이재열, 이가양, 할러 카타리나 the effects of custoomer justice perception and affect on...
TRANSCRIPT
이재열 , 이가양 , 할러 카타리나
The effects of custoomer justice perception and affect on customer citizenship behavior and customer dysfunctional behavior
If Employees „Go the Extra Mile,“ Do Customers Reciprocate with Similar Behavior?
The Impact of Other Customers on Customer Citizenship behavior
이재열
The effects of custoomer justice perception and affect on customer citizenship behavior and customer dysfunctional behavior
“voluntary and discretionary behaviors that are not required for the successful production and/or delivery of the service but that, in the aggregate, help the service organization overall”
(Groth, 2005)
Definition
Customer citizenship behavior:
“actions by customers who intentionally or unintentionally, overtly or covertly, act in a manner that, in some way, disrupts otherwise functional service encounters.”
(Harris, Reynolds, 2008)
Customer dysfunctional behavior:
Definition
“degree to which customers feel they have been treated fairly with respect to the outcome of the service encounter.”
Definition
Distributive Justice
Procedual Justice
Interactional Justice
Customer justice
perception:
“the perceived fairness of the policies and procedures by the organization.”
Definition
Distributive Justice
Procedual Justice
Interactional Justice
Customer justice
perception:
“the extent to which customers are treated fairly in their interactions with service employees.”
Definition
Distributive Justice
Procedual Justice
Interactional Justice
Customer justice
perception:
“feeling states that are subjectively perceived by customers during service encounters.”
(Gardner, 1985)
Definition
Affect:
ProceduralJustice
InteractionalJustice
DistributiveJustice
Positive Affect
NegativeAffect
DysfunctionalBehavior
CitizenshipBehavior
H1(+)
H4(-)
H3(+)
H5(+)
H6(-)
H7(+)
H8(+)
Research Model
H2(-)
H1. There will be a positive relationship between perceptions of distributive justice and customers' positive affect.
H2. There will be a negative relationship between perceptions of distributive justice and customers' negative affect.
Distributive Justice and affect:
Hypothesis
H3. There will be a positive relationship between perceptions of procedural justice and customers' positive affect.
H4. There will be a negative relationship between perceptions of procedural justice and customers' negative affect.
Procedual Justice and affect:
Hypothesis
H5. There will be a positive relationship between perceptions of interactional justice and customers' positive affect.
H6. There will be a negative relationship between perceptions of interactional justice and customers' negative affect.
Interactional Justice and affect:
Hypothesis
H7. There will be a positive relationship between customers' positive affect and their customer citizenship behavior.
The effect of affect on CCB:Hypothesis
The effect of affect on CDB:
H8. There will be a positive relationship between customers' negative affect and their customer dysfunctional behavior.
H9. Positive affect will mediate the relationship between customer justice perception and customer citizenship behavior.
H10. Negative affect will mediate the relationship between customer justice perception and customer dysfunctional behavior.
Mediation effects of affect:
Hypothesis
- Data from buyers firms of organizational products - Questionnaire and the self-reported survey
Study 1
Study 2
- Students of executive MBA program, Sample size : 209- Self-administered questionnaires survey
Study overview
H1 H2
H3 H4
H5 H6
H7H8
H9-10
Results – Study 1
H1 H2
H3 H4
H5 H6
H7H8
H9-10
Results – Study 2
Train employees
Consider customer affect
Emphasize totall customer affect
management programs
Manage two types of customer behavior with
the same people
Implications
More research is needed
Consider the consequences of
CCB and CDB
Data collection period
Consider moderatorLimitations
이가양
If Employees “Go the Extra Mile,“ Do Customers Reciprocate with Similar Behavior?
