본문 바로가기
KERD
논문KCI 등재

서비스회복 과정에서 고객 성별의 효과: 지각된 공정성과 회복성과간 관계를 중심으로

The Effects of Customer's Gender during Service Recovery Process: Focused on the Relationship between Perceived Justice and Recovery Performance

김미정|박상일
한국상품학회 (Korean Academy Of Commodity Science & Technology)|2012.12|상품학연구 (Journal of Product Research)|제30권 제7호|pp. 133-147|DOI 10.36345/kacst.2012.30.7.011

0

조회

0

다운로드

5

인용

0

참고문헌

키워드

서비스회복service recovery회복만족성별효과gender effects고객용서customer forgiveness회복노력에 대한 공정성 지각perceived justice on recovery effortscustomer satisfaction with service recovery efforts
주제분류경영학

초록

본 연구의 목적은 서비스회복 과정에서 지각된 공정성과 회복성과간 관계에 대한 고객의 성별 효과를 살펴보는 것이다. 본 연구는 서비스회복 상황에서 고객의 성별에 따라 회복성과에 차이가 있는지를 검정하였다. 또한 회복노력에 대한 지각된 공정성 차원들이 회복성과에 미치는 영향력이 고객의 성별에 따라 차이를 있는지를 검정하였다. 연구결과, 서비스실패를 경험한 여성 고객은 회복노력 이후 남성 고객보다 더 큰 회복만족과 용서 정도를 보인다. 또한 남성 고객의 경우 회복만족과 고객용서에 대해 지각된 분배 공정성이 미치는 영향이 여성과 비교해 더 큰 것으로 나타난 반면, 여성 고객의 경우 상호작용 공정성의 지각이 회복만족에 미치는 영향이 남성에 비해 더 큰 것으로 나타났다. 이를 바탕으로 실무적 시사점과 학문적 시사점을 제시하였고, 연구의 한계점 및 향후 연구방향에 대해 논의하였다.

Abstract

The purpose of this study is to examine the effect of customer's gender on the customer's perceived justice-recovery performance relationship in the service recovery processes. This study tested the differences of customer's gender on recovery performance(recovery satisfaction and customer forgiveness) and the moderating effects of customer's gender on the relationship between perceived justice dimensions(distributive justice, procedural justice, and interactional justice) and recovery performance in the context of family restaurant. The results suggest that female customers exhibited much higher positive emotions than male customers with respect to service provider's after service recovery efforts. The levels of customer's recovery satisfaction and forgiveness after service recovery efforts of service providers were lower for female customers than male customers. Futhermore, the effects of perceived justice dimensions on recovery performance differed between male and female customers. Perceived distributive justice had a greater impact on both recovery satisfaction and forgiveness for male than for female. On the other hand, the effects of a customer's perceived interactional justice on recovery satisfaction were stronger for female customer than for male customer. Based on the results, theoretical and managerial implications are discussed.

참고문헌 (68)

