바로가기메뉴

본문 바로가기 주메뉴 바로가기

logo

ISSN : 1738-3110

논문 상세

이전 다음
선공개 논문 논문 투고

Vol.13 No.10
Citation Share

Effect of Personality and Social Motive on Franchise Customers' Citizenship Behavior

Effect of Personality and Social Motive on Franchise Customers’ Citizenship Behavior

The Journal of Distribution Science(JDS) / The Journal of Distribution Science, (P)1738-3110; (E)2093-7717
2015, v.13 no.10, pp.35-44
https://doi.org/https://doi.org/10.15722/jds.13.10.201510.35
Sthapit, Anesh (Department of Business Administration, Chosun University Korea)
Oh, Min-Jung (Chosun University)
Hwang, Yoon-Yong (Department of Business Administration, Chosun University)
Sthapit, Anesh, Oh, Min-Jung, & Hwang, Yoon-Yong. (2015). Effect of Personality and Social Motive on Franchise Customers' Citizenship Behavior. The Journal of Distribution Science(JDS), 13(10), 35-44, https://doi.org/https://doi.org/10.15722/jds.13.10.201510.35
  • 다운로드 수
  • 조회수
PDF 다운로드

Abstract

Purpose - This study focuses on the voluntary performance of franchise customers as a result of inherent social motives. It examines the interplay between traits and motives, and their influence on customer citizenship behavior (CCB). Research design, data, and methodology - Empirical evidence from the responses of 288 university students, validates that individual traits are related to social motives, which provides a basis for CCB. The results suggest that social motives do influence an individual's intention to provide feedback, advocate, help, or tolerate. Structural Equation Modeling using AMOS 22 was employed to test the concept. Results - This research illustrates that extraversion has a dominant influence on affiliation motive, and agreeableness is a strong predictor of the altruism motive among franchise customers. Conclusion - All three traits have positive influence on the power motive. Power and altruism motives were found to be the main determinants of CCB in a social setting. The power motive was a better predictor of advocacy and tolerance. The altruism motive significantly predicted helping and tolerance. Feedback was only positively predicted by the affiliation motive.

keywords
Customer Citizenship Behavior, Social Motives, Personality, Franchise

참고문헌

1.

Ahearne, M., Bhattacharya C. B., & Gruen T. (2005). Antecedents and Consequences of Customer-Company Identification: Expanding the Role of Relationship Marketing. Journal of applied psychology, 90(3), 574-585.

2.

Anaza, N. A. (2014). Personality Antecedents of Customer Citizenship Behaviors in Online Shopping Situations. Psychology and Marketing, 31(4), 251-263.

3.

Anglim, J.,& Grant, S. (2014). Predicting Psychological and Subjective Well-being from Personality: Incremental Prediction from 30 Facets over the Big 5. Journal of Happiness Study, 1-22.

4.

Ashton, M. C., Lee, K., & Paunonen, S. V. (2002). What Is the Central Feature of Extraversion? Social Attention Versus Reward Sensitivity. Journal of Personality and Social Psychology,83(1), 245-252.

5.

Batson, C. Daniel, Ahmad, N., & Tsang J. A. (2002). Four Motives for Community Involvement. Journal of Social Issues,58(3), 429-445.

6.

Baumeister, R. F., & Leary M. R. (1995). The need to belong:Desire for Interpersonal Attachments as a Fundamental Human Motivation. Psychological Bulletin, 117(3), 497-529.

7.

Bettencourt, L. A. (1997). Customer Voluntary Performance:Customers as Partners in Service Delivery. Journal of Retailing, 73(3), 383–406.

8.

Bolino, M. C. (1999). Citizenship and Impression Management:Good Soldiers or Good Actors?. Academy of Management Review, 24(1), 82-98.

9.

Bove, L., Pervan J. S., Beatty S. E., & Shiu E. (2009). Service Workers Role in Encouraging Customer Organizational Citizenship Behaviors. Journal of Business Research, 62(7), 698–705.

10.

Bowen, D. E. (1986). Managing Customers as Human Resources in Service Organization. Human Resource Management, 25(3), 371-383.

11.

Carlo, G., Okun, Morris A., Knight, G., & Guzman, T. M. (2005). The Interplay of Traits and Motives on Volunteering:Agreeableness, Extraversion and Prosocial Value Motivation. Personality and Individual Differences, 38(6), 1293-1305.

12.

Chiaburu, D. S., Oh, I. S., Berry, C. M., Li, N., & Gardner, R. G. (2011). The Five-Factor Model of Personality Traits and Organizational Citizenship Behavior: A Meta-analysis. Journal of Applied Psychology, 96(6), 1140.

13.

Deci, E. L., & Ryan, R. M. (2000). The ‘‘What" and ‘‘Why" of Goal Pursuits: Human Needs and the Self-Determination of Behavior. Psychological Inquiry, 11(4), 227–268.

14.

Emmons R. A., Diener, E. D., & Larsen, R. J. (1985). Choice of Situations and Congruence Models of Interactionism. Personality and Individual Differences, 6 (6), 693-702.

15.

Emmons, R. A., & Diener, E. D. (1985). Personality Correlates of Subjective Well-being. Personality and Social Psychology Bulletin, 11(1), 89-97.

16.

Engeser, S., & Langens, T. (2010). Mapping Explicit Social Motives of Achievement, Power, and Affiliation onto the Five‐Factor Model of Personality. Scandinavian Journal of Psychology, 51(4), 309-318.

17.

Garcia, Cathy Rose A. (2010). Franchise Businesses Booming in Korea. Korea Times, retrieved May 31, 2015 from http://www.koreatimes.co.kr/www/news/biz/2010/10/123_72873.html

18.

