서비스회복은 고객의 머리로 이루어지는가? 가슴으로 이루어지는가?: 공정성 vs 진정성의 상대적 영향력 비교 (Is service recovery made with customers’ head? with the heart?: A Comparison of Relative Influence between Justice vs Authenticity)

서지정보

· 발행기관 : 한국경영학회
· 수록지 정보 : 경영학연구 / 43권 / 1호 / 1 ~ 39페이지
· 저자명 : 김상희

초록

본 연구는 서비스 회복에 있어 공정성과 진정성이 고객 반응에 미치는 상대적 영향을 밝히고자 한다. 지금까지 서비스회복에 관한 선행연구들은 공정성과 회복만족이라는 인지적 측면의 회복에 관해 강조하여 왔다. 그러나 많은 소비자학 연구들이 소비자의 인지적 측면뿐만 아니라 감정적이고 심리적인 측면을 고려하는 시점에서 서비스회복에 있어서도 역시 이러한 측면의 고려는 필요할 것이다. 본 연구는 서비스회복 방안으로 공정성외 진정성을 제시하고자 하며 이 두 가지 회복방안이 고객의 반응에 미치는 상이한 영향 정도를 검토하고자 한다. 이를 통해 공정성과 진정성이 서비스실패 상황에서 경험한 고객반응을 어떻게 변화시켜 회복에 이르게 하는지를 살펴보고자 한다.
연구결과 서비스회복노력에 대한 진정성은 공정성(분배, 절차, 상호작용 공정성)보다 고객의 용서와 회복만족에 더 큰 영향을 미치는 것으로 나타났고 고객용서가 고객만족보다 고객의 감정, 평가, 행동변화에 더 큰 영향을 미치는 것으로 나타났다. 즉 진정성은 지금까지 회복방안으로 중요하게 언급한 공정성보다 고객의 회복만족뿐만 아니라 고객용서에도 상대적으로 더 큰 영향을 미치는 것으로 나타났으며 또한 고객용서가 회복만족보다 서비스실패 상황에서 경험한 고객의 부정적감정과 행동을 감소시키고, 긍정적 평가와 행동을 증가시키는 것으로 나타났다.
이러한 연구결과는 서비스 실패상황에서 기업이 회복방안을 제공하고자 할 때 고객의 인지적 측면뿐만이 아니라 심리적,감정적인 측면에 대한 고려 또한 중요하다는 것을 시사하고 있다. 즉 고객은 머리로뿐만 아니라 가슴으로도 서비스회복이이루어질 수 있음을 인식하고 고객의 마음을 움직일 수 있는 방안에 관한 학문적 그리고 실무적 검토가 필요함을 지적하고 있다.

영어초록

The purpose of this study is to survey relative influence of justice and authenticity upon customer response in service recovery. Prior researches on service recovery so far have emphasized on recovery in the cognitive aspect called justice and recovery satisfaction. However, at the point of time that many researches on consumer science consider the emotional and psychological aspect as well as consumers' cognitive aspect, the consideration on this aspect will be necessary even in the service recovery. Accordingly, this study aims to suggest authenticity in addition to justice as a plan for service recovery and to figure out different influential level of these two recovery plans upon customers' response. Through this, the aim is to compare how the justice and authenticity change the response of customers, who experienced in a situation of service failure, thereby making it reach the recovery process.
The following are the specific research objectives of this study. First, the aim is to compare relative influence of justice and authenticity upon customer forgiveness. As prior researches have mentioned so far, this can be said to be the examination on whether the offer of other element in addition to justice can be the better recovery plan than justice as well as the examination on whether justice is the sole plan for customers' service recovery. Second, the aim is to compare relative influence of justice and authenticity upon recovery satisfaction. So far, the prior researches have discussed about relationship between justice and recovery satisfaction and have discussed about what the justice dimension is that has the greatest influence especially upon recovery satisfaction. However, if satisfaction can be influenced by cognitive and psychological factors, the recovery satisfaction even in service recovery will be able to be influenced even by psychological aspect as well as cognitive aspect. Third, the aim is to compare relative influence of recovery satisfaction and forgiveness upon a change in customer response. The aim is to examine whether it is changed more greatly by customers' satisfaction with company's recovery effort or is changedmore greatly by customer forgiveness through company's recovery effort if the customer response after failure is changed through company's recovery effort.
The findings are summarized as follows. First, as a result of comparing the relative influence of justice and authenticity in an effort for service recovery upon customer forgiveness, the authenticity in an effort for service recovery was indicated to have the greater influence upon customer forgiveness. Also, interactive justice out of justice was indicated to have influence upon customer forgiveness. Thus, the distributive justice and procedural justice were indicated not to have influence upon customer forgiveness. Hence, even if justice can increase satisfaction as mentioned in prior researches, it was indicated to be factor that is difficult to obtain customer forgiveness. Second, as a result of comparing relative influence of justice and authenticity in an effort for service recovery upon recovery satisfaction, the authenticity was indicated to have greater influence upon recovery satisfaction than procedural justice and interactive justice.
Distributive justice was shown to have no significant difference. This outcome implies that the recovery satisfaction is influenced even by authenticity as well as justice. As this implies that satisfaction can be influenced by both cognitive factor and psychological factor, it is suggesting that the recovery satisfaction is possible even by authenticity, not what the recovery satisfaction is made only by justice. Third, a sense of disappointment, which was experienced given failure, was indicated to decrease when customers forgave service failure through authenticity in company's effort for recovery. Psychological status like disappointment and frustration, which were experienced from counterpart, isn't easy for being changed. However, if forgiveness is made through understanding about situation and position of being faced by the counterpart, it can change negative psychological status even if being a situation of conflict. Fourth, the customer forgiveness on service failure was indicated to change customer evaluation on service quality, which was made in a situation of service failure, into the positive direction. In a situation of service failure, a customer comes to have negative evaluation on service quality of the failed company. However, the customer forgiveness through a recovery effort with authenticity comes to have power of changing this negative evaluation into positive direction. This implies that the customer forgiveness can change even cognition, not what changes only customers' emotion, and is suggesting that forgiveness is not what ends in forgiveness itself, but what makes it think and evaluate in the positive direction about the counterpart of having given damage. Fifth, the customer forgiveness was indicated not only to decrease customers' negative behavior(negative word-of-mouth, switching) according to service failure, but also to increase customers' positive behavior(re-visit). This implies that forgiveness ultimately has influence upon customers' emotion, cognition and even behavior. As psychologists mentioned, the forgiveness is being shown to possibly change emotional, cognitive and behavioral system. Sixthly, as a result of comparing relative influence of customer forgiveness and recovery satisfaction upon a change in customers' emotion, evaluation, and behavior, the customer forgiveness was indicated to have greater influence upon a change in customer's disappointment, service quality evaluation, and behavior than recovery satisfaction.
This is suggesting that forgiveness is more important factor than recovery satisfaction in order to change customers' emotion, cognition, and behavior into the positive direction through an effort for recovery after service failure in service company

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