골프장의 서비스 실패가 공정성 지각, 감정반응 및 서비스 회복에 미치는 영향

Abstract

This study examines the effects of the service failure factors perceived by golf course visitors on the recovery of the service by defining the relationship between their perception of fairness and emotional response. To that end, this study surveyed 214 general golfers who received services after being disappointed with golf course services once or more. The findings of the survey were derived.BR First, the service failure(environmental quality) perceived by golf course visitors had partial effects on their perception (distribution) of fairness. Second, the service failure (interaction, environmental quality, and procedure) perceived by golf course visitors had significant effects on their emotional response (positive, negative). Third, the perception(distribution) of fairness over the service failure perceived by golf course visitors had effects on the recovery of services (reliability, word of mouth). Fourth, the emotional response (positive, negative) to the service failure perceived by golf course visitors had effects on the recovery of services (word of mouth, and re-visit).BR In conclusion, golf courses should present policies and strategies to provide compensatory services to visitors as measures for recovering failed services perceived by visitors so as to recover their services and to encourage the visitors to respond positively.