공동주택의 체계적인 사후관리를 위한 회복공정성 적용 연구 = A Study on the Recovery Fairness in the Post-Management of Apartment Housing

다국어 초록 (Multilingual Abstract)

This study was to investigate the effects of the quality of the
relationship between residents and construction companies in the
process of service recovery after the failure of service on brand
image and customer behavior. Through this, it was intended to
provide a basis for the measures that companies and consumers can
satisfy together.
The results of the analysis and collection of data were as follows:
First, the convenience sampling method was used to extract the
non-probability sample from residents in apartment houses located in
Seoul and Gyeonggi area from August to October 2020. The results
of the study,
First, the resilience of residents in apartment houses had a positive
effect on the quality of brand-consumer relations. Second, the
recovery justice of residents in apartment houses had a positive effect
on brand image. Third, the recovery justice of residents in apartment
houses had a positive effect on customer behavior. Fourth, the quality
of brand-image relationship of residents in apartment houses has a
positive effect on brand image. Fifth, the quality of brand-consumer
relationship of residents in apartment houses has a positive effect on
customer behavior. Sixth, the brand image of residents in apartment
houses has a positive effect on customer behavior.
Through these results, it was confirmed that residents who
experienced defects in apartment houses have high quality of
brand-consumer relationship, brand image, and customer behavior
through recovery fairness. In other words, residents with high
resilience will recognize the quality of positive relationships and brand
image, and residents with positive relationship quality and brand
image will voluntarily play a role as evangelists for the apartment
brand through customer behavior.Due to the nature of apartment
houses with sufficient prior experience, the customer behavior of
residents can have an important impact on consumers.

국문 초록 (Abstract)

공동주택 사후관리를 실시하였음에도 입주민들이 만족하지 못한 경우가
발생한다. 이 경우 사후관리로 인한 기업의 이미지 회복과정에서 공동주
택 입주민과 시공사의 관계의 질이 브랜드이미지와 고객 행동에 어떠한
영향이 미치는지를 조사하고자 하였다. 이를 통해 기업과 소비자가 동시
에 만족할 수 있는 상황을 만들어 소비자는 삶의 질 향상, 기업에 대한
신뢰도 회복, 고객 만족을 동시에 느낄 수 있게 하고 기업은 이미지개선,
구전광고를 통한 기업브랜드 가치를 향상할 수 있는 근거를 제공하고자
하였다.
연구를 진행하기 위해 2020년 8월부터 10월까지 서울 및 경기지역에 소
재한 공동주택 입주민들을 대상으로 비확률표본추출법 중 편의표본추출
을 사용하여 자료를 수집하고 분석한 결과는 다음과 같다.
연구 결과, 첫째, 공동주택 입주민들의 회복공정성은 관계의 질에 긍정적
인 영향을 미칠 것이라는 가설 1의 분석 결과 가설이 채택되었다. 둘째,
공동주택 입주민들의 회복공정성은 브랜드이미지에 긍정적인 영향을 미
칠 것이라는 가설 2의 분석 결과 가설이 채택되었다. 셋째, 공동주택 입
주민들의 회복공정성은 고객행동에 긍정적인 영향을 미칠 것이라는 가설
3의 분석 결과 가설이 채택되었다. 넷째, 공동주택 입주민들의 브랜드-
이미지 관계의 질은 브랜드이미지에 긍정적인 영향을 미칠 것이라는 가
설 4의 분석 결과 가설이 채택되었다. 다섯째, 공동주택 입주민들의 브랜
드-소비자 관계의 질은 고객행동에 긍정적인 영향을 미칠 것이라는 가
설 5의 분석 결과 가설이 채택되었다. 여섯째, 공동주택 입주민들의 브랜
드이미지는 고객행동에 긍정적인 영향을 미칠 것이라는 가설 6의 분석
결과 가설이 채택되었다.
이러한 결과를 통해 공동주택에서 하자를 경험한 입주민들이 회복공정성
을 통해 브랜드-소비자 관계의 질, 브랜드 이미지, 고객행동이 높게 형
성된다는 것이 확인되었다. 즉 회복공정성이 높은 입주민은 긍정적인 관
계의 질과 브랜드 이미지를 인식할 것이고 긍정적인 관계의 질과 브랜드
이미지를 가진 입주민은 고객행동을 통해 해당 아파트 브랜드에 대한 전
도사로서의 역할을 자진 할 것이다. 충분한 사전 경험이 어려운 공동주
택의 특성상 입주민들의 고객행동은 소비자에게 중요한 영향을 미칠 수
있다.

