Antecedents and consequences of consumer trust in the context of service recovery

Abstract

The purpose of this paper is to investigate the antecedents and consequences of consumer trust after complaint handling episodes about services. A cross-sectional study was carried out with complainers of banks and airline companies. The respondents were approached at an International Airport in Brazil. Structural Equation Modeling was used to test the hypotheses developed. The building of consumer trust was sensitive to perceptions of justice regarding the way complaints were handled by the company. More specifically, the perception of interactional fairness strongly impacted consumer trust in the employees which, in turn, revealed a high impact on trust in the company. Insofar as satisfaction with complaint handling does not mediate the relationship between the dimensions of fairness and trust, following a conflict it loses part of its importance. Finally, both repurchase intention and word-of-mouth communication were influenced by trust in the company, satisfaction with complaint handling and perceived value. The company should attentively observe the interactional aspect in terms of developing relationships with customers. Appropriate complaint handling and the consequent trust created between the parties is an efficient form of developing and maintaining solid relationships with customers.

Antecedents of Customer E-loyalty With the Effect of Trustworthiness in Malaysia Context

“…When e-consumers or e-shoppers have had no direct interaction with the e-retailers, trustworthiness (trust beliefs) plays an important role. In other words, trust (trustworthiness) acts as a confidence tool to move potential customers towards website purchases, and thus spread favorable word-of-mouth to the others and their friends (Santos & Von Der Heyde Fernandes, 2008). As stated in the literature reviewing, a sense of trust can TRUSTWORTHINESS IN MALAYSIA CONTEXT 721 be earned by repeatedly meeting customers' perceived value (Yao, Zhou, &Meng, 2007) and providing accurate information (Abdul-Rahman & Hailes, 2000).…”

The Role of Perceived Justice in Building Brand Trust

“…Delgado-Ballester and Munuera-Alemán (2005, p.193) pointed out that "the the more positive experiences the consumers has with the brand the more trusting he or she is likey to become". In this context, with regards to the effects of perceived justice on brand trust, empirical evidence revealed positive relationship between these constructs (dos Santos and Fernandes, 2008;Dewitt et al, 2008).…”

“…Trust is one of the most important and fundamental concepts in the brand literature as it contributes to customer loyalty (Morgan & Hunt, 1994;Matzler, Grabner-Kraüter, & Bidmon, 2008;Chiou and Droge, 2006), brand equity (Delgado-Ballester and Manuera-Alemán, 2005), brand extension acceptance (Reast, 2005) and word-of-mouth intentions (dos Santos and Fernandes, 2008). Moorman, Deshpandé and Zaltman (1993, p.82), defined trust as "willingness to rely on a exchange partner in whom one has confidence.…”

“…In these studies, perceived justice dimensions were found as an antecedents of recovery satisfaction (Tax et al, 1998;de Matos, Rossi, Veiga & Veira, 2009), overall satisfaction (Maxham III & Netemeyer, 2002), company trust (Tax et al, 1998;Kau & Loh, 2006;dos Santos & Fernandes, 2008), word-of-mouth intentions (Maxham III and Netemeyer 2002;Blodgett et al, 1997;dos Santos & Fernandes, 2008;Kau and Loh, 2006;Matos et al, 2009) and purchase intentions (Maxham III and Netemeyer, 2002). Moreover, in recent years some researchers have also investigated the relationships between positive and negative emotions and perceived justice dimensions (del Río-Lanza, Vazquez-Casilles & Diaz-Martin, 2009;Schoefer & Enew 2005, DeWitt, Nguyen, & Marshall, 2008.…”

“…Thus, understanding the effects of perceived justice on brand trust and switching costs is of great interest. Although, trust is considered a critical element for maintaining relationship between customer and a firm, there are few empirical studies revealing the direct effect of perceived justice on trust (Dewitt et al, 2008;dos Santos & Fernandes, 2008). On the basis of these considerations, this study aims to fulfill this gap by analyzing the relationship between perceived justice, brand trust and switching costs.…”