• 한국정보시스템학회지:정보시스템연구
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• 제27권1호
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• pp.21-42
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• 2018

Purpose This study investigates that the routes of psychological ownership in Fanpage and the effect of psycholoigical ownership on customer loyalty based on psychological ownership theory. Fans are customers who clicked 'Like' on the fan page. These fans have a lot of friends on Facebook, so the word-of-mouth is more effective than other online communities. Therefore, it is necessary for fans to have psychological ownership, actively responding to the fan pages, and recommending them to friends. However, previous social network service studies have overlooked the importance of psychological ownership. In this study, we examine what factors can increase psychological ownership and show that customer loyalty can be enhanced through psychological ownership. Design/methodology/approach This study was designed to investigate the structural relationship between Fanpage Familiarity, Interaction(Customer-Brand interaction and Customer-customer interaction), Psychological Ownerhisp, and Customer Loyalty. Structural equation modeling with SmartPLS2.0 was used to analyze the relationships in the research model. Findings The results showed that Fanpage Familiarity and Customer-customer interaction is positively related with Psychological Ownership. However, Customer-Brand interaction did not influence Psychological Ownership. Psychological Ownership has a positive impact on Intention to Continue Using Fanpage and Recommend.

• 복식문화연구
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• 제15권6호
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• pp.1023-1037
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• 2007

The focus of this study was on service recovery process of domestic internet fashion shopping mall, the purposes of this study were to extract perceived interaction effort and service justice with the recovery factors according to service failure by literature review, and to empirically examine the effect this variables on customer satisfaction with complaint handling and loyalty. The questionnaires was administered to 256 internet shopping mall customer, who has experiences of dissatisfaction and complaining behavior after buying fashion products. The data was analyzed by Cronbach's a, confirmatory factor analysis, correlation analysis, and structural equation modeling using LISREL 8.30 program. The results were as follows. First, perceived interaction partly affected serviced justice consumer. Interaction effort on the part of consumer negatively affected interactional justice, but didn't affected distributive justice and procedural justice. However interaction effort on the part of shopping mall positively affected all justice. Second, distributive, procedural and interactive justice positively affected customer satisfaction with complaint handling and loyalty. Finally, customer satisfaction with complaint handling positively affected customer loyalty. The implications of the research and directions for future researchers were discussed.

• 지식경영연구
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• 제15권3호
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• pp.121-140
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• 2014

Many firms have been utilizing SNSs such as Facebook and Twitter actively in order to boost interactions with customers that promote product and service innovations and effective marketing. Although positive outcomes of the customer interactions in SNSs are expected, there exist few studies on the effects of interactions between customers and firms in the SNS context. This study empirically examines how customer experiences in multi-dimensional interactions (i.e., pragmatic, sociability, usability, and hedonic interaction) in corporate SNSs influence customer trust in the firm, and how customer learning benefits are associated with firm benefits such as gaining customer trust. The results indicate that all four dimensions of customer interactions in SNSs have significant effects on customer learning benefits, which in turn significantly influence customer trust in the firm. Meanwhile, the results reveal that there are also direct relationships between specific dimensions of customer interactions in SNSs and the two dimensions of customer trust (i.e., ability-based and benevolence/integrity-based). Based on the findings, this study diagnoses the status of corporate SNSs in terms of collaboration with customers and provides practical implications for firms which attempt to capitalize on the multi-dimensional customer interactions in SNSs and to facilitate innovative activities with customers.

• Asia pacific journal of information systems
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• 제11권3호
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• pp.1-21
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• 2001

In recent years, the market for online computer games has become an important part in the entertainment industry. New online games have been introduced every month and the numbers of game players who are playing online games have grown rapidly. However, only a few online games have been successful in making a good profit among many online games. Why are most players playing only a few online games repeatedly? To answer the question, this research focuses on the customer loyalty and their optimal experience(flow) in playing specific online games. This research hypothesizes that customer loyalty for specific online game can be increased by customers' optimal experience(flow) in playing it, and they would feel optimal experience because of mechanic and social interaction in online games. In order to validate the hypothesis, this research analyzes online survey data of players of various online games. According to this survey results, players' optimal experience is affected by their mechanic interaction between a player and an online game system, and their social interaction with other players who participated in the online game. And their optimal experience during playing the online game affects the degree of customer loyalty to the game. This paper ends with conclusions of the survey results and study limits.

• 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.

• 유통과학연구
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• 제18권8호
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• pp.35-45
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• 2020

Purpose: Do close linkages among employees during service encounters always enhance customer satisfaction? Drawing on literature in social psychology, this research argues that under certain circumstances close linkages among employees undermine customer satisfaction. More specifically, this research explores a service failure context and shows that higher task interaction among employees during service encounters leads to higher perceived firm entitativity, resulting in an individual employee's service failure being detrimental to customer satisfaction with the firm. Data and research methodology: A series of experiments using scenarios across different service contexts was used in order to test hypotheses. Data was collected via Amazon Mechanical Turk and the models were tested using Hayes PROCESS. Results: The results show that interactions among employees during service result in 1) lower satisfaction with the firm and 2) lower revisit intentions in the future when there is a service failure by an individual employee. Following the main effects analysis, mediation analysis shows that the effect of employee interaction on customer satisfaction with the firm and revisit intention is mediated by perceived firm entitativity. Implications: By examining contexts where employee interaction may be detrimental to firms, this research provides novel insights on how to manage communications among service employees.

