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항공사 서비스회복 공정성과 신뢰도의 관계에서 관계마케팅 요인의 조절효과 연구

The study of the moderating effect of relationship marketing factors between service recovery justice in the airlines and trustworthiness

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관광경영학회 (Tourism Management Research Organization)|2009.03|관광경영연구 (Journal of Tourism Management Research)|제13권 제1호|pp. 95-119

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Abstract

An equity theory-based framework is present to further our understanding of customer evaluations of the service failure and recovery process. Three moderators are presented that are proposed to influence the relative importance of distribute, procedural and interactional justice on consumer-based service recovery processing and to effect customer trust. Three moderators include customer orientation, bond and communication which come from relationship marketing. This research investigates the effects of three moderators between equity theory and trust. Relationship marketing is beneficial to firms because it can foster customer loyalty and re-patronage behavior. therefore customer relationship management has become an increasingly important issue for airlines. A face to face interview of passengers waiting for their flight was administered at Incheon international airport in Dec 2008 and of the 230 questionnaires distributed, 180 were deemed useful. This research used moderate regression analysis to find out effect of the three moderators. The results show that when customer orientation is high, procedural justice will be more effect to customer trust and when bond with customers is deep, all three justices will be more effect to trust and finally when communication with customers is well, procedural justice will be more effect to trust.

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