서비스 실패 유형에 따른 소비자의 서비스 평가 차이에 관한 연구 = The Effect of Service Failure Types on Consumer’s Service Evaluation

다국어 초록 (Multilingual Abstract)

This study focus on the service failures that cause the different evaluations by consumers moderating the effect of customer’s relationship with service encounter and service failure locus. The results can be summarized as follows. First, results say that service failures can be differentiated by the types ; outcome and process, in the hedonic purchasing motive. A failure occurring in the process quality weigh more heavily on the customer’s overall evaluation of the service. Second, consumers devaluate the service heavily when the provider spoil the service delivery, service process quality than when the other consumers do. And also consumers’ evaluation specially on the process failure get worse when consumers don’t have any relationship with service provider.

국문 초록 (Abstract)

이 연구는 실패한 서비스에 대한 상황적 요인의 영향을 규명하여 시장상황에 적용할 수 있는 서비스 실패에 대한 전략을 제시하고자 하는 연구목적을 두었다. 연구결과, 서비스 실패가 과정적으로 나타나는가, 결과적으로 나타나는가에 따라 소비자들이 서비스에 대하여 부정적으로 평가하는 정도가 다르게 나타났다. 둘째, 서비스 실패의 원인이 누구에게 있는가와 두 가지 유형의 서비스 실패에 따른 상호작용효과가 나타났다. 셋째, 소비자와 서비스 제공자의 관계성 여부에 따라 서비스 실패에 대한 부정적 서비스 평가에 상호 작용이 나타났다. 연구의 시사점과 한계 및 연구방향을 제시하였다

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