• 품질경영학회지
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• 제40권2호
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• pp.219-230
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• 2012

These days, getting a gob is emerging as a hot social issue, and specialized sites offering job information are rapidly increasing. On the contrary of quantitative increase, job information sites have lots of problems with respect to satisfying customer's needs. This study is designed to explore web-site service quality factors in job information site, and relationship among characteristic web service quality, customer satisfaction, relationship quality and reuse intention. In this study we found that customer satisfaction is prior to relationship quality, which decide long-term customer relationship. And also, Trust which is one of the relationship quality and customer satisfaction affect customers reuse intent respectively. This study also found that characteristic service quality in related to job information site can be composed of four factors such as delivery of information, customization, web design and interaction. Delivery of information, web design and interaction affect trust, and web design and interaction affect customer satisfaction. And also relationship quality is prior to reuse intention.

• The Journal of Asian Finance, Economics and Business
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• 제8권11호
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• pp.317-324
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• 2021

This study aims to analyze how to increase the brand loyalty of BPJS Healthcare participants who are Muslim in Indonesia by increasing customer engagement and brand trust. This study is based on the premise that effective customer engagement is the first step toward gaining brand trust and loyalty. The five dimensions of customer engagement, namely enthusiasm, attention, absorption, interaction, and identification, were tested on how they affect brand trust and brand loyalty. This research was conducted by distributing questionnaires to 216 Muslim respondents who were BPJS Health users from six Islamic hospitals in Central Java, Indonesia. Data analysis was performed using a regression test with SPSS. The results showed that the dimensions of customer engagement consisting of enthusiasm, attention, and absorption had a significant effect on brand trust. Meanwhile, the dimensions of customer engagement which consist of interaction and identification, do not affect brand trust. Furthermore, brand loyalty can be influenced by enthusiasm, interaction, and brand trust. Meanwhile, attention, absorption, and identification cannot affect brand loyalty. Thus, the dimensions of customer engagement that can directly affect brand loyalty are enthusiasm and interaction, while those that affect indirectly (through brand trust), are enthusiasm, attention, and absorption.

• 경영과정보연구
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• 제32권2호
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• pp.137-164
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• 2013

본 연구는 서비스마케팅 분야에서 주목받고 있는 고객참여행동과 프렌드십의 관계에 대해 살펴보고, 이들의 관계마케팅 성과에의 영향에 대해 규명한다. 고객참여행동은 서비스접점에서 서비스제공자와의 상호작용과정에 강력한 영향을 미치고 있어 서비스접점은 기능적 요소뿐만 아니라 사회적 요소를 발생시키는 주요한 순간이다. 따라서, 지난 선행연구들에서 밝혀진 고객참여행동의 고객만족 및 서비스 품질 향상에의 기여와 같은 내용에서 벗어나 고객참여행동과 사회적 결속에 따른 관계마케팅적 성과에 대해 살펴보고자 하는 것이다. 연구의 결과, 고객참여행동의 상호작용과정에 미치는 영향과 상호작용과정을 통해 형성되는 프렌드십의 관계는 직접적으로 유의한 긍정적인 영향이 있는 것으로 실증되었다. 또한, 고객참여행동 및 상호작용과정을 통해 형성된 프렌드십은 관계의 질 및 고객충성도와 같은 관계마케팅 성과에도 긍정적인 영향이 있는 것으로 나타났다. 결론적으로, 고객참여행동은 서비스접점에서의 상호작용과정을 풍부하게 하고 이를 통해 고객과 서비스제공자 간의 프렌드십 형성이 가능하며, 이는 궁극적으로 관계적 성과로 이어질 수 있다고 평가할 수 있다.

• 한국식품조리과학회지
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• 제28권3호
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• pp.285-298
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• 2012

This study was undertaken to understand the interrelationships among customer's perceptions of service encounters, customer value, and behavioral intent in a family restaurant. Based on 331 samples obtained from empirical research, we reviewed the reliability and fitness of a research model and verified three hypotheses using a structural equation model. The results showed that physical environment (${\beta}$ = .418) and a customer interaction with the service provider (${\beta}$ = .265) had a significant effect on the customer's hedonic value. Additionally, physical environment (${\beta}$ = .126) and customer interaction with service providers (${\beta}$ = .264) had a significant effect on customer utilitarian value. Customer's hedonic (${\beta}$ = .538) and utilitarian value (${\beta}$ = .382) triggered by service encounters had a significant effect on their behavioral intent. Limitations and future research directions are discussed.