EMOTION, COMPENSATION AND CUSTOMER ENGAGEMENT: EVIDENCE FROM LUXURY HOTELS IN CHINA

Doris Chenguang Wu,Namho Chung,Zhaohan Hua,Hee Chung Chung 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Introduction Although hotel employees are trained to deliver the best service, service failures may happen at any time because service is delivered by people to people (Susskind, 2002). Moreover, customers are more impressed by failed services than good services (Titz, 2001). According to the recovery paradox, customers have higher satisfaction level after experiencing a service failure if they receive satisfactory service recovery or compensation (McCollough & Bharadwaj, 1992). With the development of information communication technology and mobile device, customers can receive personalized services in recent days (Migacz, Zou, & Petrick, 2018). They also can easily share their experience on the online review platforms such as TripAdvisor, as well as select hotels based on shared online reviews (Liu & Park, 2015; Nieto-Gara?a, Mu?oz-Gallego, & Gonz?lez-Benito, 2017). Therefore, it is important for hotel managers to understand the mechanisms for service failure and recovery strategy. Thus, this study aims to examine the relationship between different emotion, customer engagement and brand loyalty under the context from the luxury hotels in China that different service failure compensation strategies are adopted. Particularly, the following two research questions are aimed to be addressed: First, do emotions (anger, regret and helplessness) significantly affect hotel brand loyalty through customer engagement? Second, does compensation type (immediate vs. delayed) significantly affect customer engagement and hotel brand loyalty based on customers’ emotions? The results of this study will benefit industry practitioners for formulating effective service failure recovery strategies. Theoretical frameworks and hypotheses development Stimulus-Organism-Response framework Stimulus-Organism-Response (S-O-R) framework is a commonly used form of behavioral research in which events or occurrences are said to be the result of certain stimulus leading to a certain response, following a set of organism processes (Kim & Lennon, 2013; Mehrabian & Russell, 1974). In behavioral research, the S-O-R theory explains “how” something happens and a variance theory describes “why” (Chiles, 2003). We adopted the S-O-R framework in an attempt to explain the effect of the compensation types (immediate vs. delayed) on hotel brand loyalty. In our research model, customer engagement is used an intervening construct on the causal relationship between emotions of customer (anger and regret as a retrospective emotions, helplessness as a prospective emotion) (Gelbrich, 2010) and hotel brand loyalty. Customer engagement is composed of multidimensional concepts of identification, enthusiasm, attention, absorption, and interaction (So, King, & Spark, 2014). Our model thus explains four basic processes of relationship impact on service failure as “stimulus”, emotions and customer engagement as “organism”, and hotel brand loyalty as “response”. This study also emphasizes compensation type as “moderator”. The model shows how to enhance the understanding of emotions that affect hotel brand loyalty through customer engagement based on the moderating effect of compensations type. Customer engagement It is important for a firm to manage customers to improve a firm’s performance. Customer management has transformed from customer transactions, to relationship marketing, and then engaging customers (Pansari and Kumar 2017). There are different definition about customer engagement and most of them define customer engagement as the activity of the customer toward the firm. For example, Pansari and Kumar (2017) define customer engagement as how customer contributes to the firm by “the mechanics of a customer’s value addition to the firm, either through direct or/and indirect contribution.” Vivek et al. (2012) define customer engagement as “the intensity of an individual’s offerings or organizational activities, which either the customer or the organization initiates” (p.127). It has been discussed that customer engagement has been affected by customer emotion and also has significant impact on behaviour intention and brand loyalty. However it has not been discussed under service failure context and when different types of compensation strategies are employed. This study therefore aims to explore this mechanics. Under hospitality context, So, King and Sparks (2014) develop five factors to measure customer engagement: identification, enthusiasm, attention, absorption, and interaction. Since this study also examine hotel guest customers, we adopt the scale of So et al. (2014) due to its comprehensiveness and consistent context. Service failure and emotion Customer emotion is an important antecedent of customer engagement. Currently firms have been shifted their focus from selling products to emotional connection with their customers (Pansari and Kumar 2017). Positive emotion may enhance customer engagement and thereby improve customer loyalty. But when service failure occurs, customers have different negative emotions including anger, frustration, helplessness, regret amongst others. These negative emotions of customers disappoint customers themselves and reduce customer loyalty. Different emotions may have different impact on customer engagement. Anger often refers to the attributes of others such as the service providers (Weiner, 1985) whereas regret often refers to the service failure locus of customer himself/herself such as the customer is regret to choose this service provider (Roseman, 1991). Both anger and regret refer to retrospective emotions and when customer would like to solve questions they may also negative emotion of helplessness which is called prospective emotions (Davidow, 2003; Gelbrich, 2010). This study aims to examine and differentiate the impact of two retrospective emotions of anger and regret and one prospective emotions of helplessness. The first hypothesis is therefore proposed: H1: Anger has negative impact on customer engagement. H2: Regret has negative impact on customer engagement. H3: Helplessness has negative impact on customer engagement. Service failure compensation Though service providers aim to deliver zero fault service, it is inevitable service failure may occur that may bring customers anger and dissatisfaction and damage the customer loyalty thereby. It is found that compensation is an effective way to comfort and delight the dissatisfied customers. Therefore, it is important to formulate effective compensation strategy when service failure occurs. Different compensation strategies such as monetary or nonmonetary (Fu et al. 2015), immediate or delayed compensation (Boshoff, 1997; Davidow, 2003), may be suitable to different contexts/situations. According to prospect theory, a customer is risk-reverse in case of gains. A customer may value products available now more than products obtained in the future due to the higher certainty of the former. Similarly, immediate compensation has less uncertainty than delayed compensation, and therefore is supposed to have higher value. Therefore customers with anger are assumed to have higher customer engagement when immediately compensated. On the other hand, regret customers attribute failure to himself/herself and therefore less expect compensation. The immediate compensation may lead to unfair and thereby less effect than delayed compensation. Therefore immediate compensation may not always be superior over the delayed one under different contexts. We therefore propose the second hypothesis: H1a: Compensation type (immediate vs. delayed) moderates the relationship between anger and customer engagement. H2a: Compensation type (immediate vs. delayed) moderates the relationship between regret and customer engagement. H3a: Compensation type (immediate vs. delayed) moderates the relationship between helplessness and customer engagement. Brand loyalty Brand loyalty refers to the loyalty of a customer toward the brand both behaviourally and attitudinally (Dick and Basu 1994; Li and Petrick 2008; So, King, Sparks, and Wang 2013). It is a key goal of marketing activities, and its antecedents have been extensively examined such as satisfaction, perceived quality, received value, and brand