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고객의 서비스실패 경험과 재이용의도: 종업원의 진정성 및 서비스회복 시스템의 3차항 조절효과

Customer Service Failure, Service Recovery System, Employee Authenticity, Reuse Intention : A Three Way Interaction Model

최석봉|정기백
한국전략마케팅학회 (Korean Strategic Marketing Association)|2020.09|마케팅논집(Journal of Marketing Studies) (Journal of Marketing Studies)|제28권 제3호|pp. 22-41|DOI http://dx.doi.org/10.22736/jms.28.3.02

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키워드

재이용의도Reuse IntentionEmployee Authenticity고객의 서비스실패 경험종업원의 진정성서비스회복 시스템3차항 상호작용효과Customer Service FailureService Recovery System3-way Interaction

초록

선행연구들은 성공적인 서비스회복을 위해 다양한 요인들을 발굴하는데 노력하였으나, 조직시스템과 심리적 차원에 관한 연구는 상대적으로 부족하였다. 본 연구는 이러한 점에 착안하여 고객의 서비스실패 경험에도 불구하고 고객이 재이용할 수 있는 다양한 조건과 맥락에 대해 연구하고자 하였다. 구체적으로 조직차원 및 개인수준의 상황요소를 통합하여 설명하고자 종업원의 진정성과 서비스회복 시스템을 동시에 조절변수로 선정하고 검증하였다. 실증분석을 위하여 국내에서 서비스를 경험해본 고객들을 대상으로 설문조사를 실시하고 수집한 266명의 데이터를 활용하여 분석하였다. 실증분석 결과, 첫째, 고객의 서비스실패 경험은 재이용의도에 부정적인 영향을 미치는 것으로 나타났다. 둘째, 서비스회복 시스템과 종업원의 진정성은 고객의 서비스실패 경험이 재이용의도에 미치는 부정적인 영향을 완화하는 것으로 나타났다. 셋째, 고객의 서비스실패 경험, 서비스회복 시스템 및 종업원의 진정성의 3차항 상호작용효과를 분석한 결과 서비스회복 시스템과 종업원의 진정성이 높을수록 재이용의도에 긍정적인 영향을 미치는 것으로 나타났다. 이러한 연구결과는 선행연구에서 잘 다루어지지 않은 조직시스템과 심리적 차원의 요소를 확인하였다는 점에서 의의가 있다. 또한 성공적인 서비스회복을 위한 최적의 조건을 제시하였다. 이러한 연구결과는 서비스회복과 재이용의도에 관한 향후 연구에 중요한 이론적 함의가 있다.

Abstract

This study has investigated the impact of customer service failure on reuse intention, and has explored the relevant conditions that alleviate the above relationship. Specifically, service recovery is assumed to be influenced by the organizational system and the psychological factor. Therefore, we examined moderating effects of both the service recovery systems and employee authenticity on the relationships between customer service failure and reuse intention. The survey was conducted on the customer who have experienced various services failure in Korea. The results shown that first, customer service failure had a negative effect on reuse intention. Second, we found that service recovery system and employee authenticity negatively moderated the relationship between service failure and reuse intention. Third, as a result of the three-way interaction analysis, both service recovery system and employee authenticity were high, customer service failure's negative effect was significantly weakened than other conditions. The useful theoretical and practical implications was discussed for the service failure studies.

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