물류서비스 공급자의 서비스 실패가 회복전략과 거래지속의도에 미치는 영향

The Influence of the Service Failure by Logistics Service Suppliers on Recovery Strategy and Continuity Intention

This study intends to find out the effects of service failure by suppliers on the recovery strategy and continuity intention in the logistics service industry. This paper suggests service recovery strategies that would be helpful in establishing relationships between logistics service suppliers and shippers. A questionnaire survey was conducted among shipper company staff according to specific sample groups. The collected data were analyzed using structural equation modeling (SEM) to examine the hypothesized relationships via PLS 2.0 software. Results show that human and physical service failure by logistics service suppliers has a positive effect on behavior recovery strategy. The origin of service failure by logistics service suppliers has a positive effect on all recovery strategy variables (such as behavior, psychological, monetary), but regulational service failure by logistics service suppliers has a non-positive effect on service recovery strategy. In addition, all recovery strategy variables namely behavior, psychological and monetary have a positive effect on continuity intention. These findings provide a deeper understanding of the mechanism of service recovery strategy in service failure situations that can result in a comprehensive set of organizational benefits for logistics suppliers and shippers.