Journal of the Korean Home Economics Association (대한가정학회지)

The Korean Home Economics Association (대한가정학회)
권호 표지

Service Failure and Service Recovery Experienced by Online Apparel Shoppers

패션상품 온라인 구매경험자의 서비스 실패와 회복에 관한 연구

  • 박민정 (계명대학교 패션마케팅학과)
  • Published : 2009.08.01
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study was to examine the effect of perceived justice associated with service recovery on perceived service quality, and the relationships among perceived service quality, customer satisfaction and behavioral intentions in online apparel shopping contexts. Justice theory provided the theoretical framework for this study. The research strategy employed an online survey methodology. Online shoppers (N=669) who had experiences in service failure and dissatisfactions completed a questionnaire. The model of the study was tested by structural equation modeling (SEM) and the results of SEM revealed positive effect of perceived justice regarding service recovery on perceived service quality, positive effect of perceived service quality on customer satisfaction, and positive effect of customer satisfaction on behavioral intention. The results of this study have implications for online retailers. Online retailers need to understand the importance of service recovery by which service failures are managed.

Keywords

References

  1. 권영훈, 박진수, 이한근, 김선영(2008). 지각된 공정성이 서비스 회복 만족에 미치는 영향력에 관한 연구. 서비스경영학회지, 9(3), 1-24
  2. 김경래(2008). 2008년 상반기 전자상거래 소비자피해 동향 분석. 소비자정책동향, 7, 1-18. 자료검색일 2009.5.1. 자료출처 http://www.kca.go.kr/front/ information/inf_01_08_view.jsp?no=1430
  3. 김진구, 안길상(2008). 서비스실패에 대한 귀인지각과 서비스복구노력에 대한 공정성지각이 고개만족에 미치는 영향 - 복합엔터테인먼트 쇼핑몰을 중심으로 -. 한국유통학회 동계학술대회, 187-227
  4. 문승제, 정한경(2006). 인터넷쇼핑몰에서 구전이 서비스품질지각에 미치는 영향에 관한 연구. e-비즈니스 연구, 7(1), 111-129
  5. 박민정(2008). The role of interactivity in online shopping environments. 복식문화연구, 16(1), 145-157
  6. 통계청(2007). 2007년 12월 및 연간 사이버쇼핑몰통계조사 결과. 자료검색일 2009.5.1. 자료출처 http://www.nso.go.kr
  7. Adams, J. S.(1965). Inequity in social exchange, In L. Berkowitz (Ed.), Advances in Experimental Social Psychology(Vol. 2, pp. 267-299). New York:Academic Press https://doi.org/10.1016/S0065-2601(08)60108-2
  8. Anderson, J., & Gerbing, D.(1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bullutin, 103(3),411-423 https://doi.org/10.1037/0033-2909.103.3.411
  9. Athanassopoulos, A., Gounaris, S., & Stathakopoulos, V.(2001). Behavioral responses to customer satisfactionAn empirical study. European Journal of Marketing, 35(5/6), 687-707 https://doi.org/10.1108/03090560110388169
  10. Brohan, M.(2006). The top 500 guide overview. In K. T. Peters (Ed.), Internet retailer: Strategies for multichannel retailing 2006 edition top 500 guide(pp. 6-16). NY: Vertical Web Media
  11. Collier, J. E., & Bienstock, C. C.(2006). Measuring service quality in e-retailing. Journal of Servive Research, 8(3), 260-275 https://doi.org/10.1177/1094670505278867
  12. Goodwin, C., & Ross, I.(1992). Consumer responses to service failures: Influence of procedural and interactional fairness perceptions. Journal of Business Research, 25, 149-163 https://doi.org/10.1016/0148-2963(92)90014-3
  13. Grewal, D., Roggeveen, A. L., Tsiros, M.(2008). The effect of compensation on repurchase intentions in service recovery. Journal of Retailing, 84(4), 424-434 https://doi.org/10.1016/j.jretai.2008.06.002
  14. Gronroos, C.(1988). Service quality: 3The six criteria of good perceived service quality. Review of Business, 9(3), 10-13
  15. Ha, J., & Jang, S.(2009). Perceived justice in service recovery and behavioral intentions: The role of relationship quality. International Journal of Hospitality Management, 28, 319-327 https://doi.org/10.1016/j.ijhm.2008.12.001
