Journal of Digital Convergence (디지털융복합연구)

The Society of Digital Policy and Management (한국디지털정책학회)
권호 표지
DOI QR코드

DOI QR Code

The Effects of Perceived Justice of Service Recovery Efforts on the Customer Relationship Performance in Mobile Social Commerce

모바일 소셜 커머스에서 서비스 회복 노력의 공정성이 대고객 관계성과에 미치는 영향

  • Yoon, In-Hwan (Graduate School of Management of Technology, Sungkyunkwan University) ;
  • Lee, Hee-Sang (Graduate School of Management of Technology, Sungkyunkwan University)
  • 윤인환 (성균관대학교 기술경영전문대학원) ;
  • 이희상 (성균관대학교 기술경영전문대학원)
  • Received : 2016.02.29
  • Accepted : 2016.04.20
  • Published : 2016.04.28
Download PDF
⟨ Previous Next ⟩

Abstract

This paper aims to examine the effects of perceived justice of service recovery efforts on the customer relationship performance in mobile social commerce. To this end, we classified cognitive-affective trusts and post-recovery satisfaction into the customer relationship performance. This research employs a field survey of customers who experienced service failures in mobile social commerce and a covariance structural model analysis in order to test hypotheses of our research model. The findings present that all justices of service recovery efforts positively affect the cognitive trust, whereas the only procedural justice significantly influences the affective trust. In addition, the results show that cognitive-affective trusts have a positive effect on the post-recovery satisfaction. Our results suggest practical implications that are used to help managers maintain and improve relations with the customers who experienced service failures and to increase the post-recovery satisfaction.

본 연구는 모바일 소셜 커머스에서 서비스 회복 노력의 공정성이 대고객 관계성과에 미치는 영향을 실증적으로 분석하였다. 이를 위하여 인지적 신뢰, 감정적 신뢰와 함께 서비스 회복 후 만족을 대고객 관계성과로 규정하였으며, 모바일 소셜 커머스에서 서비스 실패를 경험한 소비자들을 대상으로 한 설문조사 결과를 토대로 구성개념들 간의 관계를 공분산구조모형 분석을 통하여 확인하였다. 가설검증 결과, 서비스 회복 노력의 공정성 3가지 모두는 인지적 신뢰에 유의한 영향을 미치는 반면, 감정적 신뢰에는 절차 공정성만이 긍정적인 영향을 미치는 것으로 나타났다. 또한 인지적 신뢰와 감정적 신뢰는 회복 후 만족에 유의한 영향을 미치는 것으로 밝혀졌다. 본 연구결과는 전자상거래 분야의 연구에서 최근 각광받고 있는 모바일 소셜 커머스를 대상으로 서비스 실패를 경험한 고객들과의 관계유지 및 개선을 위한 시사점을 제공하고, 서비스 회복 노력의 성과인 회복 후 만족을 향상시킬 수 있는 유용한 전략으로 활용될 것이다.

