earticle

영어

A customer citizenship behavior is a spontaneous act by customers that provides various benefits to a business. A customer who is satisfied with a service or product willingly volunteers to act in a way that benefits a business without expecting anything in return; such act includes promotion to neighbors, volunteerly helping other customers, and active involvement in the improving the product by giving opinions. These behaviors result in detention of customer, securement of loyal customers and quality improvement and benefit in short-term and long-term. Therefore a company should put best effort on increasing customers who are willing to carry out customer citizenship behavior. This research focused on the preceding conditions of customer citizenship behavior by studying how service employee's ethical sales behavior, expertise and service performance effects the value of service delivered to a customer and if that leads to customer citizenship behavior. Also how the physical environment of the place of service provided effects the ethical sales behavior, expertise and service performance is studied. The data for the study were collected from a cross-sectional sample of two of the leading banks located in South Korea. These commercial banks participated in the survey and gave the researchers access to their branches. The data collectors visited the banks and personally distributed the questionnaire to the customers along with a cover letter. The cover letter explains the purpose of the study, requests the respondents’ participation, and guarantees the full confidentiality of the individual responses. A total of 380 completed questionnaires were received within nine days of distribution. The customer sample is 68.9 % male, with an average age of 34.7 years and an average relational duration with the current bank of less than 23 months, and 52.4 % of the sample held a university degree. The measurement properties and hypotheses were evaluated with LISREL 8.53 using multistep structural-equation modeling. A two-stage data analysis was performed to assess the measurement quality of the constructs and to test the proposed model and the hypotheses. In the first stage, the CFA was performed to assess the measurement model. In the second stage, conditional-process modeling (Hayes & Matthes, 2009) was fitted to test the moderated-mediation hypotheses; in this stage, the moderating effect of the service employee authenticity and the mediating effect of the relational benefits (confidence, social, and special treatment benefit) on the customers’ perceived value are tested with bootstrapping methods. As a result, the customers feel they are more valued when the service employees are ethical in sales behavior, excels in service performance and prepared with expertise. Based on high satisfaction in service, the customers spontaneously deliver customer citizenship behavior. Also the physical environment of the service place has positive effects on measuring service employee's expertise and performance while research proceeded. Based on the results of this research, anticipate the limits of this topic and draw theoretical business implications.

한국어

고객시민행동은 기업에 다양한 혜택을 가져다주는 고객의 자발적인 행동으로 기업의 서비스나 제품에 만족 한 고객이 자발적으로 기업에 도움이 되는 역할 외 행동을 수행한다는 점에서 최근 기업에서도 많은 주목을 하 고 있는 연구 분야이다. 본 연구에서는 고객시민행동의 영향요인으로 서비스 접점에서 서비스를 판매/전달하는 직원의 특성(윤리적 판매 행동, 전문성, 서비스 수행성과)이 고객이 느끼는 서비스 가치에 어떤 영향을 미치며, 이로 인해 고객시민행동이 고취될 것인가를 실증적으로 검증하였다. 특히 서비스 제공자의 특성이 고객의 서 비스 가치인식에 미치는 직접적인 효과뿐만 아니라 서비스의 물리적 환경과의 상호작용 효과 또한 검증하였다. 은행고객을 대상으로 수거된 380부의 설문지를 분석한 결과, 서비스 직원이 윤리적 판매 행동을 하거나, 전문 성을 갖추었을 때, 높은 서비스 수행성과를 보일 때 고객의 서비스 가치는 증가하는 것으로 나타났으며, 이는 고객시민행동에 긍정적인 영향을 미치는 것으로 밝혀졌다. 또한 서비스의 물리적 환경 또한 서비스 직원의 전 문성과 서비스 수행성과가 서비스 고객의 가치에 미치는 긍정적인 효과를 더욱 강화하는 것으로 나타났다.