| 미용실 고객의 서비스공정성과 고객몰입 및 고객시민행동의 관계 |
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장은진, 김종우 |
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| Research Paper : The Relationship among Service Justice, Customer Commitment, and Customer Citizenship Behavior of Beauty Shop Customers |
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Eun Jin Jang, Jong Woo Kim |
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| Abstract |
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The purpose of this study was to investigate the effects of service justices (distributive, procedural and interactional justice) on customer commitment, and to examine the effects of customer commitment on customer citizenship behaviors(loyalty, cooperation and participation). In order to analyze the fitness of the research model and to test the hypotheses, the data are collected from 345 customers of beauty shops through the administration of structured questionnaires. A structural equation analysis is performed by the AMOS package. The goodness of fit indices indicate that the fit of the model to the data is generally good. In addition, five of six hypotheses are supported by the data. The results reveal that first, distributive justice and interactional justice have positive effects on customer commitment, second, customer commitment has significantly positive effects on loyalty, cooperation and participation. These results of this study have implications for both theory of customer citizenship behavior and beauty service practice. Future research direction are outlined. |
| Key Words:
Service justice, Customer commitment, Customer citizenship behavior |
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