서비스 실패 시 고객의 참여수준이 관계단절에 미치는 영향에 관한 연구 : 의료 서비스 중심으로 = A Study on Impact of Customer Participation on Relationship Dissolution in Service Failure -With Focus on Healthcare Service-

국문 초록 (Abstract)

최근 의료 시장의 개방과, 병원간의 경쟁의 심화, 소비자 권리 의식의 향상 등의 변화로 인하여 병원의 관계마케팅은 중요해지고 있다. 관계마케팅의 연구들은 고객의 장기적인 관계 구축 차원에서 되어왔다. 특히 고객이 서비스 제공자에게 어떠한 서비스를 요구하고, 고객을 보유하는지에 중점을 두고 이루어 졌다. 그러나 고객의 관계단절의 원인과 행동을 정확히 이해하고 이를 관리하는 것이 고객의 유지에 핵심적이고 기초적임에도 불구하고 관계단절에 관한 연구가 부족한 실정이다. 특히, 서비스 실패시 고객의 관계단절 반응과 관계 단절 행동을 종합적으로 거의 다루지 않았다. 이는 의료 서비스에서 더욱 부족한 실정이다.
선행연구는 서비스 실패와 만족/불만족, 행동간의 관계에 대하여, 고객참여와 만족/불만족간의 관계에 대해 논의는 되었으나 각각 이루어졌다. 이들간의 관련성에 대하여 종합적으로 연구가 이루어지지 않았다. 특히 서비스 동안의 고객참여와 서비스 실패 후 관계 단절 행동간의 관련성에 대한 연구는 매우 부족하다.
본 연구는 선행연구에서 소홀히 되었던 서비스 동안의 고객참여와 서비스 실패 후 인지적 반응, 감정적 반응, 불만족과 관계 단절 행동간의 관련성에 대해 밝혀보고자 한다. 이를 통해 고객 불만족/ 관계단절은 단순히 서비스 실패에 대한 기대불일치나 인지적/감성적 반응에 의해 결정되는 것이 아니라, 고객의 참여행동과 반응에 의해 종합적으로 결정될 수 있음을 제시하고자 한다. 또한 서비스 실패 후 감정적 반응으로서 실망과 후회를 밝히고자 한다. 특히, 서비스 접점 동안의 고객참여와 귀인에 의한 실망과 후회의 정도와 이 두 가지 감정적 반응이 불만족과 관계단절행동에 미치는 차별화된 영향력을 제시하고자 한다.
본 연구의 구체적인 목적은 다음과 같다.
첫째, 서비스 실패시 고객참여가 인지적/ 감정적 반응에 미치는 영향을 알아보고자 한다. 둘째, 감정이 실패의 인지적 반응(귀인 소재)에 의해 영향을 받는 정도를 제시하고자 한다. 셋째, 실망과 후회가 불만족과 관계단절행동에 미치는 차별화된 영향 정도를 살펴보고자 한다. 이를 통해, 불만족과 관계단절의 가능성을 증가시키는 특정한 감정 유형을 제시하고자 한다. 고객의 인지적 /감정적 반응은 하나의 시점의 특정 사건에 의한 경험뿐 아니라 서비스 결과와 서비스 동안의 그들의 행동을 비교하여 나타낸다. 본 연구는 이러한 변수를 고려하여 관계단절을 종합적인 구조를 통하여 제시하고자 한다. 마지막으로 서비스 실패 유형에 따라 연구에서 제시한 관계단절구조가 어떻게 변화되는지 탐색적으로 알아보고자 한다.
본 연구는 총 662명으로부터 수집한 설문지를 이용하여 조사를 실시하였다. SPSS 12.0과 AMOS 5.0 프로그램 패키지를 사용하였다.
연구 결과는 다음과 같다. 첫째, 서비스 동안 고객 참여수준이 증가 할수록 서비스 실패시 외적 귀인을 내적 귀인보다 더 많이 하고, 실망을 후회보다 더 많이 경험하는 것으로 나타났다. 둘째, 외적 귀인을 할수록 실망이 후회보다 더 증가 하며, 내적 귀인을 할수록 실망이 후회보다 더 감소하는 것으로 나타났다. 셋째, 불만족은 실망보다 후회에 의해 더 영향을 받았다. 불만족은 실망보다 후회에 의해 더 많이 감소되는 것으로 나타났다. 넷째, 관계단절행동은 후회보다 실망에 의해 더 큰 영향을 받는 것으로 나타났다. 관계단절행동 중 부정적 구전이 실망에 의해 더 큰 영향을 받는 것으로 나타났다. 다섯째, 실망과 후회가 항의에 미치는 영향 정도는 유의한 차이가 없는 것으로 나타났다. 실망과 후회는 모두 항의를 증가시키는 것으로 나타났다. 즉 감정유발의 원인이 어디에 있는가는 관계없이 부정적 감정의 경험이 항의를 증가시키는 것으로 나타났다. 또한 본 연구의 모형은 서비스 실패 유형에 따라 유의한 차이를 보였다. 여섯째, 본 연구는 고객참여, 인지적/감정적 반응, 불만족, 관계단절행동과 같이 서비스 동안의 다양한 변수와의 관련성을 조사하여 고객의 관계단절에 대한 깊이 있고 구체적인 논의를 제시하였다. 마지막으로 본 연구의 결과를 토대로 학술적, 실무적 의의에 대하여 논의하였으며, 연구의 한계점 및 향후 연구방향을 제안하였다.

