온라인 서비스 실패에서 보상의 공평성과 보상경로가 고객반응에 미치는 영향
- Title
- 온라인 서비스 실패에서 보상의 공평성과 보상경로가 고객반응에 미치는 영향
- Other Titles
- Influence of Equity and Channel of Compensation on Customer Responses in Online Service Failure
- Author
- 김성호
- Keywords
- Channel of Compensation; Equity of Compensation; recovery; Online Service Failures; Customer Satisfaction
- Issue Date
- 2012-11
- Publisher
- 한국서비스경영학회 / The Korea Service Management Society
- Citation
- 서비스경영학회지, 권: 13, 호: 4, 페이지: 209-232
- Abstract
- In this study, influences of the equity of compensation and the channel of compensation were empirically investigated in online service failures. Equity of compensation(recovery) was manipulated at three levels: equity (neither advantage nor disadvantage), advantageous inequity, and disadvantageous inequity. Channel of compensation was manipulated at two levels: personal and online.Data were collected using scenario method. Major findings were (1) there was a strong interaction between the equity and the channel of compensation and (2) only when compensation was equitable, compensation through human channel led to a higher level of customer satisfaction than compensation through online channel. Implications of the current study and the direction for future research were suggested.
- URI
- http://www.dbpia.co.kr/Article/NODE06392424http://hdl.handle.net/20.500.11754/38085
- ISSN
- 1598-1150
- Appears in Collections:
- GRADUATE SCHOOL OF BUSINESS[S](경영전문대학원) > BUSINESS ADMINISTRATION(경영학과) > Articles
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