호텔서비스 회복공정성이 고객만족에 미치는 영향 연구

Abstract

본 연구는 호텔서비스 회복 공정성이 고객만족에 미치는 영향과 동반자 유형에 의해 회복공정성과 만족이 조절되는지를 분석하는 것을 목적으로 하였다. 목적을 수행하기 위하여 회복 공정성을 절차 공정성, 상호작용 공정성, 분배 공정성으로 구분하고 동반자 유형은 가족, 낭만적, 사교적, 비즈니스 동반자로 분류하였다. 연구를 위해 문헌연구방법과 실증연구방법을 병행하였고 문헌연구에서는 서비스 회복공정성의 특성과 분류, 고객만족, 동반자 유형에 관한 이론 및 선행연구를 검토하여 연구의 토대를 마련하였다. 그리고 조사 결과의 실증적 검증을 위하여 호텔 객실을 이용하며 불편을 겪은 고객을 대상으로 설문이 이루어졌으며, 총 310부의 자료가 최종 분석 자료로 이용되었다. 연구결과 호텔서비스 회복공정성과 고객만족 간의 관계를 증명하는 3개의 가설 모두 채택되었다. 분배공정성, 절차공정성, 상호작용공정성의 세 가지 차원에 대한 평가가 서비스 회복에 관한 전반적인 만족도에 영향을 미친다는 사실을 입증하였다. 다음으로 동반자 유형에 따른 회복공정성과 고객만족 간의 관계를 증명하는 4개의 가설 중 2개의 가설이 채택되었다. 동반자 유형 중 낭만적 동반자가 영향력을 나타냈고 나머지 요인은 영향을 미치지 않는다고 판단하였다. 본 연구는 호텔서비스 회복공정성과 고객만족 간의 관련성을 입증하였고 동반자 유형에 따라서 회복공정성과 고객만족 간의 관계가 조절된다는 것을 파악하였다는데 의의가 있다. 또한 서비스에 불만족한 고객들을 회복시켜줄 수 있는 효과적인 회복조치가 고객의 동반자 유형에 따라 전략적으로 요구됨을 시사해주고 있다.|This study aims to analyze the effect of hotel service recovery justice on customer satisfaction and investigate on whether the type of companion affects recovery justice and satisfaction. We categorized recovery justice into procedural, interactive and distributive justice and the type of companion into family, romantic partners, social partners and business partners. Literature research and empirical research have both been conducted, and the basis for literature research has been molded by examining the existing theoretical studies on the characteristics and categorization of service recovery justice, customer satisfaction and the type of companion. In addition, we surveyed customers having inconvenience using the hotel rooms to empirically verify the results and used the total of 310 samples as the final analysis data. As a result of the research, all three hypotheses verifying the relationship between hotel service recovery justice and customer satisfaction have been adopted. We verified the fact that all three dimensions of evaluation of distributive, procedural and interactive justice have an influence on the overall satisfaction of service recovery. In addition, two out of four hypotheses verifying the relationship between recovery justice and customer satisfaction have been adopted.Only romantic partner among the types of companion was found to have an influence. This study verified the correlation between recovery justice and customer satisfaction and is of significance in that it investigated the moderating effect of the type of companion on the relationship between recovery justice and customer satisfaction. Also, it suggests that effect recovery would be in line with the type of companion to recover the unsatisfied customers.; This study aims to analyze the effect of hotel service recovery justice on customer satisfaction and investigate on whether the type of companion affects recovery justice and satisfaction. We categorized recovery justice into procedural, interactive and distributive justice and the type of companion into family, romantic partners, social partners and business partners. Literature research and empirical research have both been conducted, and the basis for literature research has been molded by examining the existing theoretical studies on the characteristics and categorization of service recovery justice, customer satisfaction and the type of companion. In addition, we surveyed customers having inconvenience using the hotel rooms to empirically verify the results and used the total of 310 samples as the final analysis data. As a result of the research, all three hypotheses verifying the relationship between hotel service recovery justice and customer satisfaction have been adopted. We verified the fact that all three dimensions of evaluation of distributive, procedural and interactive justice have an influence on the overall satisfaction of service recovery. In addition, two out of four hypotheses verifying the relationship between recovery justice and customer satisfaction have been adopted.Only romantic partner among the types of companion was found to have an influence. This study verified the correlation between recovery justice and customer satisfaction and is of significance in that it investigated the moderating effect of the type of companion on the relationship between recovery justice and customer satisfaction. Also, it suggests that effect recovery would be in line with the type of companion to recover the unsatisfied customers.