[논문]글로벌 대형유통기업의 서비스 실패에 관한 사례 연구: 서비스 마케팅믹스별 실패요인을 중심으로

이용재; 최석봉

doi:10.7469/jksqm.2019.47.3.641

글로벌 대형유통기업의 서비스 실패에 관한 사례 연구: 서비스 마케팅믹스별 실패요인을 중심으로
The Service Failure of Global Large Distribution Companies: the Failure Factors by Service Marketing Mix 원문보기

品質經營學會誌 = Journal of Korean society for quality management, v.47 no.3, 2019년, pp.641 - 659

Abstract ▼ AI-Helper

Purpose: Recently, the managing customer complaints properly has emerged as key source of competitive advantage in the large distribution industry. Effective customer complaint management helps firms minimize service failures and incense the capability to respond to customer's needs. Despite this importance, the in-depth prior study of a firm's service failures is very limited. Therefore, the actual service failure cases of large discount stores in Korea were analyzed in this study, and the types of service failures that occur at the service interface were identified. Method: Specifically, a total of 48,307 cases of customer complaints that have occurred in the past three years were collected from 1 January 2016 to 31 December 2018. Using 7 dimensions of service marketing mix. we have classified and analyzed systematically the service failure cases collected. Results: Among the cases of service failures, 34,921 (72.3%) cases were involved with the product factor, followed by 6,152 (12.7%) cases with person factor and 5,392 (11.2%) cases with process factor. Conclusion: By linking the main causes of service failure with the service marketing mix variables, this research presented a more systematic analytic model and verified by applying it to large domestic distribution company. Understanding the main factors affecting customer complaints n the large distribution industry can provide managers useful information and insight who want to achieve an effective customer complaint management.

주제어

표/그림 (9)

표 Table 1. Percentage of Offline Distributor's Sales and Growth Rate by Year(2017~2018년)
그림 Figure 1. Main Study Approach and Suggested Implication
표 Table 2. 서비스 실패유형 : 서비스 마케팅믹스 기준 재분류
그림 Figure 1. Process for handling complaints from customers at large discount stores
표 Table 3. VOC type classification by K-mart (2016~2018년)
표 Table 4. Types of customer complaints of K large discount store by service marketing mix
그림 Figure 2. Service failure case classification procedure of K large mart
표 Table 6. K large mart service failure case classification status
표 Table 7. Proposed action plan for improvement on service failure

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