Understanding of Customers’ Participation and Citizenship Behavior in the Restaurant Industry using Critical Incidents Technique (외식업체의 고객참여행동과 고객시민행동에 관한 탐색적 연구- 결정적 사건기법(CIT) 활용 -)

Cha, Sung-Mi (차성미); Soo-Youn Kim (김수연)

doi:10.17086/JTS.2015.39.8.169.193

Understanding of Customers’ Participation and Citizenship Behavior in the Restaurant Industry using Critical Incidents Technique

Journal of Tourism Sciences
Abbr : JTS
2015, 39(8), pp.169~193
DOI : 10.17086/JTS.2015.39.8.169.193
Publisher : The Tourism Sciences Society Of Korea
Research Area : Social Science > Tourism

Cha, Sung-Mi ¹, Soo-Youn Kim ²

¹한양여자대학교
²연세대학교 식품영양학과

Accredited

ABSTRACT

For the service industry, the roles of customers are the essential element for the successful service delivery because of the service inseparability. This study aims to clarify customers’ participation behavior and citizenship behavior in the restaurant industry using the critical incident technique(CIT). The research was designed to collect the customers’ narrative of those who have visited restaurants in 6 months. Classifications were conduct with 543 narrative. The elements of customer participation behavior include ‘information seeking’, ‘information transmission’, and ‘responsible behavior’. The elements of customer citizenship behavior include ‘helping’, ‘tolerance’, ‘feedback’, and ‘recommend’. This study also shows that managing the customer participation behavior and citizenship behavior is more important than other industries, because service delivery is based on the interaction.

KEYWORDS

Customer participation behavior, Customer citizenship behavior, CIT

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This paper was written with support from the National Research Foundation of Korea.

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