  1. 김미정, "서비스회복 노력에 대한 만족, 고객용서 및 고객행동의 영향관계: 실패의 지각된 심각성과 과거 실패경험의 조절효과를 중심으로", 상품학연구, 29(3), pp.151~165 (2011), 한국상품학회
  2. 김상희, "고객은 진실로 서비스실패기업을 용서하였는가?: 기업회복노력의 진정성과 고객의 용서과정", 경영학연구, 39(3), pp.665~706 (2010), 한국경영학회
  3. 머니투데이, "아웃백 스테이크하우스, 밤 9시부터 시원하게 쏜다", ~ (2012)
  4. 박진용, "불평처리 만족에 영향을 미치는 공정성 요소간의 관계와소매유형의 조절효과", 마케팅연구, 22(4), pp.65~83 (2007), 한국마케팅학회
  5. 오영희, "대학생의 부모-자녀 갈등경험, 용서, 정신건강의 관계", 교육심리연구, 18(3), pp.59~77 (2004), 한국교육심리학회
  6. 오영희, "한국인 용서 척도 타당화", 한국심리학회지: 건강, 15(1), pp.1~17 (2010), 한국건강심리학회
  7. 이유재, "상호작용효과를 포함한 다중회귀분석에서 주효과의 검증에 대한 연구", 경영학연구, 23(4), pp.183~210 (1994)
  8. 이투데이, "주인바뀐 베니건스, 공격마케팅 나선다", ~ (2010)
  9. 이학식, "구조방정식 모형분석과 AMOS 6.0" (2007), 법문사
  10. 이학식, "공평성 지각이 소비자 감정과 만족에 미치는 영향: 성별의 조절적 역할", 마케팅연구, 24(2), pp.21~50 (2009), 한국마케팅학회
  11. 전선규, "소비자 만족판단과정에서 성별효과:제품성과가 만족도에 미치는 영향을 중심으로", 마케팅연구, 22(3), pp.135~157 (2007), 한국마케팅학회
  12. Aiken, Leona S, "Multiple Regression: Testing and Interpreting Interactions, Thousand" (1991), Sage Publications Inc
  13. Andreassen, Thor Wallin, "Antecedents to Satisfaction with Service Recovery", European Journal of Marketing, 34(1), pp.156~175 (2000)
  14. Bejou, David, "Service Failure and Loyalty: An Exploratory Study of Airline Customers", Journal of Services Marketing, 12(1), pp.7~22 (1998)
  15. Bell, Chip R, "Service Breakdown: The Road to Recovery", Management Review, 76(10), pp.32~35 (1987)
  16. Bem, Sandra L, "Gender Schema Theory: A Cognitive Account of Sex Typing", Psychological Review, 88(4), pp.354~364 (1981)
  17. Bitner, Mary Jo, "The Service Encounter: Diagnosing Favorable and Unfavorable Incidents", Journal of Marketing, 54(1), pp.71~84 (1990)
  18. Blodgett, Jefferey G, "The Effects of Distributive, Procedural, and Interactional Justice on Post-Complaint Behavior", Journal of Retailing, 73(2), pp.185~210 (1997)
  19. Brizendine, Louann, "The Female Brain" (2006), Morgan Road Books
  20. Buller, Mary Klein, "Physicians' Communication Style and Patient Satisfaction", Journal of Health and Social Behavior, 28(4), pp.375~388 (1987)
  21. Cross, Susan E, "Models of the Self: Self-Construals and Gender", Psychological Bulletin, 122(1), pp.5~37 (1997)
  22. Dube, Iaurette, "Trend Effects and Gender Differences in Retrospective Judgments of Consumption Emotions", Journal of Consumer Research, 23(2), pp.156~162 (1996)
  23. Eagly, Alice H, "Sex Differences in Social Behavior" (1987), Lawrence Earlbaum
  24. Fornell, Claes, "Evaluating Structural Equation Models with Unobservable Variables and Measurement Error", Journal of Marketing Research, 18(1), pp.39~50 (1981)
  25. Fornell, Claes, "Defensive Marketing Strategy by Customer Compalint Management: A Theoretical Analysis", Journal of Marketing Research, 24(4), pp.337~346 (1987)
  26. Ganesan-Lim, Cheryl, "The Impact of Service Contact Type and Demographic Characteristics on Service Quality Perceptions", Journal of Services Marketing, 22(7), pp.550~561 (2008)
  27. Garrett, Dennis E., "Sex Differences and Consumer Complaints: Do Men and Women Communicate Differently When They Complain to Customer Service Representatives?", Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 10, pp.116~130 (1997)
  28. Gault, Barbara, "The Roles of Empathy, Anger, and Gender in Predicting Attitudes toward Punitive, Reparative, and Preventative Public Policies", Cognition and Emotion, 14(4), pp.495~520 (2000)
  29. Goodwin, Cathy, "Consumer Responses to Service Failures: Influences of Procedural and Interactional Fairness Perceptions", Journal of Business Research, 25(2), pp.149~163 (1992)
  30. Gronroos, Christian, "Service Management and Marketing: Managing the Moments of Truth in Service Competition" (1990), Lexington Books
  31. Hart, Christopher W. L., "The Profitable Art of Service Recovery", Harvard Business Review, 69(4), pp.148~156 (1990)
  32. Hess, Ronald L, "Service Failure and Recovery: The Impact of Relaionship Factors on Customer Satisfaction", Journal of the Academy of Marketing Science, 31(2), pp.127~145 (2003)
  33. Hoffman, K. Douglas, "Perceived Justice Needs and Recovery Evaluation: A Contingency Approach", European Journal of Marketing, 34(3), pp.418~432 (2000)
  34. Hoffman, K. Douglas, "Tracking Service Failures and Employee Recovery Efforts", Journal of Services Marketing, 9(2), pp.49~61 (1995)
  35. Homburg, Christian, "How Organizational Complaint Handling Drives Customer Loyalty: An Analysis of the Mechanistic and the Organic Approach", Journal of Marketing, 69(3), pp.95~114 (2005)
  36. Iacobucci, Dawn, "Gender Differences in the Impact of Core and Relational Aspects of Services on the Evaluation of Service Encounters", Journal of Consumer Psychology, 2(3), pp.257~286 (1993)
  37. Johnston, Robert, "Service Failure and Recovery: Impact, Attributes and Process, In Advances in Services Marketing and Management", pp.211~228 (1995), JAI Press Inc
