초록 열기/닫기 버튼
The purpose of this study is to grasp the outcomes of company's service recovery efforts which have been excuted by airline companies. Particularly, this study intends to clarify effects of service recovery efforts by airline companies on customers' forgiveness, including the possible moderating effects of the level of customers' anger. The study executed an on-line survey aiming to gather data from customers who had unsatisfactory experiences during their flights. This study tried to focus on gathering data from customers' unsatisfactory experiences in real situations rather than depending on ready-made scenario techniques, which made the study could propose a more practical suggestions from real customers' voices. The results exhibited that timely response and empathy become important factors for making customer's forgiveness. That is, psychological rewards shows more important than tangible rewards in order to do emotional recovery of customers by airlines. Particularly customer's anger is moderating effects in influencing relations to forgiveness from service recovery efforts. This implies that grasping customer's extrinsic responses at service contacts is important so as to perform effective service recovery strategies.
키워드열기/닫기 버튼
Airline Industry, Service Recovery, Anger, Forgiveness
