회복공정성과 만족의 관계에서 관계마케팅 요인의 조절효과 = Moderating Effect of Relationship Marketing Factors in the Relationship Between Recovery Justice and Satisfaction

국문 초록 (Abstract)

  최근 회복공정성과 만족의 관계에 있어서 관계마케팅 요인의 중요성이 제기되고 있다. 이는 고객과의 관계는 서비스 실패가 발생하였을 경우 고객의 불만족을 줄여주는 중요한 역할을 하기 때문이다. 본 연구는 이러한 중요한 역할을 하는 관계마케팅 요인들이 서비스 실패 후 기업에서 제공하는 회복공정성과 만족과의 관계에서 어떠한 조절역할을 하는지를 조사하며, 또한 회복공정성과 만족과의 관계도 조사한다.
  연구결과를 요약하면, 회복공정성(절차공정성, 상호작용공정성, 분배공정성)과 만족과의 관계에서 관계마케팅의 요인인 고객맞춤화, 관계친밀성, 과거관계경험 그리고 관계적 교환이 조절역할을 하는 것으로 나타났다. 그리고 회복공정성을 구성하고 있는 절차공정성, 상호작용공정성, 분배공정성 모두 만족에 유의한 정(+)의 영향을 미치는 것으로 나타났으며, 분배공정성이 만족에 가장 큰 영향을 미치는 것으로 나타났다.

다국어 초록 (Multilingual Abstract)

  Recently, The importance of relationship marketing factors be emphasized in the relationship between recovery justice and satisfaction. Because customer relationships provide an important buffer to reduce customer dissatisfactions when service failures occur. So, This study investigated how relationship marketing factors affect in between recovery justice and satisfaction. Also, investigated relationship between recovery justice and satisfaction.
  The results of study are as follows. All of the relationship marketing factors, such as customization, relationship intimacy, past relationship experience, relational exchanges, had a moderation role in the relationship between recovery justice and satisfaction. And, 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. Also, Distributive justice had the greatest effect followed by interactional justice and procedural justice.

목차 (Table of Contents)

• 〈요약〉
  Ⅰ. 서론
  Ⅱ. 이론적 고찰
  Ⅲ. 연구의 설계
  Ⅳ. 실증분석
  Ⅴ. 결론
  참고문헌
  Abstract
  

참고문헌 (Reference)

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9 "The results of study are as follows. All of the relationship marketing factors such as customization had a moderation role in the relationship between recovery justice and satisfaction. And it was found that procedural 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. Also Distributive justice had the greatest effect followed by interac"

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