서비스 회복 전략이 고객 만족도에 미치는 영향: 고객 접촉 수준의 조절 역할을 중심으로
The Effects of Service Recovery Strategies on Customer Satisfaction
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초록
본 연구에서는 서비스 실패 상황에서 서비스 제공업체들이 어떠한 회복 전략을 수행하는 것이 가장 효과적인지에 관해 살펴보았다. 서비스 업체가 공정성 이론을 바탕으로 상호적 대응, 절차적 대응, 분배적 대응 전략을 구사할 때, 이들 회복 전략의 효과가 서비스 접촉 수준에 따라 어떻게 달라지는 지를 실험연구를 통해 실증적으로 연구하였다. 분석결과, 저 접촉 서비스 보다 고 접촉 서비스에서 서비스 회복 만족도가 더 높은 겻으로 나타났으며, 서비스 회복 전략의 성과가 고객 접촉 수준에 따라 상이한 것으로 나타났다. 고 접촉 서비스에서는 절차적 대응 전략을 구사할 때 가장 높은 서비스 회복 만족도를 보인 반면, 저 접촉 서비스에서는 절차적 대응 전략보다 상호적 대응 전략과 분배적 대응 전략이 더 효과적인 것으로 나타났다. 마지막으로 본 연구 결과가 제시하는 이론적, 실무적 시사점을 제안하고 연구의 한계점과 향후 연구방향에 대해서 논의 하였다.
Abstract
This study examined the effect of service recovery strategies on service recovery satisfaction in times of service failures with customer contacts (i.e., high contacts vs. low contacts). An experiment was conducted to investigate the effectiveness of various recovery strategies on a high-contact service (beauty salon) and a low-contact service (cinema) in times of service failures. Specifically, this study investigated the effectiveness of different justice strategies, i.e., interactional justice strategies (e.g., sincere apology), procedural justice strategies (e.g., swift retrieval of service failures), and distributive justice strategies (e.g., 100% refund), on service recovery satisfaction in line with customer contacts. To test the hypothesis, 180 undergraduates and workers participated in the experiment. The size of offered compensation, sincerity of service providers, and swift retrieval of service failures were selected using a preliminary survey and then applied to the scenario. In brief, the service recovery satisfaction was found to be higher in the high-contact service than in the low-contact service. In addition, regarding the service recovery satisfaction with respect to specific strategies, the procedural justice strategies indicated the highest service recovery satisfaction in the high-contact service. In contrast, the service recovery satisfaction in the low-contact service was found to be higher with the interactional and distributive justice strategies than with the procedural justice strategies. Based on these findings, theoretical and practical implications are suggested. In addition, the study’s limitations and future research are discussed.
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