서비스 회복의 지각된 공정성과 진정성 그리고 회복성과 = 지각된 공정성과 진정성의 상호작용효과를 중심으로

국문 초록 (Abstract)

지금까지 서비스실패와 회복에 관한 다수의 선행연구들은 서비스실패에 대한 서비스제공자의 대응에 고객이 어떻게 반응하는지에 대해서 연구하였으며, 주로 공정성 이론에서 이론적 토대를 갖고 있다. 그러나 소비자의 사고와 반응은 인지적 판단에 의해서만 이루어지는 것이 아니기 때문에, 인지적 측면에서 공정하다는 지각만으로 실패로 인한 고객의 부정적인 반응을 완화시킨다고 설명하는 데는 한계가 있다. 따라서 서비스회복의 효과를 논의하는데 있어, 소비자의 감정적 측면에서의 평가가 함께 이해되어야 한다. 그러나 아직까지 기업의 서비스회복노력에 대한 고객의 인지적 그리고 감정적 판단이 회복성과에 대해 어떠한 결과로 나타나는지를 종합적으로 살펴본 연구는 찾아보기 힘들다. 따라서 본 연구는 서비스 기업의 회복노력에 대한 인지적 평가인 지각된 공정성과 감정적 평가인 지각된 진정성이 회복성과와 어떠한 관계를 갖는지를 살펴보았으며, 특히 회복만족과 부정적 감정에 대해 지각된 공정성과 진정성이 상호작용하여 미치는 영향에 대하여 살펴보았다. 연구결과에 따르며, 회복노력에 대한 지각된 공정성은 회복만족에 긍정적인 영향을 미치고, 회복노력에 대한 지각된 진정성은 부정적 감정에 부정적인 영향을 미치는 것으로 나타났다. 지각된 공정성과 회복만족간의 관계에 있어 회복노력에 대한 진정성을 높게 지각한 고객들은 공정성의 지각 수준이 클수록 회복만족이 크게 영향을 받지만, 회복노력에 대한 진정성을 낮게 지각한 고객들은 공정성의 지각 수준에 따라 회복만족이 크게 영향을 받지 않는 것으로 나타났다. 또한 지각된 진정성과 부정적 감정의 관계에 있어 지각된 공정성을 낮게 지각한 고객들은 지각된 진정성의 수준에 따라 부정적 감정이 크게 영향을 받는 것으로 나타났다. 마지막으로, 회복만족은 재방문의도에 긍정적인 영향을 미치고, 부정적 감정은 재방문 의도에 부정적인 영향을 미치는 것으로 나타났다. 본 연구는 서비스회복에 대한 지각된 공정성과 진정성의 성과를 실증적으로 제시함으로써 서비스회복의 역설을 이끌어내고자 하는 서비스 기업들에게 보다 능동적이고 이해타당하며 진정성 있는 회복노력의 중요성을 인식시켜 줄 수 있으리라 여겨진다.

다국어 초록 (Multilingual Abstract)

Most studies on service failure and recovery focuses on how customers respond to service providers recovery efforts in coping with their service Failure. These studies are based on the equity theory. However, customers recognition and response may not occur in line with the cognitive process. There are some limitations in explaining that customer`s perception of justice on recovery efforts in the cognitive process can alleviate customer`s negative emotions arising from service failures. The evaluation of customers on recovery efforts in affective aspects should be considered in understanding the service recovery effect. There has been relatively little research to examine synthetically the effects of customer`s evaluation both in cognitive and affective perspective on service recovery performance. Therefore, this study attempts to investigate the direct effects of perceived justice (i.e.. cognitive evaluation) and perceived authenticity (i.e.. affective evaluation) on recovery efforts and of recovery efforts on recovery performance (recovery satisfaction arid negative emotion). The present study also examines the interaction effects of perceived justice and authenticity on recovery performance. The statistical results reveal that consumers` perception of justice on service provider`s recovery efforts has a significant positive effect on customers` recovery satisfaction. Consumers`s perceived authenticity on service provider`s efforts also has a significant negative effect on customer`s negative emotions. The effect of perceived justice on recovery satisfaction was stronger for customers who perceived high authenticity than for those who perceived low authenticity. The effect of perceived authenticity on negative enrntion was stronger for customers who perceived high justice than for those who perceived low justice. Finally, recovery satisfaction and negative emotions have a significant effect on revisit intention. The results of the study imply that managers who want to create ``service recovery paradox`` should recognize and understand the important roles of proactive, fair, and authentic recovery efforts by examining the effects of perceived justice and authenticity on recovery efforts.

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