EMOTION, COMPENSATION AND CUSTOMER ENGAGEMENT: EVIDENCE FROM LUXURY HOTELS IN CHINA

Doris Chenguang Wu,Namho Chung,Zhaohan Hua,Hee Chung Chung 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07

Introduction Although hotel employees are trained to deliver the best service, service failures may happen at any time because service is delivered by people to people (Susskind, 2002). Moreover, customers are more impressed by failed services than good services (Titz, 2001). According to the recovery paradox, customers have higher satisfaction level after experiencing a service failure if they receive satisfactory service recovery or compensation (McCollough & Bharadwaj, 1992). With the development of information communication technology and mobile device, customers can receive personalized services in recent days (Migacz, Zou, & Petrick, 2018). They also can easily share their experience on the online review platforms such as TripAdvisor, as well as select hotels based on shared online reviews (Liu & Park, 2015; Nieto-Gara?a, Mu?oz-Gallego, & Gonz?lez-Benito, 2017). Therefore, it is important for hotel managers to understand the mechanisms for service failure and recovery strategy. Thus, this study aims to examine the relationship between different emotion, customer engagement and brand loyalty under the context from the luxury hotels in China that different service failure compensation strategies are adopted. Particularly, the following two research questions are aimed to be addressed: First, do emotions (anger, regret and helplessness) significantly affect hotel brand loyalty through customer engagement? Second, does compensation type (immediate vs. delayed) significantly affect customer engagement and hotel brand loyalty based on customers’ emotions? The results of this study will benefit industry practitioners for formulating effective service failure recovery strategies. Theoretical frameworks and hypotheses development Stimulus-Organism-Response framework Stimulus-Organism-Response (S-O-R) framework is a commonly used form of behavioral research in which events or occurrences are said to be the result of certain stimulus leading to a certain response, following a set of organism processes (Kim & Lennon, 2013; Mehrabian & Russell, 1974). In behavioral research, the S-O-R theory explains “how” something happens and a variance theory describes “why” (Chiles, 2003). We adopted the S-O-R framework in an attempt to explain the effect of the compensation types (immediate vs. delayed) on hotel brand loyalty. In our research model, customer engagement is used an intervening construct on the causal relationship between emotions of customer (anger and regret as a retrospective emotions, helplessness as a prospective emotion) (Gelbrich, 2010) and hotel brand loyalty. Customer engagement is composed of multidimensional concepts of identification, enthusiasm, attention, absorption, and interaction (So, King, & Spark, 2014). Our model thus explains four basic processes of relationship impact on service failure as “stimulus”, emotions and customer engagement as “organism”, and hotel brand loyalty as “response”. This study also emphasizes compensation type as “moderator”. The model shows how to enhance the understanding of emotions that affect hotel brand loyalty through customer engagement based on the moderating effect of compensations type. Customer engagement It is important for a firm to manage customers to improve a firm’s performance. Customer management has transformed from customer transactions, to relationship marketing, and then engaging customers (Pansari and Kumar 2017). There are different definition about customer engagement and most of them define customer engagement as the activity of the customer toward the firm. For example, Pansari and Kumar (2017) define customer engagement as how customer contributes to the firm by “the mechanics of a customer’s value addition to the firm, either through direct or/and indirect contribution.” Vivek et al. (2012) define customer engagement as “the intensity of an individual’s offerings or organizational activities, which either the customer or the organization initiates” (p.127). It has been discussed that customer engagement has been affected by customer emotion and also has significant impact on behaviour intention and brand loyalty. However it has not been discussed under service failure context and when different types of compensation strategies are employed. This study therefore aims to explore this mechanics. Under hospitality context, So, King and Sparks (2014) develop five factors to measure customer engagement: identification, enthusiasm, attention, absorption, and interaction. Since this study also examine hotel guest customers, we adopt the scale of So et al. (2014) due to its comprehensiveness and consistent context. Service failure and emotion Customer emotion is an important antecedent of customer engagement. Currently firms have been shifted their focus from selling products to emotional connection with their customers (Pansari and Kumar 2017). Positive emotion may enhance customer engagement and thereby improve customer loyalty. But when service failure occurs, customers have different negative emotions including anger, frustration, helplessness, regret amongst others. These negative emotions of customers disappoint customers themselves and reduce customer loyalty. Different emotions may have different impact on customer engagement. Anger often refers to the attributes of others such as the service providers (Weiner, 1985) whereas regret often refers to the service failure locus of customer himself/herself such as the customer is regret to choose this service provider (Roseman, 1991). Both anger and regret refer to retrospective emotions and when customer would like to solve questions they may also negative emotion of helplessness which is called prospective emotions (Davidow, 2003; Gelbrich, 2010). This study aims to examine and differentiate the impact of two retrospective emotions of anger and regret and one prospective emotions of helplessness. The first hypothesis is therefore proposed: H1: Anger has negative impact on customer engagement. H2: Regret has negative impact on customer engagement. H3: Helplessness has negative impact on customer engagement. Service failure compensation Though service providers aim to deliver zero fault service, it is inevitable service failure may occur that may bring customers anger and dissatisfaction and damage the customer loyalty thereby. It is found that compensation is an effective way to comfort and delight the dissatisfied customers. Therefore, it is important to formulate effective compensation strategy when service failure occurs. Different compensation strategies such as monetary or nonmonetary (Fu et al. 2015), immediate or delayed compensation (Boshoff, 1997; Davidow, 2003), may be suitable to different contexts/situations. According to prospect theory, a customer is risk-reverse in case of gains. A customer may value products available now more than products obtained in the future due to the higher certainty of the former. Similarly, immediate compensation has less uncertainty than delayed compensation, and therefore is supposed to have higher value. Therefore customers with anger are assumed to have higher customer engagement when immediately compensated. On the other hand, regret customers attribute failure to himself/herself and therefore less expect compensation. The immediate compensation may lead to unfair and thereby less effect than delayed compensation. Therefore immediate compensation may not always be superior over the delayed one under different contexts. We therefore propose the second hypothesis: H1a: Compensation type (immediate vs. delayed) moderates the relationship between anger and customer engagement. H2a: Compensation type (immediate vs. delayed) moderates the relationship between regret and customer engagement. H3a: Compensation type (immediate vs. delayed) moderates the relationship between helplessness and customer engagement. Brand loyalty Brand loyalty refers to the loyalty of a customer toward the brand both behaviourally and attitudinally (Dick and Basu 1994; Li and Petrick 2008; So, King, Sparks, and Wang 2013). It is a key goal of marketing activities, and its antecedents have been extensively examined such as satisfaction, perceived quality, received value, and brand