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의료서비스 실패 유형에 따른 서비스 회복 공정성이 고객 만족 및 장기 관계 지향성에 미치는 영향: 다중집단분석을 활용하여

The Effect of Service Recovery Fairness on Customer Satisfaction and Long-term Relationship Orientation by Type of Medical Service Failure : Focusing on Multi-Group Analysis

이훈영|조성찬
경영연구원 (Management Research Institute)|2017.06|의료경영학연구 (Health Service Management Review)|제11권 제2호|pp. 27-39|DOI 10.18014/hsmr.2017.11.2.27

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키워드

Customer SatisfactionService FailureService RecoveryService FairnessRelationship OrientationMedical Service FailureMultiple-Group Analysis

초록

Medical services are characterized by intangibles, heterogeneity, and non-separability. Thus, customers experience failure in providing goods and services. Failure in service delivery causes customer dissatisfaction. In addition, customers' dissatisfaction creates the intention to use other hospitals and creates a negative image about hospitals. Hospitals therefore need efficient and effective strategies for failures during service delivery. Through this, customer satisfaction should be improved. The strategy that can be considered is the fairness of service recovery. Service recovery fairness is a means of satisfying customers who have experienced dissatisfaction in the service process. This is divided into distributed fairness, procedural fairness, and interactive fairness. An effective service recovery strategy increases customer satisfaction. It can also increase loyalty to the hospital. However, there is a lack of research on the fairness of service recovery in the medical services field. This study examines the effects of perceived service recovery fairness on customer satisfaction in service recovery process. We also examine the effect of service failure type on the relationship between service fairness and customer satisfaction. Finally, we examine the effect of customer satisfaction on long-term relationship orientation. This suggests implications for establishing an effective strategy in case the hospitals experience service failure in the future.

Abstract

Medical services are characterized by intangibles, heterogeneity, and non-separability. Thus, customers experience failure in providing goods and services. Failure in service delivery causes customer dissatisfaction. In addition, customers' dissatisfaction creates the intention to use other hospitals and creates a negative image about hospitals. Hospitals therefore need efficient and effective strategies for failures during service delivery. Through this, customer satisfaction should be improved. The strategy that can be considered is the fairness of service recovery. Service recovery fairness is a means of satisfying customers who have experienced dissatisfaction in the service process. This is divided into distributed fairness, procedural fairness, and interactive fairness. An effective service recovery strategy increases customer satisfaction. It can also increase loyalty to the hospital. However, there is a lack of research on the fairness of service recovery in the medical services field. This study examines the effects of perceived service recovery fairness on customer satisfaction in service recovery process. We also examine the effect of service failure type on the relationship between service fairness and customer satisfaction. Finally, we examine the effect of customer satisfaction on long-term relationship orientation. This suggests implications for establishing an effective strategy in case the hospitals experience service failure in the future.

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