서비스회복전략이 회복 후 가치와 회복 후 만족, 긍정적 구전에 미치는 영향 : 의료서비스실패유형의 조절효과

조아람 ( Jo A-ram ),이훈영 ( Lee Hoon Young ) 경희대학교 경영연구원 2020 의료경영학연구 Vol.14 No.4

The purpose of this study is to identify the effect of service recovery strategy on post-recovery value, post-recovery satisfaction, and positive WOM according to the type of service failure when medical service failure occurs. Based on these findings, we would like to present effective management measures from the perspective of the manager in the event of a medical service failure. Structural equations and pairwise parameter comparison method were performed for hypothesis testing. The group experiencing technical service failures was shown to have a significant positive effect on the value after recovery of the service recovery strategy (β=0.481) and effort (β=0.648). Therefore, only Hypothesis 1-1 and hypothesis 1-4 were adopted. The group experiencing procedural failure was shown to have a significant positive effect on the value of the service recovery strategy (β=0.724) after recovery. Thus, only hypothesis 1-1 was adopted. Both groups that experienced technical service failures and those that experienced procedural service failures were found to have a significant effect on their satisfaction after recovery. Furthermore, post-recover satisfaction has been shown to have a significant positive (+) effect on positive WOMs. Therefore, both Hypothesis 2 and Hypothesis 3 were adopted. As a result of analyzing the moderation effect of service failure type, service failure type had partial adjustment effect. Thus, Hypothesis 4 was adopted.

Verifying The Key Determinants to Service Recovery : Focused on Telecommunications, Restaurants, and Banking Sectors

오세구,정상철,김훈 경성대학교 산업개발연구소 2016 산업혁신연구 Vol.32 No.4

The purpose of this study is to uncover the influences of various efforts on service recovery after the failure of the service in regards to customer satisfaction and loyalty. The model was tested with a survey of 20–40 ages people who experienced service failure and service recovery in Daejeon and Chungnam. The collected data were analyzed statistics programs PLS and SPSS. As a result, the present study finds factors directly affecting service recovery and demonstrates the relationship of those factors between service recovery and customer loyalty. Furthermore, it discusses immediate compensation, truthfulness, reaction and assurance as the important factors for service recovery. In addition, factors that affect service recovery were compared among three services - telecommunication, family restaurants, and retail banks. It was found that the influence of immediate compensation, truthfulness, reaction, and assurance is different for each service type. This study result shows that a different service recovery is required, depending on the service characteristics.The purpose of this study is to uncover the influences of various efforts on service recovery after the failure of the service in regards to customer satisfaction and loyalty. The model was tested with a survey of 20–40 ages people who experienced service failure and service recovery in Daejeon and Chungnam. The collected data were analyzed statistics programs PLS and SPSS. As a result, the present study finds factors directly affecting service recovery and demonstrates the relationship of those factors between service recovery and customer loyalty. Furthermore, it discusses immediate compensation, truthfulness, reaction and assurance as the important factors for service recovery. In addition, factors that affect service recovery were compared among three services - telecommunication, family restaurants, and retail banks. It was found that the influence of immediate compensation, truthfulness, reaction, and assurance is different for each service type. This study result shows that a different service recovery is required, depending on the service characteristics.