trust, amongst others. Customer engagement, as the activity of a customer toward to a firm, is naturally viewed to influence brand loyalty. This study therefore adopts brand loyalty as the consequence of customer engagement. Furthermore, we would like to examine if compensation types have moderating effect between customer engagement and brand loyalty. We therefore propose below two hypotheses: H4: customer engagement has positive impact on brand loyalty. H4a: Compensation type (immediate vs. delayed) moderates the relationship between customer engagement and brand loyalty. The research model is shown in Figure 1 where all hypotheses are demonstrated. Our research model is developed based on the S-O-R framework in which emotions are antecedent of customer engagement, and customer engagement impacts hotel brand loyalty. This research model also shows the moderating effects of compensation types has on causal relationships between the aforementioned constructs. Methodology Scenario design Scenario based questionnaire is designed to obtain quantitative data for analysis. Based on the interview with hotel managers/operators, one service failure scenario and two compensation scenarios (immediate and delayed) are designed. In-depth interviews with a couple of hotel managers and guests were conducted to verify the realisation of the scenarios formulated. The questionnaire begins with a screening question: in the previous 12 months have you ever had experience staying in a four- or five-star hotel? The survey would only continue if the answer is “yes”. Then the participant is asked to write down the name of this hotel and read the below service failure scenario thereby. Service failure scenario: Imagine you have checked into this hotel again. During your stay in hotel, you send your coat for laundry. It is a nice coat and you bought it a year ago with the price of 1000RMB. However when you collect the cleaned coat, you notice that there is a damage on your coat which makes you cannot dress this coat anymore. You therefore call the service counter for complain. Immediate and delayed compensation scenarios were designed as follows: Immediate compensation scenario: after 15 minutes, the duty manager of the hotel went to our hotel and expressed his sincere apology. You showed him about the damage and informed him the original price of your coat. The manager offered you the cash compensation with the original price of your coat and you agree with this. After half an hour you received 1000RMB cash as the compensation. Delayed compensation scenario: after 15 minutes, the duty manager of the hotel went to your room and expressed his sincere apology. You showed him about the damage and informed him the original price of your coat. The manager said according to the hotel policy, they need to check how this happened and confirm the price of your coat first before making the compensation for you. After two weeks you left the hotel, you received 1000RMB compensation which is transferred into your bank account directly. Participant emotion is measured after the participants read the service failure scenario and before they read the compensation scenario. Each participant is randomly assigned to be involved in one compensation scenario only. Customer engagement and hotel brand loyalty are measured after the compensation happened. Variable measurement Customer engagement is measured using 25-item scale developed by So et al. (2014) in which five factors are involved: identification, enthusiasm, attention, absorption, and interaction. Particularly, identification is measured by four attributes: “When someone criticizes this brand, it feels like a personal insult”, “When I talk about this brand, I usually say we rather than they”. “This brand’s successes are my successes”. “When someone praises this brand, it feels like a personal compliment”. Enthusiasm is measured by five attributes: “I am heavily into this brand”. “I am passionate about this brand” “I am enthusiastic about this brand” “I feel excited about this brand” “I love this brand”. Attention is measured by five attributes: “I like to learn more about this brand” “I pay a lot of attention to anything about this brand” “Anything related to this brand grabs my attention” “I concentrate a lot on this brand” “I like learning more about this brand” . Absorption is measured by five attributes: “When I am interacting with the brand, I forget everything else around me” “Time flies when I am interacting with the brand” “When I am interacting with brand, I get carried away” “When interacting with the brand, it is difficult to detach myself” “In my interaction with the brand, I am immersed” “When interacting with the brand intensely, I feel happy”. Interaction is measure by five attributes: “In general, I like to get involved in brand community discussions” “I am someone who enjoys interacting with likeminded others in the brand community” “I am someone who likes actively participating in brand community discussions” “In general, I thoroughly enjoy exchanging ideas with other people in the brand community” “I often participate in activities of the brand community”. Three emotion of anger, regret and helplessness are included as the measurement of emotion. Particularly, according to Gelbrich (2010), three attributes are adopted to measure anger “I would feel angry with the hotel/hotel employees”, “I would feel mad with the hotel/hotel employees”, and “I would feel furious about the hotel/hotel employees”. Three statements are employed to measure regret (Tsiros & Mittal 2000): “I would feel sorry for choosing this hotel”, “I regretted choosing this hotel”, and “I should have chosen another hotel”. Four statements are used to measure helplessness (Gelbrich 2010): “I would feel helpless”, “I would feel lost”, “I would feel defenceless”, and “I would feel stranded.” Five statements are used to measure brand loyalty (So, King, Sparks, & Wang 2013): “I would say positive things about this brand to other people.” “I would recommend this brand to someone who seeks my advice.” “I would encourage friends and relatives to do business with this brand.” “I would consider this brand my first choice to buy services.” “I would do more business with this brand in the next few years.” A seven-point Likert scale ranging from 1 (=disagree strongly) to 7 (=agree strongly) is adopted for all measurement. Data collection and analysis method In-depth interview with managers from upscale hotels and customers will be used to finalize scenarios. Opinions of academic experts will be used to revise variable measurements and questionnaires. Convenience sampling method will be adopted to obtain about 400 respondents who has experience of staying at four- or five-stars hotels in China in the previous year. Regarding with data analysis, Partial least square structural equation modelling (PLS-SEM) is used to test the hypotheses proposed. Expected results The manipulation check has been conducted to verify the scenarios designed. The negative relationship between emotions and customer engagement are expected and compensation timing (delayed or immediate) may moderate this relationship. Most importantly, it is expected that this moderating effect varies when different emotions and customer engagement are examined. Contributions The theoretical contributions have three folders. Firstly, this study first considers compensation timing into the examination of relationship between different negative emotions and customer engagement, after service failure occurs. Secondly, this study adopts stimulus-organism-response theory to explore the mechanism how service failure could be well recovered by relationships of different negative emotions, effective compensation type, customer engagement, and brand loyalty. Thirdly, this study applies second order factor for the measurement of customer engagement and also divides negative emotions into retrospective and prospective ones to shed light on customer engagement in the context of service failure and compensation. The practical implication of this study will benefit industry practitioners for their formulation of compensation strategies. Especially as the development of big data, hotel industry is able to adopt different strategies for individuals to maximize customer experience. The findings of this study could propose different strategies for different situations/individuals thereby.

