Modeling Roles of Service Recovery Strategy: A Relationship-Focused View

Abstract

This study proposed and tested a theoretical model consisting of antecedents and consequences of recovery satisfaction using scenario experimentation with three dimensions of justice manipulated at two levels each (2x2x2 factorial design). Each participant was provided the same service failure (overcooked steak) scenario and one of the eight recovery scenarios (a combination of dimensions of justice). Structural equation modeling was used to test the hypotheses based on 286 cases. All three dimensions of justice had positive effects on recovery satisfaction. Recovery satisfaction had positive effects on trust and overall satisfaction. Trust had positive effects on commitment and overall satisfaction.Commitment had positive effects on overall satisfaction and behavioral intentions. Although a service failure might negatively affect customers' relationship with the service provider, effective recovery can reinforce attitudinal and behavioral outcomes. The study findings emphasized that recovery efforts should be viewed not only as a strategy to recover immediate satisfaction but also as a relationship tool to build long-term relationships with customers.

Effect of perceived safety, procedural justice on domestic airline passengers of Nigeria

“…Perceived safety and satisfaction service recovery (ȕ=0.043, t=13.072, p<0.000), were all supported. Consistent with prior research on the significant relationship between procedural justice and satisfaction service recovery (Ok et al 2005). Perceived safety and satisfaction (Ringle et al, 2011).…”

“…It is not unexpected to find that there is a significant relationship between the independent variables because safety issues like proper check on pilot competence, safety check of aircraft and its appearance should naturally enhance passenger satisfaction with service recovery. Procedural Justice issues are as well understood to influence the satisfaction of aggrieved passengers' satisfaction with the recovery process as suggested by Ok, Back, and Shanklin, (2005) that showed procedural justice of restaurant customer had greater influence on satisfaction service recovery than the other two justices.…”

“…That can be achieved through proper check on pilot competence, check on safety of the aircraft and its appearance (as proposed by Ringle et al, 2011).There must also be clear, convincing procedural justice Ok, Back, and Shanklin, (2005). Impliedly, passengers' procedural justices, perceived safety increases passengers' satisfaction with service recovery, which in turn enhances their relationship with domestic airlines, thus making airlines to operate at a profit.…”

Perceived Justice in Service Recovery and Recovery Satisfaction: The Moderating Role of Corporate Image

“…Many authors have found that all three forms of justice including distributive justice, procedural justice, interactional justice have a positive effect on overall service recovery satisfaction (Patterson et al, 2006;dos Santos & Fernandes, 2008;Kim et al, 2009;Karande et al, 2007;Karatepe, 2006;Ok et al, 2005;Smith et al, 1999;Tax et al, 1998;Clemmer & Schneider, 1996;Kau & Loh, 2006). The effects of dimensions of justice on customers' recovery satisfaction have been studied in different service industries as well, including, hotel customers, (Karatepe 2006), mobile phone buyers (Kau & Loh 2006), Undergraduate students, hotel customers (Smith et al, 1999) and Airline passengers (McCollough et al, 2000).…”

Complaint Management and Suppliers' Engagement in Long-term Relationships: A Conceptual Model based on Fairness Theory

“…Existing strong relationship between a buyer and its suppliers, suppliers tend to support this relationship in long term, even if they lose in short term (Ha and Jang, 2009;Ok et al, 2005). In fact, the level of customer satisfaction and their future behavioral intentions depend on their perceptions to whether they are treated fairly (McColl-Kennedy and Sparks, 2003).…”