백화점 서비스 회복과정의 지각된 공정성이 점포 애호도에 미치는 영향

국문 초록 (Abstract)

본 연구는 백화점에서 서비스 실패가 발생한 경우, 백화점의 서비스 회복노력을 고객의 입장에서 공정하게 지각하느냐와, 지각된 공정성이 만족과 신뢰의 수준을 높였는가, 이와 같은 만족과 신뢰가 점포 애호도에 긍정적인 영향을 미치는가를 연구하고자 하였다.
이를 위하여 문헌연구와 연구문제 해결을 위한 가설 설정, 그리고 이에 대한 실증분석을 실시하였다. 실증분석은 국내 주요 백화점에서 최근 1년 이내 서비스 회복을 경험한 204명의 고객들을 대상으로 진행하였다. 연구가설 검증을 위한 실증분석은 SPSS 10.0, AMOS 4.0 통계프로그램을 이용하여 설문 문항에 대한 신뢰성과 타당성을 검정한 후, 구조방정식 모형분석을 통하여 가설을 검증하였다.
연구결과 백화점의 서비스 실패에 대한 적극적인 서비스 회복노력이 고객만족과 백화점에 대한 신뢰를 가져오고, 이러한 만족과 신뢰가 점포 애호도를 증가시킨다는 것을 확인하였다.
본 연구의 시사점은 백화점에서 서비스 실패가 발생하였다 하더라도 서비스 회복과정에서 고객이 지각하는 공정성의 수준을 향상시킴으로써, 고객만족과 신뢰, 점포 애호도의 증가로 고객의 지속적인 재구매, 긍정적인 구전, 백화점 이용 추천을 유발하여 백화점의 경쟁력 향상에 기여할 수 있다는 점을 실증연구를 통하여 확인하였다는 점이다.

다국어 초록 (Multilingual Abstract)

This study examined whether the efforts of department store for recovering services may be perceived fairly from the standpoint of customers upon any occurrence of service failure, whether such perceived justice contributes to higher customer satisfaction and trust, and whether such customer satisfaction and trust have positive influence on store loyalty of customers, respectively.
For this sake, this study investigated relevant literatures, set up some hypotheses to solve main questionable considerations and made a corresponding empirical analysis. For empirical analysis, a questionnaire survey was applied to total 204 customers who experienced in service recovery around domestic major department stores in the last one(1) year. With regard to empirical analysis to verify some hypotheses hereof, this study verified the reliability and validity of each questionnaire item by means of statistical programs like SPSS 10.0 and AMOS 4.0, followed by verifying hypotheses through SEM(structural equation modeling) analysis.
These results indicate that positive efforts of department stores for service recovery upon their service failure may bring customer satisfaction and trust in department store, which result in boosting up store loyalty of customers.
In this empirical study, it was notably demonstrated that despite any occurrence of service failure, the corresponding efforts of department stores to improve the level of justice perceived by customers in course of service recovery, had positive effects on better customer satisfaction, trust and store loyalty, and these effects induced customer's continuous repurchase, positive WOM(word of mouth) and recommendation about the use of appropriate department store, which may contribute to better its competitive edge.

목차 (Table of Contents)

• Ⅰ. 서론
• Ⅱ. 이론적 고찰
• Ⅲ. 연구모형과 가설
• Ⅳ. 연구결과
• Ⅴ. 결론
• 참고문헌
• Abstract

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