호텔 서비스 실패에 따른 고객들의 서비스회복 기대감이 고객만족과 재방문의도에 미치는 영향에 관한 연구

It is true that one of the tasks to overcome in hotel management is how to handle or recover service failure. This study explored the expectation on service recovery and its impact on customer satisfaction and revisit intention. The results show hotel customers expect more tangible as well as intangible rewards when they experienced service failure in service delivery system and employees’ behaviors. However, there was no significant service recovery expectation when they experienced service failure related to their personal needs. These results add additional information to previous researches such as a study reporting customers expect more intangible reward as they experienced service failure in fairness, and another study reporting a positive relationship between tangible reward and service failure in consequency, and also a positive relationship between intangible reward and service failure in its process. In addition, this study reports that expectation on service recovery through both intangible and tangible rewards has a significantly positive impact on customer satisfaction, and thus revisit intention. The results can suggest practical implications on managing service failures more effectively and efficiently because hotel management teams should implement a certain policy or manual to handle those problems. There is no hotel business being managed under unlimited financial and human resources to be used for service recovery. From these results, it is expected that more scientific hotel service management is possible.