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서비스회복 노력에 대한 만족, 고객용서 및 고객행동의 영향관계: 실패의 지각된 심각성과 과거 실패경험의 조절효과를 중심으로

The Relationship among Customer Satisfaction with Service Recovery Efforts, Customer Forgiveness, and Customer Behavior: Focusing on the Moderating Effect of Perceived Failure Severity and Customer's Past Failure Experience

박상일|김미정
한국상품학회 (Korean Academy Of Commodity Science & Technology)|2011.05|상품학연구 (Journal of Product Research)|제29권 제3호|pp. 151-165|DOI 10.36345/kacst.2011.29.3.014

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참고문헌

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서비스회복service recovery고객용서customer forgivenesscustomer satisfaction with service recovery efforts서비스회복 노력에 대한 만족서비스실패의 심각성과거 실패 경험service failure severitypast failure experience
주제분류경영학

초록

서비스실패가 발생한 이후 서비스회복과정에서 고객들의 감정적․심리적 반응은 매우 중요하다. 하지만 서비스회복 결과에 중요한 영향을 미칠 수 있는 고객들의 감정적 그리고 심리적 측면의 영향요인들에 대한 연구는 많지 않다. 특히, 부정적인 상태에 있는 대인관계의 회복에 있어 핵심적인 개념인 용서는 서비스실패와 회복의 상황에서는 거의 연구되지 않았다. 본 연구는 서비스회복 노력에 대한 만족과 회복결과의 관계에서의 고객용서의 매개효과를 검증하고, 회복노력에 대한 만족과 고객용서의 관계에서 서비스실패의 지각된 심각성과 과거 실패 경험의 조절효과를 검증하고자 한다. 본 연구는 최근 6개월 이내 실제 서비스실패를 경험한 178명의 고객들의 자료를 이용하여 구조방정식 모형분석을 실시하였다. 연구결과, 서비스회복 노력에 대한 만족은 고객용서에 긍정적인 영향을 미치고, 고객용서의 매개를 통해 긍정적인 고객행동 즉, 재방문 의도와 긍정적인 구전의도에 영향을 미치는 것으로 나타났다. 그리고 서비스회복 노력에 대한 만족이 고객용서에 미치는 영향력은 고객이 서비스실패의 심각성의 수준이 높다고 지각할 때보다 낮게 지각할 때 더 큰 것으로 나타났으며, 특정 서비스기업에서 과거에도 서비스실패를 경험한 적이 있는 고객들의 경우보다 처음으로 서비스실패를 경험한 고객들이 경우 그 영향력이 더 큰 것으로 나타났다. 이를 바탕으로 실무적 시사점과 학무적 시사점을 제시하였고, 연구의 한계점 및 향후 연구방향에 대해 논의하였다.

Abstract

After service failure occurs, customer's emotional and psychological response in the service recovery process is important. However, there are very few studies examining customer's emotional response and post-recovery relationship. Specially, forgiveness is a critical concept leads recovery in interpersonal relationship of the negative state, little is known about what makes customers forgive service failure, and how customer forgiveness influences recovery results. This study examined the relationship among customer satisfaction with recovery efforts, customer forgiveness, and customer behavior relationship. Furthermore, this study tested the moderating effect of perceived failure severity and customer's past failure experience on the relationship between customer satisfaction with recovery efforts and forgiveness. This study conducted Structural Equation Modeling(SEM) using a total of 178 customers that have experienced service failure within 6 months. The results suggest that customer satisfaction with service recovery efforts positively affected customer forgiveness. Customer forgiveness mediated the relationship between recovery satisfaction and customer behavior. The positive effect of customer satisfaction with recovery efforts on forgiveness when customers perceived the service failure was minor was higher than when those perceived the service failure was major. Furthermore, the positive effect of satisfaction with recovery efforts on forgiveness in case customers experienced some service problems in the restaurant was higher than in case those was the first time. Based on the results, theoretical and managerial implications are discussed.

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