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서비스복구 형태가 고객관계에 미치는 영향: 음식점을 대상으로 한 CIT 접근
윤성욱 ( Yun Seong Ug ),황경미 ( Hwang Gyeong Mi ) 한국소비자학회 2004 소비자학연구 Vol.15 No.1
This study presents the results of empirical studies of critical incidents in restaurant services. The major purpose of this paper is to describe and analyze service failures from the customer`s point of view and thus suggest strategic implications for managing customer relationships. The critical incident technique is used to illustrate and classify the data and the analysis is based on 485 service failure anecdotes from restaurant customers. The study reveals interesting results regarding the impact of recovery types on customer satisfaction. Most of the past studies show that the effective recovery strategies are largely dependent upon specific service dimensions. The quantitative approach, however, has a problem in the sense that it is difficult to evaluate the customers` emotion. This study, therefore, examines each recovery type to see which is the most effective one for a specific service failure in a restaurant experience. Interestingly enough, the results demonstrate that it is not effective to deal with customers` dissatisfaction only through compensation without a sincere apology. In short, different recovery strategies need to be used depending upon service failure types and service provider`s situation.