서비스실패상황에서 사후가정사고의 역할: 호텔레스토랑과 패밀리레스토랑의 경우

Counterfactual thinking is the thought people generate after an event has happen. Customer make explicit use of counterfactual thinking in arriving at causal judgements. This study has explored counterfactual thinking to the service failure situation(routine vs exceptional) and examined the effects of the number of counterfactual thoughts among the recovery efforts(no additional information(ie, none of any recovery efforts), additional information(ie, one of the lower level recovery efforts), and additional information and rewards(ie, one of the high level recovery efforts)) on the resulting reponses of the customers who have experienced service failure. The current study was carried out using the scenarios adopted from Kim․Kim․Seol(2007) and Mattila(2001), which described service failure situations in the hotel restaurant and family restaurant setting. 500 data were collected from a sample of nation wide online panel by the Gallup Korea from August 2 to August 6 of 2007. Respondents were simply instructed to carefully read the scenario. They were then asked to put down the counterfactual thoughts they might have on the service failure situation described in the scenario, and to fill out the questionnaire. Results of the study showed as followed: Hypothesis 1 showed that (1) when additional information was not provided, customers generated more counterfactuals than when additional information was provided, more than when additional information and reward was provided in the service failure situation, (2) when additional information was not provided, customers generated more counterfactuals in the routine failure situation compared to the exceptional failure situation, but when additional information was provided or when additional information and reward was provided customers generated more counterfactuals in the exceptional failure situation compare to the normal failure situation.