초록

본 연구는 고객-서비스 제공자 관계에 있어, 그 주도권이 고객에게로 기울어 진현재의 마케팅환경에서 어떠한 상황적 요인이 고객을 자발적으로 서비스제공자와의 관계에 더 몰입하게 만들 수 있는지에 대한 이론적, 실무적 통찰을 얻기 위해실시되었다. Baard, Deci and Ryan(2004), De charms(1968)와 Deci, Ryan(2002)이 제시한 자율성지지환경과 접점에서의 종업원의 커뮤니케이션(Komiak and Benbasat 2006). 등이 관계발전에 기여하는 바를 개인의 자기결정성과 함께 고려하여 구조방정식 모형을 통한 가설검증을시도하였다. 고객-서비스 제공자 간의 관계에서의 고객의 자기결정성의 지각정도를파악하고, 나아가서 이렇게 형성된 자기결정성이 고객만족(Bansel, Taylor and James 2005) 및 관계지속의도 등에 미치는 영향을 검증함으로써 연구의 목적을달성하였다. 연구의 결과를 통해 Dholakia(2006)를 시작으로 일부 연구자들에 의해서 실시된자기결정이론의 마케팅 분야에의 적용범위를 확장하였고, 고객과 서비스제공자 관계에서의 고객의 자기결정성 관련 연구에 이론적인 바탕을 더 해 줄 수 있을 것으로 판단되며, 서비스 업체들의 접점관리와 종업원 관리에 있어서도 많은 실무적인시사점을 제시할 수 있을 것이다.

키워드

자기결정성, 환경적요인. 관계성과

참고문헌(65)open

  1. [학술지] 김기옥 / 2007 / 현대 소비자의 소비생활복지: 자기결정성이론의 적용 / 소비자학연구 18 (4) : 47 ~ 65

  2. [학술지] 김기옥 / 2006 / 자기결정성 이론에 근거한 구매동기 척도개발 / 한국가정관리학회지 24 (1) : 71 ~ 82

  3. [학술지] 김재영 / 2010 / 온라인 브랜드 체험을 통한 브랜드 태도와 브랜드 애착의 이중 경로가 브랜드 몰입에 미치는 영향 / 경영과 정보연구 29 (3) : 123 ~ 146

  4. [학술지] 서문식 / 2010 / 서비스 접점에서의 고객참여, 그 자발적 결정요인과 서비스 품질에의 영향 : 자기결정성이론을 중심으로 / 소비문화연구 13 (2) : 61 ~ 93

  5. [학술지] 양명환 / 2004 / 직장인들의 운동 참여동기, 참여수준 및 지속의도간의 관계 / 한국체육교육학회지 8 (4) : 197 ~ 215

  6. [학술지] 윤만희 / 2007 / 로칼수출업체에 대한 특성인식이 관계품질과 강도에 미치는 영향*- 제공특성, 대인적특성, 관계특성을 중심으로 / 아시아마케팅저널 9 (3) : 33 ~ 73

  7. [학술지] 이규동 / 2007 / 자유 위협과 개인화에 대한 사용자의 지각이 상품 추천 서비스 수용에 미치는 영향 / Asia Pacific Journal of Information Systems 17 (1) : 123 ~ 145

  8. [학술지] 이수동 / 2001 / 가상환경에서 대 고객 및 고객간 관계결속의 선행변수와 결과변수에 대한 연구 / 유통연구 5 (2) : 1 ~ 19

  9. [학술지] 이재식 / 2010 / 고객관계관리(CRM) 시스템이 경영성과에 미치는 영향 -균형성과표(BSC)를 활용한 성과측정 / 경영과 정보연구 29 (3) : 97 ~ 121

  10. [학술지] 이호배 / 2002 / 온라인 멤버쉽이 몰입과 일체감의 매개를 통해서 고객 애호도에 미치는 영향 / 경영학연구 31 (3) : 10 ~ 815

  11. [학술지] 임재문 / 2010 / 제품 편익과 소비자-브랜드 관계 및 브랜드 애착, 구전 간의 구조적 관계에 관한 연구 / 경영과 정보연구 29 (1) : 117 ~ 144

  12. [학술지] Anderson, E / 1992 / The Use of Pledges to Build and Sustain Commitment in Distribution Channels / Journal of Marketing Research 29 : 18 ~ 34

  13. [학술지] Baard, P. P / 2004 / Intrinsic Need Satisfaction:A Motivational Basis of Performance and Weil-Being in Two Work Settings / Journal of Applied Social Psychology 34 (10) : 2045 ~ 2068

