서비스실패 심각성과, 서비스회복 공정성, 회복만족 및 거래지속의도 간의 영향연구 – 조절초점의 조절효과를 중심으로-

Almost companies try to get customer satisfaction, because customer satisfaction is important prerequisite for promoting repurchase, WoM delivery and maintaining a continuous relationship. The customer's perceived service failures are caused by companies but may be caused by consumers who are service users. In this study, we demonstrated the effect of the seriousness of service failure on the justice of service recovery, its effect on recovery satisfaction, and the effect of recovery satisfaction on intention of repatronage. In addition, the moderate effect of the Regulatory Focus (Promotion focus and Prevention focus) of consumers which previous tests were not studied. In other words, it was verified how high and low group of Regulatory Focus were differed between Service Recovery Justice and Recovery Satisfaction, and between Recovery Satisfaction and Intention of Repatronage. SPSS 25.0 and AMOS 24.0 were used for analysing tools, and the survey was conducted by male and female respondents more than 10 age, and 309 cases were used for analysis.