서비스회복의 공정성과 진정성이 회복만족, 고객신뢰 및 재이용의도에 미치는 영향

국문 초록 (Abstract)

본 연구는 주로 공정성이론에 의존하던 기존 서비스회복 연구에 진정성 개념을 포함하고 서비스회복 이후의 재이용의도 형성과정에서 회복만족 및 고객신뢰를 매개변수로 도입하여 서비스회복의 확장모형을 제안하였다. 의료서비스 산업을 대상으로 서비스실패 회복 시 인지적 요소인 공정성과 감정적 요소인 진정성이 회복만족, 고객신뢰 및 재이용의도에 미치는 영향과 이들 변수 간 인과관계를 실증분석 하였다. 의료서비스실패 상황을 경험한 고객을 대상으로 실증분석 결과 첫째, 분배공정성, 상호작용공정성이 회복만족 및 고객신뢰에 긍정적 영향을 미치는 것으로 파악되었다. 둘째 진정성이 회복만족 및 고객신뢰에 긍정적 영향을 미치는 것으로 파악되었다. 마지막으로 서비스실패 상황에서도 회복만족 및 고객신뢰의 형성은 재이용의도에 긍정적인 영향을 미치는 것으로 나타났다. 결론적으로 의료서비스 제공시 경쟁력을 확보하기 위해서는 서비스실패 회복 시 이용고객들에게 공정하고 진정성 있는 서비스 제공이 이루어져야만 서비스접점에서 회복만족과 신뢰를 달성할 수 있으며 이는 향후 지속적인 재이용과 같은 회복성과에 긍정적으로 작용한다는 것을 확인하였다.

다국어 초록 (Multilingual Abstract)

This research suggested an extended model for understanding customers' repurchase intention formation process after recovery of failure by integrating both paradigm of justice and authenticity. This paper identifies the causal relationship of justice and authenticity in service recovery on recovery satisfaction, customer trust and repurchase intention in medical service setting. The study results confirmed that justice(distributive and interactive) and authenticity have direct effects on recovery satisfaction and customer trust. Repurchase intention is a function of recovery satisfaction and customer trust. The key theoretical contribution of this research is that it begins to extend understanding customers' repurchase intention formation process after recovery of failure in medical service situation. And limitations of this study and guidelines for future researches are also discussed.

목차 (Table of Contents)

• 요약
• I. 서론
• II. 이론적 배경과 가설설정
• 1. 서비스의 실패 및 회복
• 2. 서비스회복과정에서 공정성이 회복만족및 고객신뢰에 미치는 영향
• 3. 서비스회복과정에서 진정성이 회복만족및 고객신뢰에 미치는 영향
• 4. 회복만족, 고객신뢰 및 재이용의도
• III. 연구방법
• 1. 연구모형
• 2. 자료수집
• 3. 변수의 측정
• IV. 실증분석
• 1. 변수의 신뢰도 및 타당도 검증
• 2. 가설의 검증
• V. 결론 및 시사점
• 1. 연구의 요약 및 시사점
• 2. 연구의 한계점과 미래연구 제안
• 참고문헌
• Abstract

참고문헌 (Reference)

1 라선아, "공정성, 리커버리불일치, 고객신뢰가 연계된 리커버리만족 확장모형을 통한 불평고객의 재구매의도 형성과정에 대한 연구: 관여도의 조절효과를 중심으로" 한국소비자학회 22 (22): 261-296, 2011

2 김상희, "고객은 진실로 서비스실패기업을 용서하였는가?: 기업회복노력의 진정성과 고객의 용서과정" 한국경영학회 39 (39): 665-706, 2010

3 Grandy, Alicia A, "When 'The Show Must Go On': Surface Acting and Deep Acting as Determinants of Emotional Exhaustion and Peer-Rated Service Delivery" 46 (46): 86-96, 2003

4 Barney, Jay B., "Trustworthiness as a Source of Competitive Advantage" 15 : 175-190, 1994

5 Rempel, J. K., "Trust in Close Relationships" 49 (49): 95-112, 1985

6 Ravald, A, "The Value Concept and Relationship Marketing" 30 (30): 19-30, 1996

7 Mary Jo Bitner, "The Service Encounter: Diagnosing Favorable and Unfavorable Incidents" 54 : 71-84, 1990

8 Weun, S., "The Impact of Service Failure Severity on Service Recovery Evaluations and Post-Recovery Relationships" 18 (18): 133-146, 2004

9 Kim, T., "The Effects of Perceived Justice on Recovery Satisfaction, Trust, Word-of-Mouth, and Revisit Intention in Upscale Hotels" 30 : 51-62, 2009

