이용동기와 참여수준이 온라인 서비스회복 성과에 미치는 상호작용 효과 분석 = The Interaction Effects of Usage Motivation and Customer Participation Level on On-line Service Recovery Outcomes

다국어 초록 (Multilingual Abstract)

This study tried to analyze differences in customers' self-efficacy, role clarity, satisfaction about service recovery, and future service co-production intention according to Web usage motivation(goal-directed motivation and experiential motivation). It is based on the existing typology of customer participation level in the case of service recovery process(firm recovery, joint recovery, customer recovery). The authors conducted an experiment of 3×2 between-subjects factorial design. The results revealed that customers' self-efficacy and role clarity were higher in joint recovery, customer recovery, and firm recovery in the order named in goal-directed customers. Meantime, they were higher in joint recovery, firm recovery, and customer recovery in the order named in experiential customers. And satisfaction level was highest in the case of joint recovery in goal-directed customers while it was highest in the case of firm recovery in experiential customers. Future service co-production intention was highest in joint recovery in both goal-directed customers and experiential customers. This study suggested more profound and concrete results by verifying differences in service recovery outcomes according to usage motivation in Web where customer participation is indispensable.

국문 초록 (Abstract)

본 연구는 기존 연구에서 실시한 서비스회복 과정에서의 고객참여수준의 유형화(기업회복, 공동회복, 고객회복)를 토대로 고객의 자기효능감, 역할명확성, 서비스회복 과정에 대한 만족 및 향후 서비스 공동생산의도의 차이를 웹 이용동기(목표지향적 동기, 경험지향적 동기)에 따라 검증하고자 한다. 이에 따라 3×2의 집단간 실험설계를 통해 실험을 실시하였다. 분석결과, 가설에서 제안한 바와 같이 목표지향적 동기가 높은 경우에는 공동회복, 고객회복, 기업회복의 순으로, 경험지향적 동기가 높은 경우에는 공동회복, 기업회복, 고객회복의 순으로 고객의 자기효능감과 역할명확성이 높았다. 또한 회복과정의 만족도에 대해 목표지향적 동기는 공동회복, 경험지향 동기는 기업회복에서 가장 높게 나타났고, 향후 서비스 공동생산의도에 있어서는 목표지향성과 경험지향성 모두 공동회복에서 가장 높은 결과를 보이고 있다. 고객이 참여할 수밖에 없는 온라인 서비스 회복과정에서 고객의 이용동기에 따른 세분화된 성과차이를 검증함으로써 보다 심층적이고 구체적인 결과를 도출하고 있다.

참고문헌 (Reference)

1 김홍범, "호텔의 서비스 회복에 대한 공정성 지각이 고객의 자발적 파트너십에 미치는 영향" 한국관광학회 27 (27): 121-139, 2003

2 홍순근, "정보시스템 수용의 외생적 및 내재적 동기의 효과에 대한 개인적 관여도의 조절효과" 국제e-비즈니스학회 9 (9): 65-83, 2008

3 주성래, "인터넷 패션쇼핑몰 서비스 회복 과정의 지각된 상호 작용성과 서비스 공정성이 불평 처리 만족 및 충성도에 미치는 영향" 복식문화학회 15 (15): 1023-1037, 2007

4 이호배, "인터넷 쇼핑에서 인터넷 자기효능감의 역할" 한국마케팅학회 8 (8): 27-62, 2006

5 장영혜, "인터넷 쇼핑몰 업체의 서비스 실패 요인과 회복전략에 관한 탐색적 연구" 한국소비문화학회 8 (8): 143-162, 2005

6 김성호, "서비스 회복속성이 고객의 공정성인식과 만족에 미치는 영향에 관한 탐색적 연구(인터넷 서비스 업체를 중심으로)" 한국마케팅학회 3 (3): 69-91, 2001

7 박종민, "상업적 웹 사용자들의 자아편견성향과 성과, 귀인, 기대 관계" 52 : 37-74, 2001

8 신종국, "고객참여 수준에 따른 서비스 회복에 관한 연구" 한국고객만족경영학회 10 (10): 239-254, 2008

9 Hoffman, K. D., "perceived Justice Needs and Recovery Evaluation: A Contingency Approach" 3493 (3493): 418-432, 2000

10 Babin, B. J., "Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value" 20 (20): 644-656, 1994

11 Cannon, H., "Toward a Framework for Evaluation Internet Advertising Effectiveness" 1998

12 Claycomb, C., "The customer as a productive resourcecustpilot study and strategic implic and I" 18 (18): 47-69, 2001

13 Bitner, M. J., "The Service Encounter: Diagnosing Favorable and Unfavorable Incidents" 54 (54): 71-84, 1990

14 Hart, C W. L., "The Profitable Art of Service Recovery" 68 (68): 148-156, 1990

15 Zeithaml, Valarie A., "The Nature and Determinants of Customer Expectation of Service" 21 (21): 1-12, 1993

16 Weun, S., "The Impact of Failure Severity on Service Recovery Perceptions" 18 (18): 133-146, 2004

17 Blodgett, J. G., "The Effects of Perceived Justice on Complainants' Negative Word-of-Mouth Behavior and Repartronage Intentions" 69 (69): 1993

18 Blodgett, J. G., "The Effects of Distributive, Procedural, and Interactional Justice on Postcomplaint Behavior" 73 (73): 185-210, 1997

