서비스회복에 대한 공정성 지각이 고객만족에 미치는 영향 :서울 특급 호텔 레스토랑을 중심으로
The Effect of Justice Recognition about Service Recovery on Customer Satisfaction
Services are an important factor for customers to choose companies not only in service companies but also in other companies. In competitive market circumstances of these days where the creation of new customers is very hard, it is very important to increase benefits by inducing customers to purchase more services through satisfaction of existing customers, maintenance of continuous relationship and creation of loyal customers. Services that customers want should be transferred to customers without mistakes to satisfy them but perfect presentation of services is impossible because of special characteristics of service goods. Therefore, the success of service companies depends on the recovery of failed services to the satisfying level of customers. If failed services are not recovered it causes dissatisfaction of customers, lack of loyalty and finally secession of customers. It is more important than any other problems for service companies such as hotels to respond to customer complaints because service failure plays a potential role in establishing long-term customer loyalty and effective service recovering techniques play an important role in maintaining and increasing customer loyalty.
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