- 권한신청
- P-ISSN1226-9654
- E-ISSN2733-466X
- KCI
인식 개선을 위한 전자 메일의 시각적·인지적 구성 요소: 서비스 불만족 고객에 대한 사과 메일을 중심으로
Important Perceptual and Cognitive Factors to Include in Apology E-mails to Dissatisfied customers
정우현 (충북대학교)
주정현 (연세대학교)
정경미 (연세대학교)
정우성 (서던포스트)
초록
서비스 회복이란 서비스 실패로 인해 형성된 부정적 인상을 긍정적으로 변화시키기 위한 전략적 노력을 의미한다. 본 개관 논문은 서비스 불만족을 경험한 고객을 대상으로 서비스 회복을 위한 사과 전자 메일을 보낼 때 고려해야 할 요인들을 정리하였다. 전자 메일로 부정적 인식을 개선하고자 할 때 내용이 중요한 것은 물론이지만 전자 메일을 구성하는 시각적 요인 역시 감성 반응에 미치는 영향이 그에 못지않을 수 있다. 본 연구에서는 사과 전자 메일에서 서비스 회복과 관련된 감성 반응에 영향을 줄 수 있는 요인들을 인지적인 것과 시지각적인 것으로 나누어 살펴보았다. 시지각적 요인으로 사진 제시, 색, 로고 제시, 표나 그래프 같은 자료의 제시, 강조 방법의 효과가 검토되었으며 이러한 요인들에 더하여 문화 차이가 개입될 수 있는 가능성에 대해서도 고려하였다. 인지적 요인은 서비스의 내용과 관련된 요인, 불만족을 경험한 경험주체와 관련된 요인, 보상 방법과 관련된 요인들을 서비스 회복의 관점에서 연구 사례들의 소개와 함께 정리하였다. 본 개관 논문에서 검토된 요인들은 전자 메일을 통한 서비스 회복의 경우뿐만 아니라 홍보나 인식 개선을 위해 웹페이지, 서신, SNS 등의 다양한 전달 매체를 활용하는 경우에도 적용될 수 있을 것이다.
- keywords
- service recovery, service failure, perceptual factors, cognitive factors, 서비스 회복, 서비스 실패, 시각적 요인, 인지적 요인
Abstract
Service recovery is the actions taken by a service provider with the intention of changing customers' negative impressions on the service to positive ones. The current study reviewed factors to consider when sending an apology email to customers who had bad or unsatisfactory service experiences. Among perceptual factors, pictures, tables, graphs, logos, and bright colors were shown to have positive effects when put in the email. Cultural differences in effective perceptual factors were also examined. Among cognitive factors, the power of contents and monetary rewards were identified as important factors. The results suggest that these factors may have the same effects when used in apology made through other types of media, such as letter, webpage, or SNS. Implications and suggestions are also discussed.
- keywords
- service recovery, service failure, perceptual factors, cognitive factors, 서비스 회복, 서비스 실패, 시각적 요인, 인지적 요인
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