19 Dong, Beibei, "The Effects of Customer Participation in Co-created Service Recovery" 36 : 123-137, 2008

20 Bandura, A., "Social Foundations of Thought and Action: A Social Cognitive Theory" Prentice Hall 1986

21 Mattila, Anna S., "Service Recovery and Fairness Perceptions in Collectivism and Individualism Contexts" 6 (6): 336-346, 2004

22 Gronroos, C., "Service Quality: The Six Criteria of Good Perceived Service Quality" 9 : 10-13, 1988

23 Berry, L. L., "Service Fairness: What It Is and Why It Matters" 12 : 1998

24 Weun, S., "Service Failure and Recovery: Impacts on New Customer Relationships" University of Alabama 1997

25 Heskett, J. L., "Service Breakthroughs: Changing the Rules of the Game" Free Press 1990

26 Meuter, M. L., "Self-service technologies: Extending service frameworks and identifying issues for research, in: Marketing Theory and Applications" American Marketing Association 12-19, 1998

27 Ren, Wen-Hua, "Self-efficacy and the Search for Government Information" 38 : 283-291, 1999

28 Youngdahl, William E., "Revisiting Customer Participation in Service Encounters: Does Culture Matter?" 21 : 109-120, 2003

29 Ajzen, Icek, "Perceived Behavioral Control, Self-efficacy, Locus of Control, and the Theory of Planned Behavior" 32 (32): 665-683, 2002

30 Larsson, Rikard, "Organization and Customer: Managing Design and Coordination of Services" 14 (14): 213-233, 1989

31 Maxham, James G., "Modeling Customer Perceptions of Complaint Handling Over Time: The Effects of Perceived Justice on Satisfaction and Intent" 78 : 239-252, 2002

32 Cronin, J. J., "Measuring Service Quality: A Reexamination and Extension" 56 : 55-68, 1992

33 Berry, L. L., "Marketing Services: Competing through Quality" Free Press 1991

34 Eastin, Matthew A, "Internet Self-efficacy and the Psychology of the Digital Divide" 6 (6): 1-17, 2000

35 Lin, C. S., "Integrating perceived Playfulness into Expectation-Confirmation Model for Web Portal Context" 42 : 683-693, 2005

36 Seltzer, L. F., "Influencing the shape of resistance: An experimental exploration of paradoxical directives and psychological reactance" 4 : 47-71, 1983

37 Dabholkar, P., "How to Improve Perceived Service Quality by Improving Customer Participation, in: Developments in Marketing Science" Academy of Marketing Science 483-487, 1990

38 Ahtola, O. T., "Hedonic and Utilitarian Aspects of Consumer Behavior: An attitudinal Perspective" 12 : 7-10, 1985

39 Song, Jae H., "Differentiation Through Customer Involvement in Production or Delivery" 10 (10): 4-12, 1993

40 Kristensen K., "Customer Satisfaction Measurement at Post Denmark: Results of Application of the European Customer Satisfaction Index Methodology" 11 (11): 1007-1015, 2000

41 Cermak, Dianne S. P., "Customer Participation in Service Specification and Delivery" 10 (10): 90-97, 1994

42 Rodie, Amy R., "Customer Participation in Service Production and Delivery," in Advances in Services Marketing and Management" JAI Press 111-125, 2000

43 Kelly, S. W., "Customer Participation in Service Production and Delivery" 31 : 315-335, 1990

44 Srinivasan S., "Customer Loyalty in e-Commerce: An Exploration of its Antecedents and Consequences" 78 (78): 2002

45 Lengnick-Hall, "Customer Contributions to Quality: A Different View of the Customer-Oriented Firm" 21 (21): 791-824, 1996

46 Dhar, R., "Customer Choice between Hedonic and Utilitarian Goods" 37 (37): 60-71, 2000

47 Bloch, P. H., "Consumer Search: An Extended Framework" 13 : 119-126, 1986

48 Lusch, Rober F., "Competing through service: Insights from service-dominant logic" 83 : 5-18, 2007

49 Mills, P. K., "Clients as 'Partial' Employees of service Organizations: Role Development in Client Participation" 11 : 726-735, 1986

50 Meuter, M. L., "Choosing among alternative service delivery modes: An investigation of customer trial of self-service technologies" 69 (69): 61-83, 2005

51 Petty, R. E., "Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement" 10 : 135-146, 1983

52 Murphy. C., "Assessment of Computer Self-efficacy: Instrument Development and Validation, ERIC Document No. ed"

53 Kelly, S. W., "Antecedents to Customer Expectations for Service Recovery" 22 (22): 52-61, 1994

54 Michel, Stefan, "Analyzing service failures and recoveries: a process approach" 12 (12): 14-20, 2001

55 McCollough, M. A., "An Empirical Investigation of Customer Satisfaction after Service Failure and Recovery" 3 (3): 121-138, 2000

56 Lusch, R. F., "A generic framework for explaining internal vs. external exchange" 20 : 119-134, 1992

57 Kelly, S. W., "A Typology of Retail Failures and Recoveries" 66 (66): 315-335, 1993

58 Hoffman, Donna L., "A New Paradigm for Electronic Commerce" 13 : 43-54, 1996

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

60 Ellen, Pam Scholder, ""Resistance to Technological Innovations: An Examination of the Role of Self-efficacy and Performance Satisfaction" 19 (19): 297-307, 1991