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KCI등재 학술저널

무인 서비스 실패 상황에 따른 고객감정, 고객만족 및 행동의도 차이에 관한 연구

An Analysis of the Difference in Customer Emotion, Satisfaction, and Behavioral Intention among the Unmanned Service Failure Situations

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In this study, front customer driven failure was tested as one of self-service failures. Responses of customer emotion, satisfaction, and behavioral intention to different types of unmanned service failure situations were analyzed and interaction between the different types of service failure were examined. Data collection was performed electronically by assigning subjects to a role-play scenario describing the KIOSK ordering and payment experience in a fast food restaurant. This experiment involved a 2(technology failures: high, low) x 2(design error: high, low) x 2(front customer driven failure: high, low) factorial manipulation. A total of 280 valid responses were analyzed. Results of the study reveal that customer negative emotion, regret, and dissatisfaction were higher as the degree of failure by scenario type was higher. Interaction effects between technology failures and front customer driven failures in customer emotion, regret and satisfaction were found. Contributions and implications of this study were addressed.

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