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Kor J Aesthet Cosmetol > Volume 13(6); 2015 > Article
Kor J Aesthet Cosmetol 2015;13(6): 857-864.
네일미용 서비스 회복노력, 회복만족 및 신뢰가 추천의도에 미치는 영향
이현미, 박철호
Effect of Recovery Endeavor, Recovery Satisfaction and Trust of Nail Art Service on Recommendation Intention
Hyun-Mi Lee, Chul-Ho Park
ABSTRACT
This research was done to clarify the structural relation between recommendation intention and trust, recovery satisfaction, recovery endeavor of nail art service. To accomplish thee research objectives, research model and hypothesis were set based on pilot studies and it intended to help customer management of nail shop by analyzing the effect of rust, recovery satisfaction, recovery endeavor of nail art service on recommendation intention through empirical investigation. As a result of empirical analysis targeting customers who have experienced dissatisfaction in nail service, first, service recovery endeavor was shown to affect recovery satisfaction, trust and recommendation intention. Service satisfaction and trust increase can be expected when customers who even have experienced dissatisfaction in nail shop where customer flow is rapid have their positive emotion recovered through active complaint handling and sympathy formation, appropriate compensation, showing it is possible to create intention to recommend new customers. Second, service recovery satisfaction was shown to affect trust and recommendation intention. Trust toward nail manager and nail shop can be hardened even in the case of negative customers due to service dissatisfaction but if active service recovery endeavor is put and service endeavor satisfaction is brought, showing it is possible to create intention to recommend new customers. Third, trust was shown to affect recommendation intention. Trust of customers toward nail shop and manager was shown to give a help in bringing new customers. It implies it is important to recover the trust with the strategic endeavor even in the case of customers who have experienced dissatisfaction in a nail shop.
Key words: Recovery endeavor, Recovery satisfaction, Trust, Recommendation intention
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