기업 평판이 고객시민행동에 미치는 영향: 몰입의 매개효과를 중심으로

Abstract

The objective of this study is to demonstrate the relationship among corporate reputation, customer’s commitment, and customer citizenship behavior, which play an important role in the service operation management. For this study, we derive 10 hypotheses and conducted questionnaires on corporate reputation, affective commitment, calculative commitment, and customer citizenship behavior(Advocacy, Helping, Tolerance, Feedback) in 214 people. These hypotheses were verified by analyzing the structural equation model. We found that cooperative reputation have positive(+) effects on affective commitment and calculative commitment. Meanwhile, affective commitment have positive(+) effects on customer citizenship behavior and calculative commitment have negative(-) effects on customer citizenship behavior. In this study, we provide academic and practical implications by demonstrating the relationship between the corporate efforts, customer’s attitude and customer’s behavior intention in service industry.