관계발전에 따른 서비스 고객참여의 변화 － 잠재성장모형의 적용 －

This study aims to identify the change of customer participation(CP) which is essential to the service industry as the relationship between the customer and the employee develops. The latent growth modeling analysis based on the longitudinal data is utilized to examine the pattern of the change. This is based on the fact that CP needs to be understood in the relationship and is to confirm the change in CP by the development of the relationship. Given the dynamics of the relationship, we intend to overcome the limitations of previous cross-sectional researches by revealing the trajectory of CP in the relationship through the longitudinal data. We also want to examine which variables in the relationship can facilitate changes of CP. Research has shown that CP is significantly changed with the development of the relationship when we analyzed it through latent growth modeling. This confirms that CP needs to be understood in the relationship. In addition, ‘relationship proneness’ variable and ‘dependence to provider’ variable have positive effects on the initial values of CP, but they have not been established to promote the changes of CP. Consequently, when considering the dynamics of relationships, it is important to recognize that CP is also dynamic. This study sought to get out of the cross-sectional and fragmented understanding of CP that is dynamic. Through this, we would like to propose the successful operation of the customer management program of service firms in relation to CP. This will lead to the success of service encounter where appropriate CP levels at each stage of relationship development can be achieved.