The Influence of the Expanded Marketing Mixing Factors and Perceived Value on Customer Citizenship Behavior: Focusing on the Modulating Effect of Personality Type

Abstract

The purpose of this study is to confirm the effect of the expanded marketing mix factors of hair shop on customer citizenship behavior. This study was attempted to verify through the mediating effect of perceived value and the moderating effect of personality type in this influence relationship. Data collection in this study distributed 310 questionnaires, and 271 copies were used for the final analysis. the main analysis results derived through data analysis are as follows. First, it was found that the expanded marketing mix had a significant effect on perceived value and customer citizenship behavior. Second, among the expanded marketing mix factors, People and Evidence factors had a positive effect in common on perceived value and customer citizenship behavior. Third, the perception of perceived value in the influence relationship between the expanded marketing mix and customer citizenship behavior shows a mediating effect. In addition, it was found that introverted personality had a positive (+) moderating effect on the path of increasing customer citizenship behavior. The results derived through this study would have helped the hair shop marketing plan and basic data acquisition. In other words, it's important to have an outgoing customer who directly requires the requirements, but paying more attention to less expressive introverts is more effective at boosting customer’s citizenship behavior.