서비스 회복이 충성도에 미치는 영향

Businesses are trying to generate customer satisfaction leading to customer retention. The impetus for the relationships with customers can grow long-term financial benefits. The prevalence of service failure points to the need for a better understanding of service recovery. Service recovery is based on the response to avoid the harmful influence of service failure. The service recovery efforts can play a role both in building right relationships with customers and in improving the performance. Customer loyalty, which is a combination of both commitment to the relationship and other overt loyalty behaviors, has two distinct dimensions of the loyalty construct: active and passive loyalty. The difference of these two types of customer loyalty influences the customer changing of suppliers. The aim of this study is to assess the antecedents of service recovery evaluation and analyze the influence of the service recovery evaluation on active and passive customer loyalty. The results said that compensation, promptness, and employee behavior are related to service recovery while apology showed no relationship. Also service recovery had the relationships with active and passive loyalty, especially more with active loyalty. It was concluded that online firms should recognize online customers have high switching behaviors with low searching cost and wide breadth of selection, so they should try to hold customers in the long term.