항공사의 서비스 회복 공정성이 기업-고객간 장기지향성에 미치는 영향

초록

Service quality management has been one of the major issues in the airline industry. So, carriers have provided a variety of recovery strategies in order to solve this problem. This study aims to provide information on how to conduct recovery strategies regarding service recovery justice, recovery satisfaction, customer citizenship behavior and long-term orientation based on surveys of flight cancelation customers. The Key findings of the study are as follows. The results suggest that distributive, procedural and interactional as a service recovery justice impacts on recovery satisfaction significantly. Also the higher recovery satisfaction increases recommendations, helping customers and providing feedback as a customer citizenship behavior. And then recommendations and providing feedback had a positive impact on long-term orientation, but helping customers not affected. In addition, we investigated the moderating effect of carriers type. We identified that service recovery justice had stronger effect on recovery satisfaction in full service carriers. Also recovery satisfaction had stronger effect on customer citizenship behavior in full service carriers. However recommendations and providing feedback had stronger effect on long-term orientation in low cost carriers. Limitations and future extensions of the study are also discussed.

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