서비스 회복이 고객의 행동 의도에 미치는 영향에 관한 연구: 서비스 회복의 공정성과 진정성을 중심으로

박은지,김창곤,김명수,한장희 한국유통과학회 2015 유통과학연구 Vol.13 No.2

Purpose – Satisfaction with service is evaluated according to customers' subjective judgment. The expected value of customer service and its evaluations depend on the customers' position. The customer recognizes two different forms of service levels. One is satisfaction and the other is dissatisfaction. Customers who are satisfied want to receive the service in future. However, those dissatisfied try to change the service. The service provider tries to improve the service. There are two different service cycles. One is the successful cycle and the other is the failure cycle. This study aimed to empirically determine the effects of the justice and authenticity of service recovery on customer behavioral intention through an integrated approach to cognitive justice and psychological authenticity. Research design, data, and methodology – Based on a literature review, justice of service recovery was categorized into three types: distributive, procedural, and interactive. Then, authenticity was added to obtain four independent variables, along with recovery satisfaction as a parameter. Behavioral intention, as an outcome variable, was divided into the repurchase intention and positive word-of-mouth. The model and hypotheses were created and measurement items were developed. A questionnaire survey of items concerning the service recovery experience at family restaurants was conducted on college students and residents in Gwangju from September 30 to October 31, 2013. A total of 400 copies of the questionnaire were sent out and 385 were returned. Respondents answered questions about the importance of, and satisfaction with service recovery on a 5-point Likert scale. Excluding 174 copies without service failure experiences and 7 inappropriate copies, 204 copies were analyzed using SPSS 21.0 for Windows and AMOS 20.0 to determine the reliability and validity of measurements. The hypotheses were tested through a goodness-of-fit analysis. Results – First, distributive justice positively affected recovery satisfaction. Second, procedural and interactive justice had no impact. Third, authenticity positively affected recovery satisfaction. Fourth, distributive justice had relatively stronger effects on recovery satisfaction than authenticity. Fifth, recovery satisfaction significantly affected repurchase intention and positive word-of-mouth and it proved effective in mediation. Finally, additional analysis was performed for descriptive statistics of the principal variables by various demographic characteristics and significant differences were found in gender, occupation, and so on. Conclusions – This study has academic significance as the fairness and authenticity of service recovery were investigated to reveal the effects on behavior. The findings could be applied to a wide range of service recovery strategies. However, there are some limitations. First, data was collected only from the residents of Gwangju and most respondents were aged 20-30. Future studies should target a wide range of areas and age groups. Second, because the questionnaire used in this study targets only convenience family restaurants, the results of this study cannot be generalized to all services companies. Future research should be done on a wide range of industries such as hotels, airlines, and hospitals, and perform a comparison between sectors.

