서비스 산업에서 고객 서비스 불평 회복과 사후행동의 구조적 관계 연구|RISS 상세보기

다국어 초록 (Multilingual Abstract)

This study is directed to examine the most useful restoration strategies for turning the customers' dissatisfaction caused by unsuccessful spa service to the satisfaction through each fair factors and tries to suggest the practical schemes to cope with complaints and dissatisfaction of spa service customers by establishing the system dealing with customers' complaints. And this verifies the relationship between the alternative attraction and the intention of conversion as the action after the restoration from the unsuccessful services. Moreover, it analyzes the mediation effect that a formation of reliance through the restoration of unsuccessful services has. To achieve the purpose of this study, the subject got decided as women who are customers of private spa facilities situated in Seoul and Gyeonggi-do region for the purpose of skin care in 1 year recently. After understanding their experiences of complaining about the services, this study investigates the alternative attraction and the intention of conversion as the next action and the perception of fairness and trust in the efforts of Spa service business for recovery. As the result of verifying hypothesis, it is shown that the recovery satisfaction increases when the 3 points of the distributive justice, procedural justice, and interactional justice, which are the fairness factors of the effort to restore services according to the quality of service, are more positive. In the relation among recovery satisfaction, trust, the alternative attraction, and the intention of conversion, the result was that recovery satisfaction affects trust in positive way and alternative attraction in negative way. However, the positive and meaningful result came out in contrast with the hypothesis which predicted the negative effect of recovery satisfaction on the intention of conversion. Furthermore, it means that indirect effectiveness which carries trust and alternative attraction should be considered instead of the direct effectiveness that the recovery satisfaction affects on the intention of conversion. In this study, it can be interpreted that the combined increase of the trust and the alternative attraction makes the intention of conversion higher rather than the higher intention of conversion following the decrease of the recovery satisfaction in view of the result that the indirect effectiveness is high between the recovery effort and the intention of conversion. In the relation among the intention of conversion, trust, and alternative attraction, the intention of conversion got influenced in positive way and negative way by trust and alternative attraction respectively and trust influenced the alternative attraction negatively as well. It means the high quality of services or the recovery of services has a direct causation which carries conviction to the customers' intention of action.

번역하기

참고문헌 (Reference)

1 김한나, "자아이미지 일치성과 대안 매력도가 몰입 및 점포충성도에 미치는 영향" 한국마케팅학회 10 (10): 1-30, 2008

2 김정숙, "노화기 여성의 피부관리실 이용행태와 선택 요인 연구" 한국미용학회 16 (16): 903-916, 2010

3 김상현, "고객재구매의도 결정요인에 관한 연구:고객가치, 고객만족, 전환비용, 대안의 매력도" 한국마케팅학회 17 (17): 25-55, 2002

4 Bell, Chip R., "Turning Disappointment into Customer Delight" 127 (127): 48-, 1994

5 Ajzen. I., "The Theory of Planned behaviour" 50 (50): 179-211, 1991

6 Thibaut, J. W., "The Social Psychology of Groups" John Wiley & Sons. Inc 1959

7 Alexander, S., "The Role of Procedural and Distributive Justice in Organizational Behavior" 1 (1): 177-198, 1987

8 McCollough, M. A., "The Recovery Paradox: A Conceptual Model and Empirical Investigation of Customer Satisfaction and Service Quality Attitudes after Service Failure and Recovery" Texas A & M University 1995

9 Ping, R. A. Jr., "The Effects of Satisfaction and Structural Constrainton Retailer Exciting, Voice, Loyalty, Opportunism and Neglect" 69 (69): 320-352, 1993

10 Kim, J. H., "The Effect on the Spa Selection Attribute of the Spa Use Motive" Public Health Daegu Haany University 2010