서비스 환경에서 고객의 심리적 주인의식이 관계지속의도에 미치는 영향에 대한 탐색적 연구

초록

In this study, we tried to investigate the effects of ‘psychological ownership’ on customer’s purchase intention and relational commitment in the service environment such as hotels and department stores. According to advanced research, ‘psychological ownership’ is considered as a key factor which leads positive results such as job performance and extra-role behavior in the relations between organization and employees. Most studies related to psychological ownership has focused on the relations between company and employees and there have been very few studies from the perspective of service marketing research. Therefore, this study introduces psychological ownership for the long-term relationship between customers and service organizations such as hotels and department stores and suggests customer participation as a major antecedent of psychological ownership. Even though this research is an exploratory study of psychological ownership, the results of this study will be able to provide service companies with a good direction for their marketing and customer relationship management strategies. Finally, managerial implications and limitations of the study were also discussed.

키워드