Customer-Contact Employee Support and Service Recovery Efforts: The Mediating Role of Job Burnout and Customer Orientation

문연희 한국마케팅학회 2018 ASIA MARKETING JOURNAL Vol.20 No.3

The purpose of this research is to investigate the effect of customer-contact employees support on service recovery efforts. Service companies should try to prevent the service failure situation from occurring, but it is realistic that the service failure occurs due to the characteristics of the service. Service recovery efforts of service providers are important because effective responses to service failures can enhance customer satisfaction despite service failures. Social support for customer- contact employees needs to improve service recovery efforts. Specifically, this study focuses on the mediation roles of job burnout and customer orientation in relationship between social support for customer-contact employees and service recovery efforts. Social exchange theory was used as the theoretical underpinning of the research model. Based on reciprocity principle, this paper suppose that support for customer-contact employees and service recovery effort are a kind of social exchange relationship. Social supports for customer-contact employees are categorized into internal and external organization. Internal organization is POS(perceived organizational support) and external organization is customer support. The research model was tested with the data gathered from the flight attendants whose emotional labor intensity was relatively high and the service failure frequently occurred. As a result of analysis, social supports for customer-contact employees classified into organizational support, supervisor support, and customer support are found to have differential impacts on job burnout and customer orientation. It has been found that job burnout of service providers is negatively affecting service recovery efforts. On the other hand, customer orientation of service providers has a positive influence on service recovery efforts. Based on the results of the analysis, we provide practical implications for effective service recovery efforts in service failure situations, and suggest the theoretical implications to explain the process of service recovery effort. Finally, limitations of the study and directions for future research are suggested.

서비스 실패와 복구 후의 소비자 반응에 관한 연구: 서비스제공자의 복구노력과 고객-종업원의 친밀감의 역할을 중심으로

박소진 한국마케팅학회 2007 ASIA MARKETING JOURNAL Vol.9 No.3

This study investigated the effect of service provider’s recovery effort and pre-failure customer- employee rapport on post-recovery consumer response such as satisfaction, purchase intention, and positive Word-of-Mouth communication. First, this study explored the interaction effect of recovery effort and customer-employee rapport on post-recovery consumer response. The result shows when the level of pre-failure customer-employee rapport is high, customer’s positive responses decreased slightly even though they perceived low recovery effort. However, when the level of pre-failure customer-employee rapport is low, customer’s responses were decreased considerably in case of low recovery effort. Second, this study examined ‘service recovery paradox’ which is post-recovery consumer’s satisfaction is greater than the case of no service failure. The result shows recovery paradox was not supported in all samples regardless of the level of recovery effort and customer-employee rapport. Synthetically, customer-employee rapport took a buffering role in customer response after service failure although it's not the same as error-free state. 본 연구는 고객-종업원의 친밀도의 높고 낮음, 서비스 제공자의 복구 노력수준의 높고 낮음의 (2 x 2) 네 가지 시나리오로 설계되었으며, J대학에서 마케팅관련과목을 수강하는 학생 301명을 조사대상으로 하였다.실험집단의 인구통계적 특성으로는 남자 123명(41%), 여자 178명(59%), 연령은 19~28세이고, 평균나이는 21.7세로 나타났다. 파마를 해 본적이 있느냐는 질문에 ‘있다’고 응답한 사람은 약 219명으로 전체의 약 73%를 차지하였다. 파마를 해 본적이 있다고 응답한 전체 학생 중 남학생은 57명으로 전체 남학생 중 46%를 차지하였으며, 여학생은 162명으로 전체 여학생 중 91%로 나타났다. 이는 여학생뿐만 아니라 남학생도 상당수가 파마를 해본 적이 있음을 보여준다. 나는 파마할 때가 되자 학교 근처에 있는 ‘갑’ 미용실에 가기로 결정하였다. 그날따라 대기 손님이 많은 편이어서 나는 내 차례가 오기까지 40여분을 기다렸다. 잡지를 보면서 한참을 기다리다 고개를 들어보니 나보다 늦게 온 손님이 먼저 머리손질을 받고 있었다. 그제야 내가 대기 중이라는 것을 알아차린 듯 헤어디자이너 김 씨는 미안한 표정을 지으며, 곧 나를 의자에 앉도록 권유하였다. 헤어디자이너 김 씨는 대기 중인 손님이 많아서인지 여느 때와 달리 성급하게 머리 손질을 하기 시작했다. 성급한 김 씨는 파마 중에는 약품이 귀속에 흘러 들어가기 까지 한데다 샴푸할 때는 옷이 물에 젖기까지 하였다. 파마가 끝난 뒤에도 세 명의 손님이 차례를 기다리고 있었기 때문에 김 씨는 내게 뒷거울을 보여주지도 않았다. 집으로 돌아온 뒤, 뒷거울을 본 나는 전체적으로 웨이브가 너무 강하게 나왔고, 머릿결이 많이 상한데다가 머리끝이 고르게 커트되지 않았다는 것을 깨달았다.집으로 돌아온 뒤, 전체적으로 웨이브가 너무 강하게 나왔고, 머릿결이 많이 상한데다가 머리끝이 고르게 커트되지 않았다는 것을 깨달은 나는 기분이 매우 좋지 않았다. 마음에 들지 않은 헤어스타일을 한동안 하고 다녀야 된다는 생각에 걱정이 들었고, 주변사람들이 나를 어떻게 생각할지도 염려되었다. 또한 파마를 하는데 든 적지 않은 비용을 생각하면 아까운 생각도 들었다. 한참을 고민한 나는 결국 ‘갑’ 미용실에 가서 불만을 토로하기로 맘을 먹었다.‘갑’ 미용실에 찾아간 나는 헤어디자이너 김 씨에게 나의 문제를 이야기하기 시작했다. 김 씨는 나의 불평을 귀담아 들어 주었으며 동정을 표시하고 자신의 실수에 대하여 사과하였다. 김 씨는 손상된 머리카락을 위해서 영양을 공급해주는 서비스를 무료로 해주었고 고르지 못한 머리끝을 보기 좋게 다듬어 주었다. 또한 다음 번 파마할 때 이용할 수 있는 무료티켓을 제공해 주었다.3.2 실험절차 및 변수조작

