서비스 실패/회복 후 고객만족에 관한 연구

Customer Satisfaction After Service Failure and Recovery: Application of the Expectancy-Disconfirmation Paradigm

Relatively little research has addressed the nature and determinants of customer satisfaction following service failure and recovery. Studies using scenario-based experiments revealed the impacts of recovery expectation, recovery performance on customers’ post-recovery satisfaction, and customers’ post-recovery service quality. This study suggested that high recovery efforts coupled with low recovery expectations would result in satisfaction and service quality equal to or greater than that if no service failure had occurred. The findings, which revealed that the higher the recovery performance, the higher the post-recovery satisfaction, provided support to the importance of superior service recovery. Therefore, superior recovery could be viewed as an opportunity compared to inferior recovery.