비대면(Untact) 시대의 서비스회복 상황이 가치공동창출에 미치는 영향

Study on Effect of Service Recovery Situation on Val ue Co-Creation in Untact Era

Purpose: The outbreak of the COVID-19 pandemic and the rapid development of Information & Communication Technology (ICT) technology has led to the spread of online service platforms. The growth slowed after the pandemic, but the one-stop service of search, order, and payment and the increase in single-person households led to the growth of the delivery service industry. The purpose of this study was, by investigating the service recovery process after service failure after expanding the concept of value co-creation studied in the online platform service (service planning, delivery, and failure) processes in an untact situation, to structure the influencing factors of customer value co-creation behaviors and corporate value co-creation activities in an untact service recovery situation and confirms them through empirical research. Research design, data, and methodology: This study selected the ‘delivery service platform’ industry as the subject industry since it reflects the customer life cycle of service failure experience, has high usage experience, and is expected to gradually increase its transaction amount. Although, considering the purpose of this study, the subjects should be limited to those who have experienced a service recovery situation after a service failure, since it is difficult to control this situation in an experimental environment, a quasi-experiment design using a hypothetical scenario was applied. Each subject was asked to respond to a questionnaire about one of eight combinations of a single scenario, and 40 copies for each combination totalling 320 copies were distributed. 307 copies were used for final analysis using SPSS 25.0. Results: First, the hypothesis that more serious service failures in untact situations have a stronger positive effect on customer citizenship behavior was adopted. Second, the hypothesis that the Voice of Customer(VOC) channel moderates the effect of the severity level of service failure on customer citizenship behavior was adopted. Third, the hypothesis that service agility has a positive effect on service fairness was adopted. Fourth, the hypothesis that value co-creation has a positive influence on behavioral intention in a service recovery situation was adopted. Lastly, the hypothesis that service fairness has a positive influence on behavioral intention was adopted. Implications: This study has implications that it demonstrated the concept of customer and company value co-creation and constituent factors in the service recovery after service failure stages in an untact situation, and laid the foundation for empirical analysis through scenario techniques. The value co-creation in the service recovery after a service failure had a positive effect on behavior intention not only in general situations but also in special situations and furthermore, it has been proven to strengthen the service recovery paradox.