A Study on Service Recovery and Customer Behavior from Service Failure

서비스 실패에 따른 서비스 회복과 고객행동에 관한 연구

The purpose of this study is to prove that the appropriate fit between service failure and recovery strategy can efficiently maximize customer satisfaction and behavioral intention, by using the prepared scenario through comprehensive approach concerning how the expectation level of service recovery has influence on perceived fairness, satisfaction and behavioral intention of service recovery based upon size in case of service failure. This study has been conducted by way of selection of filling-up type questionnaires for customers themselves who have experience in service failure out of customers who can easily visit family and hotel restaurants, that is, domestic restaurants in Seoul area, $June{\sim}August$ 2004, by setting factorial design of 2(control, severeness)$\times$3(distributive fairness, procedural fairness, mutual relational fairness)$\times$2(customer satisfaction, customer behavior). The survey was performed on the customers who visited common restaurants, family restaurants, hotel restaurants, etc. mainly in Seoul, and total 600 sheets of questionnaires were distributed and 496 sheets of them were returned(82.67% of return ratio). Research findings are as follows; First, perceived recovery justice has an effect on customer satisfaction and behavioral intention. Second, customer satisfaction and restaurant satisfaction have positive influence on behavioral intention. The results will be helpful for them to develop a further service failure and recovery framework. For service marketing managers, the results will suggest specific guidelines for establishing service recovery strategies.