Earticle

초록

영어

This study scrutinizes the efficacy of two fundamental service recovery strategies—apology and compensation—and their combined application as influences on the customer evaluation process in an online apparel retail setting. The investigation aims to contribute novel insights into the comparative effects of these strategies on customer perception of justice, emotions, and post-recovery satisfaction. Data from a scenario-based experimental survey method were analyzed using multivariate analysis of variance (MANOVA), analysis of variance (ANOVA), and structural equation modeling (SEM). Findings indicated customers perceived more substantial distributive and interactional justice when offered an apology. Apologies evoked higher positive emotions than compensation alone. Distributive justice emerged as the most influential factor in shaping post-recovery satisfaction across all service recovery strategies. Positive emotions had a significant impact on post-recovery satisfaction, highlighting the importance of addressing affective responses in service recovery strategies. These findings challenge traditional views in the service recovery literature by emphasizing the critical role of apologies and perceived outcomes in shaping customer satisfaction. The article concludes with strategic implications for service providers, advocating for a nuanced understanding of justice perceptions and emotions in tailoring effective service recovery strategies within the online apparel retail sector.

목차

Abstract
Ⅰ. Introduction
Ⅱ. Theoretical background
1. Justice theory
Ⅲ. Literature review
1. Types of Service Recovery Activities
2. Perceived Justice in Service Recovery
3. Emotions in Service Recovery
4. Post Service Recovery Satisfaction
Ⅳ. Methodology
1. Research design
2. Sample Selection and Data Collection
3. Measures
Ⅴ. Results
1. Hypothesis 1
2. Hypothesis 2
3. Hypothesis 3 and 4
Ⅵ. Conclusions
1. Limitations
References

키워드

저자

• Na Young Jung [ Department of Textiles, Merchandising and Fashion Design, University of Nebraska-Lincoln; Graduate School of Business, Hanyang Cyber University ] First Author, Corresponding Author
• Yoo-Kyoung Seock [ Department of Textiles, Merchandising and Interiors, University of Georgia ] Co-author
• Brenda Cude [ Department of Financial Planning, Housing and Consumer Economics, University of Georgia ] Co-author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  서비스마케팅저널 [Services Marketing Journal]

• 간기

  반년간

• pISSN

  2005-3207

• 수록기간

  2008~2026

• 등재여부

  KCI 등재

• 십진분류

  KDC 326 DDC 380