trust, amongst others. Customer engagement, as the activity of a customer toward to a firm, is naturally viewed to influence brand loyalty. This study therefore adopts brand loyalty as the consequence of customer engagement. Furthermore, we would like to examine if compensation types have moderating effect between customer engagement and brand loyalty. We therefore propose below two hypotheses: H4: customer engagement has positive impact on brand loyalty. H4a: Compensation type (immediate vs. delayed) moderates the relationship between customer engagement and brand loyalty. The research model is shown in Figure 1 where all hypotheses are demonstrated. Our research model is developed based on the S-O-R framework in which emotions are antecedent of customer engagement, and customer engagement impacts hotel brand loyalty. This research model also shows the moderating effects of compensation types has on causal relationships between the aforementioned constructs. Methodology Scenario design Scenario based questionnaire is designed to obtain quantitative data for analysis. Based on the interview with hotel managers/operators, one service failure scenario and two compensation scenarios (immediate and delayed) are designed. In-depth interviews with a couple of hotel managers and guests were conducted to verify the realisation of the scenarios formulated. The questionnaire begins with a screening question: in the previous 12 months have you ever had experience staying in a four- or five-star hotel? The survey would only continue if the answer is “yes”. Then the participant is asked to write down the name of this hotel and read the below service failure scenario thereby. Service failure scenario: Imagine you have checked into this hotel again. During your stay in hotel, you send your coat for laundry. It is a nice coat and you bought it a year ago with the price of 1000RMB. However when you collect the cleaned coat, you notice that there is a damage on your coat which makes you cannot dress this coat anymore. You therefore call the service counter for complain. Immediate and delayed compensation scenarios were designed as follows: Immediate compensation scenario: after 15 minutes, the duty manager of the hotel went to our hotel and expressed his sincere apology. You showed him about the damage and informed him the original price of your coat. The manager offered you the cash compensation with the original price of your coat and you agree with this. After half an hour you received 1000RMB cash as the compensation. Delayed compensation scenario: after 15 minutes, the duty manager of the hotel went to your room and expressed his sincere apology. You showed him about the damage and informed him the original price of your coat. The manager said according to the hotel policy, they need to check how this happened and confirm the price of your coat first before making the compensation for you. After two weeks you left the hotel, you received 1000RMB compensation which is transferred into your bank account directly. Participant emotion is measured after the participants read the service failure scenario and before they read the compensation scenario. Each participant is randomly assigned to be involved in one compensation scenario only. Customer engagement and hotel brand loyalty are measured after the compensation happened. Variable measurement Customer engagement is measured using 25-item scale developed by So et al. (2014) in which five factors are involved: identification, enthusiasm, attention, absorption, and interaction. Particularly, identification is measured by four attributes: “When someone criticizes this brand, it feels like a personal insult”, “When I talk about this brand, I usually say we rather than they”. “This brand’s successes are my successes”. “When someone praises this brand, it feels like a personal compliment”. Enthusiasm is measured by five attributes: “I am heavily into this brand”. “I am passionate about this brand” “I am enthusiastic about this brand” “I feel excited about this brand” “I love this brand”. Attention is measured by five attributes: “I like to learn more about this brand” “I pay a lot of attention to anything about this brand” “Anything related to this brand grabs my attention” “I concentrate a lot on this brand” “I like learning more about this brand” . Absorption is measured by five attributes: “When I am interacting with the brand, I forget everything else around me” “Time flies when I am interacting with the brand” “When I am interacting with brand, I get carried away” “When interacting with the brand, it is difficult to detach myself” “In my interaction with the brand, I am immersed” “When interacting with the brand intensely, I feel happy”. Interaction is measure by five attributes: “In general, I like to get involved in brand community discussions” “I am someone who enjoys interacting with likeminded others in the brand community” “I am someone who likes actively participating in brand community discussions” “In general, I thoroughly enjoy exchanging ideas with other people in the brand community” “I often participate in activities of the brand community”. Three emotion of anger, regret and helplessness are included as the measurement of emotion. Particularly, according to Gelbrich (2010), three attributes are adopted to measure anger “I would feel angry with the hotel/hotel employees”, “I would feel mad with the hotel/hotel employees”, and “I would feel furious about the hotel/hotel employees”. Three statements are employed to measure regret (Tsiros & Mittal 2000): “I would feel sorry for choosing this hotel”, “I regretted choosing this hotel”, and “I should have chosen another hotel”. Four statements are used to measure helplessness (Gelbrich 2010): “I would feel helpless”, “I would feel lost”, “I would feel defenceless”, and “I would feel stranded.” Five statements are used to measure brand loyalty (So, King, Sparks, & Wang 2013): “I would say positive things about this brand to other people.” “I would recommend this brand to someone who seeks my advice.” “I would encourage friends and relatives to do business with this brand.” “I would consider this brand my first choice to buy services.” “I would do more business with this brand in the next few years.” A seven-point Likert scale ranging from 1 (=disagree strongly) to 7 (=agree strongly) is adopted for all measurement. Data collection and analysis method In-depth interview with managers from upscale hotels and customers will be used to finalize scenarios. Opinions of academic experts will be used to revise variable measurements and questionnaires. Convenience sampling method will be adopted to obtain about 400 respondents who has experience of staying at four- or five-stars hotels in China in the previous year. Regarding with data analysis, Partial least square structural equation modelling (PLS-SEM) is used to test the hypotheses proposed. Expected results The manipulation check has been conducted to verify the scenarios designed. The negative relationship between emotions and customer engagement are expected and compensation timing (delayed or immediate) may moderate this relationship. Most importantly, it is expected that this moderating effect varies when different emotions and customer engagement are examined. Contributions The theoretical contributions have three folders. Firstly, this study first considers compensation timing into the examination of relationship between different negative emotions and customer engagement, after service failure occurs. Secondly, this study adopts stimulus-organism-response theory to explore the mechanism how service failure could be well recovered by relationships of different negative emotions, effective compensation type, customer engagement, and brand loyalty. Thirdly, this study applies second order factor for the measurement of customer engagement and also divides negative emotions into retrospective and prospective ones to shed light on customer engagement in the context of service failure and compensation. The practical implication of this study will benefit industry practitioners for their formulation of compensation strategies. Especially as the development of big data, hotel industry is able to adopt different strategies for individuals to maximize customer experience. The findings of this study could propose different strategies for different situations/individuals thereby.

