서비스 실패 상황에 따른 공정성 지각에서 진정성과 ATC의 조절효과에 관한 연구

The study on the moderating effect of authenticity and ATC (Attitude Toward Complaining) in equity perception following service failure condition

Customer satisfaction becomes an essential factor as today almost all industries grow as service industries. However, though there is a perfect quality standard, no one can be free from service failure. In this study therefore, the responding effort of recovery services for service failure is emphasized, and the operational status of a service failure is categorized into controllability and severity separately. Here, the buffering effect of ATC factor which is employee s authenticity and customer s complaint of various factors along with equity conception that affects the service recovery process is examined. An object of his study was 290 people who complained about service and this study analyzed their questionnaires by using SPSSWIN, LISREL. The findings in this study are as follows: First, severity and controllability of service failure have an effect on authenticity. Second, equity perception has a positive effect on trust and satisfaction of customers, and trust has an effect on satisfaction too. Third, authenticity has a moderating effect and ATC has no moderating effect. This study discussed the implications and future study directions based on these research findings.