무인 서비스 실패 상황에 따른 고객감정, 고객만족 및 행동의도 차이에 관한 연구

• 영문명: An Analysis of the Difference in Customer Emotion, Satisfaction, and Behavioral Intention among the Unmanned Service Failure Situations
• 발행기관: 한국외식경영학회
• 저자명: 전영주(Jeon, Young-Ju) JIN LIMEI 김태희(Kim, Tae-Hee)
• 간행물 정보: 『외식경영연구』22권 3호, 7~26쪽, 전체 20쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2019.06.30

영문 초록

In this study, front customer driven failure was tested as one of self-service failures. Responses of customer emotion, satisfaction, and behavioral intention to different types of unmanned service failure situations were analyzed and interaction between the different types of service failure were examined. Data collection was performed electronically by assigning subjects to a role-play scenario describing the KIOSK ordering and payment experience in a fast food restaurant. This experiment involved a 2(technology failures: high, low) x 2(design error: high, low) x 2(front customer driven failure: high, low) factorial manipulation. A total of 280 valid responses were analyzed. Results of the study reveal that customer negative emotion, regret, and dissatisfaction were higher as the degree of failure by scenario type was higher. Interaction effects between technology failures and front customer driven failures in customer emotion, regret and satisfaction were found. Contributions and implications of this study were addressed.

키워드

Unmanned service failure Front Customer Driven Failure Customer Emotion Behavioral Intention Fast Food Restaurant