서비스 불평처리의 공정성 지각과 서비스 재이용의도 간의 관계: 서비스 불만내용의 조절효과

초록

Service complaints management for dissatisfied customers becomes a major factor to decide customer loyalty. This study proposes to explain how service complaints management effects on customer loyalty based on process-oriented equity and object-oriented equity in equity theory, and to explain how various situation variables such as service type and usage frequency moderates the above effects. The research findings shows that only process-oriented equity effects on intention for service, and only service type moderates the relationship.