호텔 서비스실패에 따른 공정성 지각이 고객 충성도에 미치는 영향

The Effect of Fairness Perception on Customer Loyalty on the Failure of Hotel Service

The Purpose of this study is to comprehensively identify the influential relationship of Perceived Service Recovery on Corporate Image, Customer Satisfaction, Customer Loyalty after Service Failures. Theoretical research and empirical analysis results are as follows: First, the image of companies with excellent employees, representative hotels, efforts for customers, and high growth potential are affected by Fairness Perception. Second, customer satisfaction of the way the service problem, dissatisfaction, and problem solving is handled and fulfilled better than customers’ expectation is affected by the Fairness Perception. Finally, the study found that customer loyalty of selecting the best hotel, being positive of received service, affects customers to spread the word of mouth, actively encourage to revisit and recommend to customers’ acquaintance. This results show that Perceived Service Recovery on Corporate Image after Service Failures establish customer behaviour and a business strategy on the hotel.