서비스회복 전략의 효과: 관계규범과 서비스실패 유형의 역할
Effects of Service Recovery Strategies: The Role of Relationship Norms and Type of Service Failure
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초록
본 연구는 서비스실패 상황에서 서비스제공자의 경제적 그리고 심리적 측면에서의 회복노력에 대한 고객의 지각과 회복만족간 관계에서 고객과 서비스제공자간 관계규범(관계 대 공동체)과 서비스실패 유형(과정 대 결과)의 조절효과를 실증적으로 검정하였다. 연구결과 지각된 경제적 회복이 회복만족에 미치는 영향은 공동체적 관계에서보다 교환관계에서 더 크고, 공동체적 관계에서 과정실패가 발생한 경우보다 교환관계에서 결과실패가 발생한 경우 더 큰 것으로 나타났다. 반면에 회복만족에 대한 지각된 심리적 회복의 효과는 교환관계 보다는 공동체적 관계에서 더 크고, 공동체적 관계에서 과정실패가 발생한 경우가 결과실패가 발생한 경우보다 더 큰 것으로 나타났다. 따라서 고객들이 관계의 품질이 높고 신뢰할지라도 서비스제공자와의 관계를 평가할 때 동일한 기준을 사용하는 것이 아니며, 서비스제공자의 회복노력에 대한 고객의 지각이 관계규범과 서비스실패 유형에 따라 다르다고 할 수 있다. 이상의 연구결과를 바탕으로 본 연구의 이론 및 실무적 시사점을 논의하였다.
Abstract
This study empirically examined the interacting effect of customer-service provider relationship norms (exchange versus communal) and type of service failure (process versus outcome) on the relationships between customer’s perception on economic and psychological recovery efforts provided service providers and recovery satisfaction relationship in the service recovery processes. The results suggest that the effect of perceived economic recovery on recovery satisfaction in the exchange relationship were greater than those in communal relationship. For customers who experienced outcome failure in exchange relationship, perceived economic recovery had a greater influence on recovery satisfaction. On the other hand, the effects of a customer's perceived psychological recovery on recovery satisfaction were stronger for customers in communal relationship than for those in exchange relationship. Customers who experienced the process failure in communal relationship with service provider reacted more sensitively to perceived psychological recovery in terms of recovery satisfaction. Based on the results, theoretical and managerial implications of this study are discussed.
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