다국어 초록 (Multilingual Abstract)

Customer relationship management is getting more and more important due to the recent development in Healthcare Service. The field of customer relationship management has been relatively well researched over the years, at least from the perspective of the customer. Especially a considerable amount of research has focused on how service providers acquire and sustain customers. Despite the importance of dissolution of relationship, there has been no systematic study of customer' relationship dissolution responses and dissolution behavior to service failures, from dynamic perspective between customer and service providers in Healthcare service.
The purpose of this study is to understand customer' dissolution responses and dissolution behavior in service failure from dynamic perspective between customer and service providers in Healthcare service. The prior studies have primarily discussed association among negative expectancy disconfirmation and dissatisfaction and behaviors. and efforts to search information and dissatisfaction and behaviors; however, there were not many researches in relevance between them. In particular, there were in fact few researches in relevance between customer participation in service encounter and cognitive, emotional response after service failure. Therefore, this study intended to examine the degree of customer participation in service encounter, cognitive response(attribution), emotional response(disappointment /regret), and relevance between dissatisfaction and relationship dissolution behaviors after service failure, all of which were missed by the existing studies. By doing this, it aims to indicate that consumer dissatisfaction/dissolution is not determined only by simple expectancy disconfirmation and consumer‘s participation but can be determined by various behaviors and reactions throughout the service encounter.
The purpose of this study is to indicate disappointment and regret as emotional reactions after service failure. In particular, this study intends to suggest that the degree of experience with disappointment and regret varies depending on attribution and customer participation in service encounter when service failure occurs and that these two kinds of emotion have influences on dissatisfaction and relationship dissolution behaviors in different degrees.
This study aims. first, At indicating that degree of cognitive, emotional response experienced varies depending on consumers' participation in service failure. Second. it aims at indicating that the degree of emotions experienced varies depending on the location of attribution of failure. That is, if the failure is attributed externally, it can lead to more experience with disappointment than regret : to this contrary, if the failure is attributed internally, it can lead to more experience with regret than disappointment. Third, it aims to indicate that disappointment and regret have effects on dissatisfaction and relationship dissolution behaviors in different degrees. By doing so, it intends to identify specific emotional response types to increase dissatisfaction and possibilities of relationship dissolution. By suggesting that consumer cognitive emotional response can not only be experienced by a certain event at one point but also be compared between one‘s behaviors and service results in the process of service encounter this study intends to investigate formation of consumer's emotional response in a dynamic way.
The study examined the survey collected from the total of 662 people. The examine was conducted by using SPSS 12.0 and AMOS 5.0
The result is the following.
First, as the service encounter to customer participation increase, there is more external attribution than internal attribution in service failure and more experiences with disappointment than regret.
Second, External attribution is more increased to experience with disappointment than regret, and internal attribution is less deceased to experience with disappointment than regret.
Third, Dissatisfaction is more strongly affected by regret than by disappointment. Dissatisfaction is less deceased to experience with disappointment than regret.
Fourth, dissolution behaviors are more strongly affected by disappointment than regret. Negative word-of-mouth among relationship dissolution behaviors is also more strongly affected by disappointment than regret.
Fifth, there was no significant difference in the degree of effects of disappointment and regret on voice. Both disappointment and regret could increased voice. In other words, whether the experience with disappointment and regret due to failure in product purchase is attributed internally or externally, negative emotions caused by the failure can increased voice.
Rather than simple association between expectancy disconfirmation and satisfaction/dissatisfaction and behaviors and between customer participation and satisfaction/dissatisfaction and behaviors as mentioned by the existing researches. This study thoroughly investigates relevance among multiple variables in service encounter, such as customer participation, cognitive/emotional response, dissatisfaction, dissolution behaviors to provide a chance to develop in-depth concrete discussion about consumer relationship dissolution
At last, we outlined implication for theory and practice, in addition, we suggested research limitation and future research based on research conclusion.

목차 (Table of Contents)

