서비스 제공자의 고객참여 인식이 라포르와 직무만족에 미치는 영향: 의료서비스를 중심으로

초록

It is evident that active customers participate to deliver high quality service and realize customer satisfaction due to the characteristics of service including inseparability. While marketing researchers have long examined the customer participation, most of their research were carried out from the perspective of customers rather than service providers. In practice, however, since customers and service providers interact with each other in service encounter, customer participation influences service providers’ emotion. In addition, few studies have investigated this aspect from service providers’ perspective. This study was undertaken to investigate whether service providers feel rapport as a result of customer participation. The study further explores whether the job satisfaction and turnover intention of providers can be affected by customer participation. In this study, customer participation has four dimensions (activity, communication, sympathy, and compliance) and rapport has two dimensions (enjoyable interaction and personal connection). This study employes a questionnaire survey to test the hypotheses. Data were collected from the providers in healthcare services industries. Data were analyzed by structural equation model (AMOS 21.0 version program). Results reveal that only effects of activity and sympathy of four dimensions of customer participation on rapport are significant. Also, the results show that only the effect of personal connection of two dimensions of rapport on job satisfaction is significant. Job satisfaction has negative effects on turnover intention, as expected. The results confirmed that customer participation perceived by providers develops some parts of rapport and has positive effects on job satisfaction and negative effects on turnover intention. This study revealed that customer participation has influences on service providers as well as customers. The theoretical contribution of this study is that the concept of customer participation is expanded with a new theoretical basis and role. Moreover, this study provides implication that service organizations should build the system that promotes more active customers involvement in service delivery process and makes employees focus on interaction with customers as well.

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