서비스 실패 시 회복 공정성이 회복 후 만족과 충성도에 미치는 영향: 패밀리 레스토랑을 중심으로

윤인환,정철호 사단법인 인문사회과학기술융합학회 2016 예술인문사회융합멀티미디어논문지 Vol.6 No.3

This research empirically analyzes the effects of service recovery justice on the post-recovery satisfaction and loyalty based on the service recovery paradox in the family restaurant. To achieve this purpose, we employ a field survey of family restaurant customers who experienced service failures and conduct an empirical method utilizing evidence from 264 respondents. The findings present that distributive, interactional, and procedural justices have a significant influence on the post-recovery satisfaction, which positively affects on the loyalty. These results emphasize the service encounter management to establish a positive service recognition for the customer who experienced a service recovery. Furthermore, this study provides implications for managers and practitioners to maintain and improve the customer relationship through the service recovery efforts considering all justices even if there is a service failure in the family restaurant. 본 연구는 서비스 회복 패러독스를 기반으로 패밀리 레스토랑에서 서비스 실패가 발생할 경우 서비스 회복 공정성과 회복 후 만족 및 충성도와의 영향관계를 실증적으로 분석하였다. 이를 위해 패밀리 레스토랑에서 서비스 실패를 경험한 고객을 대상으로 설문조사를 실시하여 총 264부를 분석 자료로 활용하였다. 분석 결과, 서비스 회복의 절차 공정성, 상호작용 공정성, 분배 공정성 모두는 서비스 회복 후 만족도와 정(+)의 관계가 있으며, 회복 후 만족은 충성도에 긍정적인 영향을 미치는 것으로 나타났다. 이러한 연구 결과는 서비스 회복을 겪은 고객의 긍정적인 서비스 인식을 형성하기 위한 서비스 접점관리의 중요성을 강조한다. 아울러 패밀리 레스토랑에서 서비스 실패가 발생하더라도 고객이 인지하는 공정성을 모두 고려한 서비스 회복 노력은 고객관계를 유지하고 개선할 뿐만 아니라 해당 패밀리 레스토랑에 대한 충성도로 연결되어 고객과의 공고한 관계형성을 제공할 수 있다는 관리적인 시사점을 제공한다.

A Study of Customer Responses to Service Failure andRecovery: The Role of the Service Provider’s Recovery Effortand Customer-Employee Rapport

Park, Sojin 한국마케팅학회 2007 ASIA MARKETING JOURNAL Vol.2 No.1

This study investigated the effect of the service provider’s recovery effort and pre-failure customer-employee rapport on post-recovery consumer response such as satisfaction, purchase intention, and positive word-of-mouth communication. First, this study explored the interaction effect of recovery effort and customer-employee rapport on post-recovery consumer response. The result shows that when the level of pre-failure customer-employee rapport is high, customer positive responses decreased slightly even though they perceived a low recovery effort. However, when the level of pre-failure customer-employee rapport is low, customer responses were decreased considerably in case of low recovery effort. Second, this study examined the ‘service recovery paradox’ which is post-recovery consumer satisfaction which is greater than the case of no service failure. The result shows a recovery paradox was not supported in all samples regardless of the level of recovery effort and customer-employee rapport. Synthetically, customer-employee rapport took a buffering role in customer response after service failure although it's not the same as an error-free state.

