• Proceedings of the Korean Society of Computer Information Conference
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• 2013.07a
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• pp.405-408
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• 2013

본 연구에서는 기존에 존재하는 제품을 대체하고 보완하는 기능을 가진 새로운 유형의 컴퓨터가 시장에서 받아들여지지 않아 실패하는 요인을 연구하였다. 제품실패의 원인을 소비자가 제품의 가치를 부정적으로 지각하는 것에 두고, 가치 지각에 영향을 주는 요인들을 소비자가 제품을 사용하여 얻게 되는 혜택과 제품을 사용하는데 소요되는 비용으로 구분하여 영향관계를 파악하였다. 넷북을 대상으로 실증 연구한 결과 소비자가 신제품의 가치에 대해 부정적으로 지각하는 것은 사용의도에 부정적으로 영향을 미치는 것으로 나타났다. 그리고 소비자가 새로운 유형의 컴퓨터에 대해 지각하는 비용은 신제품의 가치를 부정적으로 지각하는데 유의하게 영향을 미치는 것으로 나타났다. 다만 소비자가 새로운 유형의 컴퓨터에 대해 혜택을 부정적으로 지각하더라도 이는 가치를 부정적으로 지각하는데 영향을 미치지 않았다.

• Culinary science and hospitality research
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• v.15 no.2
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• pp.136-149
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• 2009

The purpose of this paper is to explore the types of failed service and its effect on customer's negative emotions in the restaurant business and their influence on customer's behavior. The study examines the restaurant attributes of failed service in order to determine which variables have the greatest impact on customer's negative emotions and behaviors. To accomplish the purpose of this study, a casual model is developed - which analyzes the main antecedents, moderators and consequences of failed service in the restaurant business. The findings of this study are as follows. 4 types of failed services are found: lack of tangibles, doubt of reliability, unresponsiveness, no expressed empathy. They have an effect on customer's negative emotions(regret and disappointment). And the customer's negative emotions brings out negative behaviors(bad actions, switching brand, protest, negative word of mouth). Customer's regret causes bad actions and switching brand, and customer's disappointment caused switching brand and bad information by word of mouth.

• Journal of Digital Convergence
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• v.11 no.2
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• pp.115-125
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• 2013

Unexpected consumer dissatisfaction emerges through rapid growth and expansion of on-line shopping channel. This research focused on the fashion online retail channels' negative aspect caused by service failure which possibly disappointed consumers. We also tried to seek for appropriate service recovery types based on frequently offered recovery types on-line. Data from college students were analyzed. Results indicate that fitting problem, insufficient information, product defect, inventory problem and slow delivery were the main service failure types in apparel e-shopping. Regression analysis identified that among these types, insufficient information, product defect, and slow delivery had significant influence on channel satisfaction after post recovery effort. Results also confirmed significant relationships between channel satisfaction and channel switching. Consumers perceived benefit level causes overall channel satisfaction level to rise while perceived risk leads to lower level of channel satisfaction. Choosing desirable service recovery activities in each service failure situations is necessary in order to raise consumer's channel satisfaction in online apparel shopping.

• Science of Emotion and Sensibility
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• v.17 no.4
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• pp.109-122
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• 2014

The present study focused on frustration emotion investigated the variables evoking frustration and the process in which sense of frustration would be overcome, and explored the principle of aesthetics the consumers under the frustration might prefer in choosing goods. The results of this study are as follows. First, consumers usually felt frustration rather than anger when it became obvious that their objectives could not be met and that they failed to achieve their objectives due to uncontrollable cause. Second, consumers who felt frustration wanted to receive emotional support and comfort from close acquaintances rather than to cope actively with the unsuccessful situation by renewed challenges. Third, consumers, once frustrated, preferred harmony principle rather than emphasis principle in terms of esthetics in choosing design of goods. Therefore, marketing managers are advised to approach to the consumers who felt frustration on the basis of harmony principle in design of goods.

• Journal of Service Research and Studies
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• v.9 no.4
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• pp.97-114
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• 2019

The relationship quality and recovery of service failures perceived by consumers play an essential role in affecting the service provider's image and sales in terms of the highly involved service industry. In particular, implementation of successful relationship marketing strategies and effective recovery of service failures provide greater satisfaction for customers expecting customized services and reinforce the relationships between the companies and consumers. Based on these previous studies, this research conducted to find out the causal relationship between the variables influencing service recovery expectations and word of mouth(WOM) by approaching the severity of service failures from the perspective of relationship marketing and attribution theory. For the empirical analysis of this research, we conducted a questionnaire surveys of 360 service users of beauty salons, who have experienced in high-involvement services, and utilized 333 questionnaires for the final analysis. The hypothesis was experimented using the Structural Equation Model(SEM), and the results are as follows. First, we identified that the higher the customer perceived the severity of the service failure, the lower the quality of the relationship. Second, we verified that service users observed service failure as a temporary and uncontrollable factor as they distinguished service quality as higher. Third, the hypothesis that customers recognize service failures as a temporary one has a positive impact on service recovery expectation level is determined through empirical analysis. Forth, it was figured out that the higher the perceived quality of the relationship with the service provider, the higher the service recovery level expected by the consumers. At the same time, the hypothesis that optimism for service recovery expectation affects positive word of mouth has been verified. The results of this study help develop the customer-oriented business model of the service companies. Furthermore, the academic significance in that it suggested a new direction for the research of high-involvement service marketing.

