의료 서비스 실패에서 서비스 회복(보상)과 회복 공정성이 서비스 회복만족도에 미치는 영향에 관한 연구

A Study on the Effect of Service Recovery(Compensation) and Recovery Fairness on Service Recovery Satisfaction in Medical Service Failure

This study chiefly aims to examine the relations between customer's responsive behavior and service recovery satisfaction in medical service failure. Therefore, this paper deals with the effect of medical service failure severity perceived by customers on complaint behavior and service recovery expectation, the effect of complaint appealing behavior and service recovery expectation on perceived recovery and service recovery satisfaction, and the roles of service recovery(compensation) and recovery fairness as moderating variables. According to the result of this research, it was shown that service failure severity affects complaint behavior and service recovery expectation positively, and compliant behavior and service recovery expectation affects perceived recovery performance and service recovery satisfaction positively. Moreover, the moderating roles of service recovery(compensation) and recovery fairness indicated partially significant results and affected perceived recovery performance and service recovery satisfaction direct positively. The result of this study is expected to provide support when medical institutes establish service recovery strategies.