The Moderating Effect of Compensation Type on Relationship between Service Failure and Customer Responses

Yang Yu(우양),Jung-He Kim(김정희) 제주대학교 관광과경영경제연구소 2019 産經論集 Vol.39 No.3

Purpose - This paper proposes and tests a process of consumers to service failures that incorporates negative emotions and sympathy as the means to understand consumers behavioral responses(demands for reparations and retaliatory behaviors). First, This paper will learn about the consumers negative emotions that occur depending on service failure. Second, Consumers who are on the negative situation are not only focus on the negative emotions they are also focus on the moral emotions. So this paper will learn about the compassion that occur depending on service failure. Third, When consumers in a negative situation they will not just care about the negative reaction, but also exist permissive and tolerant. This paper assists to identify the real reason about the different responses of customers when they are in failures situations. In addition, this paper will provide in-depth insight on customer response in service failure . Fourth, This paper will determine the emotions occur depending on service failure if they will leads to any action’s reaction. Research design, data, and methodology – To achieve this goal, research hypotheses and models were developed from the theoretical background and verified by questionnaires. This researcher developed a scenario and a questionnaire to meet the service failure situation, and responded to the questionnaire after reading the scenarios to consumers in Jeju area using the restaurant service. A total of 312 data were used for empirical analysis. Results - First, consumers who experienced service failure not only feel negative emotions to employees, but also feel sympathy to employees. Second, negative emotions and sympathy have different effect on consumers behavioral responses. Consumers who feel negative emotions as a result of service failure are likely to negative word of mouth and switching action, while consumers who feel sympathy as a result of service failure are likely to weaken negative word of mouth and switching action. Third, the results show that the compensation type has no significant moderating effects on consumers behavioral responses. Conclusions - If a service failure occurs at the service site, the service marketing manager must manage not only the off-line but also an online customer who is dissatisfied with the purpose of retaliation for the failure of the service.