Goldberg, L. R. (1992). The Development of Markers for the Big-Five Factor Structure. Psychological Assessment, 4(1), 26–42.

19.

Graziano, W. G., & Tobin, R. N. (2002). Agreeableness:Dimension of Personality or Social Desirability Artifact?. Journal of personality, 70 (5), 695–728.

20.

Groth, M. (2005). Customers as Good Soldiers: Examining Citizenship Behaviors in Internet Service Deliveries. Journal of Management, 31(1), 7–27.

21.

Harris, E. G., & Mowen, J. C. (2001). The influence of Cardinal-, Central- and Surface-Level Personality Traits on Consumers’ Bargaining and Complaint Intentions. Psychology and Marketing, 18(11), 1155-1185.

22.

Horney, K. (1942). Self-Analysis. New York: Norton & Company Inc.

23.

Judge, T. A., Heller, D., & Mount, M. K. (2002). Five-Factor Model of Personality and Job Satisfaction: A Meta-analysis. Journal of Applied Psychology, 87(3), 530-541.

24.

Keaveney, S. M. (1995). Customer Switching Behavior in Service Industries: An Exploratory Study. Journal of Marketing, 59, 71–82.

25.

Kornadt, H. (2015). Social Motives and Their Development in Cultural Context. Online Readings in Psychology and Culture, 5(3), Retreived 4th May, 2015 from http://dx.doi.org/10.9707/2307-0919.1048.

26.

Kornadt, H., Eckensberger, L. H., & Emminghaus, W. B. (1980).Cross-Cultural Research on Motivation and its Contribution to a General Theory of Motivation. In H. C. Triandis & Lonner, W. J. (Eds.), Handbook of cross-cultural psychology, Vol. 3 , Boston, MA: Allyn and Bacon.

27.

Kumar, K., Bakhshi, A., & Rani, E. (2009). Linking the Big Five Personality Domains to Organizational Citizenship Behavior. International journal of Psychological studies, 1(2), 73-81.

28.

Lengnick Hall, C. A., Claycomb, V., & Inks, L. W. (2000). From ‐Recipient to Contributor: Examining Customer Roles and Experienced Outcomes. European Journal of Marketing, 34(3/4),359 – 38.

29.

Magnus, K., Diener, E., Fujita, F., & Pavot, W. (1993). Extraversion and Neuroticism as Predictors of Objective Life Events: A Longitudinal Analysis. Journal of Personality and Social Psychology, 65(5), 1046-1053.

30.

McClelland, D. C. (1985). How Motives, Skills and Values Determine What People do. American Psychologist,40(7), 812.

31.

McCrae, R. R., & John, O. P. (1992). An Introduction to the Five-Factor Model and its Applications.Journal of Personality, 60, 175-215.

32.

Mooradian, Todd A., & Olver, J. M. (1997). I can't get no Satisfaction: The Impact of Personality and Emotion on Post-purchase Processes. Psychology & Marketing,(14)4, 379-393.

33.

Mount, M. K., Barrick, M. R., & Stewart, W. H. Jr. (1998). Five-factor model of personality and performance in jobs involving interpersonal interactions. Human Performance, 11(2-3), 145-165.

34.

Mowen, J. C., & Spears, N. (1999). Understanding Compulsive Buying among College Students: A Hierarchical Approach. Journal of Consumer Psychology, 8(4), 407-430.

35.

Oyedele, A., and Simpson, P. M. (2011). Understanding Motives of Consumers Who Help. Journal of Strategic Marketing. 19(7), 575-589.

36.

Paré, Guy, & Tremblay, M. (2000). The Measurement and Antecedents of Turnover Intentions among IT Professionals. Scientific Series, 33, CIRANO, 1-36.

37.

Saucier, G. (1994). Mini-markers: A Brief Version of Goldberg’s Unipolar Big Five Markers. Journal of Personality Assessment, 63 (3), 506-516.

38.

Wang, Y., & Griskevicius, V. (2014). Conspicuous Consumption, Relationships, and Rivals: Women’s Luxury Products as Signals to other Women. Journal of Consumer Research, 40(5), 834-854.

39.

Weaver, III, J. B. (1998). Personality and self-perceptions about Communication. In J. C. McCroskey, J. A. Daly, Martin, M. M. & Beatty, M. J. (Eds.), Communication and Personality: Trait Perspectives (pp. 95–117). Cresskill, NJ:Hampton Press.

40.

Wilcox, K., Kim, H. M., & Sen, S. (2009). Why do Consumers buy Counterfeit Luxury Brands?. Journal of Marketing Research,46(2), 247-259.

41.

Winter, D. G., John, O. P., Stewart, A. J., Klohnen, E. C., & Duncan, L. E. (1998). Traits and Motives: Toward an Integration of two Traditions in Personality Research. Psychological review, 105(2), 230-250.

42.

Wu, W. Y., & Sukoco, B. M. (2010). Why Should I Share? Examining Consumers’ Motives and Trust on Knowledge Sharing. Journal of Computer Information Systems, 50(4), 11-19.

43.

Yi, Y., & Gong, T. (2013). Customer Value Co-creation Behavior: Scale Development and Validation. Journal of Business Research, 66 (9), 1279-1284.

44.

Yi, Y., Gong, T., & Lee, H. (2013). The Impact of Other Customers on Customer Citizenship Behavior. Psychology and Marketing, 30(4), 341–356.

The Journal of Distribution Science(JDS)

선공개 논문 논문 투고 OA 정책