서비스회복 상황에서 가치공동창출이 행동의도에 미치는 영향에 관한 연구

Abstract

The purpose of this study was to structuralize the value co-creation behaviors of customers and companies in a service recovery phase and to identify the influencing factors. For the purpose, a scenario survey method was performed to university students with experience of buffet restaurant within 6 months. It was found that the customer citizenship behavior increases the value for customers, and that feedback, patience, and support are the contributing factors. In addition, the concept of service agility was found to be a factor that allows the companies to draw information from customers and increase its value. The identified factors were visibility, real-time response speed, and real-time decision. Based on these results, it was concluded that service companies are recommended to place a contact point that makes customers participate jointly or provide their ideas or opinions, and that flexible response is an important factor for the companies in achieving excellent service recovery.