Journal of the Korea Academia-Industrial cooperation Society (한국산학기술학회논문지)

The Korea Academia-Industrial cooperation Society (한국산학기술학회)
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Irrecoverable Service Failure and Typology of Service Recovery

원상태로의 복구 불가능한 서비스 실패와 복구유형

  • Received : 2014.08.21
  • Accepted : 2014.10.10
  • Published : 2014.10.31
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Abstract

Service recovery research has been conducted on the premise that service problems can be returned to the original condition. This study, however, focused on irrecoverable service problems for the first time and classified them according to the types and sub-types. The specific wants of customers who experienced unrecoverable service problems were identified by analyzing the customers' emotion, behavior pattern, and the company's responses. The results revealed three main types of problems and 2 categories in group 1, 6 categories in group 2, and 2 categories in group 3. In particular, damaged items and bodily harm were frequent problems, and bodily harm was recognized as the most severe failure. Regarding the customers' emotion, the customers were so enraged at the audacity and the company still showed many problems in terms of its response to the service failures. This study also suggested the analysis results of the customers' behavior and company evaluation.

서비스 복구에 관한 선행연구는 원상태로의 서비스 복구가 가능하다는 전제하에 이루어졌다. 하지만 본 연구는 국내외 최초로 원상태로 복구 불가능한 서비스 문제에 초점을 두고, 다양한 문제들을 유형별로 분류하고 각 하위 유형을 살펴보았다. 또한 복구 불가능한 서비스 문제를 겪은 고객의 감정, 행동유형, 그리고 기업의 대응유형 등을 분석하여 좀 더 고객의 구체적인 요구를 파악하고자 하는 것에 의의가 있다. 분석결과, 세 개의 주 문제유형과 문제 유형 내 하위범주는 그룹1에 대해 2개, 그룹2에 대해 6개, 그룹3에 대해 2개로 구분되었다. 구체적으로 살펴보면, 물품파손과 신체 관련 피해의 경우가 빈번히 발생되는 문제이며, 하위범주 중 가장 심각한 복구 불가능한 서비스는 신체 피해로 나타났다. 고객의 감정측면에서는 적반하장의 태도에서 고객은 가장 분노하며, 원상태로의 복구가 불가능한 서비스 실패를 야기하였음에도 기업의 대응은 다양한 문제점을 보여주었다. 서비스 문제에 대한 고객행동과 기업평가에 관해서도 유형화하여 분석결과를 제시하였다. 본 연구의 결론에서는 연구결과 요약 및 시사점, 그리고 향후연구에 대한 제언을 하였다.

Keywords

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