Journal of Korea Society of Industrial Information Systems (한국산업정보학회논문지)

Korea Society of Industrial Information Systems (한국산업정보학회)
권호 표지
DOI QR코드

DOI QR Code

Service Failure Recovery Strategies through Human Service Capability: A Case Study of Airline Cabin Service

인적서비스 역량을 통한 항공객실서비스 실패 회복 전략 방안

  • 김윤진 (인하공업전문대학 항공운항과)
  • Received : 2018.10.03
  • Accepted : 2018.10.17
  • Published : 2018.10.31
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study is to explore ways of service recovery and procedures through the service failure cases depending on the employee capacity that leads to improving quality of the airline cabin service. This study was tested using the failure case of airline in korea. Since interrupting and discontinuing of customer service affect customer defections, customer satisfaction must quickly respond to the service's error situation. The service of the cabin crew is closely related to the customer's evaluation, the direct connection. Customer's objectives are to meet employee needs for service recovery and to recognize and analyze customer perceptions of human resources services, restore customer expectations and maintain contracts with customers. Therefore, this study proposes a set of strategies for effectively preventing and responding to customer related service failure in the airline cabin service.

본 연구는 항공객실서비스의 인적서비스 역량에 따른 국내 항공사의 서비스 실패 사례를 분석하여 서비스 회복 방안 및 항공객실서비스품질을 향상시킬 수 있는 대응절차와 전략방안을 제시하였다. 항공사의 물적서비스와 인적서비스에 따른 서비스 실패는 고객의 이탈을 가져올 수 있고 기업의 수익성 향상에 부정적인 영향을 미칠 수 있다. 그러므로 고객만족을 위해 서비스 실패 상황이 발생 시 신속한 대처를 통한 회복의 노력을 기울여 고객 불만이 재발되지 않도록 해야 한다. 특히 항공객실승무원에 의한 서비스 역량은 고객 평가와 밀접하게 연관되어 있으며, 객실서비스 회복을 위한 인적서비스 역량은 고객만족도에 매우 긍정적인 영향력을 가지고 있다. 따라서 항공객실 서비스의 고객 불만사례 원인을 분석함으로써, 서비스 실패가 발생했을 때 효과적이고 신속한 객실 승무원의 대응전략을 찾을 수 있다. 이를 통하여 기업은 고객의 기대가치를 회복하고 고객과 지속적이고 우호적인 관계를 유지함으로써 고객충성도를 이끌어낼 수 있다.

