집단 서비스실패 상황에서 고객간 상호작용의 파급효과: 감정전염과 집합행동이론의 적용
The Ripple Effects of Customer-to-customer Interactions in a Group Service Failure Context: Applying the Theory of Emotional Contagion and Collective Behavior
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개별 서비스실패와 비교해 집단 서비스실패 상황에서 동일한 서비스실패를 경험한 고객들 간에는 보다 적극적이고, 다양한 형태의 상호작용이 이루어질 수 있다. 따라서 본 연구는 개별 서비스실패와 집단 서비스실패에서의 불평의도에 대한 차이의 기제를 설명하고, 집단 서비스실패 이후 불평에 대한 태도와 불평의도에 있어 집단의 규모와 집단 내 관계 거리라는 집단 특성이 미치는 영향을 밝히고자 한다. 본 연구는 호텔에서의 서비스실패 상황에 대한 시나리오를 통해 2차례의 실험을 실시하였다. 연구결과 서비스 실패를 혼자 경험한 참여자들과 비교해 집단에서 서비스 실패를 경험한 고객들의 불평에 대한 태도가 더 약하고, 서비스실패에 불평하려는 의도가 더 작은 것으로 나타났다. 또한 집단의 규모가 크고, 집단내 사람들간 친밀도가 높은 경우의 집단 서비스실패에서 고객들의 불평에 대한 태도가 보다 강하고, 불평의도 또한 높은 것으로 나타났다.
Abstract
Compared to individual service failures, the group service failure situation can elicit more active and diverse types of interactions among customers who experience the same service failure. The purpose of this study is to explain the mechanism of the difference in the intention to complain in individual service failure and group service failure. It also reveals the effect of group size and relational distance within the group on the attitude toward complaints and the intention to complain after group service failure. This study conducted two experiments based on the scenarios of service failure in the hotel contexts. The results show compared to participants who experienced service failure alone, customers who experience the group service failure have a weaker attitude toward complaints and are less willing to complain about service failure. Furthermore, when the size of the group is large and the intimacy among the people in the group is high, the attitude toward customers' complaints is stronger and the intention to complain is also higher.
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