  14. [학술지] Bansal H. S / 2005 / ‘Migrating’ to New Service Providers:Toward a Unifying Framework of Consumers’Switching Behaviors / Journal of the Academy of Marketing Science 33 (1) : 96 ~ 115

  15. [학술지] Barnes,J.G / 1997 / Closeness, Strength, and Satisfaction : Examining the Nature of Relationships between Providers of Financial Service and Their Retail Customers / Psychology & Marketing 14 (8) : 765 ~ 790

  16. [학술지] Beatty, S. E / 1996 / Customer-Sales Associate Retail Relationships / Journal of Retailing 72 (3) : 223 ~ 247

  17. [학술지] Black, A. E / 2000 / The effects of instructors' autonomy support and students' autonomous motivation on learning organic chemistry: A self‐determination theory perspective / Science Education 84 (6) : 740 ~ 757

  18. [학술지] Bove, L. L / 2001 / Customer Relationship with Service Personnel:Do We Measure Closeness,Quality or Strength / Journal of Business Research 54 : 189 ~ 197

  19. [학술지] Chellappa, R. K / 2005 / Personalization versus privacy:An empirical examination of the online consumer's dilemma / Information Technology and Management 6 (2) : 181 ~ 202

  20. [학술지] Chin,W.W / 1998 / Issues and Opinion on Structural Equation Modeling / MIS Quarterly 22 (1) : 7 ~ 16

  21. [인터넷자료] Chin,W.W / Frequently Asked Questions–Partial Least squares & PLS-Graph

  22. [학술지] Crosby, L. A / 1990 / Relationship Quality in Services Selling:An Interpersonal Influence Perspective / Journal of Marketing 54 : 68 ~ 81

  23. [단행본] De Charms,R / 1968 / Personal causation / Academic Press

  24. [단행본] Deci,E.L / 1980 / The Psychology of Self-determination / DC Health

  25. [단행본] Deci, E. L / 1985 / Intrinsic Motivation and Self-Determination in Human Behavior / Plenum Press

  26. [학술지] Deci, E. L / 2000 / The 'what' and 'Why' of goal pursuits : Human needs and the self-determination of behavior / Psychological Inquiry 11 (4) : 227 ~ 268

  27. [단행본] Deci, E. L / 2002 / Reflection and Future directions in Handbook of Self-determination / The University of Rochester Press : 431 ~ 441

  28. [학술지] Deci, E. L / 2004 / Self-determination theory and basic need satisfaction : Understanding human development in positive psychology / Ricerche di Psicologia 27 (10) : 23 ~ 40

  29. [학술지] Dholakia,U.M / 2006 / How Customer Self-Determination Influences Relational Marketing Outcomes:Evidence from Longitudinal Field Studies / Journal of Marketing Research 43 : 109 ~ 120

  30. [학술지] Donaldson, B / 2000 / Classifying Relationship Structures:Relationship Strength in Industrial Markets / Journal of Business and Industrial Marketing 15 (7) : 491 ~ 506

  31. [학술지] Dwyer, F. R / 1987 / Developing Buyer-Seller Relationships / Journal of Marketing 51 : 11 ~ 27

  32. [학술지] Ganster, D. C / 1985 / Leader Communication Style:A Test of Average Versus Vertical Dyad Linkage Models / Group and Organization Management 10 (3) : 242 ~ 259

  33. [학술지] Guay, F / 2000 / On the assessment of situational intrinsic and extrinsic motivation: The Situational Motivation Scale / Motivation and Emotion 24 (3) : 175 ~ 194

  34. [학술지] Gundlach, G. T / 1995 / The Structure of Commitment in Exchange / Journal of Marketing 59 (1) : 78 ~ 92

  35. [단행본] Falk, R. F / 1992 / A Primer of Soft Modeling,The University of Akron Press,Akron / The University of Akron Press

  36. [단행본] Fishbein, M / 1975 / Belief Attitude, Intention and Behavior :An Introduction to Theory and Research / Addison Weslry

  37. [학술지] Fornell, C / 1981 / Evaluating Structural Equation Models with Observable Variables and Measurement Error / Journal of Marketing Research 18 (1) : 39 ~ 50

  38. [단행본] Hair, J. R / 1998 / Multivariate Data Analysis with Readings / Prentice Hall

  39. [학술지] Haubi, G / 2000 / Consumer Decision Making in Online Shopping Environments:The Effects of Interactive Decision Aids / Marketing Science 19 (1) : 4 ~ 21

  40. [학술지] Harackiewicz,J / 1979 / The effect of reward contingency and performance feedback on intrinsic motivation / Journal of Personality and Social Psychology 37 : 1352 ~ 1363