Keywords

References

  1. Statistics Korea, "Online shopping in the fourth quarter 2014", http://kostat.go.kr (January 29th, 2015)
  2. MK news, "Mobile shopping - social commerce vs. open market", http://news.mk.co.kr, (December 19th, 2014)
  3. DMC report, "A market growth and outlook of the social commerce", http://www.dmcreport.co.kr/, (April 9th, 2014)
  4. M.-Y. Baek and S.-L. Han, "Analysis of usage motivation and repeat-using intention in mobile social commerce, Korean Journal of Business Administration", Vol. 28, No. 1, pp. 103-120.
  5. Sung-Hwa Hong, Suk-Yong Jung, "A Study for the MPEG-4 Library to operate in real-time on the DSP", Journal of the Korea Convergence Society, Vol. 2, No. 1, pp. 7-13, 2011.
  6. Weon Kim, Min-Ho Kim, Gyu-Beom Shim, Moon-Ju Shin, "A study on the satisfaction of Health Examination for National Health Insurance service -Target of medical examinee in Busan-", Journal of the Korea Convergence Society, Vol. 4, No. 2, pp. 1-8, 2013. https://doi.org/10.15207/JKCS.2013.4.2.001
  7. M. A. McCollough and S. G. Bharadwaj, "The recovery paradox: an examination of consumer satisfaction in relation to disconfirmation, service quality, and attribution based theories, in: Allen, C. and Madden, T. (Eds.), Marketing theory and applications, AMA, Chicago", 1992.
  8. C. Goodwin and I. Ross, "Consumer responses to service failures: influences of procedural and interactional fairness perceptions, Journal of Business Research", Vol. 25, No. 2, pp. 149-163, 1992. https://doi.org/10.1016/0148-2963(92)90014-3
  9. D. Te'eni, "A cognitive-affective model of organizational communication for design IT, MIS Quarterly", Vol. 25, No. 2, pp. 1-62, 2001. https://doi.org/10.2307/3250956
  10. C.-H. Jung, "The effects of information quality on multidimensional trust and customer loyalty in open market, Journal of Korea Entertainment Industry Association", Vol. 6, No. 1, 72-80, 2012.
  11. D. Johnson and K. Grayson, "Cognitive and affective trust in service relationships, Journal of Business Research", Vol. 58, No. 4, pp. 500-507, 2005. https://doi.org/10.1016/S0148-2963(03)00140-1
  12. Y. Jung, "A study of antecedents of objective trust and subjective trust in Internet shopping mall, The e-Business Studies", Vol. 10, No. 1, pp. 131-157, 2009.
  13. S. W. Kelley, D. Hoffman, and M. A. Davis, "A typology of retail failures and recoveries, Journal of Retailing", Vol. 69, No. 4, pp. 429-452, 1993. https://doi.org/10.1016/0022-4359(93)90016-C
  14. A. K. Smith and R. N. Bolton, "An experimental investigation of customer reactions to service failure and recovery encounters: paradox or peril?, Journal of Service Research", Vol. 1, No. 1, pp. 65-81, 1998. https://doi.org/10.1177/109467059800100106
  15. S. S. Tax, S. W. Brown, and M. Chandrashekaran, "Customer evaluations of service complaint experiences: implications for relationship marketing, Journal of Marketing", Vol. 62, No. 2, pp. 60-76, 1998. https://doi.org/10.2307/1252161
  16. S.-H. Kim, S.-I. back, and J.-W. Yu, The exploratory study on the effect of service recovery attributes on perceived justice and satisfaction, Asia Marketing Journal", Vol. 3, No. 2, pp. 69-91, 2001.
  17. V. P. Magnini, J. B. Ford, E. P. Markowski, and E. Honeycutt, "The service recovery paradox: justifiable theory or smoldering myth?," Journal of Services Marketing", Vol. 21, No. 3, pp. 213-225, 2007. https://doi.org/10.1108/08876040710746561
  18. C. A. Matos, J. L. Henrique, and C. V. A. Rossi, "Service recovery paradox: a meta-analysis", Journal of Service Research, Vol. 10, No. 1, pp. 60-77, 2007. https://doi.org/10.1177/1094670507303012
  19. R. Morgan and S. Hunt, "The commitment-trust theory of marketing relationships, Journal of Marketing", Vol. 58, No. 3, pp. 20-38, 1994. https://doi.org/10.2307/1252308
  20. F. F. Reichheld and W. E. Sasser, "Zero defection: quality comes to service, Harvard Business Review", Vol. 68, No. 5, pp. 105-111, 1990.
  21. N. Kumar, L. K. Scheer, and J. E. M. Steenkamp, "The effects of supplier fairness on vulnerable resellers, Journal of Marketing Research", Vol. 32, No. 1, pp. 54-65, 1995. https://doi.org/10.2307/3152110
  22. M. H. Hansen, J. L. Morrow Jr, and J. C. Batista, "The impact of trust on cooperative membership retention, performance, and satisfaction: an exploratory study, International Food and Agribusiness Management Review", Vol. 5, No. 1, pp. 41-59, 2002. https://doi.org/10.1016/S1096-7508(02)00069-1
  23. O. J. Ladebo, "Perceptions of trust and employees' attitudes: a look at Nigeria's agricultural extension workers, Journal of Business and Psychology", Vol. 20, No. 3, pp. 409-427, 2006. https://doi.org/10.1007/s10869-005-9014-1
  24. J.-Y. Choi and J.-Y. Park, "Antecedents and consequences of cognitive and affective trust in franchiser-franchisee relationships in the context of restaurant franchise, Journal of Marketing Management Research", Vol. 12, No, 2, pp. 61-76, 2007.
  25. M. K. Brady, J. Cronin Jr, G. L. Fox, and M. L. Roehm, "Strategies to offset performance failures: the role of brand equity, Journal of Retailing", Vol. 84, No. 2, pp. 151-164, 2008. https://doi.org/10.1016/j.jretai.2008.04.002