서비스 실패 시 회복전략 우선순위에 관한 연구: AHP분석을 중심으로

Abstract

Many companies experience service failure in unforeseen circumstances and have provided a variety of recovery strategies in order to solve this problem. However, they have not understood which recovery strategy is important, and what consumers really want. This study aims to assess various factors affecting service recovery strategies as well as relative weighted value of each factor by using Analytic Hierarchy Process(AHP) that allows to measure relative importance of relevant factors. First, when service failure occurs, consumers believe that action-oriented aspect is more important to determine the importance and weighted values of each factor than the compensatory and psychological aspect. In addition, that importance appears differently depending on the high and low interaction; consumers consider compensatory and action-oriented aspect as the most important thing in low interaction. But in high interaction, they regard action-oriented and psychological aspect very highly. Lastly, employees think compensatory aspect is more important and determinant than action-oriented and psychological aspect. So, there is a difference between the two perspectives. The results of the study indicate that effective strategies of service recovery should focus on what customers want, and consider differences in perception between companies and consumers.