서비스실패와 고객반응과의 관계에서 보상유형의 조절효과

우양,김정희 제주대학교 관광과경영경제연구소 2019 産經論集 Vol.39 No.3

Purpose – This paper proposes and tests a process of consumers to service failures that incorporates negative emotions and sympathy as the means to understand consumers' behavioral responses(demands for reparations and retaliatory behaviors). First, This paper will learn about the consumers negative emotions that occur depending on service failure. Second, Consumers who are on the negative situation are not only focus on the negative emotions they are also focus on the moral emotions. So this paper will learn about the compassion that occur depending on service failure. Third, When consumers in a negative situation they will not just care about the negative reaction, but also exist permissive and tolerant. This paper assists to identify the real reason about the different responses of customers when they are in failures situations. In addition, this paper will provide in-depth insight on customer response in service failure . Fourth, This paper will determine the emotions occur depending on service failure if they will leads to any action’s reaction. Research design, data, and methodology – To achieve this goal, research hypotheses and models were developed from the theoretical background and verified by questionnaires. This researcher developed a scenario and a questionnaire to meet the service failure situation, and responded to the questionnaire after reading the scenarios to consumers in Jeju area using the restaurant service. A total of 312 data were used for empirical analysis. Results – First, consumers who experienced service failure not only feel negative emotions to employees, but also feel sympathy to employees. Second, negative emotions and sympathy have different effect on consumers' behavioral responses. Consumers who feel negative emotions as a result of service failure are likely to negative word of mouth and switching action, while consumers who feel sympathy as a result of service failure are likely to weaken negative word of mouth and switching action. Third, the results show that the compensation type has no significant moderating effects on consumers' behavioral responses. Conclusions - If a service failure occurs at the service site, the service marketing manager must manage not only the off-line but also an online customer who is dissatisfied with the purpose of retaliation for the failure of the service.

서비스 실패 유형이 서비스 실패 심각성에 미치는 영향 : 관계품질과 충성도의 조절효과

김진한,김성홍 한국경영컨설팅학회 2021 경영컨설팅연구 Vol.21 No.3

서비스 산업의 특성으로 인해 서비스 실패는 자주 발생하고, 완전히 예방하는 것은 어렵다. 따라서 서비스 실패에 따른 적절한 서비스 회복전 략을 수립하는 것이 필요하다. 본 연구에서는 서비스 실패 유형을 서비스(결과)실패와 대응(과정)실패로 구분하여, 이들이 서비스 실패 심각성에 미치는 영향을 분석하였다. 또한 심적 회계이론과 전망이론에 기초하여 관계품질과 충성도가 서비스 실패유형이 서비스 실패 심각성에 미치는 영향을 어떻게 조절하는지를 분석하였다. 분석 결과에 따르면, 첫째, 서비스실패와 대응실패는 모두 서비스 실패 심각성에 유의한 정의 영향을 미치고, 대응실패가 실패 심각성에 미치 는 영향은 서비스실패가 실패 심각성에 미치는 영향보다 약간 더 크지만 통계적으로 유의한 차이는 확인되지 않았다. 둘째, 관계품질과 충성도 는 서비스 실패 유형이 실패 심각성에 미치는 영향을 유의하게 조절하지는 않지만 집단 간에 서비스 실패 유형이 실패 심각성에 미치는 영향은 약간 다른 양상을 보였다. 관계품질이 낮은 집단에서는 서비스실패와 대응실패 모두 실패 심각성에 유의한 정의 영향을 미치지만, 관계품질이 높은 집단에서는 실패 심각성에 서비스실패는 유의한 영향을 미치지 않고 대응실패만 유의한 정의 영향을 미친다. 그리고 충성도가 낮은 집단에 서 서비스실패는 실패 심각성에 유의한 정의 영향을 미치지만 대응실패는 유의한 영향을 미치며, 충성도가 높은 집단에서는 서비스실패는 실패 심각성에 유의한 영향을 미치지 않지만 대응실패는 유의한 정의 영향을 미친다. Due to the characteristics of the service industry, service failure occurs frequently, and it is difficult to completely prevent it. Therefore, it is necessary to establish an appropriate service recovery strategy according to service failure. In this study, service failure types were divided into service (result) failure and response (process) failure, and their influence on the severity of service failurewas analyzed. Also, based on the mental accounting theory and prospect theory, we analyzed how relationship quality and loyalty moderate the effect of service failure types on service failure severity. According to the analysis results, first, both service failure and response failure have a significant positive effect on the severity of service failure, and the effect of response failure on the severity of failure is slightly larger than the effect of service failure on the severity of failure, but it is no statistically significant difference. Second, relationship quality and loyalty did not significantlymoderate the effect of service failure type on failure severity, but the effect of service failure type on failure severity was slightly different between groups. In the group with low relationship quality, both service failure and response failure had a significant positive effect on the severity of failure, but in the group with high relationship quality, service failure did not significantly affect failure severity, only response failure had a significant positive effect. And in the low-loyalty group, service failure has a significant positive effect on failure severity, but response failure has a significant effect. In the high-loyalty group, service failure does not significantly affect failure severity, but response failure has a significant effect.

