Justice theory appears to be dominant theoretical framework applied to complaint handling. A three-dimensional view of the concept of justice has evolved over time to include distributive justice (dealing with decision outcomes), procedural justice (dealing with decision-making procedures), and interactional justice (dealing with interpersonal behavior in the enactment of procedures and delivery of outcomes). However, a few recent studies analyze the impact of perceived justice which include informational justice (adequacy and truthfulness of information delivered to a customer) as an independent variable. Also, a lack of consistency, among some of the categories falling within particular justice, can be observed. Perceived justice concept has not been tested yet with regard to concentrated service sectors and business reality of post-communist European countries. As a result this paper aims at verifying the extent to which perceived justice is multidimensional from a perspective of financial institutes' clients in Poland. The research was conducted on the sample of 400 customers. There is a support to use a four-dimension model. There were some new constructs found, which enrich measures of justice, e.g.: providing the client with the possibility of choosing compensation, a single-person complaint handling, the competence of the personnel. The results are interpreted in relation to other research related to this issue and prior own qualitative study.
Streszczenie: Zarządzanie konfliktem w relacjach z konsumentami należy do najważniejszych i jednocześnie najmniej rozpoznanych obszarów badań z zakresu marketingu relacji. Badania takie nie były prowadzone, zwłaszcza w krajach postsocjalistycznych, co stanowi lukę w wyłaniającej się teorii zarządzania konfliktem relacyjnym. W niniejszym artykule zaprezentowano wyniki badań, które pozwoliły na określenie wielowymiarowości konfliktu z perspektywy klientów banków w Polsce. Badania te wskazały na cztery aspekty zarządzania konfliktem, a także na ich wpływ na satysfakcję klienta z relacji z bankiem. W badaniach wykorzystano tzw. teorię sprawiedliwości w odniesieniu do relacji wymiennych.Słowa kluczowe: konflikty, relacje z klientami, bankowość, pomiar. Summary:Managing conflicts in customer relationships is one of most important and, at the same time, one of least explored, research areas within the larger area of relationship marketing studies. Such studies were not conducted in post-communist countries, which may be treated as a gap in the emerging theory of relationship conflict management. This paper presents research results that identify multi-dimensionality of conflict from the perspective of customers in banking industry in Poland. This study emphasizes four aspects of conflict handling, and the influence of these factors on customer satisfaction in relationship with the bank. This study is grounded in so-called "equity theory" with regard to exchange relationships.
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