서비스 실패 이후 회복 만족의 장기적 영향: 부정적 감정과 행동 의도의 시간적 변화 분석

초록

The present study aims to examine the temporal changes in service recovery, negative brand emotions, and customer behavioral intentions among online travel agency (OTA) users. The data were collected from the same sample at two time points (T1 and T2) and analyzed using PLS-SEM to assess both the measurement and structural models. The findings suggest that the impact of recovery satisfaction on mitigating switching intention and brand retaliation exhibited an enhancement over time, while the direct effect of brand hate on switching intention was entirely eliminated at T2. Additionally, the impact of brand retaliation on switching intention exhibited a decline. These findings extend the service recovery paradox by empirically validating the long-term effects of recovery experiences and explaining the temporal change mechanisms in customer attitudes and behavioral intentions through (Oliver's 1997) satisfaction cycle model and emotion regulation theory. The present study offers empirical evidence suggesting that the effects of service recovery can persist in the long term. The study further suggests that future cross-cultural research is necessary to enhance the generalizability of the results.

키워드