•Term Clarifications•Background•Theory•Model•Hypotheses•Study Overview•Managerial Implications•Limitation
Contents
시민행동 , Citizenship Behavior (CB):
“Behavior that is discretionary, not directly or explicitly recognized by the formal reward system, and that, in the aggregate, promotes the effective functioning of the organization” (Organ, 1988)
불량행동 , Dysfunctional Behavior (DB):
“behavior that harms organizations and/or their members” (Spector et al., 2006)
Term Clarifications
- Employee citizenship behavior (ECB) increases the efficiency of an organization - Employee dysfunctional behavior (EDB) decreases the efficiency of organization
Employee behavior (EB) & customer perceptions
relationship
Service-profit chain
(Bettencourt, Rose, Neidermeryer,1999)
A process in which employee behavior leads to customer perceptions such as customer satisfaction (CS) and customer commitment (CC), which in turn lead to customer behavior (CB)
Background
Social learning theory (Davis & Luthans, 1980)
“Learning can take place vicariously through observing the effects of other people (e.g., employees) on the social environment (e.g., service encounter)
Social Exchange Theory (Blau, 1964)
“individuals direct their reciprocation efforts toward the source from which benefits are received”
Theory
Relationships between two types of employee behavior (ECB & EDB) and two types of customer behavior (CCB & CDB)
Novel Research Topic
-> Depict the interplay of voluntary behaviors by employees and customers-> Customer perception & behavior
Model
• Conscientiousness• Altruism• Civic Virtue• Sportsmanship• Courtesy
• Abuse• Production Deviance• Sabotage• Theft• Withdrawal
직원시민행동ECB Dimensions
직원불량행동EDB Dimensions
• Providing feedback to
the organization
• Helping other customers
• recommendation
• Theft
• Shoplifting
• Fraud
• Vandalism
고객시민행동CCB Dimensions
고객불량행동CDB Dimensions
• Violence
• Resistance
• Aggression
• Physical/
psychological
victimization
Cognitive & emotional response to service experience
(Oliver, 1997; Yi & La, 2004)
An emotional attachment to, identification with and involvement in an organization
(Meyer & Smith, 2000)
고객만족도Customer Satisfaction (CS)
고객헌신도Customer Commitment (CC)
H1: ECB ( 직원시민행동 ) increases CS ( 고객만족도 )
H2: EDB ( 직원불량행동 ) decreases CS ( 고객만족도 )
H3: CS ( 고객만족도 ) increases CCB ( 고객시민행동 )
H4: CS ( 고객만족도 ) decreases CDB ( 고객불량행동 )
Hypothesis
ECB
EDB
CS
CDB
CCBH1
H2
H3
H4
H5: CS ( 고객만족도 ) increases CC ( 고객헌신도 )
“A high level of satisfaction provides the customer with repeated positive reinforcement, thus creating commitment-inducing emotional bonds”
(Bansal, Irving, & Taylor, 2005; Bettencourt, 1997)
Hypothesis
CS CCH5
H6: CC ( 고객헌신도 ) increases CCB ( 고객시민행동 )
H7: CC ( 고객헌신도 ) decreases CDB ( 고객불량행동 )
Social Control Theory: “individuals who are committed to institutions are less likely to deviate from norms and engage in dysfunctional behaviors”
(Stewart, 2003)
Hypothesis
CCCDB
CCBH6
H7
H8a: Relationship age with employees increases the positive effect of ECB on CSH8b: Relationship age with employees increases the negative effect of EDB on CS
“Lengthy relationship…[have] more motivation to acquire information, and more motivation to integrate that information into coherent representations.”
(Swann & Grill, 1997)
HypothesisModerator Variables:Relationship Age
H9a: Group size reduces the positive effect of ECB on CSH9b: Group size reduces the negative effect of EDB on CS
“de-individualized” situations, which prevent customers from identifying employee behaviors individually (Pearce & Giacalone, 2003)
**Smaller impact on CS when groups are large**
Hypothesis
Moderator Variables:Group Size
H10a: Communication frequency increases the positive effect of ECB on CSH10b: Communication frequency increases the negative effect of EDB on CS
HypothesisModerator Variables:Communication Frequency
Study Overview
Study Setting:• Private foreign language academy in Korea
Employee Sample: • 123 instructors
Customer Sample: • 590 students
Results (H1-H7)
Results (H8-H10)
ECB & EDB affect CCB & CDB through CS & CC
CS-> CC
Causal chains:• ECB->CS->CCB• EDB->CS->CDB
Findings
Managerial Implications
Employees play a key role in eliciting customer behaviors- Establish systems that can identify ECB & EDB- Reward employees for citizenship behavior- Punish employees for dysfunctional behavior
Target to establish customer commitment
Reverse Causality
Research Setting
Potential Moderators
MeasurementLimitations
이재열 , 이가양 , 할러 카타리나
The Impact of Other Customers on Customer Citizenship behavior
CCBtoward the
firm
Other-customer credibility
CCBtoward the customer
OCCB
Social identity
Informationalinfluence
Normativeinfluence
Contextual influences
H1
H2
H3
H4 H5H7
H6
Model
• „individuals are adaptive organisms, adapt attitudes, behavior, and beliefs to their social context“• Rely on information from their social environment to develop
expectations about appropriate behavior• Through interactions and observation
-> shapes attitudes and opinions, norms and expectations -> influences behavior
HypothesisSocial information processing theory:
In service encounters:• Observe other customers displaying CCB• Think such behavior is normal and appropriate• Reproduce CCB
H1: A positive relationship exists between the level of OCCB and the level of customer citizenship behavior toward the customer.