고객의 관계 성향을 고려한 항공사의 서비스 회복 전략 수립에 관한 연구

김용철 ( Yong Cheol Kim ) 한국항공경영학회 2018 한국항공경영학회지 Vol.16 No.4

항공을 포함한 서비스 산업에서 기업들은 불가피하게 발생할 수 있는 서비스 실패에 대비하여 미리 서비스 회복 방안을 마련해 놓아야 한다. 특히 항공서비스는 복잡한 서비스 프로세스라는 특성을 갖고 있어, 서비스 실패에 대한 대응의 중요성은 다른 어떤 산업보다 크다. 효과적인 서비스 회복을 위해서는 실패의 특성뿐만 아니라 고객의 특성까지도 고려한 회복 전략의 정교화가 요청된다. 고객의 특성 중 하나라고 할 수 있는 관계 성향은 서비스 회복에 대한 고객의 기대를 결정짓는 중요한 변수라고 할 수 있다. 그런데 기존 연구들은 주로 실패의 유형이나 성격을 고려한 연구에 치우쳐 있고, 고객들이 왜 동일한 실패에 대해 상이한 회복 기대를 갖는지에 대한 연구는 아직까지 미흡한 상황이다. 본 연구의 목적은 항공서비스를 대상으로 고객 특성 중 하나인 관계 성향과 실패 특성 중 하나인 실패 심각성이 고객들이 선호하는 서비스 회복 기대에 미치는 영향을 실증적으로 검토하는 데 있다. 이를 통해 항공사를 포함한 서비스 기업들이 고객들의 특성을 고려하여 서비스 실패에 보다 맞춤화된 대응을 할 수 있도록 시사점을 도출해 보고자 하였다. 실증 결과 고객의 관계 성향은 사과 유형 회복 기대에 유의적인 영향을 미치는 것으로 나타났지만, 보상 유형 회복 기대에는 유의적인 영향을 미치지 않는 것으로 나타났다. 그리고 실패 심각성은 사과 유형 회복 기대와 보상 유형 회복 기대에 유의적인 영향을 미치는 것으로 나타났다. 또한 관계 성향이 사과 유형 회복 기대에 미치는 영향은 보상 유형 회복 기대에 미치는 영향보다 큰 것으로 나타났으며, 실패 심각성이 보상 유형 회복 기대에 미치는 영향은 사과 유형 회복 기대에 미치는 영향보다 큰 것으로 나타났다. 이러한 실증 결과를 바탕으로 적응적 서비스 회복의 필요성, 정교화된 서비스 회복 매뉴얼을 만드는 과정에서의 유의사항 등의 실무적 시사점을 도출하였다. 구체적으로 항공사는 서비스 실패에 대한 반응으로부터 고객의 관계 성향을 파악하고 이러한 관계 성향에 맞춤화된 서비스 회복 방안을 제시할 필요가 있다. 그리고 서비스 회복 매뉴얼을 만드는 과정에서 고객 성향과 실패 심각성은 필수적으로 고려되어야 한다. In the service industry including airline companies, companies must have a service recovery plan in advance in case of a service failure that could inevitably occur. In particular, aviation services have the characteristics of complex service processes, so the importance of responding to service failures is greater than in any other industry. In order to recover an effective service, it is required to elaborate the recovery strategy considering the characteristics of the customer as well as the characteristics of the failure. Relational propensity which is one of the customer’s characteristics can be an important variable in determining the customer’s expectations of service recovery. However, existing researches are mainly focused on studies considering the type and nature of failures, and research on why customers have different recovery expectations for the same failures is still insufficient. The purpose of this study is to examine empirically the effect of relational propensity and failure severity on customer expectation of service recovery. Based on this model, I tried to draw some implications for service companies, including airline companies, to take a more personalized response to service failures in terms of their characteristics. The results show that the customer’s relational propensity has a significant effect on the apology type recovery expectation, however, it does not have a significant effect on the compensation type recovery expectation. And failure severity had a significant effect on apology type recovery expectation and compensation type recovery expectation. It also reveals that the effect of relational propensity on recovery expectation of apology type was found to be larger than that of compensation type recovery expectation. The effect of failure severity on expectation of compensation type recovery was larger than that of apology type recovery expectation. Based on these empirical results, practical implications such as the necessity of adaptive service recovery and precautions in the process of elaborated service recovery manual were derived. Specifically, airlines need to understand the relational propensity of customers from responses to service failures and to provide a customized service recovery approach to this relational propensity. In the process of creating a service recovery manual, practitioners must consider relational propensity and failure severity as essential.

서비스회복은 고객의 머리로 이루어지는가? 가슴으로 이루어지는가?

