초록 열기/닫기 버튼
이 연구의 의도는 실패경험에서 설명 유무가 회복가능성에 미치는 영향을 탐색적으로 접근하는 것이다. 연구표본은 2019년 03월 01일부터 03월 31일까지 국내 주요 관광지를 다녀온 내국인을 대상으로, 편의표본추출방식의 구조화된 설문지를 이용한 자기응답으로, 안내자 설명 유/무, 회복가능성(소비자만족과 구전의도), 표본특성 등이 포함되었다. 측정척도는 7점 리커트 척도(양극단의 예: 1=매우 그렇지 않다, 4=보통이다, 7=매우 그렇다)로 접근하였다. 분석표본은 총650부 가운데 유효표본583(89%)부가 분석에 활용되었다. 통계프로그램 SPSS V.25를 이용 빈도분석, 요인분석, 신뢰도분석, 분산분석으로 접근하였다. 분석결과 첫째, 서비스 실패경험에서 제공자의 설명이 있을 때가 없을 때보다 회복가능성의 소비자만족에 더 긍정적인 영향을 미치는 것으로 나타났다. 둘째, 서비스 실패경험에서 제공자의 설명이 있을 때가 없을 때보다 회복가능성의 구전의도에 더 긍정적인 영향을 미치는 것으로 나타났다. 분석결과를 토대로 관련 시사점과 연구의 한계를 제시하였다.
The purpose of this study is to investigate the impact of explanations or lack of explanation in failure experiences and recoverableness (eg, consumer satisfaction and word of mouth intention) in the travel service failure context and to suggest implications related to Korean domestic tourism. This study used two factors (eg, consumer satisfaction and word of mouth intention). Structured questionnaires were conducted with Korean tourists who experienced domestic tourism within the last three months from March 1st to March 31st, 2019. A total of 650 copies were distributed to tourists using convenience sampling method and the participants were given an explanation of the purpose of the questionnaire. A total of 583 (89%) valid samples were used for the final analysis. The analysis was conducted using SPSS 25 and the hypotheses were tested using frequency analysis, factor analysis, reliability analysis, and one–way ANOVA analysis. The results of the analysis are as follows. First, compared to when there was a lack of explanations, the effect on the consumer satisfaction was found to be significantly positive when there was an explanation in the travel service failure experience. Second, compared to when there was a lack of xplanations, the effect on the word of mouth intention was found to be significantly positive when there was an explanation in the travel service failure experience. Based on the results of the study, the importance of explanations in the travel service failure experience can be confirmed. Implications of this study provide practical suggestions, and limitations of the study and directions for future research are discussed.
키워드열기/닫기 버튼
Failure Experience, Explanation, Recoverableness(Consumer Satisfaction(CS), Word of Mouth Intention(WOMI))
