SNS을 활용한 소셜 CRM에서 공정성 지각이 서비스 회복에 대한 만족에 미치는 영향: 감정의 매개효과를 중심으로

This study attempts to verify the relationships among perceived justice, emotions, and customer satisfaction toward service recovery in SNS by the Korean consumers who have experienced service failure. The major objective of this study is to empirically confirm the concept of perceived justice theory in SNS by investigating the effects of perceived justice on emotional response (positive affect and negative affect) and customer satisfaction with service recovery in SNS. Also, the study seeks to substantiate the effects of three perceived justices (distribution, procedure, interaction justice) on emotional responses (positive affect and negative affect). This study further verifies whether emotional responses (positive affect and negative affect) have direct impacts on customer satisfaction with service recovery via the mediating process of emotions. The findings indicate that all three perceived justices (distribution, procedure, interaction justice) had direct impacts on emotional responses (positive affect and negative affect). Also, emotional responses (positive affect and negative affect) were found to affect customer satisfaction with service recovery. Finally, emotional responses (positive affect and negative affect) were found to mediate the effect of perceived justices on customer satisfaction with service recovery.