• 제1장 서론 = 1
• 제1절 연구배경 = 1
• 제2절 연구의 목적 = 5
• 제3절 연구의 방법 및 구성 = 6
• 1. 연구의 방법 = 6
• 2. 연구의 구성 = 7
• 제2장 이론적 배경 = 8
• 제1절 의료 서비스 = 8
• 1. 의료 서비스 정의 = 8
• 2. 의료 서비스 특징 = 9
• 제2절 서비스 = 12
• 1. 서비스 정의와 특징 = 12
• 2. 서비스 실패의 정의와 특징 = 14
• 제3절 관계단절 = 19
• 1. 관계단절의 정의 = 19
• 2. 관계단절의 원인 = 22
• 3. 관계단절행동의 유형 = 25
• 4. 의료 서비스의 관계단절행동 유형 = 27
• 제4절 고객참여 = 28
• 1. 고객참여의 정의 = 28
• 2. 고객참여의 특징 = 31
• 3. 고객참여의 결정요인 = 33
• 4. 고객참여가 고객행동에 미치는 영향 = 36
• 5. 서비스 분야의 고객참여에 관한 선행연구 = 38
• 제5절 인지적 반응 = 40
• 1. 귀인의 정의 = 40
• 2. 귀인이 감정적 반응과 향후 행동에 미치는 영향 = 44
• 제6절 감정적 반응 = 49
• 1. 감정적 반응의 연구 = 50
• 2. 부정적인 감정적 반응 = 52
• 제7절 소비자 평가 = 57
• 1. 불만족의 정의와 특징 = 57
• 2. 불만족과 관계단절행동과의 관계 = 60
• 제3장 연구 모형과 연구 가설의 설정 = 61
• 제1절 연구모형의 설정 = 61
• 제2절 연구가설의 설정 = 62
• 1. 참여와 인지적 반응과의 관계 = 63
• 2. 참여와 감정적 반응과의 관계 = 65
• 3. 인지적 반응과 감정적 반응과의 관계 = 67
• 4. 감정적 반응과 서비스 평가와의 관계 = 69
• 5. 감정적 반응과 관계단절행동과의 관계 = 70
• 6. 서비스 평가와 관계단절행동과의 관계 = 72
• 7. 서비스 실패 유형에 따른 비교 = 73
• 제3절 연구 설계 = 74
• 1. 설문지 = 74
• 2. 변수의 조작적 정의 = 79
• 3. 조사대상 및 자료 수집 방법 = 82
• 제4장 실증 분석 = 84
• 제1절 신뢰성 및 타당성 검증 = 84
• 제2절 연구가설의 검증 = 91
• 제3절 서비스 실패 유형의 비교 분석 = 105
• 제4절 경쟁모델의 비교분석 = 111
• 제5장 연구 결과 = 114
• 제1절 연구의 요약 = 114
• 제2절 연구의 의의 = 116
• 제3절 연구의 한계점 및 향후 연구방향 = 119
• 참고문헌 = 122
• 시나리오 = 159
• 설문지 = 165
• Abstracts = 171

참고문헌 (Reference)

1. Exit, Hirschman, , 1970

2. The SimulationHeuristic, in Judgement under Uncertainty: Huristics and Biases, ed.D. Kahneman, A. Tyversky and P. Slovic, Cambridge: CambridgeUniversity Press, 201-208.Kahneman, Daniel and Dale T. Miller (l986), Norm Theory:Comparing Reality to Its Alternatives, Kahneman, Amos Tyversky, "The SimulationHeuristic, , 1982

3. Fair Service, Schneider, Clemmer, , 1996

4. Leadforloyalty, Reichheld.F.F, , 2000

5. The third wave, Toffler, Alvin, null,

6. External Search, Beatty, , 1987

7. Human motivation, Weiner, Bernard, Springer-Verlag, Human Motivation, , 1985

8. How Do I Trust Thee, Holmes, Remple, , 1986

9. Marketing asExchange, Berry, A.Parasuraman, , 1991

10. Enterprise One To One, Martha Rogers, Peppers, , 1997

11. Principles of marketing, Kotler, Philip, Prentice Hall, , 1989

12. The New Social Contract, Macneil, , 1980

13. Extraordinary Guarantees, Hart, , 1993

14. Service Quality Measurement, Koenig, McAlexander, Kaldenburg, , 1994

15. The death of businesstriads, HaJinen-Kaila.A, Tahtinen.J, , 1997

16. 죽은 CRM 살아있는 CRM, 최정환, 한·언, "죽은 CRM, , 2001

17. The Theory of Buyer Behavior, Sheth, Jagdish N, , 1969

18. Thank Heavens for Complainers, Harari, , 1997

19. Mental Simulation of Causality, I.Gavanski, Wells, , 1989

20. Relationship dissolution model, Hocutt.M.A, , 1998

21. Research Conference Proceedings, Applications, , 1994

22. Cultivating Service Brand Equity, Berry, , 2000

23. Service Management and Marketing:, Gronross, , 2000

24. The Place of Appraisal in Emotion, Frijda, The Place of Appraisal in Emotion, , 1993

25. Notes on the concept of Commitment, Becker, Notes on The Concept of Commitment, , 1960

26. Working Paper in theTheory of Action, E.A.Shills, Parson, R.F.Bales, , 1963

27. TheQualityofCare:How CanItBeAssessed?, Donabedian, The quality of care: how can it be assessed?, , 1988

28. Customer care in service organizations, Lewis, , 1991

29. Postpurchase Communication byConsumers, R.L.Oliver, Swan, , 1989

30. The Social Control of Impersonal Trust, Sherif, The Social Control of Impersonal Trust, , 1936

31. The effectiveness of quality assurance, Donabedian, , 1996

32. A Striking Characteristic of Innovators, Taylor, , 1977

33. Service breakdown: The road to recovery, Zemke, Bell, Service Breakdown The Road to Recovery, , 1987

34. The Economic Institutions of Capitalism, Williamson, Oliver E, , 1985

35. The structure of commitment in exchange, Mentzer, J. T, Achrol,R.S., Gundlach, G. T., TheStructure of Commitment in Exchange, , 1995