  16. Holloway, B. B., & Beatty, S. E.(2003). Service failure in online retailing: A recovery opportunity. Journal of Service Research, 6(1), 92-105 https://doi.org/10.1177/1094670503254288
  17. Huang, J., & Chang, C.(2008). The role of personality traits in online consumer complaint behavior and service recovery expectation. Social Behavior and Personality, 36(9), 1223-1232 https://doi.org/10.2224/sbp.2008.36.9.1223
  18. Kelly, S. W., Hoffman, K. D., Davis, M. A.(1993). A typology of retail failure and recoveries. Journal of Retailing, 69(4), 429-452 https://doi.org/10.1016/0022-4359(93)90016-C
  19. Lee, G., & Lin, H.(2005). Customer perceptions of eservice quality in online shopping. International Journal of Retailing and Distribution Management, 33(2), 161-176 https://doi.org/10.1108/09590550510581485
  20. Maxham, J. G. III., & Netemeyer, R. G.(2002). A longitudinal study of complaining customer's evaluation of multiple service failure and recovery efforts. Journal of Marketing, 66(4), 57-71 https://doi.org/10.1509/jmkg.66.4.57.18512
  21. McCollough, M. A., Berry, L. L., & Yadav, M. S.(2000). An empirical investigation of customer satisfaction after service failure and recovery. Journal of Service Research, 2, 121-137 https://doi.org/10.1177/109467050032002
  22. McKinney, V., Yoon, K., & Zahedi, F. M.(2002). The measurement of web-customer satisfaction: An expectation and disconfirmation approach. Information Systems Research, 13(3), 296-315 https://doi.org/10.1287/isre.13.3.296.76
  23. Oliver, R. L., & Swan, J. E.(1989). Equity and disconfirmation perceptions as influences on merchant and product satisfaction. Journal of Consumer Research, 16, 372-383 https://doi.org/10.1086/209223
  24. Ruyter, K., Bloemer, J., & Peeters, P.(1997). Merging service quality and service satisfaction: An empirical test of an integrative model. Journal of Economic Psychology, 18, 387-406 https://doi.org/10.1016/S0167-4870(97)00014-7
  25. Shankar, V., Smith, A. K., & Rangaswamy, A.(2003). Customer satisfaction and loyalty in online and offline environment. International Journal of Research in Marketing, 20, 153-175 https://doi.org/10.1016/S0167-8116(03)00016-8
  26. Smith, A. K., Bolton, R. N., & Wagner, J.(1999). A model of customer satisfaction with service encounters involving failure and recovery. Journal of Marketing Research, 26, 356-372 https://doi.org/10.2307/3152082
  27. Spreng, R. A., Harrell, G. D., & Mackory, R. D.(1995). Service recovery: Impact on satisfaction and intentions. Journal of Service Marketing, 9(1), 15-23 https://doi.org/10.1108/08876049510079853
  28. Srinivasan, S. S., Anderson, R., & Ponnavolu, K.(2002). Customer loyalty in e-commerce: an exploration of its antecedents and consequences. Journal of Retailing, 78, 41-50 https://doi.org/10.1016/S0022-4359(01)00065-3
  29. Tax, S. S., & Chandrashekaran, M.(1998). Customer evaluations of service complaint experiences:Implications for relationship marketing. Journal of Marketing, 62(2), 60-76 https://doi.org/10.2307/1252161
  30. Wolfinbarger, M., & Gilly, M. C.(2003). eTailQ:dimensionalizing, measuring and predicting etail quality. Journal of Retailing, 79, 183-198 https://doi.org/10.1016/S0022-4359(03)00034-4
  31. Yang, Z., Peterson, R. T., & Cai, S.(2003). Service quality dimensions of Internet retailing: An exploratory analysis. Journal of Service Marketing, 17(7), 685-700 https://doi.org/10.1108/08876040310501241
  32. Zeithamal, V. A., Berry, L. L., & Parasuraman, A.(1996). The behavioral consequences of service quality. Journal of Marketing, 60(4), 31-46 https://doi.org/10.2307/1251929
  33. Zemke, R., & Bell. C.(1990). Service recovery: Doing it right the second time. Training, 27(6), 42-48