서비스 실패요인에 따른 소비자의 감정반응과보복행위에 관한 탐색적 연구 : 고객관계품질 수준의 차이를 중심으로* = The Effect of Service Failure on Emotional Response and Retaliatory Behavior:Based on the Customer Relationship Quality

다국어 초록 (Multilingual Abstract)

Service failure and a poor service recovery may lead loyal customers to try to aggressively punish the service firm. We use perceived betrayal and desire for vengeance as the key constructs to understand customer retaliation. Perceived betrayal is defined as a customer's belief that a firm has intentionally violated what is normative in the context of their relationship. And the desire for vengeance is defined as the retaliatory feelings that consumers feel toward a firm, such as the desire to exert harm on the firm. The perceived betrayal and the desire for vengeance are key antecedents of retaliatory behaviors such as vindictive complaining, negative WOM and third-party complaining for publicity. The purpose of this qualitative study is to investigate in depth on emotional and behavioral processes that have not been covered by previous dissatisfaction researches and which are unique to outraged consumers caused by extremely dissatisfied purchase experience.
The results of in-depth interview show that betrayal is a key motivational factor that lead customers to restore fairness by making use of all means, including retaliation. We also find that relationship quality has effect on a customer's response to a failure in service recovery. As the levels of relationship increases, a violation of the proper fairness has a stronger effect on the sense of betrayal experienced by customers.
We divided the customer groups into the customers with high relationship quality and the customers with low relationship quality, and the difference between two groups is examined.
We find that the distributive unfairness, procedural unfairness and interactional unfairness had significant effects on the perceived betrayal.
When the service company does not provide customers proper and sufficient compensation for the failure, the customers of low relationship quality experienced feel the stronger perceived betrayal than the customers with high relationship quality do. And the perceived betrayal has the positive effect on the desire for revenge. The customers of low relationship quality has desire for revenge negative and show the retaliative behavior such as negative word of mouth, retaliatory complaining behavior and online public complaining.
In contrast, customers with high relationship quality show the lower desire for revenge and retaliatory behavior than the customers with low relationship quality. This result can be explained by the forgiveness intention and high level of trust.

국문 초록 (Abstract)

본 연구는 서비스 실패(service failure)로 인한 감정의 변화와 이에 따른 보복행위의 다양성에 대한 경험을 ethnographic interview를 통한 심층면접과 부분적인 관찰을 통하여 분석하였다. 본 연구의 정보제공자들은 각자 서비스 실패 이후의 다양한 감정의 경험을 가지고 있었는데, 그 감정은 실망과 분노, 배신감, 포기, 후회, 억울함, 무시당하는 느낌, 복수심 등으로 나타났다. 부정적인 감정을 갖게 된 이후의 행동으로는 직원에게 직접적으로 불만을 표현하기, Complaint Letter를 통해 본인의 서비스 실패사례를 기업에 알리기, 항공사 인터넷 홈페이지에 불만경험담 올리기, SNS를 포함하여 주위사람들에게 부정구전하기 등의 형태로 나타났다. 따라서 본 연구는 서비스 실패 이후의 감정변화와 보복행위에 대한 심층적인 면접을 다시 실시하여 이들 행위에 대한 동기 및 심리적 경험을 분석하여 정리하였다. 또한 이러한 심층면접을 통해 과거의 서비스 제공자에 대한 신뢰나 만족, 몰입이 깊은, 즉 관계품질이 높은 고객과 서비스 제공자에 대한 신뢰와 만족, 몰입이 전혀 없거나 미약한, 즉 관계품질이 낮은 고객은 서비스 실패 이후의 감정적 반응과 보복적 행위에서 큰 차이를 보이는 것으로 나타났다.

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