The Moderating Effect of Compensation Type on Relationship between Service Failure and Customer Responses

Yang Yu(우양),Jung-He Kim(김정희) 제주대학교 관광과경영경제연구소 2019 産經論集 Vol.39 No.3

Purpose - This paper proposes and tests a process of consumers to service failures that incorporates negative emotions and sympathy as the means to understand consumers behavioral responses(demands for reparations and retaliatory behaviors). First, This paper will learn about the consumers negative emotions that occur depending on service failure. Second, Consumers who are on the negative situation are not only focus on the negative emotions they are also focus on the moral emotions. So this paper will learn about the compassion that occur depending on service failure. Third, When consumers in a negative situation they will not just care about the negative reaction, but also exist permissive and tolerant. This paper assists to identify the real reason about the different responses of customers when they are in failures situations. In addition, this paper will provide in-depth insight on customer response in service failure . Fourth, This paper will determine the emotions occur depending on service failure if they will leads to any action’s reaction. Research design, data, and methodology – To achieve this goal, research hypotheses and models were developed from the theoretical background and verified by questionnaires. This researcher developed a scenario and a questionnaire to meet the service failure situation, and responded to the questionnaire after reading the scenarios to consumers in Jeju area using the restaurant service. A total of 312 data were used for empirical analysis. Results - First, consumers who experienced service failure not only feel negative emotions to employees, but also feel sympathy to employees. Second, negative emotions and sympathy have different effect on consumers behavioral responses. Consumers who feel negative emotions as a result of service failure are likely to negative word of mouth and switching action, while consumers who feel sympathy as a result of service failure are likely to weaken negative word of mouth and switching action. Third, the results show that the compensation type has no significant moderating effects on consumers behavioral responses. Conclusions - If a service failure occurs at the service site, the service marketing manager must manage not only the off-line but also an online customer who is dissatisfied with the purpose of retaliation for the failure of the service.

fsQCA를 활용한 Airbnb 고객의 서비스 실패 귀인에 대한 연구 : 미국 고객 데이터를 대상으로

김수연 한국고객만족경영학회 2024 고객만족경영연구 Vol.26 No.1

Airbnb에서 서비스 실패가 일어났을 때, 효과적인 서비스 회복을 제공하기 위해서는 서비스 전달 과정에 참여하는 각 주체들에게(Airbnb, 호스트, 고객) 고객이 어떻게 실패 귀인을 하는가에 대한 이해가 필요하다. 실패 귀인을 누구에게 어떻게 하는가에 따라, 기대되는 서비스 회복이 달라질 수 있기 때문이다. 그럼에도 불구하고, 기존 연구들은 효과적인 서비스 회복 전략에만 집중해 왔다. 즉, 왜 그러한 전략들이 효과적인가에 대한 근본적인 메커니즘에 대한 연구가 부족한 실정이다. 이에 본 연구는 공유 서비스, 서비스 실패/회복 관련 기존 문헌을 바탕으로 서비스 실패 및 고객 특성에 해당하는 3가지 원인 조건 (①서비스 실패 심각도, ②성별, ③연령)과 서비스 실패 귀인에 해당하는 3가지 결과 조건 (①Airbnb에 대한 실패 귀인, ②호스트에 대한 실패 귀인, ③고객 자신에 대한 실패 귀인)을 정의하였다. Airbnb를 사용해 본 미국인을 대상으로 수집한 데이터를 활용하여 fsQCA를 수행한 결과, 도출한 시사점은 다음과 같다. 첫째, Airbnb는 서비스 실패 심각도가 높을 때, 서비스 회복에 적극적으로 관여해야 하며, 둘째, 호스트는 서비스 실패 심각도와 관계없이 서비스 회복에 적극적으로 관여해야 하고, 마지막으로, Airbnb와 호스트 모두, 남성 고객에게 관심을 기울여야 한다는 점이다. 본 연구의 결과는 Airbnb에서 실패가 일어났을 때, 각 주체에 대한 고객의 귀인에 대한 이해를 제공하여, 효과적인 서비스 회복 전략을 도출하는데 도움을 줄 수 있다는 점에서 학문적, 실무적 시사점을 갖는다. To provide effective service recovery in the event of a service failure at Airbnb, each actor involved in the service delivery process (Airbnb, hosts, and customers) needs to understand how customers attribute failure. This is because how and to whom a failure is attributed can affect the expected service recovery. Nevertheless, existing research has focused only on effective service recovery strategies, i.e., there is a lack of research on the underlying mechanisms of why these strategies are effective. Based on the existing literature on shared services and service failure/recovery, this study defines three causal conditions for service failure and customer characteristics (1) service failure severity, (2) gender, and (3) age, and three outcome conditions for service failure attribution (1) failure attribution to Airbnb, (2) failure attribution to the host, and (3) failure attribution to the customer himself. Using data collected from Americans who have used Airbnb, we conducted a fsQCA and found the following implications. First, Airbnb should be actively involved in service recovery when the severity of the failure is high; second, hosts should be actively involved in service recovery regardless of the severity of the failure; and finally, both Airbnb and hosts should pay attention to male customers. The findings of this study have both academic and practical implications as they provide an understanding of customer attributions to each actor in the event of a failure at Airbnb, which can help to inform effective service recovery strategies.