H2: A positive relationship exists between the level of OCCB and the level of customer citizenship behavior toward the firm.
HypothesisSocial information processing theory:
“when individuals feel they get help from other individuals, they should direct their citizenship activities toward other individuals than toward the firm“
H3: OCCB contributes more to the prediction of customer citizenship behavior toward the customer than of customer citizenship behavior toward the firm.
HypothesisSocial exchange theory:
• Informational influence:“an influence to accept information obtained from another as evidence about reality“
• Normative influence:“an influence to conform to the positive expectations of another“
• Reference individuals:“Faced with uncertainty, an individual will seek information. From the many sources available, the most likely to be accepted are those viewed as credible“
HypothesisPersonal influence theory:
• Attractiveness• Physical attractiveness• The more attractive the source, the more influencial the message
• Trustworthiness• Listener‘s degree of confidence in and acceptance of the speaker‘s message
• Expertise• Extend to which the other customer is perceived as a source of valid
assertions
HypothesisInformational influence: source credibility model
H4: The relationship between OCCB and customer citizenship behavior directed toward the customer is moderated by other-customer credibility in such a way that the higher the other-customer credibility, the stronger the relationship.
H5: The relationship between OCCB and customer citizenship behavior directed toward the firm is moderated by other-customer credibility in such a way that the higher the other-customer credibility, the stronger the relationship.
HypothesisInformational influence: source credibility model
Value-expressive influence• “the individuals desire to enhance self-image by association with a reference
group“• Attempt to resemble the reference group
Social identity• “self-awareness of the individual‘s membership in a group and the emotional and
evaluative significance of this membership“• Cognitive, evaluative, emotional component
HypothesisNormative Influence:
• Customers can affect one another directly (interaction) and indirectly (being part of the same environment)
• Intrinsically motivated to behave on behalf of their group interests
H6: The relationship between OCCB and customer citizenship behavior directed toward the customer is moderated by social identity in such a way that the higher the social identity, the stronger the relationship.
H7: The relationship between OCCB and customer citizenship behavior directed toward the firm is moderated by social identity in such a way that the higher the social identity, the stronger the relationship.
HypothesisNormative Influence:
Study 1
Study 2
- In-depth interviews with 30 customers- Conducted one-on-one
Study overview
Study 3
- Questionnaires- 182 customers at a department strore
- Experimentally manipulating OCCB with scenarios- High vs. Low: levels of OCCB, other-customer credibility, customer social identity- Read a scenerio + complete a questionnaire- 305 students
Results – Study 2 & 3
Study 1:• Confirmed the spill-over effects of OCCB
Study 2:• H7 was not supported: effect of social identity on the relationship between
CCB and OCCB toward the firm
Study 3:• OCCB led customers to reciprocate with similar behaviors towards the firm
and customers• OCCB and CCB was moderated by the informational and normative influences
Results
Introducing customers who perform CCB to a group
Facilitate positive interactions among customers
Foster an informal community among customers
Reward attractive and knowledgeable customers
Reward customers who repeatedly exhibit CCB
Build relationships with high-credibility customers
Managerial Implications
Employees may serve as a rolemodel for CCB or be affected by it
The mere presence of other people could enhance CCB
Limitations
감사합니다 !
