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NTIS 바로가기서비스연구 = Journal of service research and studies, v.9 no.4, 2019년, pp.97 - 114
윤성욱 (동아대학교 경영학과) , 박성일 (부산경제진흥원)
The relationship quality and recovery of service failures perceived by consumers play an essential role in affecting the service provider's image and sales in terms of the highly involved service industry. In particular, implementation of successful relationship marketing strategies and effective re...
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핵심어 | 질문 | 논문에서 추출한 답변 |
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서비스 실패와 복구에 관한 접근을 두 가지로 분류하면? | 서비스 실패와 복구에 관한 접근은 크게 2가지로 구분할 수 있다. 하나는 공정성 이론(Equity Theory)을 접목한 서비스 복구와 소비자 만족에 관한 연구이고(e.g., Singh and Crisafulli, 2016; Tax et al., 1998), 다른 하나는 서비스 복구 정도와 관계 마케팅의 주요 변수(i.e., 신뢰, 만족, 몰입, 충성도, 구전, 재구매)와의 관계를 규명하려는 연구이다(e.g. | |
구매자와 판매자의 장기적인 거래 관계에서 신뢰와 만족과 같은 관계 품질은 관계마케팅에 있어서 매우 중요한 요인인 이유는? | 구매자와 판매자의 장기적인 거래 관계는 거래 비용이나 미래의 불확실성에 대한 위험을 줄이기 때문에 신뢰와 만족과 같은 관계 품질은 관계마케팅에 있어서 매우 중요한 요인이다(Min et al., 2019; Zhang et al. | |
서비스 전략의 중요한 요인으로 거론되는 것은? | 그럼에도 불구하고 효과적인 서비스 복구를 통해 소비자들의 부정적 감정과 행동을 최소화 할 수 있으며, 이는 거래 당사자들의 관계 강화에 긍정적인 영향을 미친다. 따라서 관계품질과 서비스 복구는 서비스 전략의 중요한 요인으로 거론되어 왔다(e.g. |
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