The impact of selected customer characteristics and response time on e -complaint satisfaction and return intent

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본문내용
The impact of selected customer characteristics and response time on
e -complaint satisfaction and return intent
Hospitality Management 22 (2003)
Hotel Service Marketing
목 차
1. Introduction
1.1. Technology enthusiasm and service recovery
1.2. Speed of response
2. Methodology
2.1. Sample
2.2. Survey instrument
3. Results
3.1. Problem type and speed of response
3.2. Hypothesis testing
3.3. Customer responses to complaint handling
4. Discussion
5. Limitations and future research
CSD
*
Supporting Facts:
1. Introduction
전세계 인터넷 사용자수 : 2.5억 명
Hilton의 35명 Guest Assistance Team (Zickefoose, 2001)
과학기술의 진보와 혁신은 고객과 기업의 상호 작용에 중요 구성 요소로 작용 될 것임 (Meuter et al .,2000)
잘못된 문제 처리는 부정적 구전초래 및 고객 이탈 ->
온라인 상에서, 호텔 고객들의 complaint 처리 과정에 대한 인식 파악 요구 (Bitner et al .,1994 , Tax, 1998)
CSD
1. Introduction
Purpose of Study:
1) How do selected consumer characteristics (i.e. technology readiness or enthusiasm) influence guest perceptions of Web-based complaint handling process?
2) How crucial is the speed of response in post-recovery satisfaction?
- 이전 연구에서 정보과학기술에 대한 소비자간 enthusiasm
차이를 보임 (Parasuraman, 2000)
- 빠른 응답은 고객평가에 긍정적 영향 미침 (Clark et al., 1992)
- 문제처리과정에서 ‘지연’ - ’만족’ 사이에 부정적 관계 (Taylor, 1994)
technology readiness와 같은
고객의 특정 공헌은 응답 속도를
포함한 e-complaint 처리에 대한,
고객지각에 영향을 줄 것이다.
CSD
1.1. Technology enthusiasm and service recovery
Technology 에 친숙한 고객일수록 서비스 제공자와의 직접적인 접촉에 대한 요구나 필요성이 낮을 것이고 따라서 웹을 통한 고객 불만사항을 잘 처리하는 것이 중요. 반면 Technology 에 친숙하지 않은 고객일수록 직접적인 접촉 (VOICE TO VOICE OR FACE TO FACE)에 대한 요구가 클 것이다.
1.2. Speed of response
고객들은 e-communication에 대해 빠른 응답을 요구 (Strauss et al., 2001)
(예) Hilton에서는 48시간 내에 응답하도록 하고 있다.
Technology enthusiasts are hypothesized to expect an immediate reply when they send an e-mail complaint.
CSD
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