서비스회복 과정에서 고객 성별의 효과

박상일(Park, Sang IL),김미정(Kim, Mi Jeong) 한국상품학회 2012 商品學硏究 Vol.30 No.7

본 연구의 목적은 서비스회복 과정에서 지각된 공정성과 회복성과간 관계에 대한 고객의 성별 효과를 살펴보는 것이다. 본 연구는 서비스회복 상황에서 고객의 성별에 따라 회복성과에 차이가 있는지를 검정하였다. 또한 회복노력에 대한 지각된 공정성 차원들이 회복성과에 미치는 영향력이 고객의 성별에 따라 차이를 있는지를 검정하였다. 연구결과, 서비스실패를 경험한 여성 고객은 회복노력 이후 남성 고객보다 더 큰 회복만족과 용서 정도를 보인다. 또한 남성 고객의 경우 회복만족과 고객용서에 대해 지각된 분배 공정성이 미치는 영향이 여성과 비교해 더 큰 것으로 나타난 반면, 여성 고객의 경우 상호작용 공정성의 지각이 회복만족에 미치는 영향이 남성에 비해 더 큰 것으로 나타났다. 이를 바탕으로 실무적 시사점과 학문적 시사점을 제시하였고, 연구의 한계점 및 향후 연구방향에 대해 논의하였다. The purpose of this study is to examine the effect of customer's gender on the customer's perceived justice-recovery performance relationship in the service recovery processes. This study tested the differences of customer's gender on recovery performance(recovery satisfaction and customer forgiveness) and the moderating effects of customer's gender on the relationship between perceived justice dimensions(distributive justice, procedural justice, and interactional justice) and recovery performance in the context of family restaurant. The results suggest that female customers exhibited much higher positive emotions than male customers with respect to service provider's after service recovery efforts. The levels of customer's recovery satisfaction and forgiveness after service recovery efforts of service providers were lower for female customers than male customers. Futhermore, the effects of perceived justice dimensions on recovery performance differed between male and female customers. Perceived distributive justice had a greater impact on both recovery satisfaction and forgiveness for male than for female. On the other hand, the effects of a customer's perceived interactional justice on recovery satisfactionwere stronger for female customer than formale customer. Based on the results, theoretical andmanagerial implications are discussed.

여행사의 맥락에서 고객 지향 및 서비스복구노력에서의 감성 지능의 효과

인성호 ( Sung-ho In ),김정훈 ( Jung-hoon Kim ),남명화 ( Myung-hwa Nam ) 대한관광경영학회 2016 觀光硏究 Vol.31 No.4

본 연구의 목적은 서비스실패에 따른 종사원들의 서비스회복 노력에 대한 필요성으로 서비스 제공자인 여행사 종사원의 개인역량으로 감성지능과 서비스회복 능력의 영향력을 살펴봄으로서, 종사원의 고객지향성이 종사원의 감성지능과 서비스회복 노력의 관계에 고객지향성의 매개역할을 검증하고자 하였다. 이를 위해 우리나라를 대표하는 여행사 중 모두투어, 하나여행사, 자유투어, 롯데관광에 근무하는 종사원들을 표본대상으로 선정하여, 2014년 11월 11일∼12월 10일에 걸쳐 설문조사를 실시하였다. 설문조사 결과 총 380부를 배부하여, 이중에서 불성실하게 응답했거나 연구목적에 적합하지 않다고 판단되는 설문지를 제외한 총310(81.6%)매를 분석에 사용하였다. 연구의 결과는 먼저, 감성지능의 감성활용, 감성조절, 타인감성이해, 자기감성이해 고객지향성에 정(+)의 영향을 미치는 것으로 나타났고, 고객지향성은 서비스회복노력에 정(+)의 영향을 미치는 것으로 나타났으며, 고객지향성의 매개효과 결과를 해석해 보면, 감성지능과 서비스회복노력 간의 관계에 있어, 고객지향성은 부분매개하고 있는 것으로 나타났다. 본 연구의 결과를 통해 여행사에 근무하는 종사원의 감성지능이 고객지향성 및 서비스회복노력에 긍정적인 영향을 미치는 점을 실무적 측면에서 논의하였고, 고객지향성이 감성지능과 서비스회복노력의 관계를 조절한다는 시사점을 제시하였다. 또한, 일부 연구의 한계점과 향후 연구방향을 제시하였다. This study examines the effects of emotional intelligence on service recovery efforts based on the capability of employees as service providers in travel agencies. The study also verifies the mediating role of customer orientation in the relationship between emotional intelligence and service recovery efforts. For this, the employees of travel agencies in Korea, were considered for the sample, and a field survey was conducted November 11 to December 10, 2014. A total of 380 individuals were provided with the questionnaire, and with those responses with missing data excluded, a total of 310 responses were obtained for the analysis. According to the results, the four dimensions of emotional intelligence, namely applying emotions, controlling emotions, understanding others’ emotions, and understanding one’s own emotions, had positive effects on customer orientation, which in turn had a positive effect on service recovery efforts. Customer orientation mediated the relationship between emotional intelligence and service recovery efforts. The results indicate that travel agency employees`` emotional intelligence had considerable influence on their customer orientation and service recovery efforts in a practical manner. In addition, customer orientation moderated the relationship between emotional intelligence and service recovery efforts. Some limitations and avenues for future research are discussed.