소셜커머스 서비스 실패에 따른 소비자의 신뢰도 변화 - 서비스 실패의 주체와 실패의 심각성 및 브랜드 에쿼티의 상호작용을 중심으로 -

이지은,최인석 한국소비자·광고심리학회 2011 한국심리학회지 소비자·광고 Vol.12 No.4

The purpose of this research is to examine the effects of the severity of service failure, the main source of service failure, and the equity of social commerce companies on consumers’ trust change toward social commerce companies. In addition, this study is to examine the moderating effect of service failure seriousness and equity level of social commerce companies on change in consumers’ trust depending on the source of service failure. The results showed that seriousness of service failure and the equity level of social commerce companies significantly affect the change in consumer trust. When the service failure is caused by social commerce companies and service failure is severe, it was found that consumer trust change was bigger toward social commerce companies with high equity compared to those with lower equity. However, when service failure severity is low, there was no significant change in comsumer trust. On the other hand, when the source of service failure is service provider and service failure severity is high, the change in consumers trust was not signifiant. However, when service failure severity is low, the change in trust level was significantly higher for social commerce companies with high brand equity. 미국 그루폰(Groupon)의 성공 이후 미국뿐만 아니라 전 세계적으로 소셜커머스 붐이 일어나고 있다. 국내에만 400~500개의 소셜커머스 업체가 생겨났으며 소셜커머스 시장은 시간이 갈수록 커지고 있는 추세이다. 국내 소셜커머스 시장의 도입 시기는 최근이지만 소셜커머스 서비스 실패 사례 및 소비자 피해 사례는 급증하고 있으며 이슈화 되고 있다. 따라서 소셜커머스 서비스 실패에 대한 집중적 연구의 필요성이 제기되고 있다. 소셜커머스의 서비스 유형은 기존의 전자상거래의 서비스와는 차별화되는데, 이는 소셜커머스만의 독특한 비즈니스 모델에 기인한다. 소셜커머스는 서비스나 상품을 소비자들에게 광고하고 이에 대한 할인쿠폰을 판매하는 소셜커머스 업체와 실질적으로 그 상품이나 서비스를 제공하는 서비스 업체로 구성된다. 따라서 서비스 실패는 소셜커머스 업체의 실패와 서비스를 제공하는 업체의 실패로 나누어지며 두 개 업체의 서비스 수준이 전체 서비스의 질을 결정하게 된다. 본 연구의 목적은 서비스 실패의 심각성, 실패의 주체 및 소셜커머스 업체의 브랜드 에쿼티가 각각 소비자의 소셜커머스 업체에 대한 신뢰변화에 미치는 영향을 알아보고, 서비스 실패의 주체에 따른 소비자의 신뢰 변화에 실패의 심각성과 소셜커머스 업체의 에쿼티의 조절 영향을 알아보는 것이다. 연구 결과, 서비스 실패의 심각성과 소셜커머스 업체의 브랜드 에쿼티가 높을수록 서비스 실패 후 소셜커머스 업체에 대한 소비자의 신뢰는 낮아지는 것으로 나타났다. 실패의 주체가 소셜커머스 업체일 경우, 실패의 심각성이 높을 때는 낮은 에쿼티를 가진 소셜커머스 업체에 비해 높은 에쿼티를 가진 소셜커머스 업체에 대한 소비자의 신뢰변화가 더 큰 것으로 나타났다. 반면에 실패의 심각성이 낮을 때는 소셜커머스업체의 브랜드 에쿼티에 따른 소비자의 신뢰변화 차이는 유의하지 않은 것으로 나타났다. 한편 서비스 실패의 주체가 서비스 제공업체일 경우, 실패의 심각성이 높을 때는 소셜커머스 업체의 에쿼티에 따른 소비자의 신뢰 변화 차이는 유의하지 않은 것으로 나타났지만 실패의 심각성이 낮을 때는 낮은 브랜드 에쿼티를 가진 소셜커머스 업체보다 높은 에쿼티를 가진 소셜커머스 업체에 대한 소비자의 신뢰변화는 더 큰 것으로 나타났다. 이상의 실증결과를 바탕으로 실무적 시사점 및 향후 연구방향에 관하여 논의하였다.

Assessing the Damage : An Exploratory Examination of Electronic Word of Mouth

Venessa Martin Funches,William Foxx,Eun Joo Park,Eun Young Kim 한국마케팅과학회 2010 마케팅과학연구 Vol.20 No.2