36. Regret : the persistence of the possible, Landman, Janet, Oxford University Press, , 1993

37. On great service : a framework for action, Berry, Leonard L., Free Press, , 1995

38. The psychology of interpersonal relations, Heider, Fritz, Wiley, The Psychology of Interpersonal Relations, , 1959

39. Do Norms Matter in Marketing Relationships, John, Heide, Do Norms Matter in MarketingRelationships?, , 1992

40. Keeping the Buyer You Already Have Fortune, Sellers, , 1993

41. Look to consumers to increase productivity, Lovelock, Young, , 1979

42. Situational variables and consumerbehavior, Russel, Belk, , 1975

43. The role of emotions in service encounters, Wong, , 2004

44. The termination of inter-firmrelationships, Sheelagh, Caroline, , 2001

45. Trajectories of Relationship Disengagement, Berry, , 1984

46. An Experimental Analysis of Se1f-Persuasion, Berry, , 1965

47. Five imperatives forimprovingservicequality, Berry, Parasuraman, , 1998

48. Pre-Purchase External Search forInfonnation, Srinivasan, , 1990

49. Regret in decision making under uncertainty, Bell, , 1982

50. The social psychology of procedural justice, Lind, E. Allan, Plenum Press, The Social Psychology ofProcedural Justice, , 1988

51. Quality stewardship in Codman's Life andWork, Donebadian, , 1998

52. Service quality: beyond cognitive assessment, Edvardsson, , 2005

53. How Industrial Salespcople Gain CustomerTrust, Swan, Silva, , 1985

54. The experienceof Rεgret : What, When and Why, Victoria Husted Medvec, Gilovich, "The experienceof Rεgret : What, , 1995

55. A Gap Analysis ofProfessional Service Qualitym, A.T.Swartz, Brown, , 1989

56. Development of a measure of workplace deviance, Robinson, Bennett, , 2000

57. Managing Quality: ThePrimer for Middle Manager, Harris, Schuler, , 1992

58. The Behavioral Consequences of Service Quality, Zeithmal, Berry, Parasuraman, , 1996

59. 의료 서비스 실패 유형에 관한 연구, 신현희, 김성호, 최성호, , 2008

60. Regret and Elation Following Action and Inaction, Janet, Landman, , 1987

61. The Temporal Pattern to The Experience of Regret, Gilovich, Medvec, , 1995

62. The Consumer as aPerfonner of Marketing Functions, Parker, G.Ray Funkhouser, , 1987

63. Disappointment in Decision Making Under Uncertainty, Bell, , 1985

64. Interorganizational Govermance in Marketing Channel, Heide, , 1994

65. Satisfaction: A behavior perspective on theconsumer, Oliver, , 1997

66. The consequences of dysfunctional customer behavior, Reynolds, Harris, , 2003

67. A logitmodelofbrand choicecalibrated on scanner data, Guadangni, Little, A Logit Model ofBrand Choice Calibrated on Scanner Data, , 1983

68. Perspectives on the Technology of Service Operations, Mills, Moberg, , 1982

69. The commitment-trusttheory of relationship marketing, Hunt,S.D, Morgan,R.M, , 1994

70. Varieties of Regret: A Debate and partial Resolution, Medvec, Gilovich, , 1998

71. A Typology of Consumer Dissatisfaction ResponseStyles, Singh, A Typology of Consumer DissatisfactionResponse Styles, , 1990

72. Critical Service Encounters: The Employees' Viewpoint, Mohr, Bitner, , 1994

73. Defining and measuring the quality of customerservice, Mitchell, Lewis, , 1990

74. Industry Characteristics and Consumer Dissatisfaction, Singh, , 1991

75. Five Common Myths about Consumer Satisfaction Programs, Halsted, , 1993

76. Tracking Service Failuresand Employee Recovery Efforts, K.D.Hoffman, M.Rotalsky, , 1995

77. CustomerParticipation in ServiceProduction and Delivery, Rodie, , 2000

78. PerceptionsofPriceUnfairness:AntecedentsandConsequences, Campbell, , 1999

79. The measurement of gaps in the quality of hotelservices, Lewis, , 1987

80. 의료사고 피해구제제도 개발에 관한 연구, 문옥륜, , 1992

81. Everyday Egocentrism and Everyday Interpersonal Problems, Gilovich, , 1999

82. Measuring service quality: A reexamination and extension, Cronin,J. Joseph, Cronin, J. J. Jr., Cronin, J. J., Cronin Jr. J. J., , 1992

83. People as Products: Analysis of aComplex Market Exchange, Hirschman, , 1987

84. Prescriptions for a Service QualityRevolution in America, Parasuraman, Berry, , 1992

85. A Bayesian Network Model of theConsumer Complaint Process, R.Anderson, Blodgett, , 2000

86. Consumer Responses to Dissatisfaction in Loose Monopolies, Andreassen, , 1985

87. Interactional justice: Communication criteria of fairness, Bries, Moag, , 1986

88. Customer Satisfaction, Customer Retention, andMarket Share, Zahorik, Rust, "Customer Satisfaction, , 1993

89. Dissatisfied Consumers: Who Gets Upset and Who TakesAction, Warland, , 1975

90. Models Wei of ConsumerSatisfaction Formation: An Extension, Peter C.Wilton, Tse.David K, , 1988

91. A Regret Theory Approach to Assessing Consumer Satisfaction, Taylor, , 1997

92. Participating the service encounter: atheoretical framework, Silpakit, Link, , 1985

93. PreliminaryModelofRelationshipTerminationinMarketingChannel, Ping, F.R.Dwyer, Preliminary Model ofRelationship Termination in Marketing Channel, , 1992