김상희(Sang Hee Kim) 한국경영학회 2014 經營學硏究 Vol.43 No.1

The purpose of this study is to survey relative influence of justice and authenticity upon customer response in service recovery. Prior researches on service recovery so far have emphasized on recovery in the cognitive aspect called justice and recovery satisfaction. However, at the point of time that many researches on consumer science consider the emotional and psychological aspect as well as consumers` cognitive aspect, the consideration on this aspect will be necessary even in the service recovery. Accordingly, this study aims to suggest authenticity in addition to justice as a plan for service recovery and to figure out different influential level of these two recovery plans upon customers` response. Through this, the aim is to compare how the justice and authenticity change the response of customers, who experienced in a situation of service failure, thereby making it reach the recovery process. The following are the specific research objectives of this study. First, the aim is to compare relative influence of justice and authenticity upon customer forgiveness. As prior researches have mentioned so far, this can be said to be the examination on whether the offer of other element in addition to justice can be the better recovery plan than justice as well as the examination on whether justice is the sole plan for customers` service recovery. Second, the aim is to compare relative influence of justice and authenticity upon recovery satisfaction. So far, the prior researches have discussed about relationship between justice and recovery satisfaction and have discussed about what the justice dimension is that has the greatest influence especially upon recovery satisfaction. However, if satisfaction can be influenced by cognitive and psychological factors, the recovery satisfaction even in service recovery will be able to be influenced even by psychological aspect as well as cognitive aspect. Third, the aim is to compare relative influence of recovery satisfaction and forgiveness upon a change in customer response. The aim is to examine whether it is changed more greatly by customers` satisfaction with company`s recovery effort or is changedmore greatly by customer forgiveness through company`s recovery effort if the customer response after failure is changed through company`s recovery effort. The findings are summarized as follows. First, as a result of comparing the relative influence of justice and authenticity in an effort for service recovery upon customer forgiveness, the authenticity in an effort for service recovery was indicated to have the greater influence upon customer forgiveness. Also, interactive justice out of justice was indicated to have influence upon customer forgiveness. Thus, the distributive justice and procedural justice were indicated not to have influence upon customer forgiveness. Hence, even if justice can increase satisfaction as mentioned in prior researches, it was indicated to be factor that is difficult to obtain customer forgiveness. Second, as a result of comparing relative influence of justice and authenticity in an effort for service recovery upon recovery satisfaction, the authenticity was indicated to have greater influence upon recovery satisfaction than procedural justice and interactive justice. Distributive justice was shown to have no significant difference. This outcome implies that the recovery satisfaction is influenced even by authenticity as well as justice. As this implies that satisfaction can be influenced by both cognitive factor and psychological factor, it is suggesting that the recovery satisfaction is possible even by authenticity, not what the recovery satisfaction is made only by justice. Third, a sense of disappointment, which was experienced given failure, was indicated to decrease when customers forgave service failure through authenticity in company`s effort for recovery. Psychological status like disappointment and frustration, which were experienced from counterp

서비스 실패 후 서비스 회복속도가 옴니채널 픽업서비스의 고객 충성도에 미치는 영향: 자아 해석수준과 서비스회복 기대의 상호작용효과

한상린 ( Han Sang-lin ),김기형 ( Kim Ki-hyung ) 한국소비자학회 2018 소비자학연구 Vol.29 No.5

보상수단 외에도 소비자의 심리적 상황에 따라 서비스 회복 노력은 달라져야 할 것이다. 본 연구는 최근 이슈가 되고 있는 옴니채널 픽업서비스 소비자를 대상으로 이러한 연구를 시도했다는 점에서 의의 가 있다. 본 연구에서는 서비스 회복 속도, 자아해석, 회복기대가 서비스 실패 후 회복 충성도에 미치는 영향을 알아보았으며 서비스 회복속도에 따른 회복 만족도를 측정하여 서비스 회복 패러독스가 발생하는 지를 살펴보았다. 실험설계는 2(서비스 회복 속도: 즉시 회복, 지연회복)×2(자아해석: 독립적 자아해석, 상호의존적 자아해석)×2(회복기대: 높은기대, 낮은 기대)의 삼원 완전무선요인설계로 이루어졌다. 실험결과 모든 서비스 회복속도에서 서비스회복 패러독스가 발생하였다. 즉시 회복 수준에서 회복기대가 낮은 사람이 회복기대가 높은 사람보다 충성도가 높았다. 회복 기대가 높은 경우, 독립적 자아로 점화된 사람이 상호의존적 자아로 점화된 사람보다 회복 후 충성도가 높았다. 서비스 회복 기대가 높고 상호의존적 자아유형으로 점화된 사람의 경우와, 서비스 회복 기대가 낮고 독립적 자아로 점화된 사람의 경우 서비스 회복 속도가 회복 후 충성도에 영향을 미쳤다. 본 연구결과를 토대로 보면 서비스 실패시 적절한 시간에 적절한 보상을 하면 회복만족도가 증가한다는 것이 확인되었다. 적극적 불만을 표시하는 독립적 자아의 고객인 경우 낮은 회복기대(장기거래고객)에서 시간지연에 따른 충성도 감소폭이 켰고, 직접적인 불만을 토로하지 않는 상호주의적 자아 고객의 경우 높은 회복기대(신규 고객)에서 시간지연에 따른 충성도 감소폭이 켰다. 본 연구는 다른 연구와는 다르게 서비스 회복 속도와 소비자 유형을 가정하여 서비스 회복 충성도 변화를 분석하였으며 연구의 결과는 서비스 회복관련 연구의 방향을 제시하고 서비스 제공자에게 실무적 시사점을 제공하고 있다. The delay of recovery after a service failure may cause the economical and mental damage to the consumer, This study examined the impact of service recovery speed, the self-construal, the recovery expectation on the loyalty recovery after a service failure and if the service recovery paradox occurs by measuring the satisfaction according to the service recovery speed. The experiment design was composed of completely randomized three-factor design of 2(service recovery speed: immediate recovery, delayed recovery) x 2 (self-construal: independent selfconstrual, interdependent self-construal) x 2 (recovery expectation: high expectation, low expectation). In the results of experiment, the service recovery paradox occurred in all the service recovery speed. Those who had a low expectation of recovery from immediate recovery level were more loyalty than those with high expectation of recovery. When recovery expectations were high, those who were primed by interdependent self-construal were more loyal after recovery than those who were primed by interdependent self-construal. The rate of service recovery has affected the loyalty after recovery, in the case of those who are expected to have a high expectation of service recovery and primed by interdependent self-construal. Differently from other researches, this study analyzed the changes in the service recovery loyalty assuming the service recovery speed and consumer types and the results of this study suggested the direction for the research related to the service recovery and provided the practical implications for service providers.

