Journal of Service Research and Studies (서비스연구)

The Society of service Science (서비스사이언스학회)
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A Study on the Factors Affecting the Service Failure ZOT and severity Perception

서비스실패의 허용영역과 심각성 지각에 영향을 미치는 요인에 관한 연구

  • Ock, Jung Won (Dept. of business administration, Catholic of University in Busan) ;
  • Yun, Dae Hoong (The Research Institute of Knowledge Service and Consulting, Dong-A University) ;
  • Eum, Seong Won (Dept. of business administration, Pusan National University) ;
  • Yim, Sun Joo (Dept. of business administration, Pusan National University)
  • 옥정원 (부산가톨릭대학교 유통경영학과) ;
  • 윤대홍 (동아대학교 지식서비스.컨설팅연구소) ;
  • 엄성원 (부산대학교 경영학과) ;
  • 임선주 (부산대학교 경영학과)
  • Received : 2016.02.25
  • Accepted : 2016.04.20
  • Published : 2016.04.30
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Abstract

As the development of service marketing, research on service failure has gained more and more attention. This research aims to explore factors influencing the service failure severity perception, focus on consumers' internal propensity, ZOT(zone of tolerance) about service and comparison with other consumers in service failure situation. According to study results, it revealed that past experience satisfaction has negative effect on the zone of tolerance about service failure. Company image also has negative effect on the ZOT about service failure. While service importance has negative effect on the ZOT about service failure, it has positive effect on the perceive service failure severity. The ZOT about service failure has negative effect on perceived serviced failure severity. In contrast, social comparison perception level has no effect on perceived service failure severity, and negative affectivity also has no effect on that. In Conclusion, five hypothesis are accepted among seven hypothesis. This study gives important point to researchers and service providers in the service industry. For researchers, the result will be helpful them to further develop service failure and recovery framework. For service providers, the results will suggest specific guidelines for recovering the service failure. They can place emphasis on the serious point, so they can get a effective performance from the recovery strategy.

본 연구에서는 서비스 실패 상황에서 서비스 자체의 요인, 소비자의 내적 요인, 주위 상황 등의 외적 요인으로 나누어 소비자가 지각하는 서비스 실패의 정도에 영향을 미치는 요인들을 밝히고 그에 따른 소비자의 서비스 실패 상황에 대한 불평 행동과 이탈 행동에 관한 연구를 진행하였다. 가설 검증 결과, 과거 경험의 만족도, 기입이미지, 서비스 중요도는 서비스 실패에 대한 허용 영역에 부(-)의 영향을 미쳤다. 서비스 중요도는 지각된 서비스 실패의 심각성에는 정(+)의 영향을 미쳤다. 서비스 실패에 대한 허용 영역은 지각된 서비스 실패의 심각성에 부(-)의 영향을 미쳤다. 따라서 가설 1, 가설 2, 가설 3, 가설 4, 가설 5는 지지되었다. 반면, 사회비교에 대한 의식 수준은 지각된 서비스 실패의 심각성에 영향을 미치지 않는 것으로 나타났다. 부정적 감정 성향 또한 지각된 서비스 실패의 심각성에 영향을 미치지 않는 것으로 나타났다. 따라서 가설 6, 가설7은 기각되었다. 본 연구는 서비스산업의 연구자 및 제공자들에게 다음과 같은 시사점을 제공할 수 있다. 연구결과를 통해서 서비스 실패 및 회복 프레임워크를 개발에 도움을 줄 수 있으며, 특히 서비스 제공자에게 서비스 실패를 회복하기 위한 특정 가이드라인 제공을 통해서 서비스 회복 전략에 효과적인 심각성 포인트를 제시하였다.

Keywords

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