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서비스 실패와 회복과정에서 고객의 역할에 관한 연구

A Study on the Effects of Customers’ Roles in the Service Recovery Process

안진우|이충렬
대한경영정보학회 (Daehan Academy Of Management Information Systems)|2014.09|경영과 정보연구 (Management & Information Systems Review)|제33권 제3호|pp. 105-128|DOI 10.29214/damis.2014.33.3.007

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참고문헌

키워드

긍정적 감정Positive EmotionCustomer Participation관계의 질Relationship Quality고객참여회복만족Recovery Satisfaction접점만족서비스 실패․회복회복공정성 지각Servce Failure․RecoveryRecovery JusticeEncounter Satisfaction
주제분류경영학

초록

본 연구는 서비스 실패 상황에서 고객의 역할(관계의 질, 고객참여)이 회복공정성 지각에 따른 긍정적 감정, 회복과정에서의 접점만족, 회복만족에 어떤 영향력을 제공하면서 조절역할을 하는지 살펴보는 것이다. 기존의 서비스 실패와 회복에 대한 연구가 서비스 기업의 관점에서 제시되어 왔던 연구의 한계에서 벗어나‘고객의 역할(관계의 질, 고객참여)’이 서비스 실패와 회복에 이르는 과정에서 어떤 영향력을 제공하는지, 그리고 서비스 기업에게 어떤 완충역할을 할 수 있는지를 다차원적으로 살펴봄으로써 이론적, 실무적으로 의미있는 결과를 도출할 수 있을 것으로 판단된다.

Abstract

This study attempted to examine the role of customers in service recovery process. There havebeen an argument regarding whether the role of customer in service failure situation ‘buffer’ or‘deteriorate’. Thus, the role of customer such as relationship quality and customer participation wasdiscussed in this research. According to the result of study, (1) customers’ perceived recovery have positive effect onpositive emotion significantly. (2) customers’ perceived distributional justice and interactional justicepositively affected encounter satisfaction in the of recovery justice variable. However, whereasprocedure justice has no effect on encounter satisfaction directly, there was indirect effect throughcustomers’ positive emotion. (3) As a result of the analysis for the effect of perception of recoveryjustice on recovery satisfaction, the effect of interactional justice was significant only. Distributionaland procedural justice have indirect effect on recovery satisfaction through positive emotion orencounter satisfaction. (4) Customers’ positive emotion positively affected encounter satisfaction andrecovery satisfaction. (5) Relationship quality negatively moderated the relationship betweenprocedural justice and positive emotion while customer participation positively moderated two pathsthat distributional justice to encounter satisfaction and interactional justice to recovery satisfaction.

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