서비스회복과정에서 서비스 보증의 역할과 고객반응에 관한 연구

Service failure and recovery have become important issues in the reality that customers' expectations for services are increasing day by day due to the development of the technology and service industry and evaluation is becoming cooler. In particular, this study attempted to focus on the role of service guarantee in service failure and recovery situations that have not been covered by existing studies and the difference in customer response accordingly. Specifically, it was intended to find out whether there is a difference in customer satisfaction, complaint behavior, service recovery expectation, loyalty, or customer response after service failure depending on the level of service guarantee. To this end, this study used scenario techniques to check the responses of respondents, assuming a service failure situation called air flight delay, with a difference in the level of the service guarantee system. According to an analysis of a total of 117 survey responses, there was a difference in customer response, that is, customer satisfaction and customer loyalty, depending on the level of service guarantee, but there was no significant difference in complaints and service recovery expectations. When the level of service guarantee was increased, customer satisfaction and customer loyalty were also high. The results of this study are significant in that they provided practical guidelines for theoretical contributions and service guarantee management in the absence of research on the role of service guarantees and customer responses.