서비스실패와 고객반응과의 관계에서 보상유형의 조절효과

우양,김정희 제주대학교 관광과경영경제연구소 2019 産經論集 Vol.39 No.3

Purpose – This paper proposes and tests a process of consumers to service failures that incorporates negative emotions and sympathy as the means to understand consumers' behavioral responses(demands for reparations and retaliatory behaviors). First, This paper will learn about the consumers negative emotions that occur depending on service failure. Second, Consumers who are on the negative situation are not only focus on the negative emotions they are also focus on the moral emotions. So this paper will learn about the compassion that occur depending on service failure. Third, When consumers in a negative situation they will not just care about the negative reaction, but also exist permissive and tolerant. This paper assists to identify the real reason about the different responses of customers when they are in failures situations. In addition, this paper will provide in-depth insight on customer response in service failure . Fourth, This paper will determine the emotions occur depending on service failure if they will leads to any action’s reaction. Research design, data, and methodology – To achieve this goal, research hypotheses and models were developed from the theoretical background and verified by questionnaires. This researcher developed a scenario and a questionnaire to meet the service failure situation, and responded to the questionnaire after reading the scenarios to consumers in Jeju area using the restaurant service. A total of 312 data were used for empirical analysis. Results – First, consumers who experienced service failure not only feel negative emotions to employees, but also feel sympathy to employees. Second, negative emotions and sympathy have different effect on consumers' behavioral responses. Consumers who feel negative emotions as a result of service failure are likely to negative word of mouth and switching action, while consumers who feel sympathy as a result of service failure are likely to weaken negative word of mouth and switching action. Third, the results show that the compensation type has no significant moderating effects on consumers' behavioral responses. Conclusions - If a service failure occurs at the service site, the service marketing manager must manage not only the off-line but also an online customer who is dissatisfied with the purpose of retaliation for the failure of the service.

fsQCA를 활용한 Airbnb 고객의 서비스 실패 귀인에 대한 연구 : 미국 고객 데이터를 대상으로

김수연 한국고객만족경영학회 2024 고객만족경영연구 Vol.26 No.1

Airbnb에서 서비스 실패가 일어났을 때, 효과적인 서비스 회복을 제공하기 위해서는 서비스 전달 과정에 참여하는 각 주체들에게(Airbnb, 호스트, 고객) 고객이 어떻게 실패 귀인을 하는가에 대한 이해가 필요하다. 실패 귀인을 누구에게 어떻게 하는가에 따라, 기대되는 서비스 회복이 달라질 수 있기 때문이다. 그럼에도 불구하고, 기존 연구들은 효과적인 서비스 회복 전략에만 집중해 왔다. 즉, 왜 그러한 전략들이 효과적인가에 대한 근본적인 메커니즘에 대한 연구가 부족한 실정이다. 이에 본 연구는 공유 서비스, 서비스 실패/회복 관련 기존 문헌을 바탕으로 서비스 실패 및 고객 특성에 해당하는 3가지 원인 조건 (①서비스 실패 심각도, ②성별, ③연령)과 서비스 실패 귀인에 해당하는 3가지 결과 조건 (①Airbnb에 대한 실패 귀인, ②호스트에 대한 실패 귀인, ③고객 자신에 대한 실패 귀인)을 정의하였다. Airbnb를 사용해 본 미국인을 대상으로 수집한 데이터를 활용하여 fsQCA를 수행한 결과, 도출한 시사점은 다음과 같다. 첫째, Airbnb는 서비스 실패 심각도가 높을 때, 서비스 회복에 적극적으로 관여해야 하며, 둘째, 호스트는 서비스 실패 심각도와 관계없이 서비스 회복에 적극적으로 관여해야 하고, 마지막으로, Airbnb와 호스트 모두, 남성 고객에게 관심을 기울여야 한다는 점이다. 본 연구의 결과는 Airbnb에서 실패가 일어났을 때, 각 주체에 대한 고객의 귀인에 대한 이해를 제공하여, 효과적인 서비스 회복 전략을 도출하는데 도움을 줄 수 있다는 점에서 학문적, 실무적 시사점을 갖는다. To provide effective service recovery in the event of a service failure at Airbnb, each actor involved in the service delivery process (Airbnb, hosts, and customers) needs to understand how customers attribute failure. This is because how and to whom a failure is attributed can affect the expected service recovery. Nevertheless, existing research has focused only on effective service recovery strategies, i.e., there is a lack of research on the underlying mechanisms of why these strategies are effective. Based on the existing literature on shared services and service failure/recovery, this study defines three causal conditions for service failure and customer characteristics (1) service failure severity, (2) gender, and (3) age, and three outcome conditions for service failure attribution (1) failure attribution to Airbnb, (2) failure attribution to the host, and (3) failure attribution to the customer himself. Using data collected from Americans who have used Airbnb, we conducted a fsQCA and found the following implications. First, Airbnb should be actively involved in service recovery when the severity of the failure is high; second, hosts should be actively involved in service recovery regardless of the severity of the failure; and finally, both Airbnb and hosts should pay attention to male customers. The findings of this study have both academic and practical implications as they provide an understanding of customer attributions to each actor in the event of a failure at Airbnb, which can help to inform effective service recovery strategies.