94. 의료서비스에 대한 소비자 만족에 관한 연구, 구순이, 한국마케팅학회, 의료 서비스에 대한 소비자 만족에 관한 연구, , 1996

95. Influences onMarried Women’ s Volunteer Work Participation, Schram, Marulyn M.Dunsing, , 1981

96. Markets and Hierarchies: Analysis and Antitrust Implications, Williamson, Markets and Hierarchies: Analysis andAntitrust Implications, , 1975

97. Reconsidering the Relation Between Regret and Responsibility, Zeelenberg, , 1998

98. Services Marketing: New Insights from consumers and Managers, J.E.Bateson, Langeard, P.Eigler, , 1981

99. A generic conceptual framework of interactive service quality, Svensson, A generic conceptual framework of interactiveservice quality, , 2003

100. Consumer Participation and Productivity in Service Operations, Fitzsimmons, , 1985

101. Managing Customers as Human Resources in ServiceOrganizations, David, Managing Customers as Human Resources inService Organizations, , 1996

102. Consumer Uses ofCommon Dimensions in the Appraisal of Services, Bateson, , 1982

103. 패션상품 소비자의 점포 관계단절에 관한 연구, 김은숙, , 2005

104. Complaints and Disenrolmentat a Health Maintenance Organization, Solnick S.J.and D.Hernenway, , 1992

105. Sociocognitive Analysisof Group Decision Making among Consumers, Peter H.Reigen, Ward, , 1990

106. 병원서비스 코디네이션 길라잡이 - 이론과 실무, 김정아, 임혜경, , 2003

107. A GeneralFramework for Explaining Internal vs. External Exchange, Lusch, G.J.Brunswick, S.W.Brown, , 1992

108. Consumer Evaluations of New Technology BasedSelf-Service Options, Dabholkar, , 1996

109. Consumer Reactions to Product failure : AnAttributional Approach, V.S.Folkes, Consumer reactions to product failure: anattributional approach, , 1984

110. Service Recovery: Its Value and Limitations as a Retail Strategy, T.L.Tuten, Brown, D.L.Cowles, , 1996

111. Typologies of e-Commerce Retail Failures and Recovery strategies, Forbes, Scott W.Kelley, K.Douglas Hoffman, , 2005

112. The Role ofAttributions in Customer Satisfaction: A Reexamination, Tsiros, , 2004

113. Phenomenology, behaviors, andgoals differentiate discrete emotions, Roseman, Swartz, Wiest, "Phenomenology, , 1994

114. Among Friends An Examination of Friendship and the Self-ServingBias, Campbell, , 2000

115. Service Quality: The Six Criteria of Good Perceived Service Quality, Gr?nroos, , 1988

116. The Impact of Choice on Fairness In The Context of Service Recovery, Cranage, Mattila, , 2005

117. An Analysis of shopperDissatisfaction for Major Household Appliances, Westbrook, Joseph W.Newman, An Analysis ofShopper Dissatisfaction for Major Household Appliances, , 1979

118. Psychological and Objective Factors in thePrediction of Brand Choice, Evans, , 1959

119. Customer switching behavior in service industries:Anexploratory study, Keaveney, S.M., Customer Switching Behavior in ServiceIndustries: An Exploratory Study, , 1995

120. Relations among theEmotions, Appraisal and Emotional Action Readiness, Kuipers, Frijda, ter Schure, "Relations among theEmotions, , 1989

121. Self-Serving Biases in the Attribution of Causality: Fact or Fiction?, Ross, Miller, , 1975

122. The service encounter: Diagnosing favorable and unfavorable incidents, Bitter, Mary S.Tetreault, The Service Encounter: Diagnosing Favorable and UnfavorableIncidents, , 1990

123. Motivating the Client/Employee System as a Service Production Strategy, Newton Margulies, Mills, , 1983

124. The Relationship MarketingProcess: A Conceptualization and Application, Evans, R.L.Laskin, , 1994

125. Organization and Customer: Managing Design and Coordination of Services, David E.Bowen, Larsson, Organization and Customer:Managing Design and Coordination of Services, , 1989

126. Profiling Consumers Who Register Complaints AgainstAuto Repair Services, Bearden, , 1983

127. Regret Theory: AnAlternative Theory of Rational Choice under Uncertainty, Looms, Robert Sudgen, , 1982

128. Role Perceptions, Satisfaction, andPerformance: A Partial Reconciliation, Schuler, "Role Perceptions, , 1975

129. Self-threat magnifies the self-serving bias: A meta-analytic integration, Campbell, Sedikides, , 1999

130. Conversations Duringpurchase Consideration: Sales Assistants and Customers, Harris, S.Baron, , 1997

131. Customers' Motivations forMaintaining Relationships with Service Providers, Bundapudi, , 1997

132. The quality of bi-directional service quality in dyadic service encounters, Svensson, The quality of bi-directional service quality indyadic service encounters, , 2001

