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Service Failure and Service Recovery Experienced by Online Apparel Shoppers  

Park, Min-Jung (Department of Fashion Marketing, Keimyung University)
Publication Information
Journal of the Korean Home Economics Association / v.47, no.7, 2009 , pp. 73-82 More about this Journal
Abstract
The purpose of this study was to examine the effect of perceived justice associated with service recovery on perceived service quality, and the relationships among perceived service quality, customer satisfaction and behavioral intentions in online apparel shopping contexts. Justice theory provided the theoretical framework for this study. The research strategy employed an online survey methodology. Online shoppers (N=669) who had experiences in service failure and dissatisfactions completed a questionnaire. The model of the study was tested by structural equation modeling (SEM) and the results of SEM revealed positive effect of perceived justice regarding service recovery on perceived service quality, positive effect of perceived service quality on customer satisfaction, and positive effect of customer satisfaction on behavioral intention. The results of this study have implications for online retailers. Online retailers need to understand the importance of service recovery by which service failures are managed.
Keywords
서비스 실패(Service Failure);서비스 회복(Service Recovery);온라인 쇼핑(Online Shopping);공정성 이론(Justice Theory);
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Times Cited By KSCI : 1  (Citation Analysis)
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