  41. [학술지] Hausman,A / 2001 / Variations in Relationship Strength and Its Impact on Performance and Satisfaction in Business Relationships / Journal of Business and Industrial Marketing 17 (7) : 606 ~ 616

  42. [학술지] Hayamizu,T / 1997 / Between intrinsic and extrinsic motivation:Examination of reasons for academic study based on the theory of internalization / Japanese Psychological Research 39 : 98 ~ 108

  43. [학술지] Henseler, J / 2009 / The Use of Partial Least Squares Path Modeling in International Marketing / Advances in International Marketing 20 : 277 ~ 319

  44. [학술지] Hewett, K / 2006 / National Culture and Industrial Buyer-Seller Relationship in the United States and Latin America / Journal of the Academy of Marketing Science 34 (3) : 386 ~ 402

  45. [학술지] Kasser, V. G / 1999 / The Relation of Psychological Needs for Autonomy and Relatedness to Vitality,Well‐Being,and Mortality in a Nursing Home1 / Journal of Applied Social Psychology 29 (5) : 935 ~ 954

  46. [학술지] Komiak, S.Y.X / 2006 / The Effects of Personalization and Familiarity on Trust and Adoptation of Recommendation Agents / MIS Quarterly 30 (4) : 941 ~ 960

  47. [학술지] Kruglanski, A / 1975 / Can money enhance intrinsic motivation:A test of the content-consequence hypothesis / Journal of Personality and Social Psychology 31 : 744 ~ 750

  48. [학술지] Kumar, N / 1995 / The Effect of Perceived Interdependent on Dealer Attributes / Journal of Marketing Research,32(Aug) 32 : 348 ~ 356

  49. [학술지] Lengnick-Hall,C / 1996 / Customer Contributions to Quality:A Different View of the Customer-Oriented Firm / Academy of Management Review 21 (3) : 791 ~ 824

  50. [학술지] Lepper, M. R / 1973 / Undermining children's intrinsic interest with extrinsic rewards:A test of the Over justification hypothesis / Journal of Personality and Social Psychology 28 : 129 ~ 137

  51. [학술지] Mittal, B / 1996 / The Role of Personalization in Service Encounters / Journal of Retailing 72 (1) : 95 ~ 109

  52. [학술지] Morgan, R. M / 1994 / The Commitment-Trust Theory of Relationship Marketing / Journal of Marketing 58 : 20 ~ 38

  53. [단행본] Norton,R / 1983 / Communicator Style:Theory,Applications,and Measures / Sage

  54. [단행본] Nunnally,J.C / 1978 / Psychometric Theory / Mc Graw-Hill

  55. [학술지] Palmatier, D. W / 2006 / Factors Influencing the Effectiveness of Relationship Marketing:A Meta-Analysis / Journal of Marketing 70 : 136 ~ 153

  56. [단행본] Peppers, D / 1997 / Enterprise One to One:Tools for Competing in the Interactive Age,Doubleday / NY

  57. [학술지] Ryan, R. M / 1989 / Perceive locus of causality and internalization:Examining reasons for acting in www domain / Journal of Personality and Social Psychology 57 : 749 ~ 761

  58. [학술지] Ryan, R. M / 2000 / Intrinsic and extrinsic motivations:Classic definition and new direction / Contemporary Educational Psychology 25 : 54 ~ 67

  59. [학술지] Richard M. Ryan / 200612 / Self-regulation and the problem of human autonomy: Does psychology need choice, self-determination, and will? / JOURNAL OF PERSONALITY 74 (6) : 1557 ~ 1585

  60. [학술지] Srinivasan, R / 2005 / Strategic Firm Commitment and Rewards for Customer Relationship Management in Online Retailing / Journal of Marketing 69 : 193 ~ 200

  61. [학술지] Shugan,S.M / 1980 / The Cost of Thinking / Journal of Consumer Research 7 (2) : 99 ~ 121

  62. [학술지] Suh / 2010 / The Role of Self-Determination Factors for Relationship Development between Customers and Service Providers / International Journal of Arts and Science 3 (7) : 16 ~ 33

  63. [학술지] Thomson,M / 2006 / Human Brands:Investigating Antecedents to Consumers' Strong Attachment to Celebrities / Journal of Marketing 70 : 104 ~ 119

  64. [학술지] Vallerand, R. J / 1992 / Intrinsic,extrinsic and amotivational styles as predictors of behaviors:A respective study / Journal of Personality 60 : 559 ~ 620

  65. [학술지] Wilson,D.T / 1995 / An Integrated Model of Buyer-Seller Relationship / Journal of Academy of Marketing Science 23 (4) : 335 ~ 345