  38. Karande, Kiran, "Recovery Voice and Satisfaction After Service Failure: An Experimental Investigation of Mediating and Moderating Factors", Journal of Service Research, 10(2), pp.187~203 (2007)
  39. Kelley, Scott, "A Typology of Retail Failures and Recoveries", Journal of Retailing, 69(4), pp.429~452 (1993)
  40. Klein, Kristi J. K, "Gender Differences, Motivation, and Empathic Accuracy: When It Pays to Understand", Personality and Social Psychology Bulletin, 27, pp.720~730 (2001)
  41. Lennon, Randy, "Gender and Age Differences in Empathy and Sympathy, In Eisenberg, Nancy and Janet Strayer, editors. Empathy and Its Development", pp.195~217 (1987), Cambridge University Press
  42. Levesque, Terrence J, "Service Problem and Recovery Strategies: An Experiment", Canadian Journal of Administrative Science, 17(1), pp.20~37 (2000)
  43. Lim, Heejin, "Gender and Loyalty in the Context of Mobile Services", International Journal of Mobile Communications, 6(6), pp.714~728 (2008)
  44. Lind, E. Allen, "The Sociology Psychology of Procedural Justice" (1988), Plenum
  45. Macaskill Ann, "Forgiveness of Self and Others and Emotional Empathy", The Journal of Social Psychology, 142(5), pp.663~665 (2002)
  46. Mttila, Anna S., "The Interplay of Gender and Affective Tone in Service Encounter Satisfaction", Journal of Service Research, 6(2), pp.136~143 (2003)
  47. Mttila, Anna S, "The Impact of Choice on Fairness in the Context of Service Recovery", Journal of Service Marketing, 19(5), pp.271~279 (2003)
  48. Maxham, James G, "A Longitudinal Study of Complaining Customers' Evaluations of Multiple Service Failures and Recovery Efforts", Journal of Marketing, 66(4), pp.57~71 (2002)
  49. McColl-Kennedy, "The Role of Gender in Reactions to Service Failure and Recovery", Journal of Service Research, 6(1), pp.66~82 (2003)
  50. Meyers-Levy, Joan, "The Influence of Sex Roles on Judgment", Journal of Consumer Research, 14(4), pp.522~530 (1988)
  51. Miller, Andrea J., "Gender and Forgiveness: A Meta-Analytic Review and Research Agenda", Journal of Social and Clinical Psychology, 27(8), pp.843~876 (2008)
  52. Oliver, Richard L, "Response Determinants in Satisfaction Judgments", Journal of Consumer Research, 14(4), pp.495~507 (1988)
  53. Palmer, Adrian, "Equity and Repurchase Intention Following Service Failure", Journal of Services Marketing, 14(6), pp.513~528 (2000)
  54. Ruyter, Ko de, "Customer Equity Considerations in Service Recovery: A Cross-Industry Perspective", International Journal of Service Industry Management, 11(1), pp.91~108 (2000)
  55. Schieman, Scott, "The Personal and Social Links between Age and Self-Reported Empathy", Social Psychology Quarterly, 63(2), pp.152~174 (2000)
  56. Shapiro, Terri, "Effect of Communication Mode in Justice-Based Service Recovery", Managing Service Quality, 16(2), pp.124~144 (2006)
  57. Simpson, Patricia A, "Gender Differences: Emotional Expression and Feelings of Personal Inauthenticity", Journal of Applied Psychology, 89(4), pp.715~721 (2004)
  58. Singh, Jagdip, "Voice, Exit, and Negative Word-of-Mouth Behaviors", Journal of the Academy of Marketing Science, 18(1), pp.1~15 (1990)
  59. Smith, Amy K, "An Experimental Investigation of Customer Reactions to Service Failure and Recovery Encounters: Paradox or Peril", Journal of Service Research, 1(1), pp.5~17 (1998)
  60. Smith, Amy K., "A Model of Customer Satisfaction with Service Encounters Involving Failure and Recovery", Journal of Marketing Research, 36(3), pp.356~372 (1999)
  61. Snipes, Robin L., "Gender Bias in Customer Evaluations of Service Quality: An Empirical Investigation", Journal of Services Marketing, 20(4), pp.274~284 (2006)
  62. Sparks, Beverley A, "Service Recovery Processes: Justice Strategy Options for Increased Customer Satisfaction", Journal of Business Research, 54(3), pp.209~218 (2001)
  63. Sweeney, Paul D, "Process and Outcome: Gender Differences in the Assessment of Justice", Journal of Organizational Behavior, 18(1), pp.83~98 (1997)
  64. Tax, Stephen S., "Customer Evaluations of Service Complaint Experiences: Implications for Relationship Marketing", Journal of Marketing, 62(2), pp.60~76 (1998)
  65. Teo, Thompson S. H, "The Effects of Perceived Justice on Satisfaction and Behavioral Intentions: The Case of Computer Purchase", International Journal of Retail and Distribution Management, 29(2), pp.109~124 (2001)
  66. Weun, Seungoog, "The Impact of Service Failure Severity on Service Recovery Evaluations and Post-Recovery Relationships", Journal of Services Marketing, 18(2), pp.133~146 (2004)
  67. Wirtz, Jochen, "Consumer Responses to Compensation, Speed of Recovery and Apology after a Service Failure", International Journal of Service Industry Management, 15(2), pp.150~166 (2004)
  68. Zeithaml, Valarie A, "The New Demographics and Market Fragmentation", Journal of Marketing, 49(3), pp.64~76 (1985)

