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Irrecoverable Service Failure and Typology of Service Recovery

원상태로의 복구 불가능한 서비스 실패와 복구유형

  • Received : 2014.08.21
  • Accepted : 2014.10.10
  • Published : 2014.10.31

Abstract

Service recovery research has been conducted on the premise that service problems can be returned to the original condition. This study, however, focused on irrecoverable service problems for the first time and classified them according to the types and sub-types. The specific wants of customers who experienced unrecoverable service problems were identified by analyzing the customers' emotion, behavior pattern, and the company's responses. The results revealed three main types of problems and 2 categories in group 1, 6 categories in group 2, and 2 categories in group 3. In particular, damaged items and bodily harm were frequent problems, and bodily harm was recognized as the most severe failure. Regarding the customers' emotion, the customers were so enraged at the audacity and the company still showed many problems in terms of its response to the service failures. This study also suggested the analysis results of the customers' behavior and company evaluation.

Keywords

Irrecoverable service failure;Discomfort;Company response;Service recovery;Critical incident technique;Severity;Customer evaluation

Acknowledgement

Supported by : 한국연구재단

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