서비스실패 회복에 대한 공정성 지각 효과에 관한 연구

Abstract

ABSTRACT

The Effects of Justice Recognition of Service Recovery

by Joo, Jeong Joo Advisor: Kim, Jong Ho, Ph. D. Graduate School of Business Administration, Chosun University

In order for a service business to survive in keen competition, it is necessary to positively respond to the demand of customers. In this situation even though many service business enterprises and dining business enterprises seek to the goal of flawless service, it is difficult to actualize this goal. Since unlike material commodities, service involves much interactions with the employees and the psychological and humane outcome, no enterprise can be free from any failure of service. Failure of service occurs when the quality of service does not meet the expectation of customer. Nevertheless, more than the failure of service itself, it is the inappropriate reaction of the enterprise and that of the employee that causes the dissatisfaction of customer and becomes the major reason for the customer to break off. However, through the effective recovery of service, customers can be more satisfied than others who have not experienced it from the first. The former may become more loyal to the respective enterprise and involve in favorable oral transmission activity. Also since more than 79% of customers who are satisfied with the recovery of service maintain their relation with the respective enterprise, it is very important to recover from failure. Recently in the dining industry market one of important marketing strategy is to raise profits with less expenses rather than by seeking new customers by maintaining and managing the existing customers who not only continuously purchase products but also orally transmitting about the products. Thus it is most important to recover service to solve customer's dissatisfaction in order to maintain the existing customers. In 1980s some research on consumer's behavior argued that consumer's reaction to the marketing stimulus must be seen from the emotional perspective rather than cognitive perspective and stressed that purchasing act of consumer tends to be governed by the emotional motivation rather than by the rational and logical thinking. However there is no research on handling of dissatisfaction and on customer's action and emotional reaction to service recovery. The more customers feel the fairness of the recovery of the service failure, the better they feel positively and this feeling affects their loyalty of willingness to repurchase and of positive oral transmission. Also by adding the value of service to the model of decision making process of consumer, the explanatory power of consumer's loyalty elevates. The higher the service values are the more loyalty of customer. It is shown that the higher degree of sense of fairness about the recovery from service failure means the higher degree of sense of the service values. Therefore this study attempts to analyze on the basis of fairness theory how much the sense of fairness from the recovery process after the service failure in recently fast growing family restaurant influences on the service values and also on the degree of loyalty of customer estimated as a result of satisfaction by the recovery and thereby seeks to suggest some basic directions on recovery strategy of service failure in the dining industry. The results that have proved through positive analysis on the suggested hypothesis can be summarized as follows. First, in the relations among fairness of service recovery, positive emotional reaction and service values, both procedural fairness and distributional fairness affects well on the positive feeling of customer and service values, and particularly the influential power of distributional fairness is very high. Therefore, in order for customer to have positive feeling about the fairness of recovery after the service failure, it is important to give an appropriate compensation as well as the opportunity to express dissatisfaction. Also on the fair recovery of service failure of the dining business enterprise in order to elevate the sense of service value of customer in which one can feel much benefits in comparison to investment, it is more important to undertake appropriate compensation. This is because customers generally prefer to receive tangible outcome and therefore the tangible compensation will be the most powerful recovery strategy. Second, it is shown that the positive feeling and service value on the response of the dining business enterprise leads to the customer satisfaction. Through this the enterprise, in the case of emotional reaction that can enhance the customer satisfaction, needs promotion that induces more customer purchase by using the marketing strategy that stresses more positive feeling and controls negative feeling to the least. Third, customer satisfaction works as the reinforcing factor for the service loyalty. Since the higher the level of customer satisfaction means the higher degree of service loyalty, the possibility for the customer to use the same service increases as well as to have more intimate feeling and affection for the respective service. This outcome coincides with those of the preceding researches on the degree of service loyalty that has customer satisfaction as its primary cause. This suggests that providing commodity or service with higher customer satisfaction results in higher loyalty. Nevertheless, since the proven result and its interpretation of this study shows some limitations and restrictions, its implementation needs more precautions. In the future more thorough studies on solving these problems will be needed. The limitations of this study are the followings. First, the previous studies on the service recovery have been done through the technique of main event or scenario. On the other hand since this study estimates by depending on the past experiences of customers who use dining enterprise, there are not enough examinations on the specific nature and variations in dissatisfying situation. Therefore in order to overcome this shortcomings, more various experimental techniques and plans will be needed. Second, emotional reactions are mainly divided into the positive and the negative and this study only deals with the positives ones. Therefore, in the future it will be helpful to study negative reactions and also to compare between them. It will be suggestive to estimate how the negative feelings leads to the dissatisfaction of customer and negative oral transmission and dissatisfying action. Third, there is limitation to choose various dining business enterprises rather than defining specific kinds. For the future study it will be helpful to examine the service failure and recovery according to different kinds of dining industries and compare them, and further including both domestic and abroad to compare according to nations and regions. Fourth, this study does not analyze factors of failure according to different types and their effects. Depending on the types of service failure the sense of fairness of service recovery will be clearly different. Therefore, in further studies, more detailed classifications of the service failure will bring more detailed outcomes.