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http://dx.doi.org/10.22156/CS4SMB.2020.10.01.099

The Study on the Relationship between Service Provider's Authenticity and Customer Voice in Service Failure Situation  

Kim, Sang Hee (College of Business Administration, Chonnam National University)
Publication Information
Journal of Convergence for Information Technology / v.10, no.1, 2020 , pp. 99-108 More about this Journal
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.
Keywords
Authenticity; Customer voice; Constructive voice; Destructive voice; Relationship retention intentions;
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