헤어미용 서비스실패 유형이 애호도에 미치는 영향: 회복공정성의 매개효과를 중심으로

This study aimed to investigate the influence of hair salon service failure types on recovery fairness and loyalty, and to empirically verify the effect of recovery fairness as a mediator in the relationship between service failure types and loyalty. Accordingly, a self-administered online survey was conducted for 27 days from January 5, 2021 to January 31, 20214 targeting adult women residing in Seoul and the metropolitan area, and a final sample of 430 was used in the final analysis. Data processing analysis was performed using frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, multiple regression analysis, hierarchical regression analysis, and Sobel test to confirm the mediating effect. The research results are as follows. First, the type of service failure was found to have a significant effect on recovery fairness and loyalty. Second, a significant mediating effect of recovery fairness partially mediated the relationship between service failure type and loyalty. Based on these results, it was revealed that the evaluation that appears in the recovery process when a hair salon customer experiences a service failure is made through recovery fairness, and that the evaluation of recovery fairness affects loyalty. Therefore, it is thought that service companies should first strengthen their fairness in order to successfully realize recovery fairness.