此硏究旨在考察?口碑(?NWOM)?在?行?的影?,着重分析服?失?的描述以及通信服?商的意向是如何影?消?者?企???力的??、?企?的?度、以及??的口碑行?和行?意向。?通信?服力的硏究着重于“??了什?;??;通?何渠道;有何影?(Chiu 2007)”。在此我?硏究了?子???布,尤其是“什?”的??方面:通信服?失?的等?以及?人?布的知?意向。?子?口碑看似正在毁掉?品或企?的??,?也就不?理解?什?人?????有偏?,??其不可?。根据?因理?,人????求事件的原因,尤其是那些消?的意外的事件(Weiner 2006)。Hennig-Thurau和Walsh (2003)提出“?然?者的知?和?在?信息的作者信任度都?有限,可以把?子口碑?做是表?-行??系的有效??。此据此我?提出以下假?:假?1. 在衡量(a)企???力,(b)人??企?的?度,(c)??的口碑,以及(d)行?意向?,面?高等?服?失??子?口碑的?象得分低于面?低等?服?失??子?口碑的?象。假?2. 在衡量(a)企???力,(b)人??企?的?度,(c)??的口碑,以及(d)行?意向?,面?警告意向?子?口碑的?象得分低于面???意向?子?口碑的?象假?3. 在?子?口碑中,服?失?的等?和知?意向互相影?,因此在衡量(a)企???力,(b)人??企?的?度,(c)??的口碑,以及(d)行?意向?,警告意向的?子?口碑的平均反??大于??意向的?子?口碑。主要硏究包括一?2 (服?失?的?重性) x 2(警告意向VS??意向的?口碑)的析因??。?通?模?的在????布信息刺激在??象。?一方案描述的服?失?是在??的零?机?不接受?物?,通?一家在?的硏究公司?全?抽?。共有113??象??此硏究,共分析了104????卷。硏究?象???方案???,92.3%?此反?强烈。方案的?作相?令人?意,所有的措施都??先的????,各??目也?分析??可??有效。多?量方差分析?果?示多?量?无明?的互相影?,因此我?只硏究主要影?――后?向和服?失?的?重性。后?向主要影??企?的?度、??的口碑和行?意向。服?失?的?重性主要影?4?因?量:企?的??力、?企?的?度、??的口碑和行?意向。需特?指出的是,??子?口碑描述??重的服?失??,企?的??力低于?子?口碑描述???的服?失??。??子?口碑描述??重的服?失??,?企?的?度差于?子?口碑描述???的服?失??。??子?口碑描述??重的服?失??,企?的口碑差于?子?口碑描 This study attempts to examine the influence that negative WOM (NWOM) has in an online context. It specifically focuses on the impact of the service failure description and the perceived intention of the communication provider on consumer evaluations of firm competence, attitude toward the firm, positive word of mouth and behavioral intentions. Studies of communication persuasiveness focus on “who says what; to whom; in which channel; with what effect (Chiu 2007).” In this research study, we examine electronic web posting, particularly focusing on two aspects of ‘what”: the level of service failure communicated and perceived intention of the individual posting. It stands to reason electronic NWOM that appears to be trying to damage a product’s or firm’s reputation will be viewed as more biased and will thus be considered as less credible. According to attribution theory, people search for the causes of events especially those that are negative and unexpected (Weiner 2006). Hennig-Thurau and Walsh (2003) state “since the reader has only limited knowledge and trust of the author of an online articulation the quality of the contribution could be expected to serve as a potent moderator of the articulation-behavior relationship. We therefore posit the following hypotheses: H1. Subjects exposed to electronic NWOM describing a high level of service failure will provide lower scores on measures of (a) firm competence, (b) attitude toward the firm, (c) positive word of mouth, and (d) behavioral intention than will subjects exposed to electronic NWOM describing a low level of service failure. H2. Subjects exposed to electronic NWOM with a warning intent will provide lower scores on measures of (a) firm competence, (b) attitude toward the firm, (c) positive word of mouth, and (d) behavioral intention than will subjects exposed to electronic NWOM with a vengeful intent. H3. Level of service failure in electronic NWOM will interact with the perceived intention of the electronic NWOM, such that there will be a decrease in mean response on measures of (a) firm competence, (b) attitude toward the firm, (c) positive word of mouth, and (d) behavioral intention from electronic NWOM with a warning intent to a vengeful intent. The main study involved a 2 (service failure severity) x 2 (NWOM with warning versus vengeful intent) factorial experiment. Stimuli were presented to subjects online using a mock online web posting. The scenario described a service failure associated with non-acceptance of a gift card in a brick-and-mortar retail establishment. A national sample was recruited through an online research firm. A total of 113 subjects participated in the study. A total of 104 surveys were analyzed. The scenario was perceived to be realistic with 92.3% giving the scenario a greater than average response. Manipulations were satisfactory. Measures were pre-tested and validated. Items were analyzed and found reliable and valid. MANOVA results found the multivariate interaction was not significant, allowing our interpretation to proceed to the main effects. Significant main effects were found for post intent and service failure severity. The post intent main effect was attributable to attitude toward the firm, positive word of mouth and behavioral intention. The service failure severity main effect was attributable to all four dependent variables: firm competence, attitude toward the firm, positive word of mouth and behavioral intention. Specifically, firm competence for electronic NWOM describing high severity of service failure was lower than electronic NWOM describing low severity of service failure. Attitude toward the firm for electronic NWOM describing high severity of service failure was lower than electronic NWOM describing low severity of service failure. Positive word of mouth for electronic NWOM describing high severity of service failure was lower than electronic NWOM describing low severity of service failure.

서비스 실패와 감동의 순서 효과

김주영 ( Juyoung Kim ),이주용 ( Joo Yong Lee ),박재현 ( Jaehyeon Park ),조민옥 ( Minock Jo ) 한국소비자학회 2016 소비자학연구 Vol.27 No.3