• Journal of the Korea Society of Computer and Information
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• v.18 no.10
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• pp.199-205
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• 2013

This study examined the factors of failure of new-type computer which has a functions of replacing and supplementing of existing product by being unaccepted by market. Placing the reason of market failure in a customer's negative perception of the value of the product, influential relationship was explored by distinguishing the factors that influence value perception between benefit of use of product and the cost of using product. As a result of this empirical research on netbook, a customer's negative perception of the value of new product had an negative influence on intention of use. And a customer's perceptional cost of new-type computer had an significant influence on negative perception of the value of the new product. However, even if a customer perceived benefit of new-type computer negatively, this did not impact on negative influence.

• Asia Marketing Journal
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• v.9 no.3
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• pp.75-115
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• 2007

This study investigated the effect of service provider's recovery effort and pre-failure customer-employee rapport on post-recovery consumer response such as satisfaction, purchase intention, and positive Word-of-Mouth communication. First, this study explored the interaction effect of recovery effort and customer-employee rapport on post-recovery consumer response. The result shows when the level of pre-failure customer-employee rapport is high, customer's positive responses decreased slightly even though they perceived low recovery effort. However, when the level of pre-failure customer-employee rapport is low, customer's responses were decreased considerably in case of low recovery effort. Second, this study examined 'service recovery paradox' which is post-recovery consumer's satisfaction is greater than the case of no service failure. The result shows recovery paradox was not supported in all samples regardless of the level of recovery effort and customer-employee rapport. Synthetically, customer-employee rapport took a buffering role in customer response after service failure although it's not the same as error-free state.

• Journal of Service Research and Studies
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• v.6 no.2
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• pp.215-232
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• 2016

As the development of service marketing, research on service failure has gained more and more attention. This research aims to explore factors influencing the service failure severity perception, focus on consumers' internal propensity, ZOT(zone of tolerance) about service and comparison with other consumers in service failure situation. According to study results, it revealed that past experience satisfaction has negative effect on the zone of tolerance about service failure. Company image also has negative effect on the ZOT about service failure. While service importance has negative effect on the ZOT about service failure, it has positive effect on the perceive service failure severity. The ZOT about service failure has negative effect on perceived serviced failure severity. In contrast, social comparison perception level has no effect on perceived service failure severity, and negative affectivity also has no effect on that. In Conclusion, five hypothesis are accepted among seven hypothesis. This study gives important point to researchers and service providers in the service industry. For researchers, the result will be helpful them to further develop service failure and recovery framework. For service providers, the results will suggest specific guidelines for recovering the service failure. They can place emphasis on the serious point, so they can get a effective performance from the recovery strategy.

• Asia Marketing Journal
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• v.3 no.4
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• pp.90-115
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• 2001

본 연구는 서비스 접점에서 서비스 실패가 일어나는 경우 기업의 복구노력이 고객의 만족에 마치는 영향에 관한 연구이다. 먼저 서비스 실패에 대한 기업의 복구노력이 갖는 의미를 살펴보고, 서비스 복구노력이 고객의 만족과정에 어떻게 영향을 미치는 지에 대하여 항공산업을 연구대상으로 기대불일치이론, 정당성이론 및 귀인이론을 적용하여 다양한 관점에서 실증 분석하였다. 특히 기대불일치이론 및 정당성이론에 관한 선행 연구들을 상세히 고찰하고, 이러한 이론적 관점에서 서비스 실패 후 기업의 복구노력이 고객의 만족과정에 어떻게 영향을 미치는 지를 다중회귀분석 및 구조방정식 모형을 이용하여 실증 분석하였다. 또한 조직행동론의 연구결과를 이용하여 서비스 실패에 대한 귀인적 추론결과가 소비자의 만족과정에 미치는 영향을 검증하였다

• Journal of Korea Society of Industrial Information Systems
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• v.23 no.2
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• pp.93-107
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• 2018

The Purpose of This Study is to Investigate Consumers' Negative WOMs due to the Crisis Response Strategy that Companies Perform in Crisis Situations due to the Failure of New Products. To do This, the Crisis Scenarios and Response Strategies were Manipulated Using a Virtual Laptop Company, and then an Experiment was Performed. The Results of This Experimental Design are as Follows. First, According to The Response Type Strategies, It is Found that Apologizing rather than Denying for the Crisis Response Mitigates the Negative WOMs more. Second, It is Found that the Companies that have Engaged in Cause-Related Marketing Activities before the Crisis Caused by New Product Failure Mitigate Consumers' Negative WOMs more than those which have not. Third, It is Shown that the Message Strategy of the Firm does not Affect Consumers' Negative WOMs. Fourth, the Interaction between the Response Type Strategy and the Cause-Related Marketing Activities are Found to Exist, but the Interaction Between The Response Type Strategy and the Message Strategy does not Appear.