Keywords

References

  1. Shin, S.Y., "The Development of Relationship Marketing Strategy through Service Recovery System in Restaurants," Graduate School of Yonsei University, 2001.
  2. Kim, S.W. Kim, Y.H. and Jang, J.H., "The Effects of Relationship Benefit on Relationship Quality and Store Loyalty - NPS Analysis and Moderating Effects -," Journal of the Korea Industrial Information Systems Research, Vol. 16, No. 2, pp. 139-154, 2011. https://doi.org/10.9723/jksiis.2011.16.2.139
  3. Shin, K.J. Ko, I.S. and Choi, S.J., "Determinants of Customer Satisfaction and Its Influence on Post-Purchase Behavior in Group-Buy Social Commerce," Korean Management Review, Vol. 46, No. 2, pp. 527-559.), 2017. https://doi.org/10.17287/kmr.2017.46.2.527
  4. Kim, H.J. and Park, J.H., "Effects of Perceived Quality of Air Service on Passengers Satisfaction and Loyalty," Journal of Tourism and Leisure Research, Vol. 30, No. 2, pp. 271-289, 2018.
  5. Capodagli B. and Jackson L., "The Disney Way : Harnessing the Management Secrets of Disney in Your Company," McGraw-Hill, 1999.
  6. Kim, YJ. Kim, Y.S., "A Study on Development of Multi-Item Scale for Assessing Airline Cabin Service Quality," Journal of the Korean Society for Quality Management Vol. 45, No. 3, pp. 483-502, 2017. https://doi.org/10.7469/JKSQM.2017.45.3.483
  7. Kim, Y.J. and Lee, D.H., "A Study on the Service Failure Recovery Involving Airline Cabin Service : Focusing on K-Airline Customer Case," Journal of Korea Service Management Society, Vol. 19, No. 3, pp. 189-206, 2018. https://doi.org/10.15706/jksms.2018.19.3.008
  8. Zeithaml, V., Berry, L. and Parasuraman, A., "The Behavioral Consequences of Service Quality," Journal of Marketing, Vol. 60 No. 2, pp. 31-46, 1996. https://doi.org/10.2307/1251886
  9. Reichheld, F.F. and Sasser, J.W., "Zero Defections: Quality Comes to Services," Harvard Business Review, Vol. 68, No. 5, pp. 105-111, 1990.
  10. Kim, I.M., "Development of Effective Recovery Mixes in Accordance with Service Failure Context," Graduate School of Yonsei University, 2005.
  11. Kim, J.H., "Study on Service Failure and Service Recovery in Hotel Industry," Master of Business Administration, Kyonggi University, 2007.
  12. Kim, Y.J., "A Study of Cabin Service Quality Dimensions for Assessing Airline Service Quality," Graduate School of Inha University, 2018.
  13. Choi, E. Y. Lee, H. J. Ock, M. S. Jo, M. W. and Lee, S. I., "Comparison of Root Cause Analysis Software for Investigating Patient Safety Incidents," Quality Improvement in Health Care, Vol. 23, No. 1, pp. 11-23, 2017. https://doi.org/10.14371/QIH.2017.23.1.11
  14. Iedema, R. Jorm, C. and Braithwaite, J., "Managing the Scope and Impact of Root Cause Analysis Recommendations," Journal of Health Organization and Management, Vol. 22, No. 6, pp. 569-585, 2008. https://doi.org/10.1108/14777260810916551
  15. Strauss, B. and Schoeler, A., "Complaint Management Profitability: What do Managers Know?," Managing Service Quality, Vol. 14(2/3), 2004.
  16. Hwang, Y.Y. Choi, S.A. Na, K.J. and Kim, H.J., "The Effect of Airline Service Encounter Quality on Customer Loyalty," Journal of the Korea Industrial Information Systems Research, Vol. 19, No. 4, pp. 73-85, 2014. https://doi.org/10.9723/JKSIIS.2014.19.4.073
  17. Lam, M. O'Donnell, M. and Robertson, D., "Achieving Employee Commitment for Continuous Improvement Initiatives," International Journal of Operations and Production Management, Vol. 35, No. 2, pp. 201-215, 2015. https://doi.org/10.1108/IJOPM-03-2013-0134
  18. Brady, M.K. and Cronin, J.J., "Customer Orientation Effects on Customer Service Perceptions and Outcome Behaviors," Journal of Service Research, Vol. 3, No. 3, pp. 241-251, 2001. https://doi.org/10.1177/109467050133005
  19. Chung, M.J. and Kim, H.J., "The Effects of Service Providers' Verbal and Nonverbal Communications on Customer Satisfaction and Intention of Revisiting and Recommendation : Centering on Family Restaurants in Gwangju," Journal of Tourism and Leisure Research, Vol. 24, No. 1, pp. 453-472, 2012.
  20. Solomon, M.R. Carol Surprenant, Czepiel, J.A. and Gutman, E.G., "A Role Theory Perspective on Dyadic Interactions: the Service Encounter," Journal of Marketing, Vol. 49, pp. 99-111, 1985. https://doi.org/10.1177/002224298504900409
  21. Keaveney, S.M., "Customer Switching Behavior in Service Industries: An Exploratory Study," Journal of Marketing, Vol. 59, No. (April), pp. 71-78, 1995. https://doi.org/10.1177/002224299505900206
  22. Leow, S. C., "Airline Service Failure and Recovery: A Conceptual and Empirical Analysis," Doctoral Dissertation, University of Salford, 2015.
  23. Choi, E.A. Lee, S.S. and Lee, D.H., "Improvement of Service Encounter in Duty Free Shop Using Service Blueprinting," Journal of the Korea Industrial Information Systems Research, Vol. 21, No. 4, pp. 95-110, 2016. https://doi.org/10.9723/JKSIIS.2016.21.4.095