서비스 실패 유형이 서비스 실패 심각성에 미치는 영향 : 관계품질과 충성도의 조절효과

김진한,김성홍 한국경영컨설팅학회 2021 경영컨설팅연구 Vol.21 No.3

서비스 산업의 특성으로 인해 서비스 실패는 자주 발생하고, 완전히 예방하는 것은 어렵다. 따라서 서비스 실패에 따른 적절한 서비스 회복전 략을 수립하는 것이 필요하다. 본 연구에서는 서비스 실패 유형을 서비스(결과)실패와 대응(과정)실패로 구분하여, 이들이 서비스 실패 심각성에 미치는 영향을 분석하였다. 또한 심적 회계이론과 전망이론에 기초하여 관계품질과 충성도가 서비스 실패유형이 서비스 실패 심각성에 미치는 영향을 어떻게 조절하는지를 분석하였다. 분석 결과에 따르면, 첫째, 서비스실패와 대응실패는 모두 서비스 실패 심각성에 유의한 정의 영향을 미치고, 대응실패가 실패 심각성에 미치 는 영향은 서비스실패가 실패 심각성에 미치는 영향보다 약간 더 크지만 통계적으로 유의한 차이는 확인되지 않았다. 둘째, 관계품질과 충성도 는 서비스 실패 유형이 실패 심각성에 미치는 영향을 유의하게 조절하지는 않지만 집단 간에 서비스 실패 유형이 실패 심각성에 미치는 영향은 약간 다른 양상을 보였다. 관계품질이 낮은 집단에서는 서비스실패와 대응실패 모두 실패 심각성에 유의한 정의 영향을 미치지만, 관계품질이 높은 집단에서는 실패 심각성에 서비스실패는 유의한 영향을 미치지 않고 대응실패만 유의한 정의 영향을 미친다. 그리고 충성도가 낮은 집단에 서 서비스실패는 실패 심각성에 유의한 정의 영향을 미치지만 대응실패는 유의한 영향을 미치며, 충성도가 높은 집단에서는 서비스실패는 실패 심각성에 유의한 영향을 미치지 않지만 대응실패는 유의한 정의 영향을 미친다. Due to the characteristics of the service industry, service failure occurs frequently, and it is difficult to completely prevent it. Therefore, it is necessary to establish an appropriate service recovery strategy according to service failure. In this study, service failure types were divided into service (result) failure and response (process) failure, and their influence on the severity of service failurewas analyzed. Also, based on the mental accounting theory and prospect theory, we analyzed how relationship quality and loyalty moderate the effect of service failure types on service failure severity. According to the analysis results, first, both service failure and response failure have a significant positive effect on the severity of service failure, and the effect of response failure on the severity of failure is slightly larger than the effect of service failure on the severity of failure, but it is no statistically significant difference. Second, relationship quality and loyalty did not significantlymoderate the effect of service failure type on failure severity, but the effect of service failure type on failure severity was slightly different between groups. In the group with low relationship quality, both service failure and response failure had a significant positive effect on the severity of failure, but in the group with high relationship quality, service failure did not significantly affect failure severity, only response failure had a significant positive effect. And in the low-loyalty group, service failure has a significant positive effect on failure severity, but response failure has a significant effect. In the high-loyalty group, service failure does not significantly affect failure severity, but response failure has a significant effect.

