이재열, 이가양, 할러 카타리나 the effects of custoomer justice perception and affect on...

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


Procedual Justice


Customer justice

perception:

“the extent to which customers are treated fairly in their interactions with service employees.”

Definition


Procedual 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

• 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


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


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


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


CCBtoward the

firm



OCCB

Social identity


Normativeinfluence


H1

H2

H3

H4 H5H7

H6

CCBtoward the

firm



OCCB

Social identity


Normativeinfluence


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


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


• Special group-workouts• Team sports, group stretching,…• Relaxing area

Discussion Question

? How can organizations promote the perception and displayal of customer

citizenship behavior?

이재열, 이가양, 할러 카타리나 the effects of custoomer justice perception and affect on...

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