크루즈 관광객의 정서적 몰입을 유발하는 타 고객 속성 고찰과 고객 시민 행동에 미치는 효과 분석

The effect of Cruise Other Customer Attribute on cruiser's Affective Commitment and the relationships between Affective Commitment, Customer Citizenship Behavior: The moderating roles of Self Congruity

The purpose of this research were to (1) examine the role of Other Customer Attribute(sub-dimensions: Physical attractiveness, Displayed positive emotion and Helpfulness) in the formation of cruisers' Affective Commitment, (2) investigate the relationships between Affective Commitment, Customer Citizenship Behavior, and (3) test the moderating effects of Self Congruity during this process. The data collected from 291 American and European cruise passengers. Based on the results of data analysis, it revealed that (1) all three dimensions (Physical attractiveness, Displayed positive emotion, Helpfulness) of Other Customer Attribute are critical factors in the formation of Affective Commitment, Specially among the dimensions of Other Customer Attribute, Physical attractiveness is the strongest factor in the cruise industry, and (2) Affective Commitment of cruise tourists strongly influenced Customer Citizenship Behavior. In addition (3) Self Congruity played significant moderating roles during this process. These results suggest important information about the cruise study and industry.