여행업 종사원의 직무스트레스가 서비스회복노력에 미치는 영향 - 자아효능감의 매개효과를 중심으로 -

이강욱 ( Lee Kang-wook ),지명원 ( Chi Myong-won ) 한국호텔리조트학회(구 한국호텔리조트카지노산학학회) 2017 호텔리조트연구 Vol.16 No.1

The purpose of this study was to investigate the relationship among job stress, service recovery effort and self-efficiency of travel agency employees, and to identify the mediated effects of self efficiency on the relationship between job stress and service recovery effort. For the empirical study, 262 valid questionnaires were collected and analysed to test the relationship of variables used in this study. Results of the study showed that job stress significantly influenced service recovery effort and self-efficiency of employees. Also, it is identified that service recovery effort is influenced by self-efficiency of employees. In addition, the results revealed that self-efficiency have a partial mediated effect on relationship between job stress and service recovery effort. From these results, we can expected that strong job stress of employees lead to weak service recovery effort and self-efficiency. Higher Self-efficiency, on the other hand, lead to more active service recovery efforts. Also, Self efficiency relieve the negative impact of job stress on service recovery effort of employees.

여행사직원의 자기효능감이 서비스 지향성과 서비스 회복 노력에 미치는 영향

유은경 (사)한국관광레저학회 2019 관광레저연구 Vol.31 No.10

In this study, the effects of self-efficacy of travel agent on service directivity and service recovery efforts were investigated. The data was collected from a staff of 280 in a travel agency which was located in Seoul.(The data was collected from 280 employees in travel agencies throughout Seoul.) It was analyzed by using a SPSS/AMOS 23.0 program. Furthermore, it was used for the following: the analysis such as frequency analysis, factor analysis and multiple regression analysis using the three-step regression equation presented by Baron & Kenny (1986). The implications of this study are that the self-efficacy of the travel agent has a significant relationship with the service directivity and the service recovery effort, and the mediating role of service directivity in the relationship between self-efficacy and service recovery effort. As a result, it is recommended that travel agency should arrange educational program to enforce travel agent’s self-efficacy. In addition, in order to provide high quality services and maximize service recovery efforts in the event of failure, complex diversification strategies such as manual redefinition and delegation should be established and executed.

항공사와 호텔의 서비스제공자 감성지능이 서비스회복노력에 미치는 영향

나윤서(Yoon Suh Na),유창근(Chang Keun Yoo) 한국호텔외식관광경영학회 2013 호텔경영학연구 Vol.22 No.4

This study was to examine the relationship between emotional intelligence, self-leadership, service-orientation and service recovery efforts of hotel and airline employees. The data were collected from the front-line employees who work for the 2 major airline and five star hotels in Seoul. Exploratory factor analysis, confirmatory factor analysis, correlational analysis and structure equation model analysis were conducted to test proposed hypotheses with 250 responses. The results showed that emotional intelligence positively influenced self-leadership. Especially, SEA(self emotion appraisal) was extracted as an important factor. In the relationship between emotional intelligence and service-orientation, SEA and OEA(others` emotion appraisal) had significant effects on service-orientation effort. And in the relationship between emotional intelligence and service recovery efforts, the OEA appeared to have a positive effect on service recovery efforts. Additionally, both self-leadership and service-orientation was found to serve as mediators. These results showed that the front-line employees` competence in emotional level is more important than other factors. Thus, the service company should support the employees to release their work-stress. Furthermore, the results can be expected to offer the new paradigm for the front-line service employees emotional importance during the service delivery process.

호텔직원의 감성지능이 서비스회복노력에 미치는 영향에서 자기효능감의 매개효과

임지은(Lim Ji Eun) 한국서비스경영학회 2016 서비스경영학회지 Vol.17 No.5

The purpose of this study was to investigate the mediator effect of self-efficacy in the emotional intelligence of employees and service recovery efforts in hotel. To do this, of the total 300 survey questionnaire, 229 were valid samples recollected. Analyzed results through hypothesis testing were summarized as follows. First, The emotional intelligence(self awareness, self control, empathy) has a partially positive effect on service recovery efforts; self awareness showed no effect. Second, Self-efficacy acted a part mediator between emotional intelligence and service recovery efforts. This result was showed that emotional intelligence of employees was a critical factors to effective human resource management. In this sense, The leader of hotel try to make encourge employee to heighten self-efficacy and foster a understanding environment.