The Journal of the Korea Contents Association (한국콘텐츠학회논문지)

The Korea Contents Association (한국콘텐츠학회)
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Effects of Service Recovery Efforts on Customers' Switching Intentions

서비스 회복노력이 고객의 전환의도에 미치는 영향 -국내 패밀리레스토랑 고객을 중심으로-

  • Received : 2010.04.19
  • Accepted : 2010.05.20
  • Published : 2010.07.28
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Abstract

To find out an mediating variable between justice perception and switching intentions in the service failure and recovery context the study has centered mainly on justice perceptions, satisfaction and switching intentions after service failure. The researcher found that justice perceptions had negative effects on switching intentions, but satisfaction after service recovery didn't mediate between justice perceptions and switching intentions.

본 연구는 서비스 실패의 환경에서 회복과정의 공정성 인지의 정도가 고객의 전환의도에 부정적인 영향을 미칠 것이며, 공정성과 전환의도간의 만족이 매개변수로서 영향을 미칠 것이라는 가정에서 출발되었다. 실증연구 결과 회복의 과정에서 인지되는 공정성은 회복 후 고객만족에 긍정적인 영향을 미치며 서비스 기업에서 이탈하고자 하는 전환의도에 부정적인 영향을 미치는 것으로 파악되었다. 그러나 공정성과 전환 의도의 인과관계에서 회복 후 만족이 매개변수 역할은 하지 않는 것으로 나타났다.

Keywords

References

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