호텔의 서비스 회복에 대한 공정성 지각이 고객의 자발적 파트너십에 미치는 영향

Impact of the Justice Perception of Service Recovery on the Customers’ Voluntary Partnership in Hotels

This study is to observe a customer’s perceived justice of a hotel’s service failure recovery preventing customer defection, and further to analyze the effects of the hotel’s service recovery on the Customer Voluntary Partnership(CVP) which consists of loyalty, participation and cooperation. The interrelationship of the hotel’s service recovery and the CVP is examined through the pre-designed scenarios which are validated by appropriate experimental design. The results imply that the higher the customer’s perception of justice, the higher the customer’s intention for participation in CVP. And the higher the distributive justice perception, the higher the loyal intention in CVP, which means a customer with the highest score of the distributive justice perception shows the highest intention for loyalty. Finally, the higher the perception of procedural justice, the higher intention for cooperation in CVP.