133. Violence and Hostility atWork: A Model of Reactions to Perceived Injustice, Folger, R.A Baron, , 1996

134. How to Improve Perceived Service Qualityby Improving Customer Participation, Dabholkar, , 1990

135. Patterns of emotional responses and behavioralconsequencesofdissatisfaction, L.Dube, Maute, Patterns of Emotional Responses andBehavioral Consequences of Dissatisfaction, , 1999

136. Postcomplaint processes: from organizationalresponse to repurchase behavior, Gilly, , 1987

137. 병원 의료외적서비스와 고객만족 , 병원이미지와의 관계, 김재열(Jae Yeol Kim), 황복주(Bok Ju Hwang), 한국서비스경영학회, "병원의료외적서비스와 고객만족, , 2001

138. Attribution Theory in Social Psychology," inNebraska Symposium on Motivation, Kelly, "Attribution Theory in Social Psychology, , 1967

139. The loyalty effect: The hidden force behind growth, profit and lasting value, Reichheld, , 1996

140. Voice Business-to-Business Relationships;CostofExitandDemographicAntecedents, Ping, Voice Business-to-Business Relationships; Costof Exit and Demographic Antecedents, , 1997

141. Service Failure andRecovery in UK Theme Parks: The Employees Perspective,"International Journal of Contemporary Hospitality Management, 13,166-176Bateson, John E. G. (1985 a), “Self-service Customer: an ExploratoryStudy," Journal of Retailing, 61 (3), 49-76.Bateson, John E. G. (1985 b), Perceived Control and The ServiceEncounter, Emma Clacher, Barbara, "Service Failure andRecovery in UK Theme Parks: The Employees' Perspective, , 2001

142. A CITInvestigation of Servicescape Failures and Associated RecoveryStrategies, S.W.Kelley, Hoffman, Beth C.Chung, , 2003

143. HRM and ServiceFairness: How Being Fair with Employee Spills over toCustomers, Gilliland R.F, Bowen, , 1999

144. Theimpact of probability and magnitude of outcome on disappointment andelation, Zeelenberg, van Dijk, van der Pligt, , 1997

145. Regret: A Model of Its Antecedents and Consequences in Consumer Decision Making, V.Mittal, Tsiros, Regret: A Model of ItsAntecedents and Consequences in Consumer Decision Making, , 2000

146. Equity andDisconfirmation Perception Influences Merchant and ProductSatisfaction, Oliver, , 1989

147. Just and UnjustPunishment: Influences on Suoordinate Performance and Citizenship, H P.Sims..Jr, Ball.G.A.L.K.Trevino, , 1994

148. Why Switch? ProductCategory-Level Explanation for True Variety- Seeking Behavior, Van Trijp, J.J.Inman, W.D.Hoyer, WhySwitch? Product Category-Level Explanation for True Variety-SeekingBehavior, , 1996

149. 서비스 회복속성이 고객의 공정성 인식과만족에 미치는 영향, 김성호, 유재원, 백승익, , 2001

150. An Empirical Investigation of Some Antecedents ofOpportunism in a Marketing Channel, John, An Empirical Investigation of Some Antecedents ofopportunism in A Marketing Channel, , 1984

151. Effect of Regret on Post-Purchase Valuation: The case of more than two alternatives, Tsiros, , 1998

152. The Impact of Customer Relationship Characteristics on Profitable Lifetime Duration, Kumar, Reinartz, , 2003

153. SERVQUAL: A Multiple Item Scale for Measuring Consumer Perception of Service Quality, Parasuraman, V.Zeithaml, L.L.Berry, , 1988

154. 의료서비스에 대한 서비스 부문별 중요도와 만족도에 관한 연구, 강이주, 이상엽, 한국가정관리학회, 의료 서비스에 대한 서비스 부문별 중요도와 만족도에 관한 연구, , 1997

155. A ConceptualModel of Service Quality and its Implication for Future Research(SERVQUAL), Prasuraman, L.Berry, V.A.Zeithaml, , 1985

156. A Dynamic ProcessModel of Service Quality : From Expectations to Behavioral Intentions, R.Staelin, Zeithaml A., , 1993

157. A model of customersatisfaction with service encounters involving failure and recovery, J.Wagner, Smith, A Model ofCustomer Satisfaction with Service Encounters Involving Failure andRecovery, , 1999

158. I Can Do It Myself; Training the Service Consumer to Contribute to Service Productivity, Goodwin, , 1988

159. Evaluating Service Encounter: The Effects ofPhysical Surroundings and Employee Responses, Bitner, , 1990

160. An Investigation into the Relationships of Justice andCustomer Satisfaction with Services, Clemmer, , 1993

161. DoesSatisfactionModerateTheAssociationBetweenAlternativeAttractiveness and Exit Intention, Ping, Does Satisfaction Moderate The AssociationBetween Alternative Attractiveness and Exit Intention, , 1995

162. Output Sector Munificence Effect s on The InternalPolitical Economy of Marketing Channels, Dwyer, Output Sector Munificence Effect s on The InternalPolitical Economy of Marketing Channels, , 1987

163. A Framework for the Application ofUncertainty Reduction (UCR) Theory to Service Encounters, Smith, , 1996

164. 고객과 샵마스터의 관계단절귀인과 관계단절행동에 대한 차이 연구, 서용한, 고객과 샵 마스터의 관계단절 귀인과 관계단절 행동에 대한 차이 연구, , 2004

