서비스 회복에 대한 공정성 지각과 고객만족 및 행동의도의 관계에 관한 연구 - 인터넷 접촉 서비스를 중심으로 -

The Relationship between Perceived Justice of service recovery, Customer satisfaction and Behavioral intentions - Focused on Internet service provider Firms -

This study will attempt to examine the influence of service recovery-related perceived justice on customer satisfaction and intentions in a service failure and recovery situation focused on internet service provider firms. To accomplish this research objective, the literature background and related prior studies of service failure and recovery encounters were first reviewed. Based on this review, 5 hypotheses were created. The results of the analyses supported all the hypotheses. It was find that the higher perceived procedural justice , distributive justice and interactional justice the more positive influence on service encounter satisfaction. The distributive justices of recovery are more strongly correlated to service encounter satisfaction than procedural justices and interactional justices. Also, customers' satisfaction after recovery affects customer's intentions such as word-of mouth and purchase intentions. From these results, Internet service provider firm's marketing managers can understand what customers perceive to be important and what the firm should do when service fails. Therefore, with an understanding of these facts, they should develop programs and strategies for recovering service failure. Also, they should train customer contact employees how to deal with service problems and give them enough empowerment to resolve the problems speedily. In conclusion, internet service provider firms which focus on the service failure and recovery encounters will have the greatest opportunity of maximizing current and long-term profits by effectively recovering failed service and building good relationships with customers.