Assessing the Damage : An Exploratory Examination of Electronic Word of Mouth

Venessa Martin Funches,William Foxx,Eun Joo Park,Eun Young Kim 한국마케팅과학회 2010 마케팅과학연구 Vol.20 No.2

此硏究旨在考察?口碑(?NWOM)?在?行?的影?,着重分析服?失?的描述以及通信服?商的意向是如何影?消?者?企???力的??、?企?的?度、以及??的口碑行?和行?意向。?通信?服力的硏究着重于“??了什?;??;通?何渠道;有何影?(Chiu 2007)”。在此我?硏究了?子???布,尤其是“什?”的??方面:通信服?失?的等?以及?人?布的知?意向。?子?口碑看似正在毁掉?品或企?的??,?也就不?理解?什?人?????有偏?,??其不可?。根据?因理?,人????求事件的原因,尤其是那些消?的意外的事件(Weiner 2006)。Hennig-Thurau和Walsh (2003)提出“?然?者的知?和?在?信息的作者信任度都?有限,可以把?子口碑?做是表?-行??系的有效??。此据此我?提出以下假?:假?1. 在衡量(a)企???力,(b)人??企?的?度,(c)??的口碑,以及(d)行?意向?,面?高等?服?失??子?口碑的?象得分低于面?低等?服?失??子?口碑的?象。假?2. 在衡量(a)企???力,(b)人??企?的?度,(c)??的口碑,以及(d)行?意向?,面?警告意向?子?口碑的?象得分低于面???意向?子?口碑的?象假?3. 在?子?口碑中,服?失?的等?和知?意向互相影?,因此在衡量(a)企???力,(b)人??企?的?度,(c)??的口碑,以及(d)行?意向?,警告意向的?子?口碑的平均反??大于??意向的?子?口碑。主要硏究包括一?2 (服?失?的?重性) x 2(警告意向VS??意向的?口碑)的析因??。?通?模?的在????布信息刺激在??象。?一方案描述的服?失?是在??的零?机?不接受?物?,通?一家在?的硏究公司?全?抽?。共有113??象??此硏究,共分析了104????卷。硏究?象???方案???,92.3%?此反?强烈。方案的?作相?令人?意,所有的措施都??先的????,各??目也?分析??可??有效。多?量方差分析?果?示多?量?无明?的互相影?,因此我?只硏究主要影?――后?向和服?失?的?重性。后?向主要影??企?的?度、??的口碑和行?意向。服?失?的?重性主要影?4?因?量:企?的??力、?企?的?度、??的口碑和行?意向。需特?指出的是,??子?口碑描述??重的服?失??,企?的??力低于?子?口碑描述???的服?失??。??子?口碑描述??重的服?失??,?企?的?度差于?子?口碑描述???的服?失??。??子?口碑描述??重的服?失??,企?的口碑差于?子?口碑描 This study attempts to examine the influence that negative WOM (NWOM) has in an online context. It specifically focuses on the impact of the service failure description and the perceived intention of the communication provider on consumer evaluations of firm competence, attitude toward the firm, positive word of mouth and behavioral intentions. Studies of communication persuasiveness focus on “who says what; to whom; in which channel; with what effect (Chiu 2007).” In this research study, we examine electronic web posting, particularly focusing on two aspects of ‘what”: the level of service failure communicated and perceived intention of the individual posting. It stands to reason electronic NWOM that appears to be trying to damage a product’s or firm’s reputation will be viewed as more biased and will thus be considered as less credible. According to attribution theory, people search for the causes of events especially those that are negative and unexpected (Weiner 2006). Hennig-Thurau and Walsh (2003) state “since the reader has only limited knowledge and trust of the author of an online articulation the quality of the contribution could be expected to serve as a potent moderator of the articulation-behavior relationship. We therefore posit the following hypotheses: H1. Subjects exposed to electronic NWOM describing a high level of service failure will provide lower scores on measures of (a) firm competence, (b) attitude toward the firm, (c) positive word of mouth, and (d) behavioral intention than will subjects exposed to electronic NWOM describing a low level of service failure. H2. Subjects exposed to electronic NWOM with a warning intent will provide lower scores on measures of (a) firm competence, (b) attitude toward the firm, (c) positive word of mouth, and (d) behavioral intention than will subjects exposed to electronic NWOM with a vengeful intent. H3. Level of service failure in electronic NWOM will interact with the perceived intention of the electronic NWOM, such that there will be a decrease in mean response on measures of (a) firm competence, (b) attitude toward the firm, (c) positive word of mouth, and (d) behavioral intention from electronic NWOM with a warning intent to a vengeful intent. The main study involved a 2 (service failure severity) x 2 (NWOM with warning versus vengeful intent) factorial experiment. Stimuli were presented to subjects online using a mock online web posting. The scenario described a service failure associated with non-acceptance of a gift card in a brick-and-mortar retail establishment. A national sample was recruited through an online research firm. A total of 113 subjects participated in the study. A total of 104 surveys were analyzed. The scenario was perceived to be realistic with 92.3% giving the scenario a greater than average response. Manipulations were satisfactory. Measures were pre-tested and validated. Items were analyzed and found reliable and valid. MANOVA results found the multivariate interaction was not significant, allowing our interpretation to proceed to the main effects. Significant main effects were found for post intent and service failure severity. The post intent main effect was attributable to attitude toward the firm, positive word of mouth and behavioral intention. The service failure severity main effect was attributable to all four dependent variables: firm competence, attitude toward the firm, positive word of mouth and behavioral intention. Specifically, firm competence for electronic NWOM describing high severity of service failure was lower than electronic NWOM describing low severity of service failure. Attitude toward the firm for electronic NWOM describing high severity of service failure was lower than electronic NWOM describing low severity of service failure. Positive word of mouth for electronic NWOM describing high severity of service failure was lower than electronic NWOM describing low severity of service failure.