경영자는 늘 한정된 자원을 어떻게 활용하여 최대의 효과를 가져 올 것인가를 고민하게 된다. 특별히 서비스 기업의 경우 소비자의 기대수준이 개개인과 상황에 따라 다르고 서비스의 이질적인 특성상 항상 고품질의 서비스를 제공하는 것이 매우 어려운 일이다. 이러한 상황에서 어떻게 하면 서비스 제공자가 조금이라도 더 효율적인 서비스 설계와 자원의 배분을 할 수 있을까? 본 연구는 서비스 실패와 감동의 분포패턴에 따라 소비자가 인지하는 서비스의 전반적인 만족도의 차이를 확인하고, 나아가 이러한 현상의 원인을 기대불일치 이론에 근거하여 설명하는 것에 그 목적을 두고 있다. 이에 레스토랑에서의 경험을 6가지 접점 단계로 구분하고(예약-주차-입장-주문-식사-계산), 각 접점에서 겪을 수 있는 다양한 사건들의 시나리오를 통해 소비자들의 기대수준과 인지성과수준, 그리고 서비스의 전반적인 만족도를 측정하였다. 분석 결과, 서비스 접점 단계에서의 기대수준과 인지성과수준은 각 접점 단계에서 수시로 형성과 변화를 반복하는 모습을 발견할 수 있었다. 한 접점에서의 기대수준은 사전접점의 기대수준과 사전접점의 불일치수준에 영향을 받아 형성되었고, 한 접점에서의 인지성과수준은 사전접점의 인지성과수준, 사후접점의 기대수준, 그리고 사후접점의 일반적인 인지성과수준에 영향을 받아 형성된다는 것을 밝힐 수 있었다. 서비스 접점에서 발생되는 서비스 실패와 감동의 분포패턴, 즉, 서비스 실패와 감동의 순서 및 위치에 따라 서비스 전반적인 만족도에 차이가 발생하였으나, 근접성에 따른 만족도의 차이는 유의하지 않았다. 구체적으로 (1)서비스 실패 후 감동의 순서(FD)가 서비스 감동 후 실패의 순서(DF)보다 소비자에게 더 큰 만족도를 느끼게 한다. (2)서비스 감동 후 실패가 발생하는 경우(DF)에는 서비스 전체단계들 중 서비스 감동이 상대적으로 후행접점에서 발생하는 것이, 서비스 실패 후 감동이 발생하는 경우(FD)에는 서비스 실패가 서비스 전체단계들 중 상대적으로 선행 접점에서 발생하는 것이 소비자에게 더 큰 만족도를 느끼게 한다. 서비스 실패가 발생하고 두 단계의 보통의 서비스를 경험한 후 감동이 발생하는 경우(FNND)에는 서비스 실패가 서비스 전체단계들 중 상대적으로 선행 접점에서 발생하는 것이 소비자에게 더 큰 만족도를 느끼게 한다. 이상의 결과를 통해 서비스 접점 단계에서 다양한 조합으로 발생할 수 있는 서비스 실패와 감동에 대응하여 어느 접점에 자원을 집중해야 할지를 안내해 줄 수 있을 것이다. Managers always want maximized output with minimized input. Especially, for service providers, it is very difficult to offer error-free service to their customers because of fluctuating customers’ expectation and situation, and the nature of heterogeneity. Then how service providers can achieve more efficient service design and better resource allocation? The goal of this study is verifying the difference of customer satisfaction based on distribution of service failure and delight on service process. Furthermore, I tried to explain the mechanism of difference with Oliver’s disconfirmation theory. In this study, one experience of a restaurant is divided into 6 encounters such as reservation-parking-entering-ordering-meal-billing. And customers’ expectation, perceived performance, overall satisfaction has been measured under various scenarios. After regression models of expectation and perceived performance have been verified, following facts regarding expectation and perceived performance were observed. Expectation and perceived performance are consistently formed and changed on the service process. Customers’ expectation on a certain encounter is effected by expectation and disconfirmation on the prior encounter. Customers’ perceived performance on a certain encounter is effected by perceived performance on the prior encounter, expectation of the encounter, and general perceived performance of the encounter. There is a different in satisfaction depending on sequence and timing of distribution pattern of service failure and delight, but not proximity. To put it concretely, (1)Service failure followed by delight has bigger satisfaction than service delight followed by failure. (2)When service delight followed by failure occurs, occurring in late stage has bigger satisfaction than occurring in early stage. When service failure followed by delight occurs, occurring in early stage has bigger satisfaction than occurring in late stage. When service delight occurs after failure with a certain distance, occurring service failure in early stage has bigger satisfaction than occurring in service failure late stage. In the result of this study, service provides would be able to respond to possible service failures and delights on the service process with more efficient resource allocation.

서비스 실패의 특성 요인과 고객용서 -항공서비스 관점을 중심으로-

이원준 ( Won-jun Lee ),하대용 ( Dae-yong Ha ) 한국항공경영학회 2016 한국항공경영학회지 Vol.14 No.4

항공사의 서비스 실패와 회복 노력은 고객의 항공사에 대한 태도와 행동에 중대한 영향을 미친다. 오늘날 항공사들은 시장성과에 영향을 미치는 중요하고 다양한 도전들에 직면하고 있음에도 불구하고 항상 서비스 실패 위험으로부터 자유로울 수 없다는 것은 매우 큰 잠재적 위험 요인 중 하나이다. 서비스 실패는 고객들의 장기적인 불평과 불만, 파괴 행위, 브랜드에 대한 적대적 블로그 개설, 부정적인 구전 확산, 그리고 드물게 서비스 제공자에 대한 물리적 공격까지 초래하기도 한다. 따라서 서비스 실패로부터의 적절한 회복은 고객으로부터 긍정적인 태도와 행동을 이끌어내는데 있어서 핵심적 영향요인이다. 본 연구에서는 서비스 회복 과정에서 영향을 미치는 고객용서의 중요성을 집중적으로 조명하고자 한다. 고객용서는 피해를 받은 고객이 위반자인 기업에 대하여 느끼는 부정적인 경험이나 판단을 극복하는 것이며, 고객들이 마음속으로부터 진정한 서비스 회복을 할 수 있도록 해준다. 그러나 지금까지 서비스 실패와 고객용서 간의 관계에 대한 연구는 충분하게 이루어지지 않았으며, 실증적 연구 성과를 제시한 경우는 드물었다. 이에 본 연구는 항공 서비스를 중심으로 서비스 실패의 다양한 특성들을 연구하고, 이들 특성 변수들과 고객용서 간의 관계를 실증하고자 한다. 또한 고객용서의 매개를 통하여 긍정적 고객행동에 미치는 영향을 실증하고자 한다. 이런 목적을 달성하기 위하여 기존의 연구 성과들을 바탕으로 고객용서의 매개적 효과를 이해하기 위한 실증 모델과 가설들을 제시하였다. 연구를 위한 초기 설문은 온라인 설문지를 통하여 543부를 수집하였으나, 이중 실제로 항공 서비스실패의 직접적인 경험이 있는 269명만을 분석에 사용하였다. 사용된 척도의 신뢰성과 타당성은 크론바하 알파 값의 계산과 요인 분석을 실시하여 확인하였으며, 가설 검증은 구조방정식 모형을 사용하였다. 분석결과에 따르면 정서적 보상, 기업-고객 간 관계 자산이 예상한 바대로 고객용서에 유의한 영향을 미쳤으며, 기능적 보상은 예상과 다르게 고객용서에 부정적 영향을 주는 것으로 나타났다. 그러나 서비스 실패의 심각성의 영향은 통계적으로 지지되지 않았다. 고객용서는 사후 신뢰에 긍정적 영향을, 그리고 부정적 구전에 부정적 영향을 미치는 것으로 나타났다. 또한 분석 결과에 따르면, 서비스를 위반한 항공사를 용서할지의 여부는 부분적으로 서비스 실패의 귀책에 대한 인식에 따라 조절될 수 있음을 확인하였다. 본 연구 결과는 항공사와 연구자들이 서비스 실패와 회복 과정을 이해하는데 새로운 시사점을 제공하고 있으며, 이 과정에서 고객용서의 중요성을 강조하는 성과를 거두었다. Service failures and recovery efforts of an airline carrier can have a profound effect on customer``s attitude and behavior toward a company. Airline carriers are faced with many challenges affecting their market success, and one potential challenge is the fact that they are always susceptible to service failure regardless with their prevention efforts. Service failure results in long-term grudge holding, vandalism, anti-brand blog, negative W.O.M., and increases in rare physical abuse of service personnel. Therefore, service recovery is recognized as a significant determinant of positive customer attitude and behavior. In particular, this study focuses on the importance of consumer forgiveness in the recovery process. Consumer forgiveness is the overcoming of negative experiences and judgement toward the offender and leads to the true emotional service recovery. To date, research has not extensively examined service failure and consumer forgiveness and has rarely been looked at empirically. This study investigates the effect of various characteristics of service failure and their relationships with customer forgiveness. Also the relationships between customer forgiveness and customer behaviors are analyzed. Based on the previous researches, this research proposes an empirical model for understanding the mediating role of consumer forgiveness. Data were collected from 543 college students initially and only 269 samples with actual service failure experiences were used to prove the research model. Reliability and validity of the data were analyzed through Cronbach``s alpha score and factor analysis. And the structural equation model was adopted to test the hypothesized relationships. The findings indicate that affective repair, relationship asset significantly influences customer forgiveness. Functional repair gives influence to consumer forgiveness negatively. However, severity of service failure``s influence was not supported. Forgiving customer``s relationships with the airline carriers were strengthened. Customer forgiveness gives a positive effect of post-trust and negative effect to negative W.O.M. The findings also indicate partly that the decision to forgive airline service provider following a transgression is moderate by accountability style. The findings provide a new perspective on service failure and recovery process and highlight the importance of consumer forgiveness.

