1 이문규, "서비스 유형과 품질실패 차원에 따른 효과적인 복구전략" 12 (12): 131-145, 2001
2 Ross, "in The Handbook of Social Psychology" 73-114, 1985
3 and A, "in Judgment Under uncertainty" Kahneman Kahneman Cambridge UniversityPress 201-8, 1982b
4 Creyer, Elizabeth H, "Whos to blame?Counterfactual Reasoning and the Assignment of Blame" 14 (14): 209-222, 1997
5 Roese, "The Structure of CounterfactualThoughts" 312-9, 1993
6 Hart, "The ProfitableArt of Service Recovery" 148-156, 1990
7 Markman, "The Mental Simulation of Better and Worse PossibleWorlds Journal of Personality and Social Psychology" 87-109, 1993
8 Morris, M. W, "The Lessons We Dont Learn:Counterfactual Thinking and Organizational Accountability After a Closer Call" 45 : 737-765, 2000
9 Mattila, Anna S, "The Impact of Relationship Type on Customer Loyalty in a Context of Service Failures" 4 (4): 91-101, 2001
10 Yen, HsiuJu Rebecca, "The Impact of Customer Participation and Service Expectation on" 2004
1 이문규, "서비스 유형과 품질실패 차원에 따른 효과적인 복구전략" 12 (12): 131-145, 2001
2 Ross, "in The Handbook of Social Psychology" 73-114, 1985
3 and A, "in Judgment Under uncertainty" Kahneman Kahneman Cambridge UniversityPress 201-8, 1982b
4 Creyer, Elizabeth H, "Whos to blame?Counterfactual Reasoning and the Assignment of Blame" 14 (14): 209-222, 1997
5 Roese, "The Structure of CounterfactualThoughts" 312-9, 1993
6 Hart, "The ProfitableArt of Service Recovery" 148-156, 1990
7 Markman, "The Mental Simulation of Better and Worse PossibleWorlds Journal of Personality and Social Psychology" 87-109, 1993
8 Morris, M. W, "The Lessons We Dont Learn:Counterfactual Thinking and Organizational Accountability After a Closer Call" 45 : 737-765, 2000
9 Mattila, Anna S, "The Impact of Relationship Type on Customer Loyalty in a Context of Service Failures" 4 (4): 91-101, 2001
10 Yen, HsiuJu Rebecca, "The Impact of Customer Participation and Service Expectation on" 2004
11 Mattila, Anna S, "Service Recovery and Fairness Perceptions in Collectivist and Individualist Contexts" 6 (6): 336-346, 2004
12 Hess, Ronald L. Jr, "Service Failure and Recovery: The impact of Relationship Factors on Customer Satisfaction" 31 (31): 127-145, 2003
13 Miller, "Self-Serving Biases in theAttribution of Causality Fact or Fiction? Psychological Bulletin" 213-25, 1975
14 Priluck, Randi, "Relationship Marketing Can Mitigate Product and Service Failures" 17 (17): 37-50, 2003
15 McMullen, M. N, "Living in 56 마케팅 연구 March. 2007 Neither the Best Nor Worst World of All Possible Worlds: Antecedents and Consequences of Upward and Downward Counterfactual Thinking" Mahwan, NJ: Erlbaul 133-167, 1995
16 Wells, "Journal of personality and Social Psychology TheImpact of Customer Participation and Service Expectation on" 421-30, 19872004
17 Wells, "Journal of Personality and Social Psychology" 161-9, 1989
18 Bitner, "Journal of Marketing" Diagnosing Favorable and Unfavorable Incidents 71-84, 1990
19 Tax, Stephen S, "Customer Evaluations of Service Complaint Experiences:Implications for Relationship Marketing" 62 : 60-76, 1998
20 Roese, N. J, "Counterfactual Thinking: A Critical Overview" Hillsdale, NJ: Lawrence Erlbaum 1995
21 Roese, N. J, "Counterfactual Thinking, Psychological Bulletin" 133-148, 1
22 Miller, "ComparingReality to Its Alternatives" Kahneman (rm theory) : 136-53, 1986
23 McColl-Kennedy, Janet R, "Application of Fairness theory to Service Failures and Service Recovery" 5 (5): 251-266, 2003
24 Weiner, "An Attribution Theory of Achievement" 548-73, 1985
25 Miller, "Advances in Experimental SocialPsychology" 305-31, 1990
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