크루즈 서비스 실패 후 회복노력이 고객만족에 미치는 영향

The Effects of Service Recovery Efforts with Cruise Service Failure on Customer Satisfaction: A Comparative Analysis of Justice and Exchange Theories

The purpose of this study is two-fold. First, this study compares two measurement models that describes the impact of cruise service providers' service recovery efforts with service failure on customer satisfaction, using three dimensions(distributive justice, procedural justice and interactional justice) of Justice Theory and two dimensions(utilitarian compensation and symbolic compensation) of Exchange Theory. The second purpose is to develop a structural model and test hypotheses set to execute the relationships between service recovery efforts and customer satisfaction based on the more appropriate measurement model for the study. It is found that the Justice Theory is a more appropriate model for the study. The result of the second study purpose reveals that statistical significances exist only between service encounters using distributive justice and interactional justice and satisfaction, but is not found in the relationship between procedural justice and satisfaction. Overall, findings of this study enrich the theoretical development in applying Justice and Exchange theories to service recovery from the service failure in the cruise tourism and provide important implications of the relationship between service recovery and satisfaction for marketers.