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The Effect of Types of Service Recovery and Chronic Regulatory Focus on Customer Affective Reaction and Word of Mouth: The Case of the University and Graduate Students

Yeong Gug Kim 1 Jang, Seo Yeon 2

1강원대학교
2한국방송통신대학교

Accredited

ABSTRACT

Given the circumstance of service failure, the purpose of this study was firstly to examine the differences in reward types of service recovery (price discounting vs. coupon) and customer affective reaction by chronic regulatory focus(prevention focus vs. promotion focus). Also this study was to identify a moderating role of reward types of service recovery in the relationship between customer affective reaction and word of mouth. This study conducted experimental designs. Price discounting and coupon were manipulated as between-subject factors, and four items were developed to measure participants’ chronic regulatory focus. A total of 317 participants were assigned to one of the two experimental groups, and 297 data were used. The results of the study are as follows. It is revealed that endogenous latent factors were positive emotion, negative emotion, and word of mouth. In customer’s negative emotion, there were the differences when providing a coupon as a reward types of service recovery. Additionally, it is found that prevention focus has the moderating effects of reward types of service recovery on the relationships among positive emotion, negative emotion, and word of mouth.

Citation status

* References for papers published after 2022 are currently being built.