항공서비스 고객의 가치창출 행동이 행복에 미치는 영향 - 조직사회화의 조절효과를 중심으로 -

초록

This study investigates the moderating role of customer ability, role clarity and goal congruence on the relationship between customer value creation behavior and customer happiness. Especially, chosen moderating variables are based on customer organizational socialization theory. The development of service industries, which include the aviation service, emphasizes the importance of active role of customer. In other words, customers are required to participate at value creation behavior rather than engage at passive buyer behavior. Furthermore, the literature argues that customer value creation behavior contributes to their own happiness, just beyond customer satisfaction. However, the previous research has ignored the investigation of these relationships and more importantly, the role of moderators that relates to this relationship. The investigation on moderators is important because it directly provides managers how to maximize the positive effect of customer value creation behavior on customer happiness. Therefore, the present study focuses on the investigation of the moderating role of customer organizational socialization such as customer ability, role clarity, and goal congruence on the relationship between customer value creation behavior and customer happiness. This study defines customer ability as the extent to which customers accept their role as value creator, although it could be challenging and requires learning new skills as value creators. In addition, this study defines role clarity as the extent to which customers understand their role as value creators. The successful interaction between customers and service providers are key to success for customer value creation. The accumulated experiences with service providers will enable customers to gain enhanced role clarity. Finally, goal congruence is defined as the extent to which customers' role and service provider's role are similar in terms of value creation. The customers who share similar value with service providers are more likely to enhance the effectiveness of customer value creation behavior. The survey was distributed to the customers' of airline passengers and 130 responses were used for partial least square(PLS) data analysis. Participants were approached and asked to whether they have intention to participate at the survey. Those who show interests in the survey were provided the questionnaire and they filled out it on the desk at the airport. To increase the valid responses, the participants were given a gift certificate. In terms of demographic characteristics, the 68% were male and mean age level are 30's, and the purpose of travel is the business (40%), while the leisure is 60%. The findings show that all three moderators significantly moderate the relationship between customer value creation behavior and customer happiness, which support all research hypotheses of this study. The results have several implications for practitioners. First, managers need to train their customers so that customers' ability could be enhanced. Second, managers might want to modify their integrated marketing communication activities so that customers could have role clarity. Finally, managers need to be aware of the importance of fit with their targeted customers.

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