Hofstede의 5가지 문화 차원에 따른 서비스회복 공정성 지각이 고객만족에 미치는 영향 -중국인과 한국인의 레스토랑 이용객 간 비교를 중심으로- (The Effects of Perceived Service Recovery Justice on Customer Satisfaction According to Hofstede's Culture Dimensions: Focused on comparison of restaurant customers of Chinese and Korean)

서지정보

· 발행기관 : 한국관광연구학회
· 수록지 정보 : 관광연구저널 / 26권 / 2호 / 115 ~ 133페이지
· 저자명 : 유창, 한진수

초록

A number of studies have investigated the impact of service recovery efforts on customers' overall satisfaction. Despite the importance of global markets, little research has examined the impact of customers' cultural value orientation in implementing effective service recovery programs. Using data from both Chinese and Korean respondents, we investigated how consumer perceptions of service recovery justice are influenced by consumers' cultural value orientation and the relationship of service recovery justice and overall satisfaction. The results revealed that totally all five dimensions of individual Hofstede cultural dimensions influence perceptions of justice. It also showed that Power Distance and Masculinity do indeed play an important role in Koreans consumers' perception of justice but Chinese. In addition, because of the distinctive characteristics of the sample, Power Distance affects the procedural and interactional justice in a positive way while Masculinity influences the distributive and procedural justice negatively. Finally, except the procedural justice, the other forms of justice(distributive and international) positively impact on overall service recovery satisfaction.

영어초록

A number of studies have investigated the impact of service recovery efforts on customers' overall satisfaction. Despite the importance of global markets, little research has examined the impact of customers' cultural value orientation in implementing effective service recovery programs. Using data from both Chinese and Korean respondents, we investigated how consumer perceptions of service recovery justice are influenced by consumers' cultural value orientation and the relationship of service recovery justice and overall satisfaction. The results revealed that totally all five dimensions of individual Hofstede cultural dimensions influence perceptions of justice. It also showed that Power Distance and Masculinity do indeed play an important role in Koreans consumers' perception of justice but Chinese. In addition, because of the distinctive characteristics of the sample, Power Distance affects the procedural and interactional justice in a positive way while Masculinity influences the distributive and procedural justice negatively. Finally, except the procedural justice, the other forms of justice(distributive and international) positively impact on overall service recovery satisfaction.

참고자료

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