Amos 20.0. Results - First, the results of hypothesis testing on the relationship between social servicescape and customer's positive emotion showed service employee image gives a positively meaningful impact on customer's positive emotion. Secondly, the results on the relationship between other customers and customer's positive emotion indicated that the customer's similarity and physical appearance has a positively significant impact on customer's emotion while customer's suitable behavior has not a significantly positive impact on customer's positive emotion Lastly, customer's positive emotion was shown to have a significantly positive influence on customer's voluntary behavior dimension, that is, intention to cooperate, intention to participate in and loyalty. Conclusions - This study aims to focus on and emphasize the social servicescape and its importance, which is different from the previous studies that have been focused largely on physical servicescape. Such results in this study indicated the social servicescape (service employee's image and other customers) as an important factor that affects customer's positive emotion and voluntary behavior.

• 한국조리학회지
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• 제14권4호
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• pp.398-414
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• 2008

The purpose of this study is to analyze the effect of restaurant atmosphere on its image and customers' emotional responses and behavior. The results of this study indicated that perceived restaurant atmospheres had a significant effect on customers' emotional responses, and these emotional responses greatly influenced the image of a restaurant. Especially, the ambient and cleanliness factors of restaurant atmosphere influenced a restaurant image, and the positive image from those factors had a significant effect on customer behavior. The design and human factors of restaurant atmosphere influenced customer behavior, and the positive image from those factors had a significant effect on customer behavior. Finally, it was verified that the restaurant atmospheric factors affected its image and customers' emotional responses and behavior. Moreover, the better the restaurant atmospheric factors(design, ambient, cleanliness, humanity) are, the better customers' emotional responses and image are, thereby increasing customers' revisiting and word-of-mouth intention.

• 경영과정보연구
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• 제37권2호
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• pp.169-185
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• 2018

서비스 전달과정에서 나타날 수 있는 고객가치창출행동은 기업의 성과나 고객만족, 서비스 품질 등과 같은 중요한 결과에 영향을 미치는 것으로 알려져 왔기 때문에 마케팅 영역에서 많은 연구들이 진행되어 온 반면, 대부분의 연구가 서비스 제공자와 고객 간의 상호작용에 초점을 두고 있다. 하지만 고객가치창출행동은 서비스 기업과 관련된 다른 고객에 대한 다양한 고객의 행동들을 포함하고있기 때문에 이런 유형의 고객 행동을 연구하기 위해서는 고객과 고객 간에 발생할 수 있는 상호작용 유형들과 관련해서 고려해야 할 필요성이 있다고 볼 수 있다. 이에 본 연구는 서비스 환경 내에서 고객과 고객 간의 상호작용 요인인 사회적지지, 사회적 상호작용, 유사성이 브랜드 애착과 자발적 가치창출행동에 미치는 영향을 검증하기 위하여 연구모형을 설정하였으며, 변수들 간의 관계를 검증하였다. 이에 대한 연구결과를 요약하면 다음과 같다. 가설을 검증한 결과 고객과 고객 간의 상호작용 요인이 브랜드 애착에 미치는 영향과 브랜드 애착이 고객의 자발적 가치창출행동에 미치는 영향과 관련된 가설은 모두 채택되었다. 이에 대한 구체적인 내용은 다음과 같다. 첫 번째, 사회적 지지와 사회적 상호작용, 유사성은 브랜드애착에 정(+)의 영향을 미치고 있다는 가설은 연구를 통해 검증되어 통계적으로 유의한 것으로 나타났다. 두 번째, 브랜드 애착은 고객의 자발적 가치창출행동인 정보공유행동, 도움행동, 제안행동에 모두 정(+)의 영향을 미칠 것이라는 가설 또한 통계적으로 유의한 것으로 검증되었다. 따라서 본 연구의 결과는 서비스 비즈니스에서 경쟁우위가 될 수 있는 고객의 브랜드 애착과 자발적이고 자유재량적인 가치창출행동을 유발하기 위해서는 고객과 고객 간의 긍정적인 상호작용 및 친화성 관리가 중요하다는 것을 제안하고 있으며, 이와 관련된 이론적, 실무적 시사점을 제공할 것으로 기대된다.

