외식업체의 사과메시지가 진실성과 이미지회복에 미치는 영향

The Effect of Apology Messages on Sincerity and Image Restoration in Food Service Enterprises

This study measures the effectiveness of various corporate apology strategies in mitigating public anger and restoring the corporate image after a service failure such as the selling of out-of-dat food. Data were collected through an onsite survey of 240 food court diners. The diners were presented with a fictitious newspaper article about a food service company's selling out of data food and were asked to rank 8 different apology messages in terms of their ability to restore the image and sincerity of the food company. The results indicated that the most effective apology message included economic compensation such as 10% of return of profit to a scholarship foundation and reimbursement of expenses incurred by victims. However, a through investigation and public report as well as voluntary work by the company were more effective than economic compensation in decreasing public anger.