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Journal of the Korean Home Economics Association 2009;47(7):73-82.
패션상품 온라인 구매경험자의 서비스 실패와 회복에 관한 연구
박민정
계명대학교 패션마케팅학과
Service Failure and Service Recovery Experienced by Online Apparel Shoppers
Min-Jung Park
Department of Fashion Marketing, Keimyung University
ABSTRACT
The purpose of this study was to examine the effect of perceived justice associated with service recovery on perceived service quality, and the relationships among perceived service quality, customer satisfaction and behavioral intentions in online apparel shopping contexts. Justice theory provided the theoretical framework for this study. The research strategy employed an online survey methodology. Online shoppers (N=669) who had experiences in service failure and dissatisfactions completed a questionnaire. The model of the study was tested by structural equation modeling (SEM) and the results of SEM revealed positive effect of perceived justice regarding service recovery on perceived service quality, positive effect of perceived service quality on customer satisfaction, and positive effect of customer satisfaction on behavioral intention. The results of this study have implications for online retailers. Online retailers need to understand the importance of service recovery by which service failures are managed.
Keywords: 서비스 실패, Service Failure, 서비스 회복, Service Recovery, 온라인 쇼핑, Online Shopping, 공정성 이론, Justice Theory
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