서비스실패유형과 고객반응에서 보상유형의 조절효과에 관한 연구

Abstract

After a service failure, what leads consumers to try to punish a service provider even if there is no material gain for doing so? This paper proposes and tests a process of consumers to service failure that incorporates negative emotions and sympathy as the means to understand consumers' behavioral responses (demands for reparations and retaliatory behaviors).

The purpose of this study can be summarized as follows: First, According to the type of service failure we will find out the consumer specific emotion. Existing service marketing research had a lot of studies about feelings and subsequent behavior of consumers on the service contact. Thus this paper will learn about the consumers negative emotions that occur depending on the type of service failure. Second, Consumers who are on the negative situation are not only focus on the negative emotions they are also focus on the moral emotions. So this paper will learn about the compassion that occur depending on the type of service failure. Third, When consumers in a negative situation they will not just care about the negative reaction, but also exist permissive and tolerant. This paper assists to identify the real reason about the different responses of customers when they are in failures situations. In addition, this paper will provide in-depth insight on customer response in service failure . Fourth, This paper will determine the emotions occur depending on the type of service failure if they will leads to any action's reaction.

This paper seeks to the regulating effects of compensation type on the type of service failure and customer reactions. So the research scope and a method of this paper are as follows. First, Through previous research studies, this study propose a conceptual definitions about the main study variables. Many previous research which studied the type of service failures. For the purpose of this research review the theoretical literature through the study of the 0ut come failure and the process failure, also to review the theoretical consideration for the emotional reactions, behavioral reactions. Second, This paper's intention is to collect data which aimed at consumers residing in Jeju Island through a survey. The method of this paper use the data collection survey which is quantitative research methods. In addition, perform an empirical study by setting hypothesis and researching model through the research literature to ensure the validity and reliability of this paper. Third, To verify the validity of the measurement tools and perform correlation analysis, to identify a causal relationship between variables through multiple regression analysis. Data analysis was performed with the analysis SPSS 22.0 for Windows. Analysis method is as follows. First, To conduct the reliability analysis and exploratory factor analysis to analyze the reliability and validity of questionnaire. Second, Through simple regression analysis, multiple regression analysis, regulating regression analysis to verify the hypothesis. In this paper, a total of 400 questionnaires were distributed to the consumer who lived in Jeju Island, Korea, from 5th April until 15th April, 2016. The questionnaire collected 378, but 66 of questionnaires are discarded in analysis due to missing data or incomplete response. Finally, the data which was applied to analysis was 312.

Several interesting results are found. First, consumers who experienced service failure not only feel negative emotions to employees, but also feel sympathy to employees. Second, negative emotions and sympathy have different effect on consumers' behavioral responses. Consumers who feel negative emotions as a result of service failure are likely to negative word of mouth and switching action, while consumers who feel sympathy as a result of service failure are likely to weaken negative word of mouth and switching action. Third, the results show that the compensation type has no significant moderating effects on consumers' behavioral responses.