소셜커머스 서비스 실패에 따른 소비자의 신뢰도 변화 - 서비스 실패의 주체와 실패의 심각성 및 브랜드 에쿼티의 상호작용을 중심으로 -

이지은,최인석 한국소비자·광고심리학회 2011 한국심리학회지 소비자·광고 Vol.12 No.4

The purpose of this research is to examine the effects of the severity of service failure, the main source of service failure, and the equity of social commerce companies on consumers’ trust change toward social commerce companies. In addition, this study is to examine the moderating effect of service failure seriousness and equity level of social commerce companies on change in consumers’ trust depending on the source of service failure. The results showed that seriousness of service failure and the equity level of social commerce companies significantly affect the change in consumer trust. When the service failure is caused by social commerce companies and service failure is severe, it was found that consumer trust change was bigger toward social commerce companies with high equity compared to those with lower equity. However, when service failure severity is low, there was no significant change in comsumer trust. On the other hand, when the source of service failure is service provider and service failure severity is high, the change in consumers trust was not signifiant. However, when service failure severity is low, the change in trust level was significantly higher for social commerce companies with high brand equity. 미국 그루폰(Groupon)의 성공 이후 미국뿐만 아니라 전 세계적으로 소셜커머스 붐이 일어나고 있다. 국내에만 400~500개의 소셜커머스 업체가 생겨났으며 소셜커머스 시장은 시간이 갈수록 커지고 있는 추세이다. 국내 소셜커머스 시장의 도입 시기는 최근이지만 소셜커머스 서비스 실패 사례 및 소비자 피해 사례는 급증하고 있으며 이슈화 되고 있다. 따라서 소셜커머스 서비스 실패에 대한 집중적 연구의 필요성이 제기되고 있다. 소셜커머스의 서비스 유형은 기존의 전자상거래의 서비스와는 차별화되는데, 이는 소셜커머스만의 독특한 비즈니스 모델에 기인한다. 소셜커머스는 서비스나 상품을 소비자들에게 광고하고 이에 대한 할인쿠폰을 판매하는 소셜커머스 업체와 실질적으로 그 상품이나 서비스를 제공하는 서비스 업체로 구성된다. 따라서 서비스 실패는 소셜커머스 업체의 실패와 서비스를 제공하는 업체의 실패로 나누어지며 두 개 업체의 서비스 수준이 전체 서비스의 질을 결정하게 된다. 본 연구의 목적은 서비스 실패의 심각성, 실패의 주체 및 소셜커머스 업체의 브랜드 에쿼티가 각각 소비자의 소셜커머스 업체에 대한 신뢰변화에 미치는 영향을 알아보고, 서비스 실패의 주체에 따른 소비자의 신뢰 변화에 실패의 심각성과 소셜커머스 업체의 에쿼티의 조절 영향을 알아보는 것이다. 연구 결과, 서비스 실패의 심각성과 소셜커머스 업체의 브랜드 에쿼티가 높을수록 서비스 실패 후 소셜커머스 업체에 대한 소비자의 신뢰는 낮아지는 것으로 나타났다. 실패의 주체가 소셜커머스 업체일 경우, 실패의 심각성이 높을 때는 낮은 에쿼티를 가진 소셜커머스 업체에 비해 높은 에쿼티를 가진 소셜커머스 업체에 대한 소비자의 신뢰변화가 더 큰 것으로 나타났다. 반면에 실패의 심각성이 낮을 때는 소셜커머스업체의 브랜드 에쿼티에 따른 소비자의 신뢰변화 차이는 유의하지 않은 것으로 나타났다. 한편 서비스 실패의 주체가 서비스 제공업체일 경우, 실패의 심각성이 높을 때는 소셜커머스 업체의 에쿼티에 따른 소비자의 신뢰 변화 차이는 유의하지 않은 것으로 나타났지만 실패의 심각성이 낮을 때는 낮은 브랜드 에쿼티를 가진 소셜커머스 업체보다 높은 에쿼티를 가진 소셜커머스 업체에 대한 소비자의 신뢰변화는 더 큰 것으로 나타났다. 이상의 실증결과를 바탕으로 실무적 시사점 및 향후 연구방향에 관하여 논의하였다.

