서비스회복전략이 회복 후 가치와 회복 후 만족, 긍정적 구전에 미치는 영향: 의료서비스실패유형의 조절효과

The purpose of this study is to identify the effect of service recovery strategy on post-recovery value, post-recovery satisfaction, and positive WOM according to the type of service failure when medical service failure occurs. Based on these findings, we would like to present effective management measures from the perspective of the manager in the event of a medical service failure. Structural equations and pairwise parameter comparison method were performed for hypothesis testing. The group experiencing technical service failures was shown to have a significant positive effect on the value after recovery of the service recovery strategy (β=0.481) and effort (β=0.648). Therefore, only Hypothesis 1-1 and hypothesis 1-4 were adopted. The group experiencing procedural failure was shown to have a significant positive effect on the value of the service recovery strategy (β=0.724) after recovery. Thus, only hypothesis 1-1 was adopted. Both groups that experienced technical service failures and those that experienced procedural service failures were found to have a significant effect on their satisfaction after recovery. Furthermore, post-recover satisfaction has been shown to have a significant positive (+) effect on positive WOMs. Therefore, both Hypothesis 2 and Hypothesis 3 were adopted. As a result of analyzing the moderation effect of service failure type, service failure type had partial adjustment effect. Thus, Hypothesis 4 was adopted.