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KMID : 1235020170110020027
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Health Service Management Review
2017 Volume.11 No. 2 p.27 ~ p.39
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The Effect of Service Recovery Fairness on Customer Satisfaction and Long-term Relationship Orientation by Type of Medical Service Failure : Focusing on Multi-Group Analysis
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Jo Seong-Chan
Lee Hoon-Young
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Abstract
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Medical services are characterized by intangibles, heterogeneity, and non-separability. Thus, customers experience failure in providing goods and services. Failure in service delivery causes customer dissatisfaction. In addition, customers` dissatisfaction creates the intention to use other hospitals and creates a negative image about hospitals. Hospitals therefore need efficient and effective strategies for failures during service delivery. Through this, customer satisfaction should be improved. The strategy that can be considered is the fairness of service recovery. Service recovery fairness is a means of satisfying customers who have experienced dissatisfaction in the service process. This is divided into distributed fairness, procedural fairness, and interactive fairness. An effective service recovery strategy increases customer satisfaction. It can also increase loyalty to the hospital. However, there is a lack of research on the fairness of service recovery in the medical services field. This study examines the effects of perceived service recovery fairness on customer satisfaction in service recovery process. We also examine the effect of service failure type on the relationship between service fairness and customer satisfaction. Finally, we examine the effect of customer satisfaction on long-term relationship orientation. This suggests implications for establishing an effective strategy in case the hospitals experience service failure in the future.
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KEYWORD
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Service Fairness, Service Recovery, Service Failure, Customer Satisfaction, Relationship Orientation, Medical Service Failure, Multiple-Group Analysis
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