O2O를 활용한 서비스 산업에서 고객의 심리적 주인의식과 서비스 스케이프가 고객시민행동 및 구매의도에 미치는 영향

초록

All of companies try to achieve their economical goal. Especially, companies for service face with evaluation of each customers. So, the purpose of this research is to confirm about using O2O service as accommodations. For this study, we try to apply multi-factors based on organization studies - psychological ownership, servicescape and customer citizenship behavior. Based on the theoretical background and the results of the data analysis, the strategic implications of this study were as follows: First, most of hypothesis of psychological ownership have signification effects on customer citizenship behavior. But most of hypothesis of servicescape have non-signification effects on customer citizenship behavior. Second, regarding the hypothesis that the customer citizenship behavior toward psychological ownership and servicescape have significant effects on the re-using intention and word of mouth intention, the results showed that customers consider that the psychological ownership is an important element than servicescape. According to this results of analysis, for managers who want to use O2O service in accommodations would be prepared environment about psychological ownership.

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