서비스 회복 공정성이 관계품질과 감정, 행위의도에 미치는 영향
The Influence of Service Recovery Justice on Relationships Quality, Emotion and Intention Behavior
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참고문헌
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초록
서비스 산업에서 서비스 실패는 비분리성 및 무형성과 같은 서비스의 특징으로 인해 피할 수 없다. 하지만 서비스 실패를 극복할 수 있는 방안으로 서비스 회복을 위한 노력을 기울일 수 있다. 서비스 회복을 경험한 고객은 충성도가 오히려 상승하며, 계속적으로 서비스 기업과 관계를 유지하게 된다. 본 연구는 서비스 실패를 극복하기 위한 서비스 회복을 살펴보고자 하였으며, 구체적으로 서비스 회복 공정성이 관계품질 및 감정, 행동에 어떠한 영향을 주는지 살펴보고자 하였다. 선행연구를 바탕으로 서비스 회복 공정성을 본 연구에서는 절차적 공정성 및 분배적 공정성, 상호작용 공정성의 측면으로 구분하였다. 또한 만족, 신뢰, 몰입을 관계품질로 설정하고 행동적 측면으로 재방문의도와 추천의도를 설정하였다. 본 연구에서는 호텔 및 레스토랑, 항공사에서 서비스 실패 이후 회복의 경험이 있는 고객을 대상으로 데이터를 수집하였고 구조방정식 모형으로 데이터를 분석하였다. 분석결과는 다음과 같다. 첫째, 서비스 회복 공정성은 관계품질에 긍정적으로 작용하는 것을 확인하였다. 둘째, 서비스 회복 공정성 중 절차적 공정성과 상호작용 공정성이 고객의 감정에 긍정적으로 작용하였다. 셋째, 관계품질은 재방문의도와 추천의도에 긍정적으로 작용함을 확인하였지만 감정은 영향을 미치지 못하였다.
Abstract
The purpose of this study is to examine the effect of service recovery justice on relationship quality, emotion and intention of behavior in the service industry. Based on the previous research, we classified the service recovery justice into three different parts(procedural justice, interactional justice, distributive justice). Also, we defined the concepts of the satisfaction, commitment, and truth as relationship quality and revisit intention and intention to recommend as intention of behavior. We collected data on the customers who have some experience about service failure and service recovery from hotel, restaurant and airline company and analyzed the data by structural equation model. The results of the analysis can be summarized as follows. First, the results suggest that procedural, distributive and interactional justice as a service recovery justice influence on relationship quality significantly. Second, service recovery justice turned out to affect positively emotion, indicating significant coefficients of procedural and interactional justice dimensions of service recovery justice. On the other hand, emotion was not affected by distributive justice. Third, relationship quality had a positive effect on revisit intention and intention to recommend, but emotion not affected.
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