서비스 유형과 서비스 실패가 서비스 회복에 미치는 영향: 레포의 조절 효과
The Effects of Service Types and Service Failure on Service Recovery: Moderating Effects of Rapport
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많은 기업들이 고객과의 효율적인 관계를 구축함에 있어서 이른바 서비스 실패를 경험하고 있다. 본 연구에서는 기업이 서비스 실패에 직면하게 되었을 때 즉각적인 해결책과 노력을 하지 않을 경우 기업이미지에 손실을 가져다 줄뿐만 아니라 더 나아가서는 기업의 생존을 위협하게 되는 결과를 초래할 수도 있다는 점에 주목하였다. 이를 위하여 서비스 실패 이전에 고객과의 레포 형성이 서비스 실패와 서비스 회복 이후 소비자 반응에 미치는 영향을 탐구하고자 하였다. 본 연구에서는 기술적 품질의 실패와 기능적 품질의 서비스 실패 상황 하에서 서비스의 두 가지 유형인 실용적 서비스와 감성적 서비스에 따라 레포의 유무가 서비스 회복에 미치는 영향을 밝히고자 하였다. 연구 실험은 서비스 각각의 서비스 실패 상황에 대한 시나리오를 제시하여, 레포가 높은 상황과 낮은 상황을 통해 서비스 실패 상황이 잘 회복되는지에 대한 만족도를 측정하였다. 서비스 기업의 서비스 실패가 일어나기 전 서비스 종업원과 고객 간에 레포가 있다면 서비스 실패를 경험한 후 서비스 회복 과정에서 회복을 하였을 때 감성적 서비스가 실용적 서비스보다 회복 만족도에 더 긍정적인 영향을 미칠 것이라는 사실을 입증할 수 있었다. 연구의 결과는 서비스의 종류와 서비스의 상황에 따라 다른 회복 전략이 실행되어야함을 나타내고 있다. 레포는 감정적 서비스를 제공하는 기업에서 더욱 중요한 개념임이 증명되었다.
Abstract
Service customers sometimes face service failures when their services are providing. To overcome service failure service companies have made great efforts. However, service companies sometimes fail to provide effective and satisfying recovery to their customers after service failure. In this case, unless the service provider makes immediate adjustments and solutions to the problem, it will negatively effect the image of the company which will eventually danger the profitability and the existence of the company. Thus, it is vital for companies to restore, maintain and reinforce healthy customer relationship when such service failure occurs. This research was conducted to find out the effects of rapport on two types of services(utilitarian and hedonic services) under different service failure situations(technical and functional quality failure). Experiments were conducted where each subject was given a scenario which describes a service failure situation and indicates the service recovery for the particular condition when the rapport between a service provider and a customer is a high or low situation. The results of the study suggest that different strategies should be used for different types of services and failure conditions. Above all, the rapport is vitally important when the service company are providing emotional services.
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