관련 논문AI추천

서비스복구의 공정성 지각이 고객의 만족과 그 행동적 결과에 미치는 영향강명주, 조상리대한경영정보학회 · 경영과 정보연구2014 · 제33권 제1호서비스 회복에서 공정성과 진정성의 역할: 학생과 직장인은 다른가?우승택, 조은성한국상품학회 · 상품학연구2016 · 제34권 제3호서비스실패의 회복방안에서 지각된 공정성유형의 회복만족도효과에서소비자의 사회적 관계의 역할박수민, 임아영, 최낙환한국유통과학회 · 산경연구논집2018 · 제9권 제1호서비스 회복이 고객의 행동 의도에 미치는 영향에 관한 연구: 서비스 회복의 공정성과 진정성을 중심으로김명수, 김창곤, 박은지, 한장희한국유통과학회 · 유통과학연구2015 · 제13권 제2호공정성 지각과 고객 용서: 서비스 회복에서 관계 품질이 미치는 조절 효과주커, 공태식경영경제연구소 · 아태비즈니스연구2025 · 제16권 제1호서비스 회복과정에서의 공정성과 진정성의 역할 : 진정성의 조절효과노태석, 민유진, 서문식대한경영정보학회 · 경영과 정보연구2014 · 제33권 제1호

이 간행물의 다른 논문 (14건)

그린제품의 가시적 및 비가시적 속성이 환경 효과성 지각과 제품 태도 형성에 미치는 영향: 제품 편익과 환경가치지향성의 조절효과를 중심으로주영혁, 박현정, 윤관희pp. 1-12환경의식과 환경지식이 소비자의 녹색 구매행동에 미치는 영향변용환, 천세학, 전해진pp. 13-18CEO 경영성향, 혁신지향성 및 종업원 혁신활동이 경영 성과에 미치는 영향: 중소 및 벤처기업을 중심으로조용상, 최지호, 홍진혁, 박형호pp. 19-32우리나라 중소기업의 고용창출 결정요인에 관한 연구: 상장 중소기업을 중심으로정호정, 오세열pp. 33-44유형제품 국제교환에서 제품수요의 환경 동태성, 고객 지향적 마케팅 조직행동, 문화적 민감성, 그리고 협력이 기회주의적 행동에 미치는 영향성민pp. 45-61
원문 보기