이재열
The effects of custoomer justice perception and affect on customer citizenship behavior
and customer dysfunctional behavior
DQ
ProceduralJustice
InteractionalJustice
DistributiveJustice
Positive Affect
NegativeAffect
DysfunctionalBehavior
CitizenshipBehavior
ProceduralJustice
InteractionalJustice
DistributiveJustice
Positive Affect
NegativeAffect
DysfunctionalBehavior
CitizenshipBehavior
개인적 특성이 Positive effect 와 Negative effect 이
Customer Behavior 와 Dysfunctional Behavior 에
영향을 주는것에 있어서 또 어떤 영향을 미칠 것인가 ?
Discussion Question
?
Personal trait
반응에 대한 Reaction 을 취하지 않음반응에 대한 적극적인 Reaction
“Enduring personal characteristics that are revealed in a particular pattern of behavior in a variety of situations.”
외향적 내향적
Positive Affect
NegativeAffect
DysfunctionalBehavior
CitizenshipBehavior
X
O
X
O
외향적내향적
H1. Positive Affect 가 외향적인 사람에 한하여 Citizenship Behavior 로 연결되고 내향적일 경우는 연결되지 않을 것이다 .
H2. Negative Affect 가 외향적인 사람에 한하여 Dysfunctional Behavior 로 연결되고 내향적일 경우는 연결되지 않을 것이다 .
실험모델실험참가자의
인성검사를 통한성향 판별
외향적
내향적
주어진 시나리오에 대한 반응 분석
CCB (O)
CCB (X)
CDB (O)
CDB (X)
통계를 통한 가설검증
CCB 로 이어졌던 고객이라면 , 서비스 상황에 따른 CDB 적 행동을 할 가능성이 높다 .
이러한 관심고객에 대한 지속적인 관리가 필요하다 .
Implications
CCB 혹은 CDB 로의 반응에 있어서 즉각적이진 않지만 징후를 발견한다면 그 고객은 외향적 고객일 가능성이
높기에 관리가 필요하다 ..
DQ 이가양
If Employees “Go the Extra Mile,“ Do Customers Reciprocate with Similar Behavior?
Original Model
Social Learning Theory
“behavior results from the interaction of people and situations”
• Learning takes place vicariously through observing the effects of other people on the social environment
Social Exchange Theory
“individuals direct their reciprocation efforts toward the source from which benefits are received”
Starbucks Employees
Employee Affection
CSCC
CCB ECB
New Model
시민행동에 (CB) 대한 새로운 모델
CSCC
CCB ECB
Original Model
시민행동에 (CB) 대한 모델
Employee Affection
CSCC
CCB ECB
New ModelExpected Results
시민행동에 (CB) 대한 새로운 모델
CSCC
CCB ECB
Employee Affection
CSCC
ECBCCB
Original Model New Model
?Control Variables to stop vicious cycle of
dysfunctional behavior?
악순환 Employee Affection
CSCC
EDBCDB
Employee Affection
CSCC
CDB EDB
Training
Service recovery
불량행동 (DB) Control Mechanisms
•Service recovery • Compensation• (+/-) feedback• Atmosphere
•Training•Manual
Control Variables
DQ 할러 카타리나
The Impact of Other Customers on Customer Citizenship behavior
CCBtoward the
firm
Other-customer credibility
CCBtoward the customer
OCCB
Social identity
Informationalinfluence
Normativeinfluence
Contextual influences
H1
H2
H3
H4 H5H7
H6
CCBtoward the
firm
Other-customer credibility
CCBtoward the customer
OCCB
Social identity
Informationalinfluence
Normativeinfluence
Contextual influences
H1
H2
H3
H4 H5H7
H6
여유
익숙함
Selective Attention
New, unexpected stimulus Stimulus perceived as important
Mood Experience
Possibilities forInteraction
여유 and 익숙함 also influence the
Examples
Supermarket Fitnesscenter
Supermarket Fitnesscenter
Running 30min
Biking 15min
Weights 15min
Examples
Create a relaxed and comfortable atmosphere
Diversify the experience and involve customers
Implications
Facilitate interaction
여유 .익숙함 .
• Comfortable atmosphere, music, interesting displays• Events, 시식
Examples
Supermarket Fitnesscenter
• Special group-workouts• Team sports, group stretching,…• Relaxing area
Discussion Question
? How can organizations promote the perception and displayal of customer
citizenship behavior?