Verifying The Key Determinants to Service Recovery : Focused on Telecommunications, Restaurants, and Banking Sectors

Oh, segu,Jung, sang-chul,Kim, hoon 경성대학교 산업개발연구소 2016 산업혁신연구 Vol.32 No.4

본 연구의 목적은 서비스실패가 발행한 이후에 이의 복구와 관련된 다양한 노력이 재구매 및 구전의도로 측정되는 고객충성도에 어떠한 영향을 미치는가를 확인하는 것이다. 본 연구에서 제시된 모형을 검정하기 위해 대전 및 충남지역에 거주하며, 이동통신, 패밀리레스토랑, 은행에서 서비스실패를 경험해 본 적이 있는 2-30대의 사람을 설문조사하였다. 수집된 데이터는 PLS 및 SPSS에 의해 통계분석 되었다. 통계분석을 통하여 본 연구는 서비스회복에 직접적으로 영향을 미치는 몇 개의 요소를 찾아냈으며, 서비스회복이 재구매 의도 및 구전에 미치는 영향을 확인하였다. 그 결과 본 연구에서 제시한 4가지 요인(즉각적인 보상, 신뢰, 반응, 확신)이 서비스회복을 중요한 선행요인으로 확인되었다. 부가적으로 세 개의 산업간 서비스회복모형을 비교해 본 결과 각각의 산업별로 중요시 여겨지는 요인들이 서로 다름을 확인할 수 있었다. 이러한 결과가 나온 이유는 각 산업의 특성에 따라 서비스회복을 결정짓는 요소는 다르기 때문이다. 따라서 각 산업의 서비스관리자들은 서비스실패를 회복하는 프로세스를 설계할 때 각 산업의 특성을 고려해야 한다. The purpose of this study is to uncover the influences of various efforts on service recovery after the failure of the service in regards to customer satisfaction and loyalty. The model was tested with a survey of 20–40 ages people who experienced service failure and service recovery in Daejeon and Chungnam. The collected data were analyzed statistics programs PLS and SPSS. As a result, the present study finds factors directly affecting service recovery and demonstrates the relationship of those factors between service recovery and customer loyalty. Furthermore, it discusses immediate compensation, truthfulness, reaction and assurance as the important factors for service recovery. In addition, factors that affect service recovery were compared among three services - telecommunication, family restaurants, and retail banks. It was found that the influence of immediate compensation, truthfulness, reaction, and assurance is different for each service type. This study result shows that a different service recovery is required, depending on the service characteristics.The purpose of this study is to uncover the influences of various efforts on service recovery after the failure of the service in regards to customer satisfaction and loyalty. The model was tested with a survey of 20–40 ages people who experienced service failure and service recovery in Daejeon and Chungnam. The collected data were analyzed statistics programs PLS and SPSS. As a result, the present study finds factors directly affecting service recovery and demonstrates the relationship of those factors between service recovery and customer loyalty. Furthermore, it discusses immediate compensation, truthfulness, reaction and assurance as the important factors for service recovery. In addition, factors that affect service recovery were compared among three services - telecommunication, family restaurants, and retail banks. It was found that the influence of immediate compensation, truthfulness, reaction, and assurance is different for each service type. This study result shows that a different service recovery is required, depending on the service characteristics.

