| 피부·비만관리 서비스 실패에 대한 공정성이 고객의 전환의사 및 추천의도에 미치는 영향 |
|
허선희, 윤천성 |
|
|
| The Effects of Justice on Service Failure on Customer`s Willingness to Switch and Recommendation Intention in Skin Care and Obesity Treatment Service |
|
Heo Seon-hee Heo , Youn Chun-sung Youn |
|
|
| Abstract |
|
This study is directed to compare and analyze the effect of justice on customers`` willingness to switch and recommendation intention due to dissatisfaction at skin care and obesity treatment service. For this purpose, the analysis of justice perception, willingness to switch and recommendation intention of customers on recovery effort of skin care shop were conducted after investigating complaints and dissatisfaction of adult female customers from skin care shop located in Seoul and Kyeonggi-do. The analysis consists of pilot survey for ensuring preliminary feasibility and reliability, and main survey for verifying research problems. Of 500 distributed questionnaires, 463 are selected for analysis after deleting unfaithfully answered ones. The results of analysis are as follow. First, regardless of service types in skin care industry, interactional justice is a positive factor which affects customers`` willingness to switch due to service failure. Second, procedural justice as well as interactional justice is a positive factor which affects willingness to switch in case of obesity treatment. Third, interactional justice is more effective at customers`` recommendation intention than distributive justice in case of skin care service whereas distributive justice exceeds the influence of interactional justice on recommendation intention in case of obesity treatment service. Based on these results, recommended business strategies are suggested regarding skin care service. |
| Key Words:
Justice, Obesity care, Recommendation intention, Skin care, Willingness to switch |
|
PDF Links
Download Citation
