서비스회복에 대한 공정성 인식이 고객만족과 신뢰에 미치는 영향

다국어 초록 (Multilingual Abstract)

As the more quality of life progresses rapidly the more development of service industry is urged, the competition of service industry is intensified. Also, the rapidly changing competitive environments are forcing business marketing firms to seek more crucial means for customer satisfaction and trust in service recovery.
The purpose of this study is to analyze customer satisfaction as well as the types of justice(procedural, interactional, distributive) customers perceived with service recovery and result that the discount store recovers service to prevent customer defection and negative word-of-mouth in case that service failure occurs. Especially, this study was intended to make an empirical analysis of how far the individual type of service recovery attribute and perceived justice had an effect on customer satisfaction and trust coming from the service recovery of the discount store. It hypothesis that perceived service justices such as distributive justice, procedural justice, interactional justice will have directive, positive effect on customer satisfaction and trust. And then customer satisfaction will affect positively trust.
Scale items used in this study were selected from existing scales and were adapted to conform to the service situation at a discount store. To sure the scales intended to measure the variables, factor analysis and cronbach's alpha test were accomplished. Data was selected from 182 customers who have had purchase experience in Daegu, Korea over a year. The primary method of statistical analysis to test the hypotheses was a simple regression with using SPSS 11.0.
The results of study are as follows:
First, each five service recovery attribute has positive effect on perceived justice. Second, customer's perceived justice(distributive, procedural, interactional,) has directive, positive effect on customer satisfaction and trust. Third, customer satisfaction has positive effect on trust.
A variety of managerial implications can be derived from the findings. In service situation of discount store, it has shown that interactional factor between a customer and an employee is the most important thing for customer satisfaction with service recovery. Therefore, marketing and sales managers should focus on hiring a sales person who has the social ability.

목차 (Table of Contents)

• 제목차례
• Ⅰ. 서론 = 1
• 1. 문제제기 및 연구목적 = 1
• 2. 연구방법 및 구성 = 5
• Ⅱ. 이론적 배경 = 6
• 1. 서비스회복 = 6
• 1) 보상 = 13
• 2) 반응속도 = 13
• 3) 사과 = 14
• 4) 사전제공 = 14
• 5) 고객에 대한 배려 = 15
• 2. 공정성 = 15
• 1) 공정성의 개념 = 15
• 2) 공정성의 유형 = 18
• 3) 공정성에 관한 선행연구 고찰 = 23
• 3. 고객만족 = 29
• 1) 고객만족의 개념 = 29
• 2) 고객만족에 관한 선행연구 고찰 = 32
• 4. 신뢰 = 34
• 1) 신뢰의 개념 = 34
• Ⅲ. 연구모형설계 및 가설 = 37
• 1. 연구모형의 설정 = 37
• 2. 연구가설의 설정 = 38
• 1) 서비스회복과 공정성 = 38
• 2) 서비스 공정성과 고객만족 = 40
• 3) 서비스 공정성과 신뢰 = 40
• 4) 고객만족과 신뢰 = 41
• 3. 측정변수의 조작적 정의 = 41
• 1) 서비스회복 속성 = 42
• (1) 보상 = 42
• (2) 반응속도 = 42
• (3) 사과 = 42
• (4) 사전제공 = 43
• (5) 고객에 대한 배려 = 43
• 2) 서비스 공정성 = 43
• (1) 분배공정성 = 43
• (2) 절차공정성 = 44
• (3) 상호작용공정성 = 44
• 3) 고객만족 = 45
• 4) 신뢰 = 45
• 4. 조사 방법 = 45
• 1) 예비조사 = 45
• 2) 표본 설계 및 자료수집 = 46
• 3) 설문지의 구성 = 46
• 4) 자료분석 방법 = 47
• Ⅳ. 분석결과 = 49
• 1. 표본 및 자료의 기술적 특성 = 49
• 1) 표본의 인구통계적 특성 = 49
• 2. 측정항목의 타당성과 신뢰성 검증 = 50
• 1) 신뢰성 검증 = 50
• 2) 타당성 검증 = 51
• 3. 연구가설의 검증 = 53
• 1) 서비스회복과 공정성의 관계분석결과 = 53
• 2) 공정성과 고객만족의 관계분석결과 = 55
• 3) 공정성과 신뢰의 관계분석결과 = 56
• 4) 고객만족과 신뢰의 관계분석결과 = 57
• 4. 결과의 해석 및 논의 = 58
• Ⅴ. 결론 = 61
• 1. 연구요약 및 시사점 = 61
• 2. 연구의 한계점 및 미래연구 방향 = 63
• 국내문헌 = 64
• 국외문헌 = 65
• 영문초록 = 69
• 설문지 = 71