충성도에 영향을 주는 서비스회복 결정요인: 탐색적 연구 = The Determinant for Service Recovery Influencing CustomerLoyalty : An Exploratory Study

다국어 초록 (Multilingual Abstract)

The purpose of the study is to search for the influences of various efforts of a service recovery which has been attempted after a failure of the service on the customer satisfaction and a loyalty. Unlike the previous studies which had been conducted based on the equity theory, the present study find out the relationship between factors of determining the service recovery and the customer satisfaction/loyalty. As a result of the study, the suggested important factor which determines the service recovery was an immediate compensation and a satisfactory explanation. Also, the truthfulness on a servicing staff during the service recovery process was the important factor in the service recovery

국문 초록 (Abstract)

본 연구의 목적은 서비스실패 발생 이후에 시도되는 서비스회복 노력이 고객만족과 충성도에 미치는 영향을 탐색하고 보다 효과적인 고객서비스전략을 제시하는 것이다. 기존의 연구들이 주로 공정성인식을 통한 서비스회복에 치중된 것과는 달리, 본 연구는 서비스회복에 직접적인 영향을 미치는 속성을 도출, 이 속성들과 고객만족, 충성도와의 관계를 살펴보았다. 연구결과, 서비스회복의 중요한 요소로 제시된 것은 즉각적인 보상과 만족스런 설명이었다. 또한 처리과정에서 나타나는 서비스제공자의 신뢰 역시 서비스회복에 중요한 역할을 수행한다고 볼 수 있다.

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