서비스 회복공정성과 만족의 관계에서 조절변수의 효과 = Effects of moderator variables in the relationship between service recovery justice and satisfaction

다국어 초록 (Multilingual Abstract)

This study examined the effects of three dimensions of recovery justice. Namely procedural justice, interactional justice and distributive justice, which customers perceive after experiencing failure in the course of the service recovery process offered by the firm after service failure, on satisfaction. Effects of distributive justice on satisfaction were examined as well as the relationship between commitment and relationship quality, which is comprised of satisfaction and trust. In addition, the effects of relationship quality factors, comprised of satisfaction, trust and commitment on behavior intention variables, such as positive word-of-mouth intention and repurchase intention, were examined. In particular, the focal point of this study was to verify the moderation role played by the controllability and stability of service failure attribution factors in the course of service failure, and customization, relationship intimacy, past relationship experience, relational exchanges and the severity of the service failure of relationship marketing factors, in the relationship between recovery justice and satisfaction as perceived by the customer.
For a more realistic approach, empirical research was conducted on consumers who patronize department stores in Seoul, Daegu and the Kyungbuk region and who responded to have experienced service failures. 275 samples were used for this analysis. Collected samples were tested by factor analysis and Cronbach's Alpha coefficients and were found to be satisfactory in terms of validity and reliability. Futhermore, fitness of the measurement model was tested by using confirmatory factor analysis and fitness of the model for hypothesis testing were shown to be adequate on various goodness of fit indices(GFI, AGFI, RMR, CFI, RMSEA).
The results of the empirical research can be summarized as follows :
First, it was found that procedural justice, interactional justice, and distributive justice of three dimensions of recovery justice, which customers perceived in the course of recovery process after a service failure, had significant effects on customer satisfaction. Distributive justice had the greatest effect followed by interactional justice and procedural justice. Second, customer satisfaction had a significant effect on trust and commitment which showed customer satisfaction had an important role in trust and commitment. Third, relationship quality factors, which are satisfaction, trust and commitment, had significant effect on positive word-of-mouth intention and repurchase intention. Trust and commitment had a greater effect on the positive word-of-mouth intention. Fourth, controllability, which is a service failure attribution factor, had a moderation role in the relationship between procedural and distributive justice and satisfaction, but not on interactional justice. Stability only had a moderation role in the relationship between distributive justice and satisfaction. Of the relationship marketing factors, customization had a moderation role in the relationship between interactional justice and satisfaction, and intimacy had a moderation effect on the relationship between procedural justice and interactional justice. Finally, severity was found to have a moderation role in the relationship between procedural and distributive justice and satisfaction.
Based on the empirical analysis, some managerial implications can be proposed for formulating effective marketing strategies.
First, rather than emphasizing simply one dimension of justice, firms should utilize all three dimensions of justice in order to achieve more effective results. Second, if service failure occurs, recovery strategy programs such as aggressive compensation and problem solving should be sought rather than the strategy of simply satisfying the customer. Third, firms need a strategic approach. Through effective recovery strategy, firms could improve customer satisfaction and focus on generating revenue, and through trust building and commitment, firms can convey a positive image to potential customers so as to achieve higher performance. If service failures do occur, firms need to segment the problems according to the varying degree of customers' perception of the problems and execute customized and differentiated recovery strategies accordingly so as to obtain effective results. Finally, firms need to develop and implement relationship marketing programs so that they can carry out not only short-term transactions, but also long-term transactions with the customer.
Despite these implications, this study has several limitations. The first limitation concerns the measurement method. The survey method used in this study chose to measure actual customers' experiences, but such methodology can be exposed to customers' memory effects. Second is the limitation in generalization. Thus, it would be more effective if reactions to service failure were measured on various industries and examined varying reactions between the industries in the future. Third, this study only presents results of cross-sectional study of variables. It would be more beneficial if longitudinal study is conducted in the future study. Fourth, when testing the moderation effect, it was difficult to clearly comprehend the characteristics of groups. Thus, the future survey should be designed so that respond traits of respondents can be accurately differentiated.

목차 (Table of Contents)

• 목차
• Ⅰ. 서론 = 1
• 1. 문제제기 및 연구목적 = 1
• 2. 연구방법 및 구성 = 6
• Ⅱ. 회복공정성, 관계품질, 조절변수 및 행동의도에 관한 이론적 고찰 = 8
• 1. 서비스 회복공정성 = 8
• 1) 서비스 회복의 정의 및 구성 = 8
• 2) 서비스 회복의 필요성 = 11
• 3) 서비스 회복전략 = 13
• 4) 서비스 회복공정성 이론과 유형 = 15
• 2. 관계품질 = 20
• 1) 만족 = 21
• 2) 신뢰 = 23
• 3) 몰입 = 25
• 3. 조절변수로서 서비스 실패의 귀인요인, 관계마케팅요인 및 실패의 심각성 = 27
• 1) 서비스 실패의 귀인요인 = 28
• 2) 관계마케팅요인 = 32
• 3) 서비스 실패의 심각성 = 38
• 4. 행동의도 = 39
• 1) 긍정적 구전의도 = 40
• 2) 재구매의도 = 41
• 5. 회복공정성, 관계품질, 행동의도 및 조절변수간의 관계에 관한 연구 = 42
• 1) 회복공정성과 만족의 관계 = 42
• 2) 만족과 신뢰 및 몰입의 관계 = 45
• 3) 관계품질(만족, 신뢰, 몰입)과 행동의도의 관계 = 47
• 4) 서비스 실패 귀인요인의 조절효과 = 49
• 5) 관계마케팅요인의 조절효과 = 52
• 6) 서비스 실패 심각성의 조절효과 = 56
• Ⅲ. 실증연구의 설계 = 58
• 1. 연구모형의 설정 = 58
• 2. 연구가설의 설정 = 59
• 3. 변수의 정의 및 측정방법 = 68
• 4. 조사방법 = 76
• 1) 예비조사 및 본 조사 = 76
• 2) 표본설계 및 자료수집 = 77
• 3) 설문지 구성 = 77
• 4) 자료 분석 방법 = 79
• Ⅳ. 실증분석 = 80
• 1. 표본의 특성 = 80
• 2. 측정항목의 타당성 및 신뢰성 검증 = 81
• 3. 연구가설의 검증 = 92
• 4. 분석의 결과 및 해석 = 103
• Ⅴ. 결론 = 112
• 1. 연구의 요약 및 시사점 = 112
• 2. 한계점 및 미래 연구 방향 = 116
• 참고문헌 = 119
• Abstract = 129
• 설문지 = 132

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