10 Mattila, S. Anna, "The Effectiveness of Service Recovery in a Multi-Industry Setting" 15 (15): 583-596, 2001

11 Brady, Michael K, "Strategies to Offset Performance Failures: The Role of Brand Equity" 84 (84): 151-164, 2008

12 Grnroos, Christian, "Service Quality: The si Criteria of Good Perceived Service Quality" 9 (9): 10-13, 1988

13 Patterson, P. G., "Service Failure Recovery: The Moderating Impact of Individual-Level Cultural Value Orientation on Perceptions of Justice" 23 (23): 263-277, 2006

14 Srinivas, Durvasula, "Service Encounters : The Missing Link Between Service Quality Perceptions and Satisfaction" 21 (21): 15-26, 2005

15 Clemmer, E. C., "Service" 5 : 109-126, 1996

16 Neff, K. D., "Relationship Styles of Self-Focused Autonomy, Other-Focused Connection, and Mutuality Among Mexican-American and European American College Students" 146 (146): 568-590, 2006

17 Heskett, James L, "Putting the Service-Profit Chain to Work" 72 : 164-174, 1994

18 Bagozzi, Richard P., "Principle of Marketing Management" Science Research Associates 1986

19 Surprenant Carol F., "Predictability and Personalization in the Service Encounter" 51 : 86-96, 1987

20 Wade, N. G., "Overcoming Interpersonal Offenses: Is Forgiveness the only Way to Deal with Unforgiveness?" 81 (81): 343-353, 2003

21 Rinchins, Marcia L, "Negative Word-of-Mouth by Dissatisfied Customers" 47 (47): 68-78, 1983

22 Woodruff, Roberts B., "Modeling Consumer Satisfaction Processes Using Experience-Based Norms" 20 : 294-304, 1983

23 Etzel M. J., "Managerial Perspective on Directions for Retail Customer and Dissatisfaction Research" 57 (57): 124-136, 1981

24 Chiles, Todd H., "Integrating Variable Risk Preferences, Trust and Transaction Cost Economics" 21 (21): 73-99, 1996

25 Collier, J.E, "How Do Customer Judge Quality in an E-Tailer?" 48 (48): 35-40, 2006

26 Price, L. L., "Going to Extremes : Managing Service Encounters and Assessing Provider Performance" 59 : 83-97, 1995

27 Fornell, Claes, "Evaluating Structural Equation Models with Unobservable Variables and Measurement Error" 39-50, 1981

28 Palmer, A, "Equity and Repurchase Intention Following Service Failure" 14 (14): 513-528, 2000

29 Dwyer, F, "Developing Buyer-Seller Relationships" 51 : 11-27, 1987

30 Anderson, Erin, "Determinants of Continuity in Conventional Industrial Channel Dyads" 8 (8): 310-323, 1989

31 Fornell, Claes, "Defensive Marketing Strategy by Customer Complaint Management : A Theoretical Analysis" 24 : 337-346, 1987

32 Grayson, K., "Customer Responses to Emotional Labour in Discrete and Relational Service Exchange" 9 : 126-154, 1998

33 Tax, Stephen S., "Customer Evaluation of Service Complaint Experiences : Implications for Relationship Marketing" 62 : 60-76, 1998

34 Goodwin, Cathy, "Consumer Responses to Service Failure: Influence of Procedural and International Fairness Perceptions" 25 : 149-163, 1992

35 Folkes, Valerie S., "Consumer Reactions to Product Failure: An Attributional Approach" 10 : 398-409, 1984

36 Oliver, Richard L., "Consumer Perception of Interpersonal Equity and Satisfaction in Transactions : A Field Survey Approach" 53 : 21-35, 1989

37 Harter, S., "Authenticity in Handbook of Positive Psychology" Oxford University Press 382-394, 2002

38 Patrick, S. Poon, "Attributions on Dissatisfying Service Encounters" 38 (38): 1527-1540, 2004

39 Andreassen, T. W, "Antecedents to Satisfaction with Service Recovery" 34 (34): 156-175, 2000

40 Kelly, Scott W, "Antecedents to Customer Expectations for Service Recovery" 22 : 52-61, 1994

41 Churchill, Gilbert A. Jr, "An Investigation into the Determinants of Consumer Satisfaction" 19 : 491-504, 1982

42 McCollough, "An Empirical Investigation of Customer Satisfaction After Service Failure and Recovery" 3 : 121-137, 2000

43 Huppertz, John W., "An Application of Equity Theory to buyer-Seller Exchange Situations" 15 : 250-260, 1978

44 Smith, Amy K., "A Model of Customer Satisfaction with Service Encounters Involving Failure and Recovery" 36 : 356-372, 1999

45 Orsingher, C, "A Meta-Analysis of Satisfaction with Complaint Handing in Services" 38 (38): 169-186, 2010

46 Boulding, William, "A Dynamic Process Model of Service Quality"

47 Oliver, R. L., "A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions" 17 : 460-469, 1980