생산과 소비의 비분리성이라는 서비스의 특징은 서비스 상황에서의 고객참여를 불가피하게 만들고 이는 고객을 ‘또 다른 종업원’으로 인식하게 만들고 있다. 이런 맥락에서 최근 고객시민행동은 마케팅 분야에서 중요한 관심이 되고 있다. 본 연구는 사회교환론적 관점에 입각 고객시민행동의 원인변수로 고객의 공정성 지각을 선정, 서비스 상황에서의 공정성 지각이 고객시민행동에 미치는 영향을 살펴보고자 한다. 뿐 만 아니라 그 영향의 과정에서 공정민감성의 조절효과를 확인하고자 한다. 동일한 서비스 공정성이 고객시민행동에 미치는 영향은 공정한 상태에 관한 개인적 판단으로서 공정민감성에 따라 다르게 나타날 것이기 때문이다. 이런 맥락에서 본 연구 공정성과 고객시민행동 및 공정민감성에 관한 선행연구를 검토, 공정성이 고객시민행동에 미치는 영향과 공정민감성의 조절역할을 가설화하고 호텔 고객을 대상으로 실증분석을 실시하였다. 이론 연구 및 실증 분석 결과, 첫째, 서비스 상황에서 배분공정성, 대인관계공정성 및 정보공정성은 고객시민행동에 정(+)의 영향을 미치는 것으로 나타났으며 절차공정성 유의한 결과를 보이지 않았다. 둘째 공정성이 고객시민행동에 미치는 영향의 과정에서 공정민감성의 조절효과 검증 결과, 대인관계공정성은 조절효과를 가지는 반면 배분공정성, 절차공정성 및 정보공정성은 조절효과를 보이지 않는 것으로 나타났다. 이러한 연구 결과는 호텔기업으로 하여금 서비스 상황에서의 공정성확보를 통해 ‘또 하나의 종업원’인 고객의 친기업적 행동을 제고할 수 있음을 의미한다. 따라서 서비스 상황의 공정성 확보를 위한 다양한 노력이 요구된다. 한편 공정민감성이 대인관계공정성과 고객시민행동을 조절하는 연구 결과는 공정민감성에 따른 고객세분화를 바탕으로 차별적 마케팅활동의 필요성을 제안한다.
With the inseparability of production and consumption, which is characteristic of the service industry, customers are forced to participate in service situations and thus become “another employee.” Recently, customer citizenship behavior is garnering interest as an important factor in marketing. The purpose of this study is to examine the effect of perceived justice on customer citizenship behavior based on social exchange theory. The customer’s perceived justice was selected as a causal variable of customer citizenship behavior. In this process, we attempt to determine the moderating effect of equity sensitivity. This is because the effects of the same levels of service justice on customer citizenship behavior will differ. depending on the customer’s equity sensitivity, their personal judgment. Reviewing prior research on justice and customer citizenship behavior and equity sensitivity in this context, we hypothesized the effect of justice on customer citizenship behavior and the moderating role of equity sensitivity. We conducted an empirical analysis of hotel customers. The following are the results of the theoretical research and empirical analysis: First, in service situations, we found distributive justice, interpersonal justice, and informational justice to have a positive effect on customer citizenship behavior. Only procedural justice did not show significant results. Second, an analysis of the moderating effect of equity sensitivity when justice affects customer citizenship behavior found that interpersonal justice had a moderating effect, while distributive justice, procedural justice, and informational justice did not have a moderating effect. These results indicate that hotels can attract “another employee” customers’ pro-business behavior by ensuring justice in service situations. Accordingly, various efforts are needed to ensure justice in service situations. In addition, this study’s results that equity sensitivity moderates interpersonal justice and customer citizenship behavior suggest the necessity of discriminatory marketing strategies based on customer segmentation according to equity sensitivity.
With the inseparability of production and consumption, which is characteristic of the service industry, customers are forced to participate in service situations and thus become “another employee.” Recently, customer citizenship behavior is garnering interest as an important factor in marketing. The purpose of this study is to examine the effect of perceived justice on customer citizenship behavior based on social exchange theory. The customer’s perceived justice was selected as a causal variable of customer citizenship behavior. In this process, we attempt to determine the moderating effect of equity sensitivity. This is because the effects of the same levels of service justice on customer citizenship behavior will differ. depending on the customer’s equity sensitivity, their personal judgment. Reviewing prior research on justice and customer citizenship behavior and equity sensitivity in this context, we hypothesized the effect of justice on customer citizenship behavior and the moderating role of equity sensitivity. We conducted an empirical analysis of hotel customers. The following are the results of the theoretical research and empirical analysis: First, in service situations, we found distributive justice, interpersonal justice, and informational justice to have a positive effect on customer citizenship behavior. Only procedural justice did not show significant results. Second, an analysis of the moderating effect of equity sensitivity when justice affects customer citizenship behavior found that interpersonal justice had a moderating effect, while distributive justice, procedural justice, and informational justice did not have a moderating effect. These results indicate that hotels can attract “another employee” customers’ pro-business behavior by ensuring justice in service situations. Accordingly, various efforts are needed to ensure justice in service situations. In addition, this study’s results that equity sensitivity moderates interpersonal justice and customer citizenship behavior suggest the necessity of discriminatory marketing strategies based on customer segmentation according to equity sensitivity.