의료서비스의 불만처리에 대한 회복공정성이 회복후가치와 회복후만족에 미치는 영향에 대한 연구

이광현,조아람,이훈영 경희대학교 경영연구원 2019 의료경영학연구 Vol.13 No.4

The purpose of this study is to examine the impact of the service recovery process on the post-recovery service value and post-recovery satisfaction in the event of a service failure by customers using medical services. We also want to examine the relationship between service recovery process and post-recovery value, and the relationship between post-recovery value and post-recovery satisfaction. For this research, we surveyed 1,000 customers who experienced medical service failures from the hospitals located in Seoul, Incheon and Gyeonggi province. Based on these results, we intend to present strategic measures to overcome failures in medical services and induce customer satisfaction. First, it was found that four of the hospital’s five service recovery strategies (compensation, timeliness, speed, politeness, and effort) affect the service recovery process (distribution process, procedural process, and interrelation process) in the event of a service failure. In addition, only the distribution process and the interrelationship process among the service recovery processes significantly affect the post-recovery value. Finally, it was shown that post-recovery value had a significant effect on post-recovery satisfaction.

고객 준비도가 고객 참여를 통해 회복 후 만족도에 미치는 영향 : SST 서비스 회복 과정을 중심으로

동나,정연승 서비스마케팅학회 2023 서비스마케팅저널 Vol.16 No.2

In recent years, SST(self-service technology) services are replacing manual services as the mainstream service delivery method because of COVID-19 pandemic. Along with the popularity of SST services, there are more and more service failures, and how to perform service recovery is an urgent issue for service providers to address. Given the important role of customers in SST service recovery, scholars have begun to focus on the impact of customer participation on SST service recovery. This study constructs a relationship model between customer readiness, perceived risk, perceived control and post-recovery satisfaction from the perspective of customer participation in SST service recovery. Based on this, this study refers to the mature measurements and revises it to form a formal questionnaire. Using the structural equation model(SEM), data analysis was conducted with the SPSS 26 and Amos 26 with 240 Chinese customers who had experience of SST service failure. According to the results of the data analysis, first, the four dimensions of customer readiness(role clarity, ability, intrinsic motivation and extrinsic motivation) all have a positive impact on customer participation. Second, customer participation has a positive effect on post-recovery satisfaction. Third, customer participation has a positive effect on perceived control, but a negative effect on perceived risk. Fourth, perceived control has a positive effect on post-recovery satisfaction, but perceived risk has a negative effect on post-recovery satisfaction. Finally, perceived control and perceived risk have a mediating effect between customer participation and post-recovery satisfaction. Based on the results of these analyses, this study provides suggestions for how to improve customer satisfaction with recovery in the event of SST service failure. This study provides insights on how to guide customer participation in SST service recovery. To date, scholars have conducted relatively little research related to the role of customer participation in service recovery, so the results of this study will help expand research in this area. 최근 코로나19 유행으로 인해 SST(self-service technology) 서비스가 대면 서비스를 대체하여 주류 서비스 제공 방식이되고 있다. SST 서비스의 유행과 함께 서비스가 실패하는 경우도 많아지고 있으며, 서비스 회복을 어떻게 해야 하는지는서비스 제공업체가 절실히 해결해야 할 문제로 등장하고 있다. 학자들은 SST 서비스 회복에서 고객의 중요한 역할을 감안할때 고객의 참여가 SST 서비스 회복에 미치는 영향에 주목하기 시작했다. 본 연구는 고객이 SST 서비스 회복에 참여하는관점에서 고객 준비도, 지각된 통제, 지각된 위험과 회복 후 만족도 간의 관계 모델을 연구하였다. SST 서비스 실패 경험이 있는 240명의 중국 소비자를 대상으로 SPSS 26 및 Amos 26을 사용하여 구조 방정식 모델을이용하여 데이터 분석을 수행하였다. 데이터 분석 결과에 따르면 첫째, 고객 준비도에 포함된 네 가지 측면인 고객의 역할명확성, 능력, 내재적 동기와 외재적 동기는 모두 고객이 SST 서비스 회복에 참여하는 데 긍정적인 영향을 미쳤다. 둘째, 고객의 SST 서비스 회복 참여는 회복 후 만족도에 긍정적인 영향을 미쳤다. 셋째, 고객이 SST 서비스 회복에 참여하는 것은지각된 통제에 긍정적인 영향을 미치지만 지각된 위험에는 부정적인 영향을 미쳤다. 넷째, 지각된 통제는 회복 후 만족도에긍정적인 영향을 미치지만 지각된 위험은 회복 후 만족도에 부정적인 영향을 미쳤다. 마지막으로 지각된 통제와 지각된 위험은고객의 SST 서비스 회복 참여와 회복 후 만족도 사이에서 매개 효과가 있었다. 이러한 분석 결과에 근거하여 본 연구는 SST 서비스가 실패할 경우 고객의 회복 후 만족도를 높이기 위해, 고객이 SST 서비스 회복에 참여하도록 유도하는 방법에 대한시사점을 제공한다. 현재까지 서비스 회복에서의 고객 참여의 역할에 대한 학자들의 연구가 적었기 때문에 이 연구 결과는이 분야의 연구를 확장하는 데 도움이 될 것이다.

