중국외식업체의 서비스 실패와 서비스 회복 방안 -상하이 외식 업체들을 중심으로-

초록

This study identifies a typology of common service failures and recovery strategies of restaurants in Shanghai, China. In particular, through CIT methodology the real customer needs on recovering failed service are investigated and compared with service recovery strategies of restaurants currently being in practice. These are also described in light of China's cultural characteristics using Hofstede's (1980) culture index. The results indicate that sanitary problems, product defects and slow services are major service failures. While the service recovery strategies of restaurants against the failed services are "apology" and "no response", those of respondents are "managerial intervention", "free food", and "apology". Therefore, there is a difference between service recovery strategies used and requested. Thus new service recovery strategies considering what customers request as well as repeat patronage rates are required. Based on these, managerial intervention, correction, and apology are offered as effective recovery strategies.

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