회복공정성과 관계지속의도 간의 구조적 관계에 관한 연구-회복만족, 회복감동, 브랜드애착의 매개역할

Abstract

Service failures occur even though service companies make continuously an effort to provide high quality services. The efficient and effective performance for service recovery due to the service failures could convert dissatisfied customers into loyal customers. However, improper service recovery may worsen failure situations to become a major cause of customer churn. In this context, this study aimed to investigate how the justice for service recovery related to service failures influenced the intention of keeping relationships through recovery satisfaction, recovery delight and brand attachment. A survey was conducted for customers of major department stores located in Busan for an empirical analysis. A total of 303 questionnaires were used in this study. A structural equation model was used to verify the hypotheses. The main results of this study are as follows: First, it was found that procedural justice, distributive justice and interactional justice each had a positive effect on recovery satisfaction in relation to recovery justice. However, recovery justice did not directly influence recovery delight, but indirectly exerted a positive effect on recovery delight by the medium of recovery satisfaction. Second, it was also found that both recovery satisfaction and recovery delight had a positive effect on brand attachment. Third, it was confirmed that brand attachment exerted a positive effect on relationship continuity intention. Finally, the theoretical and practical implications of these findings and the future research directions are discussed.

Key words: service recovery, recovery satisfaction, recovery delight, brand attachment, relationship continuity intention