서비스 리커버리 수단으로서의 기업의 사회적 책임활동에 관한 연구: 사과와의 비교를 중심으로

When the service performance fails to meet the customers’ expectation, customer will be dissatisfied with the service. This situation is called as service failure. The companies which has service failure situation try to recover the damage caused both to customers and eventually to the company itself. the most popular method of service recovery is the apology. Recently More studies have been conducted on the effect of CSR on the service recovery. This studies was conducted to compare the effect of CSR on the service recovery with the effect of apology. Also we tried to find out the moderating effect of type of service encounter and corporate intention. Results shows that apology is more effective method to recover the service failure, and the differential effect become even bigger when the service provider and customer are in the “true relationship” rather than just in the “service encounter.” We also showed that when the failure situation is cased by corporate intention, not by mistake, CSR is more effective method to recover the service failure than is apology.