관계이탈의도에 대한 회복 만족의 효과

초록

This study examines how brand betrayal and brand avoidance affect relationship exit intentions following a service failure. It extends justice theory and the service recovery paradox through the moderating effect of recovery satisfaction on these relationships. Using customers who have used online travel agencies, our results show that brand betrayal and recovery satisfaction have a significant impact on customers' exit intentions. However, the relationship between brand betrayal and exit intentions is significantly weakened as recovery satisfaction increases. Contrary to our expectations, the relationship between brand avoidance and exit intention was not significant regardless of recovery satisfaction status. Furthermore, brand avoidance had no effect on exit intentions. Specifically, the finding that restorative satisfaction influenced the reduction of intention to leave supports justice theory. However, the insignificance of the indirect effect, particularly with regard to brand avoidance, may require further refinement of justice theory. The findings suggest that achieving high levels of recovery satisfaction can potentially enhance brand loyalty and encourage customers to remain with the brand. This suggests the potential validity of the service paradox concept and the need for a theoretical update to address the service recovery paradox.

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