165. Self-Service Technologies: Extending Service Frameworks and Identifying Issues for Research, Meuter, Bitner, , 1998

166. The effects of distributive, procedural and interactional justice on postcomplaint behavior, Blodgett, Tax, Hill, "The Effects of Distributive, , 1997

167. Blessedare Those Who Expect Nothing: Lowering Expectations as a way ofAvoiding Disappointment, van der Pligt, van Dijk, , 2003

168. Effects of Cooperation and Competition on Responsibility AttributionAfter Success and Failure, Amnon Till, Wolosin.Robert 1, , 1973

169. 패션상품 소비자의 관계혜택지각이 장기적 관계지향성에 미치는 영향, 김지연, 서울대학교 대학원, 패션상품 소비자의 관계혜택지각이 장기적 관계지향성에미치는 영향, , 2005

170. Clients as partial employees of service organizations: Roledevelopment in client participation, Mills, Morris, , 1986

171. Customer Evaluations of Service Complaint Experiences :Implications for Relationship Marketing, Tax, , 1998

172. 인터넷 쇼핑몰 이용고객의 관계지향성에 관한연구:관계단절을 중심으로, 서용한, 인터넷 쇼핑몰 이용고객의 관계지향성에 관한 연구: 관계단절을 중심으로, , 2002

173. Careerjobs. Survival Jobs. and Employee Deviance: A Social InvestmentModel of Workplace Misconduct, Hurias Jessica.Christopher Uggen, , 2000

174. Explanations forsuccessful and unsuccessful marketing decisions: the decision maker’sperspective, Steckel, Curren, , 1992

175. The art of service recovery: Fact or fiction? An empirical study of the effects of service recover, Hocutt.M.A, Mowen, Chkraborty, , 1997

176. A Role andExpectancy Model of Participative Decision-Making: A Replication andTheoretical Extension, Smith, , 1988

177. Competitive and Procedural Determinants ofDelight and Disappointment in Consumer Complaint Outcomes, Estelami, , 2000

178. If only I weren't versus If only I hadn't: Distinguishing Shame and Guilt in Counterfactual Thinking, I.Gavanski, Niedenthal, J.P.Tangney, "If only I weren’tversus If only I hadn’t: Distinguishing Shame and Guilt inCounterfactual thinking, , 1994

179. 서비스접점에서 발생한 부정적 감정이 고객의 관계단절행동에 미치는 영향, 조상리, 서문식, , 2006

180. ImpactofParticipative ServiceRelationships on Quality, Satisfaction and Retention: AnExploratoryStudy, Ennew, M.R.Binks, "Impact of participative servicerelationships on quality, , 1999

181. Sequences in Separation: A Framework for Investigating Endings ofThe Per sonal(Romantic) Relationship, Lee, Sequences in Separation: A Framework forInvestigating Endings of The Personal (Romantic) Relationship, , 1984

182. Joint Purchasing Decision: AComparison of Influence Structure in Family and CoupleDecision-Making Units, Filiatrault, , 1980

183. The Role of Involvement andOpinion Leadership in Consumer Word of Mouth: An Implicit ModelMade Explicit, Root-Shaffer, Ritchins, , 1988

184. When does ActionElicit More Regret Than Inaction is counterfactual Mutuation theMediater of the Effect?, Nyla R.Branscombe, N’gbala, , 1997

185. Exit , Voice, Loyalty, and Neglect as Responses to JobDissatisfaction : A Multidimensional Scaling Study, Farrell, Exit. Voice. Loyalty. and Neglect as Responses toJob Dissatisfaction: A Multidimensional Scaling Study, , 1983

186. ConsumerAttributions of the Cause of their Product Satisfaction andDissatisfaction and Complaint Behavior, Valle, , 1977

187. Antecedents andConsequences of Salesperson Job Satisfaction : Meta-Analysis andAssessment of Causal Effects, Steven P.Brown, , 1993

188. The Impact of Customer Participation and Service Expectation on Locus Attributions following Service Failure, Yen, K.P.Gwinner, W.Su, , 2004

189. 서비스 실패의 심각성과 통제성이 고객의 회복공정성 및 고객만족에 미치는 영향, 성명순, 김영화, , 2005

190. Boundary-spanning-role employees and the service encounter: Some Guidelines for Future Management and Research, Bowen, Schneider, , 1985

191. 부정적 소비 감정의 선행요인과 결과변수에 대한연구 : 후회감, 실망감을 중심으로, 차문경, 이유재, "부정적 소비감정의 선행요인과 결과변수에 대한연구-후회감, , 2005

192. Customer Contact and the Evaluation of Service Experience:Proposition and Implication for the Design of Service, Bearden, Uscategui, , 1998

193. The effects of satisfaction and structural constraints on retailer exiting,voice,loyalty,opportunism, and neglect, Ping,R.A, "The Effects of Satisfaction and StructuralConstraints on Retailer Exiting Voice, , 1993

194. 대학교육서비스에 대한 공정성 인식이 관계품질과 고객의 자발적 행위에 미치는 영향, 윤만희, 한국경영학회, "“ 경영학 연구, , 2003

