호텔불만고객에 대한 보상이 고객만족과 신뢰, 그리고 재방문의사에 미치는 영향에 관한 연구

The purpose of this study is to identify the effect of service recovery efforts in the hotel business. This study tested if there is any significant effect of service recovery on consumers’ revisiting intentions. Specifically this study identified the level of satisfaction for tangible and intangible rewards and its impact on service satisfaction, trust, and revisiting intentions. The intermediate effect of trust variable was also identified. In Busan, Ulsan, and Changwon 262 observations who have unsatisfied experiences were surveyed. Results show that there are several critical factors impacting on service recovery. First, both tangible and intangible rewards significantly influencing the service recovery but only intangible reward impact on the trust. It means that intangible rewards including kind attitude, sufficient apology, full understanding in the gust's shoes are better effect on improving trust. This trust leads more intention to visit after assuring the service quality. This study found customers’ trust impacts on their revisiting positively. They revisit and build another level of trust. According to this study the trust cannot be achieved without proper level of rewards program intangible. It is imperative to have progressive rewards and strong recovery strategies to retain regular customers when a company failed to meet their expectation.