고객시민행동을 일으키는 원인으로서 로열티 프로그램 만족도의 직접효과와 고객기업동일시의 매개효과 검증

Abstract

Customer citizenship behavior has been garnering attention recently in the research on consumer behavior of tourism and hospitality industries. Customer citizenship behavior relates to how customers give feedback on areas for improvement to companies, thereby helping other customers, as well as showing customer loyalty. With this background, the purpose of this study was to examine the effect of customers’ satisfaction with hotel loyalty programs on customer citizenship behavior with a focus on the mediating effect of customer-company identification. Research models and hypotheses were established to show causality among the three different constructs. Data were collected from 353 customers who had memberships in four 4-star hotels in Gwangju Metro City and Jeollanamdo. Results showed that both economic and relational benefits of the loyalty program were found to have a significant positive effect on customer-company identification. Finally, the degree of customer-company identification of the hotel companies’ members was found to have a significant positive effect on their level of customer citizenship behavior. When examining the total effect of the antecedent variables on the independent variable by dividing them into direct and indirect effects, it was found that customer company identification partially mediates both loyalty program satisfaction and customer citizenship behavior. Based on the findings of the study, theoretical and practical implications and future research directions were discussed at the end.