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서비스 회복에 대한 공정성 지각과 고객만족 및 행동의도의 관계에 관한 연구 -인터넷 접촉 서비스를 중심으로-

The Relationship between Perceived Justice of service recovery, Customer satisfaction and Behavioral intentions - Focused on Internet service provider Firms -

김립인
한국상품학회 (Korean Academy Of Commodity Science & Technology)|2004.12|상품학연구 (Journal of Product Research)|제33호|pp. 1-24

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키워드

customer satisfactionservice recoveryinternet servicebehavioral intentions justice theory
주제분류경영학

초록

This study will attempt to examine the influence of service recovery-related perceived justice on customer satisfaction and intentions in a service failure and recovery situation focused on internet service provider firms. To accomplish this research objective, the literature background and related prior studies of service failure and recovery encounters were first reviewed. Based on this review, 5 hypotheses were created. The results of the analyses supported all the hypotheses. It was find that the higher perceived procedural justice , distributive justice and interactional justice the more positive influence on service encounter satisfaction. The distributive justices of recovery are more strongly correlated to service encounter satisfaction than procedural justices and interactional justices. Also, customers' satisfaction after recovery affects customer's intentions such as word-of mouth and purchase intentions. From these results, Internet service provider firm's marketing managers can understand what customers perceive to be important and what the firm should do when service fails. Therefore, with an understanding of these facts, they should develop programs and strategies for recovering service failure. Also, they should train customer contact employees how to deal with service problems and give them enough empowerment to resolve the problems speedily. In conclusion, internet service provider firms which focus on the service failure and recovery encounters will have the greatest opportunity of maximizing current and long-term profits by effectively recovering failed service and building good relationships with customers.

Abstract

This study will attempt to examine the influence of service recovery-related perceived justice on customer satisfaction and intentions in a service failure and recovery situation focused on internet service provider firms. To accomplish this research objective, the literature background and related prior studies of service failure and recovery encounters were first reviewed. Based on this review, 5 hypotheses were created. The results of the analyses supported all the hypotheses. It was find that the higher perceived procedural justice , distributive justice and interactional justice the more positive influence on service encounter satisfaction. The distributive justices of recovery are more strongly correlated to service encounter satisfaction than procedural justices and interactional justices. Also, customers' satisfaction after recovery affects customer's intentions such as word-of mouth and purchase intentions. From these results, Internet service provider firm's marketing managers can understand what customers perceive to be important and what the firm should do when service fails. Therefore, with an understanding of these facts, they should develop programs and strategies for recovering service failure. Also, they should train customer contact employees how to deal with service problems and give them enough empowerment to resolve the problems speedily. In conclusion, internet service provider firms which focus on the service failure and recovery encounters will have the greatest opportunity of maximizing current and long-term profits by effectively recovering failed service and building good relationships with customers.

참고문헌 (30)

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서비스복구의 공정성 지각이 고객의 만족과 그 행동적 결과에 미치는 영향강명주, 조상리대한경영정보학회 · 경영과 정보연구2014 · 제33권 제1호서비스 회복이 고객의 행동 의도에 미치는 영향에 관한 연구: 서비스 회복의 공정성과 진정성을 중심으로김명수, 김창곤, 박은지, 한장희한국유통과학회 · 유통과학연구2015 · 제13권 제2호서비스실패의 회복방안에서 지각된 공정성유형의 회복만족도효과에서소비자의 사회적 관계의 역할박수민, 임아영, 최낙환한국유통과학회 · 산경연구논집2018 · 제9권 제1호유통점의 서비스회복 노력이 회복만족에 미치는 영향: 공정성, 진정성, 조언수용을 중심으로신용선, Moon-Seop Kim한국유통과학회 · 유통과학연구2018 · 제16권 제12호서비스 회복 전략이 고객 만족도에 미치는 영향: 고객 접촉 수준의 조절 역할을 중심으로강현모, 정의현한국상품학회 · 상품학연구2016 · 제34권 제3호공정성 지각과 고객 용서: 서비스 회복에서 관계 품질이 미치는 조절 효과주커, 공태식경영경제연구소 · 아태비즈니스연구2025 · 제16권 제1호

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