서비스회복에 관한 비교문화적 접근

Cross-cultural Approach on the service recovery

This study proposed to examine the effects of service recovery on customer's satisfaction, re-purchase intention and positive word-of-mouth, and to examine cross-cultural differences which mainly focus on individualism- collectivism in air service industry. Results from this study suggest followings: First, the perceived recovery performance of procedural justice, distributive justice, interactional justice for service recovery significantly effects on customer's satisfaction. They also showed that the higher the satisfaction, the higher purchase intention, positive word-of-mouth. Second, in an examination of perceived recovery performance, satisfaction, behavior intentions between two cultural contexts, individual and collective consumer have no significant differences except three hypotheses. Third, the study revealed that there was significant difference between compensation and explanation, apology. In case of explanation and apology, customer's perceived recovery performance, satisfaction, behavior intention is higher than that of economic compensation.