서비스 회복패러독스의 조절인자에 관한 연구

목차

제 1 장 서론
제 1 절 문제의 제기 및 연구의 목적
1. 문제의 제기
2. 연구의 목적
제 2 절 연구의 방법 및 범위
1. 연구의 방법
2. 연구의 범위

제 2 장 이론적 고찰
제 1 절 서비스 실패와 회복
1. 서비스 실패의 정의
2. 서비스 회복의 정의
3. 서비스 회복의 중요성
4. 서비스 회복의 선행 연구
제 2 절 서비스 회복 패러독스
1. 서비스 회복 패러독스의 정의
2. 서비스 회복 패러독스의 선행 연구
제 3 절 서비스회복 패러독스의 영향요인
1. 귀인이론
2. 기대불일치 이론
3. 서비스 실패의 심각성
제 4 절 서비스 구매 후 행동
1. 구전
2. 재 구매 의도

제 3 장 연구 설계
제 1 절 연구 모형 및 가설의 설정
1. 연구 모형의 설계
2. 가설의 설정
3. 조사 설계
4. 용어의 설명과 변수의 조작적 정의

제 4 장 실증 분석
제 1 절 조사 대상자의 특성
제 2 절 신뢰성과 타당성의 검증
1. 신뢰성의 검증
제 3 절 가설 검증
제 4 절 분석 결과의 요약

제 5 장 결론
제 1 절 연구 결과의 요약 및 시사점
1. 연구 결과의 요약
2. 시사점
제 2 절 연구의 한계 및 향후 연구 방향
1. 연구의 한계
2. 향후 연구 방향

참 고 문 헌
시나리오 1
Abstract

본문내용

서비스 회복 패러독스 이론은 서비스 실패 후 그 회복이 효과적으로만 이루어진다면 고객들은 실수가 아예 없었던 것보다도 더 높은 만족을 느낄 수 있다는 이론이다. 다시 말해서, 서비스 회복을 경험한 고객의 만족도는 실제로 서비스상의 어떠한 문제도 경험해 보지 못했던 고객의 만족도보다 더 높을 수 있는 상황을 의미한다. 따라서 이러한 서비스 회복 패러독스이론은 서비스 실패에 대한 종업원의 적절한 대처가 실수 그 자체보다도 고객의 지각된 만족/불만족을 더 많이 좌우한다는 믿음에 기초를 두고 있다.

서비스 회복 패러독스에 관한 지금까지의 연구들을 보면 회복패러독스의 발생을 입증한 논문들이 있는 반면에, 입증하는데 실패한 연구들이 있다는 것을 알 수 있다.
이렇게 패러독스에 대한 연구 조사 결과 간에 차이가 생기는 데에는, 어떤 특정 상황이 패러독스의 발생을 조절한다는 것이다. 즉, 어떤 또 다른 조절 인자가 훌륭한 회복 노력과 실패 후 만족도 간의 인과관계를 강화시키기도 하고 또 약화시키기도 한다는 것이다.

이번 연구에서는 서비스패러독스의 발생을 입증하거나 또는 그에 반하는 증거를 제시하기보다는 서비스 실패 후 훌륭한 회복 노력에 의해 일어날 수도 있는 서비스 회복 패러독스의 발생 가능성을 높여 주거나, 혹은 방해할 수 있는 개입 요인과 그 요인들 간의 상호작용을 분석하고자 하였다. 이러한 접근방법은 서비스 실패 후 고객 만족도는 여러 가지 상황 변수들(contextual variables)에 의해 영향을 받는다는 사실을 토대로 하고 있다.

따라서 이번 연구에서는 기업의 서비스 실패에 대한 회복노력이 고객이 인지하는 상황변수의 정도(높고 낮음)에 따라서, 회복패러독스(2차 만족)에 어떻게 영향을 미치며, 다시 2차 고객만족도는 고객의 구매 후 행동의도(긍정적 구전의도와 재 구매 의도)와 어떤 상관관계를 갖고 있고 어느 정도 영향을 미치는지에 대하여 파악하였다.

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