195. 의료서비스에 대한 소비자불만족, 불만호소 행동 및재구매의도; 종합병원을 중심으로, 이기춘, 조희경, "의료 서비스에 대한 소비자불만족, , 1996

196. Measurement of Specific InterpersonalTrust: Construction and Validation of a Scale to Assess Trust in a SpecificOther, Swap W.C, Jonson-George, , 1982

197. 소비자만족의 형성과정과 영향요인에 관한 연구 -의료서비스에 대한환자만족을 중심으로-, 구순이, 소비자 만족의 형성과정과 영향요인에 관한 연구: 의료 서비스에 대한 환자만족을 중심으로, , 1995

198. 항공사 웹사이트의 고객 참여가 서비스 실패에 대한 고객 포용력에 미치는 영향에 관한 연구, 김병재 ( Byung Jae Kim ), 홍성태 ( Sung Tae Hong ), 양석준 ( Suck Jun Yang ), 한국항공경영학회, , 2004

199. What Sort of Soil Do Rhododendrons like? ComparingCustomer and Employee Responses to Requests for Product-RelatedInformation, Harris, , 1999

200. 가상적 상황에서 의류제품에 대한 서비스회복이 고객만족과 구매 후 행동의도에 미치는 영향, 이영선, 고순화, 한국소비자학회, 가상적 상황에서 의류제품에 대한 서비스회복이고객만족과 구매 후 행동의도에 미치는 영향, , 2007

201. An ExploratoryBehavioral and Socio-Economic Profile of Consumer Action AboutDissatisfaction with Selected Household Appliances, Mason Joseph Barry.Samuel H.Himes, , 1973

202. The Relationship BetweenService Customers' Quality assurance Behaviors, Satisfaction, and Effort: A Cost of Quality Perspective, Youngdahl, Deborah L.Kellogg, "The relationship betweenservice customers' quality assurance behaviors, , 1997

203. What Occurs Onæ CustomerComplain? A Theoretical Model of Understanding Satisfaction/Dissatisfaction Outcomes of Complaint Responses, Robert E.Widing, Singh J, , 1991

204. A Topography of Relationship Disengagement andDissolution, in Duck, S. W. ed., Personal Relationships 4: DissolvingPersonal Relationships, Duck.S.W, "A Topography of Relationship Disengagement andDissolution, , 1982

205. Employee Satisfaction, Customer Loyalty and FInancial Performance: an Empirical Examination of the Service Profit Chain in Retail Banking, Loveman, "Employee Satisfaction Customer Loyalty, , 1998

206. An Integrated Approach for Assessing Reliability and Validity:An Application of Structural Equation Modeling to the Measurement ofReligiosity, Adamson.G..M.Shevlin.N.S.V.Lloyd.and Christopher A.L, , 2000

207. 서비스실패와 고객 이탈간 연결에서 고객-기업관계특성의 조정적 역할-가구단위의 연속적 서비스를 중심으로, 박옥선, 주영혁, , 2005

208. Nothaving what you want versus having what you do not want: Theimpact of type of negative outcome on the experience ofdisappointment and related emotions, van Dijk, Zeelenberg, van der Pligt, , 1999

209. 고객의 참여행동과 시민행동이 서비스 품질지각과 재구매의도에 미치는 영향: 비영리 대학교육 서비스를 중심으로, 공택식, 유재원, 한상린, 고객의 참여행동과 시민행동이 서비스 품질 지각과 재구매의도에 미치는 영향-비영리 대학교육 서비스를 중심으로, , 2004

210. Socioeconomic Correlates of Consumer andCitizen Dissatisfaction and Activism: in R. Day (ed). ConsumerSatisfaction. Dissatisfaction and Complaining Behavior, S.Blivice, Pfaff M, , 1977

211. A Longitudinal Test of TheInvestment Mode!: The Impact on Job Satisfaction, Job Commitment,and Turnover of Variations in Rewards, Cost, Alternatives. andInvestment," Journal of Applied Psychology, 68 (3), 429-438.Rusbult. C. E. and D. Farrell., G. Rogers, and A. G. Mainous. (l988), "Impact of Exchange Variable. on Exit, Voice, Loyalty and Neglect: AnIntegrative Model of Responses to Declining Job Satisfaction, Rusbult.C.E, D.Farrell, "A Longitudinal Test of TheInvestment Mode!: The Impact on Job Satisfaction, , 1983

212. 서비스 접점에 있어서의 상호작용이 고객의 참여행동에 미치는 영향에 관한 연구 : 역할과 공정성인식의 매개변수 역할을 중심으로, 유재원, 유재원, 한양대학교, 서비스 접점에 있어서의 상호 작용이 고객의 참여행동에미치는 영향에 관한 연구: 역할과 공정성인식의 매개변수 역할을 중심으로, , 2004

213. 부정적 기대 불일치시 소비자귀인과 감정이 불만족 및 행동에 미치는 영향에 관한 연구:구매 전 소비자 노력에 따른 상대적 영향력 비교, 김상희, 부정적 기대불일치시 소비자 귀인과 감정이 불만족 및 행동에 미치는 영향에 관한 연구: 구매전 소비자 노력에 따른 상대적 영향력 비교, , 2006