Journal of Convergence for Information Technology (융합정보논문지)

Convergence Society for SMB (중소기업융합학회)
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The Study on the Relationship between Service Provider's Authenticity and Customer Voice in Service Failure Situation

서비스실패상황에서 서비스제공자의 진정성과 고객발언의 관계에 관한 연구

  • Kim, Sang Hee (College of Business Administration, Chonnam National University)
  • Received : 2019.12.12
  • Accepted : 2020.01.20
  • Published : 2020.01.28
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Abstract

This study examines the relationship between service provider's authenticity, customer voice, and customer behavior in failure situation. This study employed questionnaire survey and collected 216 data. The structural equation modeling (SEM) method is used to test the hypotheses of the study. As a result, the service provider's authenticity has a significant positive effect on the constructive voice of the customer and a negative effect on the destructive voice in the failure situation. In addition, constructive voice had a significant positive effect on relationship retention intentions and destructive voice had no significant effect on relationship retention intentions. This study suggests the importance of customer voice as well as the factors to increase customer positive voice in the failure situation and provides an opportunity to be interested in customer voice.

본 연구는 고객의 기대에 미치는 못하는 서비스실패상황에서 서비스제공자가 고객에게 보이는 진정성이 고객의 건설적 발언을 증가시키고 파괴적 발언을 감소시키며, 또한 건설적 발언은 관계유지의도를 증가시키지만 파괴적 발언은 관계유지의도를 감소시킨다는 것을 제시하고자 한다. 일반소비자를 대상으로 실패경험을 환기시켜 설문조사를 실시하였고 216부가 최종적 분석에 사용되었다. 탐색적 요인분석, 확인적 요인분석을 이용하였으며 구조방정식 모형을 통해 가설을 검증하였다. 연구결과, 실패상황에서 서비스제공자의 진정성은 고객의 건설적 발언에 유의한 정(+)영향을 미치는 것으로 나타났고, 파괴적 발언에 유의한 부(-)의 영향을 미치는 것으로 나타났다. 또한 발언과 관계유지의도의 관계에서 건설적 발언은 관계유지의도에 유의한 정(+)의 영향을 미치는 것으로 나타났고, 파괴적 발언은 관계유지의도에 유의한 영향을 미치지 않는 것으로 나타났다. 본 연구는 실패상황에서 고객의 긍정적 발언을 높이기 위한 요소뿐만이 아니라 고객발언의 중요성을 제시하고 있으며 이를 통해 고객발언에 관심을 가질 수 있는 계기를 제공하고 있다.

Keywords

References

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