서비스실패의 심각성이 회복과정과 고객관계에 미치는 영향 : 감정의 매개역할을 중심으로
The Effect of Service Failure Severity on Recovery Process and Customer Relationship: Mediating Role of Customer Emotions
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초록
본 연구의 목적은 온라인쇼핑몰에서 상품을 구매를 한 후 서비스실패를 경험한 대학생을 대상으로 서비스실패의 심각성, 긍정적 감정, 부정적 감정, 회복만족, 신뢰 및 충성도 간의 구조적 관계를 검증하고, 회복만족과 충성도 간의 관계에서 신뢰의 매개역할을 검증하는 것이다. 경로분석 결과, 서비스실패의 심각성은 긍정적 및 부정적 감정에 각각 부의 및 정의 영향을 미쳤고, 긍정적 감정은 회복만족, 신뢰 및 충성도에 정의 영향을, 부정적 감정은 회복만족, 신뢰 및 충성도에 부의 영향을 미쳤다. 또한 회복만족은 신뢰와 충성도에 정의 영향을 미치고, 신뢰는 충성도에 정의 영향을 미칠 뿐만 아니라 회복만족과 충성도 간의 매개역할을 하는 것으로 나타났다. 연구결과에 따른 이론적 시사점은 신뢰를 연구모형에 포함하여 매개효과를 검증함으로써 서비스 실패 회복에 있어 신뢰의 중요성을 확인하였다. 실무적 시사점은 서비스실패에 따른 회복 상황에서 고객충성도를 높이기 위해선 무엇보다도 신뢰의 회복이 중요하며, 고객유지를 위해 효과적인 회복조치를 취해야하고 그리고 부정적 감정을 감소시킬 수 있도록 해야 한다. 마지막으로 한계점에 따른 미래 연구방향을 제시하였다.
Abstract
This study attempts to examine the relationship between severity of service failure, positive and negative emotions, satisfaction with service recovery, trust and loyalty, and to explore the mediating role of trust in the relationship between satisfaction with service recovery and loyalty. The results show that the severity of service failure has a negative influence on positive emotion, has positive effect on negative emotion. Positive emotion influences satisfaction with service recovery, trust and loyalty positively, while Negative emotion influences satisfaction with service recovery, trust and loyalty negatively. Satisfaction with service recovery has a positive influence on trust and loyalty, and also trust has a positive effect on loyalty. Further, trust mediates the relationship between satisfaction with service recovery and loyalty. This findings of the research contribute theoretically to enhance the knowledge of existing literature on service recovery. In practice, in order to improve customer loyalty in the context of a service failure, the most import thing is to rebuild trust, takes effective recovery steps to maintain relationship with customers, and should try not to feel negative emotions. Finally, this study offers directions for future research.
참고문헌 (62)
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