항공사 위기 대응 전략이 서비스 회복 만족에 미치는 영향

Abstract

The purpose of this study was to examine the effect of crisis response strategy on service recovery satisfaction and the interaction effect according to the severity of service failure in the case of airline service failure. For this purpose, the experiment method between subjects factorial design 2 × 2 groups was used according to the crisis response strategy (acceptance strategy vs. defense strategy) and the severity of service failure (high vs low). As a result, first, acceptance strategy had more positive effect on service recovery satisfaction than defense strategy in airline crisis response strategy. Second, the interaction effect of airline crisis response strategy and severity of service failure was confirmed. In other words, in the case of high severity of service failure, acceptance strategy had more positive effect on service recovery satisfaction than defense strategy. On the other hand, there was no difference when the severity of service failure was low. Therefore, airlines should formulate appropriate crisis response strategies in consideration of the severity of service failures in the event of a crisis.