Journal of the Korean Society of Costume (복식)

The Korean Society of Costume (한국복식학회)
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Analysis of the Relational Structure among Service Failure-related Variables after Moderation of Fairness - Focusing on fairness-related -

공정성 조절효과에 따른 서비스 실패 관련 변인들 간의 관계구조분석 - 공정성 조절효과를 중심으로 -

  • 김성아 (대경대학교 헤어디자인과) ;
  • 유태순 (대구 가톨릭대학교 패션디자인학과)
  • Received : 2013.07.17
  • Accepted : 2014.03.21
  • Published : 2014.04.30
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Abstract

This study attempts to analyze relational structures among service failure-related variables after the moderation of fairness in the beauty service industry with the following purposes: First, it aims to review and investigate service failure & service recovery strategies, non-switching intentions after recovery, revisit intention, the intent to provide word-of-mouth recommendations and previous studies on service failure and recovery in the beauty service industry. Second, it targets the analysis of the role of fairness as a variable that moderates relations between service recovery strategies and post-recovery satisfaction in the beauty service industry. For this, the following research method was used: This study has investigated the effect of service failure and its recovery strategies (behavioral recovery strategy, psychological recovery strategy, monetary recovery strategy) on customer satisfaction for beauty service users and used the Structural Equation Model (SEM) to further analyze and verify the effect of the satisfaction on post-satisfaction behavior (non-switching intention, repurchase intention and the intent to provide word-of-mouth recommendations). The SEM was divided into a measurement model and structural model to determine if the model is appropriate and estimate the parameters of the path coefficient. In addition, this study examined to see if fairness (procedural fairness, distributive fairness and interactive fairness) works as a moderating variable while the service recovery efforts affect customer satisfaction. Then, the role of service recovery strategies, targeted to satisfy the customers who were dissatisfied because of service failure, were investigated. In addition, its effect on post-satisfaction behavior was analyzed from the structural aspect, and the moderating role was examined as well. Then, the role of the service recovery strategy, which can be used to satisfy dissatisfied customers, was examined, and the effect of the satisfaction on customer behavior was analyzed from a structural perspective. In addition, the moderating role of fairness was tested. As a result, this study is significant in that it helps service providers formulate service recovery-related strategies.

Keywords

References

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