Earticle

초록

한국어

본 연구의 목적은 서비스실패가 발행한 이후에 이의 복구와 관련된 다양한 노력이 재구매 및 구전의도로 측정되는 고객충성도에 어떠한 영향을 미치는가를 확인하는 것이다. 본 연구에서 제시된 모형을 검정하기 위해 대전 및 충남지역에 거주하며, 이동통신, 패밀리레스토랑, 은행에서 서비스실패를 경험해 본 적이 있는 2-30대의 사람을 설문조사하였다. 수집된 데이터는 PLS 및 SPSS에 의해 통계분석 되었다. 통계분석을 통하여 본 연구는 서비스회복에 직접적으로 영향을 미치는 몇 개의 요소를 찾아냈으며, 서비스회복이 재구매 의도 및 구전에 미치는 영향을 확인하였다. 그 결과 본 연구에서 제시한 4가지 요인(즉각적인 보상, 신뢰, 반응, 확신)이 서비스회복을 중요한 선행요인으로 확인되었다. 부가적으로 세 개의 산업간 서비스회복모형을 비교해 본 결과 각각의 산업별로 중요시 여겨지는 요인들이 서로 다름을 확인할 수 있었다. 이러한 결과가 나온 이유는 각 산업의 특성에 따라 서비스회복을 결정짓는 요소는 다르기 때문이다. 따라서 각 산업의 서비스관리자들은 서비스실패를 회복하는 프로세스를 설계할 때 각 산업의 특성을 고려해야 한다.

영어

The purpose of this study is to uncover the influences of various efforts on service recovery after the failure of the service in regards to customer satisfaction and loyalty. The model was tested with a survey of 20–40 ages people who experienced service failure and service recovery in Daejeon and Chungnam. The collected data were analyzed statistics programs PLS and SPSS. As a result, the present study finds factors directly affecting service recovery and demonstrates the relationship of those factors between service recovery and customer loyalty. Furthermore, it discusses immediate compensation, truthfulness, reaction and assurance as the important factors for service recovery. In addition, factors that affect service recovery were compared among three services - telecommunication, family restaurants, and retail banks. It was found that the influence of immediate compensation, truthfulness, reaction, and assurance is different for each service type. This study result shows that a different service recovery is required, depending on the service characteristics.The purpose of this study is to uncover the influences of various efforts on service recovery after the failure of the service in regards to customer satisfaction and loyalty. The model was tested with a survey of 20–40 ages people who experienced service failure and service recovery in Daejeon and Chungnam. The collected data were analyzed statistics programs PLS and SPSS. As a result, the present study finds factors directly affecting service recovery and demonstrates the relationship of those factors between service recovery and customer loyalty. Furthermore, it discusses immediate compensation, truthfulness, reaction and assurance as the important factors for service recovery. In addition, factors that affect service recovery were compared among three services - telecommunication, family restaurants, and retail banks. It was found that the influence of immediate compensation, truthfulness, reaction, and assurance is different for each service type. This study result shows that a different service recovery is required, depending on the service characteristics.

목차

Abstract
 Ⅰ. INTRODUCTION
 Ⅱ. THEORETICAL DEVELOPMENT
  2.1 The Importance of Service Recovery
  2.2 The Determinants of Service Recovery
 Ⅲ. HYPOTHESIS & MODEL
 Ⅳ. MODEL ANALYSIS & IMPLICATION
  4.1 Characteristics of Sample Data
  4.2 Reliability and Validity
  4.3 Examination and Analysis of Research Model
 Ⅴ. OPPORTUNITY OR CONCLUSIONS AND LIMITATIONS
 REFERENCES
 논문초록

저자

• Oh, segu [ 오세구 | Visiting professor, School of Business, Chungnam National University ] First Author
• Jung, sang-chul [ 정상철 | Professor, School of Business, Chungnam National University ] Corresponding Author
• Kim, hoon [ 김훈 | Visiting professor, School of Business, Chungnam National University ]

참고문헌