유통점의 서비스회복 노력이 회복만족에 미치는 영향: 공정성, 진정성, 조언수용을 중심으로

신용선,Moon-Seop Kim 한국유통과학회 2018 유통과학연구 Vol.16 No.12

Purpose – This research is intended to suggest ways to enhance customers’ satisfaction with service recovery. For this purpose, this study investigated the relationships among perceived justice (distributive, procedural, interactional justice) of service recovery efforts, perceived authenticity of service recovery efforts, the intention to follow advice, and the satisfaction with service recovery. Research design, data, and methodology – This research developed a structural equation model in which the perceived justice (distributive, procedural, interactional justice) and the perceived authenticity are predictors, the satisfaction with service recovery is a dependent variable, and the intention to follow advice is a moderator between the perceived justice (distributive, procedural, interactional justice) and the satisfaction with service recovery. Data were collected from visitors of fast food restaurants in Seoul, Gyeonggi province, and Kangwon province. A total of 330 questionnaires were distributed and 295 responses were collected indicating a response rate of 89.3%. After deleting data having missing value, 288 samples were used for analysis. SPSS 21.0 and AMOS 21.0 were used to test the reliability, validity, model fit, and hypotheses. Results – Empirical results showed that perceived justice, perceived distributive justice, and perceived authenticity had a positive influence on the satisfaction with service recovery. These results indicated that the more highly customers perceived the justice, distributive justice and the authenticity of service recovery efforts, the more they were satisfied with service recovery. And these influences were moderated by the intention to follow advice. Specifically, influences of the perceived justice, the perceived distributive justice, and the perceived authenticity on the satisfaction with service recovery were bigger for people with high intention to follow advice than people with low intention to follow advice. Conclusions – This research contributed to the service recovery literature by showing how perceived justice (distributive, procedural, interactional justice) and perceived authenticity influence satisfaction with service recovery. Moreover, current study introduced the intention to follow advice as moderator of this influence and revealed the moderation role of the intention to follow advice between the perceived justice (distributive, procedural, interactional justice) and the satisfaction with service recovery. Managerially, these results suggested retailing companies some ways to recover from service failure.