Examining the Influence of Familiarity and its Paradoxical Effect on Service Failure Memory

윤혜원,김종형 한국자료분석학회 2015 Journal of the Korean Data Analysis Society Vol.17 No.6

Service failures in the hospitality industry often occur due to the inconsistent nature of hospitality and restaurant services, coupled with the inevitability of human error. Service failures cause negative emotional feelings that can lead to the development of a negative memorable experience for the customer. This research examines memory of service failures in the restaurant setting. Specifically, this study investigated whether customers’ familiarity with the service failure situations (i.e., familiarity with a restaurant and a frequently occurring service failure) affect memorability of the negative service experiences. The results suggest that individual’s’ familiarity with a restaurant is in decreasing memorability of service failures as well as intention to engage in negative future behavior (i.e., switching and negative word-of-mouth publicity). The results also demonstrated that divergent effect of familiarity occurs in service failure situations. Participants’ ability to recollect and vividly recall service failures differed based on the familiarity with a restaurant and frequency of occurrence of a service failure. The theoretical and managerial implications of this study are discussed in detail.

What Determines Tourist Satisfaction After Service Failure: Three-way Interactions Among Service Recovery, Tourist Restraint, and Service Failure Severity

우징원,김고운 한국무역학회 2024 Journal of Korea trade Vol.28 No.4

Purpose – The role of service recovery on customer satisfaction following a service failure encounter has not yet been fully explored,in the Korean tourism context. Given the relevance between tourism and culture, cultural factors embedded in tourists may serve as boundary conditions that impact service recovery performance. Also, serious service failure often limits the effectiveness of recovery. Nevertheless, these aspects have been largely overlooked in previous studies. This study aims to (1) investigate the effects of service recovery on post-recovery tourist satisfaction and (2) examine the potential moderating effects of the tourism. Design/Methodology – Using a questionnaire survey, this study conducted a moderated moderation analysis, suggesting two conditional effects: tourist restraint orientation and service failure severity as potential moderators. Findings – The findings indicate a positive association between service recovery and post-recovery tourist satisfaction, which is stronger for tourists with higher levels of restraint. Further, the severity of the service failure influences how much tourist restraint moderates the situation. Specifically, service failure severity enhances the inf luence of tourist restraint, positively moderating the service recovery and post-recovery tourist satisfaction relationship. Originality/value – Despite tourism’s distinct context, research and evidence on the effects of service recovery and the potential factors that inf luence post-recovery tourist satisfaction in tourism settings have been relatively scarce. This study contributes to a more accurate understanding of service recovery in tourism by identifying the three-way interaction effects of tourist restraint and service failure severity on the relationship between service recovery and post-recovery tourist satisfaction.

서비스회복전략이 회복 후 가치와 회복 후 만족, 긍정적 구전에 미치는 영향 : 의료서비스실패유형의 조절효과

조아람 ( Jo A-ram ),이훈영 ( Lee Hoon Young ) 경희대학교 경영연구원 2020 의료경영학연구 Vol.14 No.4

The purpose of this study is to identify the effect of service recovery strategy on post-recovery value, post-recovery satisfaction, and positive WOM according to the type of service failure when medical service failure occurs. Based on these findings, we would like to present effective management measures from the perspective of the manager in the event of a medical service failure. Structural equations and pairwise parameter comparison method were performed for hypothesis testing. The group experiencing technical service failures was shown to have a significant positive effect on the value after recovery of the service recovery strategy (β=0.481) and effort (β=0.648). Therefore, only Hypothesis 1-1 and hypothesis 1-4 were adopted. The group experiencing procedural failure was shown to have a significant positive effect on the value of the service recovery strategy (β=0.724) after recovery. Thus, only hypothesis 1-1 was adopted. Both groups that experienced technical service failures and those that experienced procedural service failures were found to have a significant effect on their satisfaction after recovery. Furthermore, post-recover satisfaction has been shown to have a significant positive (+) effect on positive WOMs. Therefore, both Hypothesis 2 and Hypothesis 3 were adopted. As a result of analyzing the moderation effect of service failure type, service failure type had partial adjustment effect. Thus, Hypothesis 4 was adopted.