고객가치공동창출을 위한 외식기업의 혁신문화와 종사원 태도의 영향관계: 긍정심리자본의 교차수준 매개효과

This study analyzes the impact of the innovation culture of foodservice companies on employees' positive psychological capital and organizational citizenship behavior and seeks to identify the impact of employee-level variables on customer participation behavior and customer citizenship behavior. Multi-level analyses were performed to investigate the interactions between variables at different levels. In addition, the mediating role of positive psychological capital between innovation culture and organizational citizenship behavior was examined. The sample for this study was aimed at employees who are in charge of customer service through one-on-one, face-to-face contact at thirty large foodservice companies in Korea, and also the customers who received services from the employees. Samples from 261 employees and 510 customers were used in the final analysis. The analysis showed the following results. First, innovation culture was in a significant(+) influence relationship with positive psychological capital. Second, innovation culture and organizational citizenship behavior also had a significant(+) influence relationship. Third, employees' positive psychological capital played a mediating role between innovation culture and organizational citizenship behavior. Fourth, the employees' organizational citizenship behavior acted positively on customer participation behavior and customer citizenship behavior. Finally, based on the results of this study, implications for the co-creation of customer value, limitations, and future direction of the research were presented.