서비스 회복 패러독스에 영향을 미치는 조절 인자에 관한 연구

An Empirical Study of the Moderators on the Service Recovery Paradox - Based on the Quantity of Experiences, Outcome-Based Failure or Process-Based Failure

Some researchers support the notion of a “recovery paradox” which states that the occurrence of failure may, if the recovery is effective, offer an opportunity to acquire higher satisfaction ratings from customers than if the failure had never happened. while a number of researchers have provided evidence in support of the recovery paradox, several recent studies have failed to find such support. this study empirically examines factors which moderate the occurrence of a “recovery paradox” in the event of a service failure. The research findings indicate that, under appropriate conditions, a customer can experience a paradoxical satisfaction increase after a service failure. The findings of this investigation also reveal that a customer who has experiences a prior failure with the firm is less likely to be impressed by a superb recovery than a customer who has never encountered a problem with the service provider. In addition, customers are more forgiving of failures of failures that occur during a process than mistakes that occur as part of the outcome.