Culinary science and hospitality research (한국조리학회지)

Culinary Society of Korean Academy (한국조리학회)
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Do Customers want Employees' Authentic Service or Just Service? The Effects of Employees' Authenticity and Justice on Customers' Commitment and Behavior

  • Jung, Hyo Sun (Dept. of Culinary Arts and Food Service Management, Kyung Hee University) ;
  • Yoon, Hye Hyun (Dept. of Culinary Arts and Food Service Management, Kyung Hee University)
  • Received : 2016.09.19
  • Accepted : 2016.09.28
  • Published : 2016.09.30
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Abstract

The purpose of this study was to examine the structural relationship between customers' perception of authenticity, justice, customer commitment, and customer behavior in franchise coffee shops. To test the hypotheses of the study, a total of 428 customers in Korea were considered in an empirical analysis using a two-step structural equation model (SEM) approach. In particular, employees' authenticity had relatively great influence on customers' continuous and affective commitment and their justice had greater influence on customers' normative commitment. Also, customers' continuous commitment, normative commitment, and affective commitment significantly influence customer participation behavior, while normative commitment and affective commitment have a significant effect customer citizenship behavior. Research thus far divided justice and authenticity into separate concepts and examined relation with customer commitment or behaviors but the present study put cognitive process of justice and emotional process of authenticity on the same line and evaluated their different influence on customer commitment and behaviors, thereby verifying that not justice perceived by customers induced desirable customer behaviors but authenticity they felt with their heart played a more superior role in customer commitment or behaviors. This means that authentic services rather than justice induce customers' positive behaviors.

Keywords

References

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