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학술저널

서비스 실패 시 조절초점이 회복만족도에 미치는 영향

The Effect of Regulatory Focus on Recovery Satisfaction in Service Failure : Comparative Analysis on the Recovery Tools

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Improving service quality is essential for companies to raise profits. Given the ever- increasing competition in the business world, improving service quality is absolutely required for a company to survive. However, service failure often takes place due to unique characteristics of service. Therefore, when the customer satisfaction level is poor, companies shall acknowledge their failure and find a way to improve their service to prevent losing customers. This study aims to confirm that companies shall apply different measures to retain customers depending on their different regulatory groups. Unlike other studies, this study divides customers’ regulatory focus at the time of service failure into two groups: promotion focus and prevention focus. It also examines three major service recovery means: apologies, coupons and discounts, and attempts to find the most effective recovery means in terms of distribution, interaction and restoration of fairness. This study distributed 300 written surveys and conducted SPSS 18.0 with the returned surveys. The study results are as follows: First, if a service provider chooses coupon as a recovery means after service failure, prevention-focused customers showed lower recovery satisfaction level on coupon recovery means, compared to promotion-focused customers. Second, if a service provider chooses discount as a recovery means after service failure, prevention-focused customers showed higher recovery satisfaction level on discount recovery means, compared to promotion-focused customers. Third, if a service provider chooses apology as a recovery means after service failure, promotion-focused customers showed lower recovery satisfaction level on apology recovery means, compared to prevention-focused customers. In addition, the survey shows that discount is the most effective recovery means of service failure and coupons give higher satisfaction than apology. This study also discusses its results and implications while also examining its limitations and providing recommendations for further studies.

Ⅰ. 서론

Ⅱ. 이론적 배경 및 가설 설정

Ⅲ. 실험 설계

Ⅳ. 실증 분석

Ⅴ. 결론

참고문헌

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