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korean management review - Vol. 48 , No. 5

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korean management review - Vol. 48, No. 5, pp. 1277-1302
Abbreviation: kmr
ISSN: 1226-1874 (Print)
Print publication date 31 Oct 2019
Received 15 Mar 2019 Revised 06 Jul 2019 Accepted 10 Aug 2019
DOI: https://doi.org/10.17287/kmr.2019.48.5.1277
An Empirical Study on Service Recovery of Generation Z in Airline Industry: The Moderating Role of Complaint Behaviors
Joo-Hyun Kim^* ; Jin Kyung Kwak^**
*Ewha Womans University, First Author

**Ewha Womans University, Corresponding Author

항공서비스에서 Z세대의 서비스 회복에 대한 실증연구: 불평 행동 조절 효과를 중심으로
김주현^* ; 곽진경^**

*(주저자) 이화여자대학교 (joohyun307@gmail.com)

**(교신저자) 이화여자대학교 (jkkwak@ewha.ac.kr)

Abstract

The purpose of this study is to identify factors affecting service recovery expectations and service recovery satisfaction in the airline service industry. Also, this research is intended to investigate how the relationship varies according to individual's complaint behavior tendency. This study has several differentiation points. Firstly, the study focuses on the customer-side variables, which are customer loyalty and perceived service quality, among the leading variables influencing service recovery expectations based on the previous studies. Specifically, the degree of customer loyalty was assessed by the presence of a specific airline membership, and the degree of perceived service quality was judged by other service benefits according to the in-flight classes(business class versus economy class). The result of the pretest confirmed that the manipulations were statistically significant. Secondly, the study concentrates on airline consumers of Generation Z in order to find out their airline consumption behavior and perception. Generation Z refers to the next generation of the Millennium generation, and generally consists of people who are born from the mid-1990s to the early 2010s. As reflected in words such as YOLO or Work-Life Balance, which represents lifestyles of Generation Z, many people now travel and enjoy their leisure time to find happiness right away. In this context, the study is needed to look specifically at the airline consumption behaviors of Generation Z, and seek how airlines can respond effectively by identifying the needs of their growing consumers.

In this study, the scenario-based experiment was conducted on the Generation Z by manipulating the customer-side variables. Hypotheses were verified by the two-way ANOVA using a total of 445 responses. In detail, two - way ANOVA was conducted by the 4×2 factorial design measuring customer-side variables (divided by four different types according to customer loyalty and perceived service quality) and complaint behaviors tendency (divided by active complainers versus passive complainers).

The results showed that customer loyalty and perceived service quality did not show a statistically significant difference in service recovery expectation and service recovery satisfaction. On the other hand, the interaction effects were shown with complaint behavior tendency: Active Complainers showed higher degree of service recovery expectation and service recovery satisfaction than passive complainers even though they both had identical service failure and service recovery processes.

The implications of this study are as follows: First, customers who show complaints after service failure occurs can act as an opportunity for airlines. Second, airline service operators should seek ways to motivate customers to actively engage in complaining behaviors. Among them, it would be desirable for airlines to appropriately utilize service guarantees that provide benefits to customers who show complaint behaviors. By doing so, airline service operators are able to find out opinions of dissatisfied customers and increase their satisfaction by meeting their expectations.

초록

항공서비스 산업에서 서비스 실패가 발생했을 때, 서비스 회복에 대한 기대감과 회복에 대한 만족도에 영향을 미치는 요인들을 Z세대를 대상으로 규명하여 그들의 항공소비행동을 알아보는 것이 본 연구의 목적이다. 그리고 그 관계가 개인의 불평 행동 성향에 따라 어떻게 달라지는지 탐구하고자 하였다. 본 연구는 기존 선행연구를 바탕으로 서비스 회복에 대한 기대감에 영향을 주는 선행 변수들 중 고객 측면 변수(고객 충성도, 인지된 서비스 품질)에 초점을 맞추었고, 항공사가 통제할 수 있는 고객관련 정보로 고객 측면 변수를 측정하였다.

본 연구에서는 고객 측면 변수를 조작하여 Z세대를 대상으로 시나리오 기반의 실험 연구를 진행하였고, 총 445부의 응답을 사용하여 이원분산분석(two-way ANOVA)으로 가설을 검증하였다. 분석 결과 Z세대의 소비자들은 충성도와 인지된 서비스 품질이 서비스 회복에 대한 기대감이나 회복 만족도에 통계적으로 유의미하지 않은 반면, 적극적인 불평 행동 성향인 소비자들이 그렇지 않은 소비자들보다 같은 서비스 실패를 경험해도 서비스 회복에 대한 기대감과 회복 만족도가 높은 것으로 나타났다. 이를 통해 항공사들은 서비스 실패 및 회복 상황에서 Z세대의 소비자들을 접할 때 그들의 불평 행동 성향과 멤버십 유무, 기내 좌석 등급과 같은 정보를 잘 활용한다면 효과적인 서비스 회복을 할 수 있을 것이다. 이러한 발견을 바탕으로 본 연구는 경영학적인 시사점에 대해 논의하였다.


Keywords: airline consumer behavior of Generation Z, customer loyalty, perceived service quality, complaint behavior tendency, service recovery expectation, service recovery satisfaction 키워드: Z세대 항공소비행동, 고객충성도, 인지된 서비스 품질, 불평 행동 성향, 서비스 회복에 대한 기대감, 서비스 회복에 대한 만족도

Acknowledgments

본 연구는 김주현의 석사학위논문을 수정 및 보완하였음.

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• 저자 김주현은 이화여자대학교 경영학과를 졸업하였고, 동대학원에서 경영과학 전공으로 경영학 석사 학위를 취득하였다. 현재 미국 캘리포니아 얼바인 대학에서 데이터 분석 전공으로 공부하고 있다. 관심 연구 분야는 서비스 품질, 서비스 회복 및 소비자 의사결정 등이다.

• 저자 곽진경은 현재 이화여자대학교 경영대학 경영과학 전공 부교수로 재직 중이다. 서울대학교 경영대학 및 대학원 경영학과를 졸업하였으며, 미국 코넬대학교 경영대학에서 생산관리 전공으로 경영학 박사를 취득하였다. 주요 연구 분야는 공급망에서의 재고 관리, 서비스 운영 관리 등이다.