서비스실패에 대한 소비자의 2단계 반응 연구

이재진(Lee, Jae Jin) 한국마케팅학회 2014 마케팅연구 Vol.29 No.5

서비스실패는 충성도 높은 고객을 잃게 할 정도로 위험하지만 현실적으로 거의 모든 서비스기업에서 불가피하게 발생하는 상황이기 때문에 서비스실패의 연구는 다양하게 이루어져야 한다. 그동안 서비스마케팅 분야에서 서비스실패에 관한 여러 연구들이 진행되었는데 본 연구는 두 가지 측면에서 차별점이 있다. 첫째, 서비스실패는 최초의 실패와 서비스회복 실패라는 2단계로 구분 할 수 있다. 이 두 단계는 우리의 실생활에서 흔히 각각 개별적으로 경험하는 것이고 각 단계에서 소비자의 지각과 그에 따른 반응이 다른 만큼 구분하여 연구되어야 한다. 둘째, 서비스실패가 발생하는 상황은 신규 서비스가 아닌 이상 대개의 경우 소비자의 선호상황이 존재한다. 그러므로 서비스실패 연구는 서비스브랜드 선호상황을 함께 고려하는 것이 현실적인 접근이라 할 수 있다. 이에 본 연구는 서비스실패상황을 최초 서비스실패상황과 이후 이어지는 서비스회복실패의 2단계로 구분 하였고 브랜드선호상황을 선호수준이 더 높은 브랜드애착과 상대적으로 선호수준이 낮은 호의적인 브랜드태도로 구분하였으며 브랜드애착과 브랜드태도 간 유의한 상호작용 효과를 기대할 수 있는 성별 변수를 함께 고려하여 연구하였다. 연구결과는 우선 서비스실패 시에 호의적 브랜드태도를 가진 소비자가 브랜드애착을 가진 소비자에 비해 브랜드전환 의도가 더 높았고(가설1) 브랜드태도 상황에서 여성이 남성에 비해 브랜드전환의도가 더 컸으며(가설2) 브랜드애착 상황에서는 남성이 여성에 비해 브랜드전환의도가 더 컸다(가설3). 이로 인해 브랜드태도와 브랜드애착간에 성별에 의한 반전효과를 확인할 수 있었다. 또한 서비스 회복에 대한 공정성을 지각하면 브랜드애착의 소비자가 상대적으로 더 만족하였으며(가설4) 2단계 실패상황인 서비스 회복 공정성이 낮을 때 는 브랜드애착의 소비자 중 여성이 상대적으로 브랜드전환의도가 더 컸다(가설6). 본 연구를 통해 서비스실패를 2단계로 구분하고 선호의 수준과 성별의 상호작용을 연구함으로써 학문적, 실무적 시사점을 제시하고자 한다. Generally, service failure is so dangerous that a company could lose its high-loyalty customers. But this service failure may happen in almost all service companies. So researches for service failure are very important. Until now, a variety of studies have been done. But there are two different points in this study. First, there is a definite separation of service failure between the first service failure and following service recovery failure. Second, there should certainly be brand preference situation if the service, being delivered, is not newly introduced in the market. Therefore, studies of service failure along with a service brand preference can be a realistic approach. In this study, a service failure situation was divided into two phases of service. On the other hand, brand preference was classified into brand attachment and brand attitude. In addition to this, gender was also considered. To sum up the results of the study, first, in the situation of service failure, consumers with a favorable attitude toward the service brand show stronger intention to switch brands than those with brand attachment(Hypothesis 1). In situation of brand attitude, women have stronger brand switching intention(Hypothesis 2). Contrary to this, in situation of brand attachment, men, compared to women, also have greater brand switching intention(Hypothesis 3). In addition, if perceiving equity of service recovery, consumers with brand attachment were relatively more satisfied (Hypothesis 4). Moreover, if not perceiving equity of service recovery, female consumers with brand attachment show relatively greater degree of brand switching intention(Hypothesis 6). This study should be able to propose academic and practical implications by studying the two phases of service failure and interaction effect of gender and the level of preference.