Journal of Service Research and Studies (서비스연구)

The Society of service Science (서비스사이언스학회)
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Effect of Perception Towards Service Failure Seriousness By Social Commerce Companies and Service Providers on Repurchase Intention and Revisit Intention

소셜커머스와 서비스제공 업체의 서비스실패 심각성 지각이 재구매 의도와 재방문 의도에 미치는 영향

  • Yun, Dae Hoong (The Research Institute of Knowledge Service and Consulting, Dong-A University) ;
  • Park, Byung Nam (The Industrial-Academic Cooperation Group, Social Economy Center, Catholic University of Pusan)
  • 윤대홍 (동아대학교 지식서비스.컨설팅연구소) ;
  • 박병남 (부산가톨릭대학교 산학협력단 사회적경제센터)
  • Received : 2016.08.12
  • Accepted : 2016.09.12
  • Published : 2016.09.30
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Abstract

This study was intended to examine the effect that the quality of service delivered by social commercial companies and service providers and perception towards seriousness of service failure would have on the intention of repurchase and revisit. 10 hypotheses were derived from literature review. excluding the questionnaires that contained many missing values or inconsistent or insincere answers. The results of this study can be summarized from 3 aspects. First, it was found that the quality of service delivered by social commerce companies had a statistically significant effect on social commerce companies' service failure(Hypothesis 1) and social commerce company repurchase intention(Hypothesis 3) in connection with the effect that the quality of service delivered by social commerce companies and service providers would have. The quality of service delivered by service providers was found to have a statistically significant effect on service providers' service failure(Hypothesis 2) and service provider revisit intention(Hypothesis 4). Second, the perception towards seriousness of service failure by social commerce companies and service providers was found to have the following effect: The service failure by social commerce companies(Hypothesis 5) was found to have a statistically significant effect on service provider revisit intention(Hypothesis 8), but did not have a statistically significant effect on social commerce company repurchase intention (Hypothesis 6). The service failure by service providers was found to be statistically significant for service provider revisit intention(Hypothesis 7) and social commerce companies purchase intention(Hypothesis 9). Finally, service provider revisit intention was found to be statistically significant for social commerce company repurchase intention(Hypothesis 10).

본 연구는 소셜커머스와 서비스제공 업체의 서비스실패 심각성 지각이 재구매 의도와 재방문 의도에 미치는 영향에 관한연구로, 연구의 결과를 3가지 측면에서 요약하면 다음과 같다. 첫 번째, 소셜커머스와 서비스제공 업체의 서비스품질의 영향을 살펴보면 다음과 같다. 먼저 소셜커머스의 서비스품질은 소셜커머스 서비스실패(가설 1), 소셜커머스 재구매 의도(가설 3)에 통계적으로 유의한 결과를 미치는 것으로 나타났다. 서비스제공 업체의 서비스품질은 서비스제공 업체 서비스실패(가설 2), 서비스제공 업체 재방문 의도(가설 4)에 통계적으로 유의한 결과를 미치는 것으로 나타났다. 두 번째, 소셜커머스와 서비스제공 업체의 서비스실패 심각성 지각의 영향은 다음과 같다. 소셜커머스의 서비스실패는 서비스제공 업체의 서비스 실패(가설 5), 서비스제공 업체 재방문 의도(가설 8)에 통계적으로 유의한 결과를 미치는 반면에, 소셜커머스 재구매 의도(가설 6)에는 통계적으로 유의하지 않은 것으로 나타났다. 서비스제공 업체 서비스실패는 서비스제공 업체 재방문 의도(가설 7), 소셜커머스 재구매 의도(가설 9)에 통계적으로 유의한 것으로 나타났다. 마지막으로 서비스제공 업체 재방문 의도는 소셜커머스 재구매 의도(가설 10)에 통계적으로 유의한 것으로 나타났다.

Keywords

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