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Effect of Service Failure Type on Service Failure Severity: Moderating Effect of Relationship Quality and Loyalty
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서비스 실패 유형이 서비스 실패 심각성에 미치는 영향: 관계품질과 충성도의 조절효과

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Type
Academic journal
Author
Kim Jin-han (금오공과대학교) Kim Sung-hong (충북대학교)
Journal
한국경영컨설팅학회 경영컨설팅연구 경영컨설팅연구 제21권 제3호 KCI Accredited Journals
Published
2021.8
Pages
201 - 211 (11page)

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Effect of Service Failure Type on Service Failure Severity: Moderating Effect of Relationship Quality and Loyalty
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Due to the characteristics of the service industry, service failure occurs frequently, and it is difficult to completely prevent it. Therefore, it is necessary to establish an appropriate service recovery strategy according to service failure. In this study, service failure types were divided into service (result) failure and response (process) failure, and their influence on the severity of service failure was analyzed. Also, based on the mental accounting theory and prospect theory, we analyzed how relationship quality and loyalty moderate the effect of service failure types on service failure severity. According to the analysis results, first, both service failure and response failure have a significant positive effect on the severity of service failure, and the effect of response failure on the severity of failure is slightly larger than the effect of service failure on the severity of failure, but it is no statistically significant difference. Second, relationship quality and loyalty did not significantly moderate the effect of service failure type on failure severity, but the effect of service failure type on failure severity was slightly different between groups. In the group with low relationship quality, both service failure and response failure had a significant positive effect on the severity of failure, but in the group with high relationship quality, service failure did not significantly affect failure severity, only response failure had a significant positive effect. And in the low-loyalty group, service failure has a significant positive effect on failure severity, but response failure has a significant effect. In the high-loyalty group, service failure does not significantly affect failure severity, but response failure has a significant effect.
#서비스실패 #대응실패 #서비스 실패 심각성 #관계품질 #충성도 #Service Failure #Response Failure #Service Failure Severity #Relationship Quality #Loyalty

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References (61)

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김상유 / 2020 / 금융산업에서의 서비스 회복노력이 구전에 미치는 영향: 회복만족과 용서의 매개효과를 중심으로 / 서비스경영학회지 21(5):195~221 dbpia 김성홍 / 2012 / 기술서비스가 관계품질에 미치는 영향에 대한 연구: 파트너태도의 조절효과 / 서비스경영학회지 13(2):173~193 dbpia 김윤진 / 2018 / 항공객실서비스 서비스 실패 사례를 통한 서비스 회복에 관한 연구: K 항공사 고객 사례 중심으로 / 서비스경영학회지 19(3):189~206 dbpia 조원애 / 2008 / 온라인과 오프라인 서비스 실패와 회복 : 공정성 이론을 중심으로 / 경영컨설팅연구 8(4):187~201 google schola 조용현 / 2015 / 택배서비스기업의 브랜드 이미지와 고객만족, 브랜드충성도에 관한 실증연구: 20대 대학생을 중심으로 / 경영컨설팅연구 15(3):181~192 dbpia

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