회복공정성과 사회적 책임이 고객충성도에 미치는 영향: 국내면세점 이용고객을 중심으로

Abstract

This study seeks to empirically verify the perceived justice (distributive justice, procedural justice, interactional justice) and the impact of corporate social responsibility on customer loyalty in case of service failure on domestic and foreign visitors with experience in using duty free shops in Korea. As a result of this study, first, the validation of the hypothesis for domestic visitors showed that for recovery justice, distributive justice, procedural justice and interactional justice had a positive effect on recovery satisfaction, and that procedural justice and interactional justice had a positive effect on customer trust. Next, the validation of the hypothesis for foreign visitors showed that for recovery justice, procedural fairness and interactional justice have a positive effect on recovery satisfaction, and procedural justice and interactional justice have a positive effect on customer trust. In the case of social responsibility, both domestic and foreign visitors were found to have a positive impact on recovery satisfaction and customer trust. Recovery satisfaction was also found to have a positive impact on customer trust and customer loyalty. Finally, customer trust has a positive effect on customer loyalty in both cases. Therefore, it is meaningful that the research presented strategic directions for enhancing the competitiveness of duty-free stores by suggesting the importance of forming a recovery process for improving customer loyalty in the ever-increasing market competition environment. Also, not only maximizing profits, but also as the demand for corporate social responsibility increases, this study has recognized important management activities to gain the competitive advantage of the entity.