셀프서비스기술 실패발생시 기업회복노력에 대한 고찰 : 고객의 지각된 기술 통제감, 지각된 간섭, 그리고 지각된 감사를 중심으로

This study provides implications for company's recovery efforts regarding problems that occur during the use of self-service technology at a time when self-service technology is becoming commonplace. This study suggests that customers may experience different psychological responses to the company's recovery efforts for recovery before a customer request in a problem situation depending on the degree of their perceived control over the technology. It suggests that customers with high perceived control over the technology will perceive the company's recovery efforts for recovery before a customer request when a problem occurs during self-service use as intrusiveness, while customers with low perceived control over the technology will perceive it as gratitude. It also suggests that customers' perceived intrusiveness and gratitude can affect future customer behavior. This study suggests the need for a change to a new perspective on traditional service failure and recovery by revealing that not all customers want immediate recovery efforts by the company before a request when a problem occurs due to the use of self-service technology at a time when many services are being converted to self-service technology and that this can vary depending on the customer's sense of control over the technology. As a result of the study, it was found The results of the study showed that customers with high perceived technological control perceived service employee recovery efforts as more intrusiveness than customers with low perceived technological control, and customers with low perceived technological control perceived it as more gratitude than customers with high perceived technological control. In addition, perceived intrusiveness had a negative effect on revisit intention, while perceived gratitude had a positive effect on revisit intention. These results provide insight into how technology use brings about changes in service failure and recovery, and how company strategies that have been positively evaluated in this process can be reevaluated by customers. Therefore, this study identifies changes in the problem-solving process when customers use self-service technology, and provides the possibility of academic discussions on corporate coping strategies and practical.