서비스실패에 대한 소비자의 2단계 반응 연구 = 브랜드선호상황과 성별을 중심으로

국문 초록 (Abstract)

서비스실패는 충성도 높은 고객을 잃게 할 정도로 위험하지만 현실적으로 거의 모든 서비스기업에서 불가피하게 발생하는 상황이기 때문에 서비스실패의 연구는 다양하게 이루어져야 한다. 그동안 서비스마케팅 분야에서 서비스실패에 관한 여러 연구들이 진행되었는데 본 연구는 두 가지 측면에서 차별점이 있다. 첫째, 서비스실패는 최초의 실패와 서비스회복 실패라는 2단계로 구분 할 수 있다. 이 두 단계는 우리의 실생활에서 흔히 각각 개별적으로 경험하는 것이고 각 단계에서 소비자의 지각과 그에 따른 반응이 다른 만큼 구분하여 연구되어야 한다. 둘째, 서비스실패가 발생하는 상황은 신규 서비스가 아닌 이상 대개의 경우 소비자의 선호상황이 존재한다. 그러므로 서비스실패 연구는 서비스브랜드 선호상황을 함께 고려하는 것이 현실적인 접근이라 할 수 있다. 이에 본 연구는 서비스실패상황을 최초 서비스실패상황과 이후 이어지는 서비스회복실패의 2단계로 구분 하였고 브랜드선호상황을 선호수준이 더 높은 브랜드애착과 상대적으로 선호수준이 낮은 호의적인 브랜드태도로 구분하였으며 브랜드애착과 브랜드태도 간 유의한 상호작용 효과를 기대할 수 있는 성별 변수를 함께 고려하여 연구하였다. 연구결과는 우선 서비스실패 시에 호의적 브랜드태도를 가진 소비자가 브랜드애착을 가진 소비자에 비해 브랜드전환 의도가 더 높았고(가설1) 브랜드태도 상황에서 여성이 남성에 비해 브랜드전환의도가 더 컸으며(가설2) 브랜드애착 상황에서는 남성이 여성에 비해 브랜드전환의도가 더 컸다(가설3). 이로 인해 브랜드태도와 브랜드애착간에 성별에 의한 반전효과를 확인할 수 있었다. 또한 서비스 회복에 대한 공정성을 지각하면 브랜드애착의 소비자가 상대적으로 더 만족하였으며(가설4) 2단계 실패상황인 서비스 회복 공정성이 낮을 때 는 브랜드애착의 소비자 중 여성이 상대적으로 브랜드전환의도가 더 컸다(가설6). 본 연구를 통해 서비스실패를 2단계로 구분하고 선호의 수준과 성별의 상호작용을 연구함으로써 학문적, 실무적 시사점을 제시하고자 한다.

다국어 초록 (Multilingual Abstract)

Generally, service failure is so dangerous that a company could lose its high-loyalty customers. But this service failure may happen in almost all service companies. So researches for service failure are very important. Until now, a variety of studies have been done. But there are two different points in this study. First, there is a definite separation of service failure between the first service failure and following service recovery failure. Second, there should certainly be brand preference situation if the service, being delivered, is not newly introduced in the market. Therefore, studies of service failure along with a service brand preference can be a realistic approach. In this study, a service failure situation was divided into two phases of service. On the other hand, brand preference was classified into brand attachment and brand attitude. In addition to this, gender was also considered. To sum up the results of the study, first, in the
situation of service failure, consumers with a favorable attitude toward the service brand show stronger intention to switch brands than those with brand attachment(Hypothesis 1). In situation of brand attitude, women have stronger brand switching intention(Hypothesis 2). Contrary to this, in situation of brand attachment, men, compared to women, also have greater brand switching intention(Hypothesis 3). In addition, if perceiving equity of service recovery, consumers with brand attachment were relatively more satisfied (Hypothesis 4). Moreover, if not perceiving equity of service recovery, female consumers with brand attachment show relatively greater degree of brand switching intention(Hypothesis 6).
This study should be able to propose academic and practical implications by studying the two phases of service failure and interaction effect of gender and the level of preference.

목차 (Table of Contents)

• ABSTRACT
• Ⅰ. 서론
• Ⅱ. 이론적 배경 및 가설설정
• Ⅲ. 연구설계
• Ⅳ. 연구가설 검증
• Ⅴ. 결론 및 논의
• 참고문헌

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