Smartphone Service Recovery According to Gender in Korea

The recovering trust with service failure is very important in business area. Service failure could be causes of incomplete service or employee’s improper response. Although the recovering trust is important in smartphone application, few studies examine how recovering trust influence according to gender. This study investigates the process of recovering trust. The study conducted survey to verify the proposed research based on the theory such as justice, trust, gender etc. The result of the study reveals that the process of recovering trust varies depending on the gender which is one of the key factors that determines users’ behavior.