서비스 실패 유형에 따른 회복 공정성 지각이 고객의 감정 반응, 서비스 가치 및 충성도에 미치는 영향 : 외식업을 대상으로 한 CIT 활용 = According to the service failures's types the effects of the perceived service recovery on the emotional response, the service value and the loyalty in the restaurant : A CIT approach

다국어 초록 (Multilingual Abstract)

The purpose of this study is to classily the restaurant service failure's types using the critical incident technique(CIT) and study the service severity and the controllability's effects on the perceived service recovery(procedural justice, distribution justice), the emotional response, the service value and the loyalty according to the service failure's types.
The customers who have complained to the restaurant were selected and surveyed by a questionnaire. The data was collected from September 1^(st) to September 30^(th) for one month. A total of 537 valid responses were used for data analysis. To verify this, hypotheses path analysis is performed.
The restaurant service failure's types were classified to the outcome failure and process failure. The outcome failures include cleanliness problems, product defects, facility problems, unclear policy, not cooked to order and out of order. The process failures include slow service, lack of service, wrong order, seating problems, mischarging, unfair treatment and lost articles.
The results can be summarized as follows:
First, the relationships between the service failures and the service recovery shows service failure's severity had lowly negative effects on the distribution justice and no effects on procedural justice in the outcome service failure situation, But it had highly negative effects on the Procedural justice and the distribution justice in the process service failure situation.
Service failure's controllability had been approved not to affect two services recovery justice significantly in the both service failure situations.
Second, the relationships between the service recovery and the positive emotion shows the procedural justice and the distribution justice have been approved to affect positive emotional response in the both service failures.
Third, the relationships between the service recovery and the service value show that the procedural justice had no effects on the service value in the outcome service failure but had low effects on that in the process service failure. And the distribution justice had highly positive effects on the service value in both service failures.
Forth, the relationships between the service recovery and the loyalty show two service recovery justices had directly no effects on the loyalty but indirectly effects in the both service failures. Especially, the distribution justice affected the loyalty very highly.
Fifth, the relationships between the positive emotion and the loyalty showed the positive emotion had been approved to affect the loyalty in both service failures.
Sixth, the relationships between the service value and loyalty show the service value highly affected loyalty in both service failures.
The following implications are suggested from the aforementioned results:
First, the service failure severity's effects to the service recovery justice is higher in the process failure than the outcome failure. Therefore when the process service failure is serious the service industry needs more recovery efforts.
Second, the service failure controllability is not an important factor because it doesn't affect any factors in both service failures types.
Third, the procedural justice's influence to the positive emotion, the service value and the loyalty is higher in the process failure than the outcome failure. So when the process service failure occurs, the service industry should give customers sufficient opportunity to complain.
Finally, under any service failure situations positive emotion, service value and loyalty can rise by offering proper compensation. That is to say the distribution justice is more important than the procedural justice.

목차 (Table of Contents)

• 목차 = ⅰ
• 제1장 서론 = 1
• 제1절 문제의 제기 = 1
• 제2절 연구의 목적 = 4
• 제3절 연구의 방법 및 범위 = 4
• 1. 연구의 방법 = 4
• 2. 연구의 범위 = 5
• 제2장 이론적 배경 = 7
• 제1절 서비스 실패 = 7
• 1. 서비스 실패의 개념 = 7
• 2. 서비스 실패의 유형 = 11
• 3. 서비스 실패의 원인 및 반응 = 15
• 4. 서비스 실패의 심각성과 통제성 = 17
• 제2절 서비스 회복 공정성 = 23
• 1. 서비스 회복의 개념 = 23
• 2. 서비스 회복의 필요성 = 26
• 3. 서비스 회복의 전략 및 공정성 이론 = 29
• 4. 서비스 회복 공정성에 관한 선행 연구 = 36
• 제3절 감정 반응, 서비스 가치, 충성도 = 41
• 1. 감정 반응 = 41
• 2. 서비스 가치 = 50
• 3. 충성도 = 52
• 4. 서비스 실패, 회복 공정성, 감정 반응, 서비스 가치, 충성도의 관계 = 57
• 제3장 연구 설계 = 65
• 제1절 연구 모형 및 연구 가설 = 65
• 1. 연구 모형 = 65
• 2. 연구 가설 = 66
• 제2절 변수의 조작적 정의 및 CIT 연구 방법 = 76
• 1. 변수의 조작적 정의 = 76
• 2. CIT 연구 방법 = 78
• 제3절 조사 설계 = 84
• 1. 표본 설계 = 84
• 2. 설문지의 구성 = 85
• 3. 분석 방법 = 86
• 제4장 실증 분석 = 88
• 제1절 표본의 일반적 특성 = 88
• 제2절 가설 검증을 위한 예비 분석 = 89
• 1. 측정 도구의 신뢰성 및 타당성 = 89
• 2. 요인 간의 상관관계 = 95
• 3. 서비스 실패의 유형 = 96
• 4. 인구 통계적 변수에 따른 요인별 차이 분석 = 99
• 5. 인구 통계적 변수에 따른 서비스 실패 유형별 차이 분석 = 105
• 6. 서비스 실패 유형에 따른 요인별 차이 분석 = 106
• 제3절 가설 검증 = 108
• 1. 전체 모형 = 109
• 2. 결과적 실패 모형 = 116
• 3. 과정적 실패 모형 = 122
• 제5장 결론 = 130
• 제1절 연구의 요약 및 시사점 = 130
• 1. 연구의 요약 = 130
• 2. 연구의 시사점 = 136
• 제2절 연구의 한계점 및 향후 연구 방향 = 139
• 참고문헌 = 141
• 설문지 = 160
• Abstract = 165