목차 (Table of Contents)

• 제 1 장 서 론 ···························································································· 1
• 1.1 연구 배경 및 목적 ····················································································· 1
• 1.2 연구의 범위 및 방법 ················································································· 4
• 1.3 선행연구고찰 ······························································································· 7
• 제 2 장 이론적 고찰 ················································································· 9
• 2.1 공동주택의 사후관리 ················································································· 9
• 2.2 공동주택의 브랜드 ··················································································· 13
• 2.3 공동주택 입주민의 회복공정성 ····························································· 20
• 제 3 장 회복공정성의 관계 ··································································· 22
• 3.1 회복공정성의 구성요소 ··········································································· 22
• 3.2 회복공정성의 관련변인 ··········································································· 25
• 3.2.1 브랜드-소비자 관계의 질 ································································ 25
• 3.2.2 브랜드 이미지 ··················································································· 31
• 3.2.3 고객행동 ····························································································· 36
• 3.3 회복공정성의 상관관계 ··········································································· 38
• 3.4 소결 ············································································································ 40
• 제 4 장 연구방법 ···················································································· 41
• 4.1 연구가설 및 모형 ····················································································· 41
• 4.2 연구대상 ···································································································· 42
• 4.3 조사도구 ···································································································· 44
• 4.2.1 회복공정성 ························································································· 44
• 4.2.2 브랜드-소비자 관계의 질 ································································ 45
• 4.2.3 브랜드이미지 ····················································································· 45
• 4.2.4 고객행동 ····························································································· 45
• 4.4 타당도 및 신뢰도 ····················································································· 47
• 4.3.1 탐색적 요인분석 ················································································ 48
• 4.3.2 확인적 요인분석 ················································································ 52
• 4.3.3 신뢰도분석 ························································································· 57
• 4.3.4 자료 처리방법 ··················································································· 58
• 4.4 소결 ············································································································ 59
• 제 5 장 모형의 검증결과 ······································································· 60
• 5.1 상관관계분석 ····························································································· 60
• 5.2 변인 간 다중회귀분석 결과 ··································································· 61
• 5.2.1 회복공정성이 브랜드-소비자 관계의 질에 미치는 영향 ··········· 61
• 5.2.2 회복공정성이 브랜드이미지에 미치는 영향 ································· 62
• 5.2.3 회복공정성이 고객행동에 미치는 영향 ········································· 64
• 5.2.4 브랜드-소비자 관계의 질이 브랜드이미지에 미치는 영향 ······· 65
• 5.2.5 브랜드-소비자 관계의 질이 고객행동에 미치는 영향 ··············· 67
• 5.2.6 브랜드이미지가 고객행동에 미치는 영향 ····································· 68
• 5.3 구조방정식 모형분석 ··············································································· 70
• 5.3.1 적합도 검증 ······················································································· 70
• 5.3.2 가설검증 및 고찰 ·············································································· 70
• 5.3.3 인과효과의 분해와 결과모형 ·························································· 73
• 5.3.4 모형분석 결과 ··················································································· 74
• 5.5 소결 ············································································································ 79
• 제 6 장 결론 ···························································································· 81
• 참고문헌 ···································································································· 83
• 부록 ············································································································ 97
• Abstract ································································································· 103

참고문헌 (Reference)

1 이동수, "제24회 청소년정책포럼 '청소년 주도적 참여기반 확대 및 활성화 방안' 한국청소년정책연구원 국가정책연구포털(NKIS)", 제24회 청소년정책포럼 '청소년 주도적 참여기반 확대 및 활성화 방안' 한국청소년정책연구원 국가정책연구포털(NKIS), 2019

2 홍진선, "호텔레스토랑 서비스 회복 공정성이 회복만족과 고객 장기지향성에 미치는 영향: 서비스실패의 심각성 및 통제성 조절효 과를 중심으로. 미간행 박사학위논문", 경기대학교 대학원, 2018