• 한국병원경영학회지
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• 제16권2호
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• pp.53-77
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• 2011

This study is focused on analyzing whether strategic human resource management practices influence organizational effectiveness such as organizational citizenship behavior and customer orientation. In addition, it also aims to analyze the mediating effect of perceived organizational support between strategic human resource management practices and organizational citizenship behavior and customer orientation. The samples are from five Veterans Hospital and of 344 questionnaires collected, 311 were used in the final analysis. SPSS(18.0) and AMOS(16.0) were employed to describe data and test hypotheses. The findings are as follows: First of all, it is found that education and training and hiring management have positive effects on perceived organizational support while only education and training has a positive effect on organizational citizenship behavior. Secondly, results reveal that career management and hiring management influences customer orientation while only perceived organizational support does organizational citizenship behavior and customer orientation affects organizational citizenship behavior. Thirdly, it is also found that perceived organizational support mediates the relationship between career management and organizational citizenship behavior and that between hiring management and organizational citizenship behavior. In other words, perceived organizational support is a full mediator between career management and organizational citizenship behavior and between hiring management and organizational citizenship behavior because there is no direct effect of career management and hiring management on organizational citizenship. However, results show that any perceived organizational support doesn't mediate the relationship between all strategic human resource management practices and customer orientation.

• 한국의류산업학회지
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• 제15권2호
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• pp.219-230
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• 2013

To generate future profits, luxury brands need to recognize and understand customers as individually important and analyze the impact factors that improve specific customer equity. With the growing recognition that customer equity is a key strategic asset, this study empirically investigates the effect of customer equity drivers on customer loyalty based on the study of Vogel et al.(2008) which expanded the Rust et al.(2000)'s study on customer equity. We empirically examine if the customer equity drivers have a different impact on customer loyalty. This study hypothesizes that the relative effect of customer equity drivers would be different depending on the purchasing behavior of consumers and examines the effects of them on the relationship of the drivers of customer equity and customer loyalty. We use stepwise multiple regression analysis to empirically test the relationship of value equity, brand equity, and relationship equity and customer loyalty. Relationship equity influences customer loyalty more strongly than value equity and brand equity. Customers seem to build loyalty based on the careful assessment of all costumer equity drivers (value equity, brand equity, and relationship equity). In addition, their relative impact is different depending on the purchasing behavior of consumers. A company cannot maintain all customer equity drivers at a high level with limited marketing resources; therefore, marketing investment for all customer equity drivers need to be allocated differentially depending on the purchasing behavior of consumers.

• 한국콘텐츠학회논문지
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• 제12권2호
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• pp.429-438
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• 2012

본 연구는 카지노 직원의 조직시민행동과 조직몰입의 영향관계와 조직몰입과 고객지향성의 관계 그리고 조직시민행동과 고객지향성의 영향관계를 살펴봤다. 본 연구의 자료 분석을 위하여 강원도의 카지노 직원을 대상으로 설문조사를 실시하였다. 본 연구는 카지노 직원의 조직시민행동을 인식해 보고, 카지노 기업의 발전을 위한 조직시민행동, 조직몰입, 고객지향성의 발전방안에 대해 고찰한 것이다. 연구결과는 첫째, 조직시민행동은 시민의식과 스포츠맨십이 조직몰입에 유의한 영향을 미치는 것으로 나타났다. 둘째, 조직 몰입은 고객지향성에 유의한 영향을 미치는 것으로 나타났다. 셋째, 이타성과 스포츠맨십이 고객지향성에 유의한 영향을 미치는 것으로 나타났고, 시민의식이 고객욕구충족에 유의한 영향을 미치는 것으로 나타났으며, 양심적 행동이 고객응대서비스에 유의한 영향을 미치는 것으로 나타났다.