한국과 중국외식업체의 서비스 실패와 회복 방안 비교

초록

The line of research on service failure and recovery has tended to emphasize single nation research to date. As most of major Korean service firms continue to seek opportunities in foreign markets, especially in China, much effort needs to focus on assessing Korea's and China's similarities and differences so as to develop appropriate strategies. This study compares the effects of failure and recovery strategies in the restaurant sector of two countries with similar but different cultures with the CIT method. Responses of 424 restaurant customers were analyzed. Even if two countries are in same Asian cultures, there are some differences in recovering efforts of services firms on service failures. As of service failures, restaurant customers in Korea highly care about service failures caused by unprompted/unsolicited employee actions including employee attitudes, and unclear policies of the service firms. On the contrary, chinese customers levy more emphasis on failures in foods themselves. In both countries, service firms' service recovery strategies deployed are different from recoveries customers wanted. These differences between two countries are explained in light of Hofstede's cultures index as well. Overcompensation methods as an service recovery do not appear to influence customer repeat patronage intentions, nor do they have significant influence on the rating of recovery effort. This last finding suggests that restaurants could and should use less expensive recovery methods.

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