ScholarWorks@숙명여자대학교

초록

This study empirically examined the interacting effect of customer-service provider relationship norms (exchange versus communal) and type of service failure (process versus outcome) on the relationships between customer’s perception on economic and psychological recovery efforts provided service providers and recovery satisfaction relationship in the service recovery processes. The results suggest that the effect of perceived economic recovery on recovery satisfaction in the exchange relationship were greater than those in communal relationship. For customers who experienced outcome failure in exchange relationship, perceived economic recovery had a greater influence on recovery satisfaction. On the other hand, the effects of a customer's perceived psychological recovery on recovery satisfaction were stronger for customers in communal relationship than for those in exchange relationship. Customers who experienced the process failure in communal relationship with service provider reacted more sensitively to perceived psychological recovery in terms of recovery satisfaction. Based on the results, theoretical and managerial implications of this study are discussed.

키워드