Earticle

초록

영어

Although intimacy can be quite useful in understating the service evaluation of customers, it has hardly been studied in the field of marketing. Thus, this study explores how intimacy influences service evaluation of customers (satisfaction, repatronage intention, and recommendation intention) in the presence and absence of service failure. A scenario method using 2 (service failure vs. nonservice failure) X 2 (high intimacy vs. low intimacy) factorial designs is employed for this study. The findings reveal that an interaction effect exists between intimacy and service failure, indicating the existence of the betrayal effect in times of service failure/high intimacy situation. The implications of this research and directions for future research are discussed.

목차

Abstract
 I. Introduction
 II. Theoretical Background
  2.1. Service Failure
  2.2. Relationship
  2.3. Intimacy
  2.4. Service Evaluation of Customers
  2.5. Hypothesis
 III. Method
  3.1. Sample and Procedure
  3.2. Measures
 IV. Findings
  4.1. Reality Assessment
  4.2. Validity and Reliability Assessment
  4.3. Hypothesis Testing
 V. Conclusion
  5.1. Summary
  5.2. Implications
  5.3. Limitations and Future Research
 References

키워드

저자

• Seongun Jeon [ School of Business, Hangyang University ]
• Gaon Kim [ School of Business, Hangyang University ]
• Sanghoon Lee [ School of Business, Hangyang University ]
• Jeongmin Park [ School of Business, Hangyang University ]
• Minjung Jeong [ Graduate School, Hanyang University ]
• Sungho Kim [ School of Business, Hangyang University ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  서비스마케팅저널 [Services Marketing Journal]

• 간기

  반년간

• pISSN

  2005-3207

• 수록기간

  2008~2025

• 등재여부

  KCI 등재

• 십진분류

  KDC 326 DDC 380