Perceived justice, emotions, and behavioral intentions in the Taiwanese food and beverage industry

Abstract

Purpose The research framework of this study is based on tri-component attitude model (cognition-affect-conation) which explores consumers’ positive or negative emotions, as well as various types of thoughts and actions, triggered by their perceived justice in the context of service failure. This study aims to probe the possible mediating and moderating effects caused by the process where consumers form their thoughts and actions. Design/methodology/approach This study conducts a survey to consumers after restaurant dining. This study collects data from 262 respondents and analyzes the data with the structural equation modeling. Findings The results indicate that perceived justice has significant effect on empathy, anger, positive word-of-mouth, repurchase intention and revenge. Empathy has a significant and positive effect on positive word-of-mouth. Anger has significant and positive effects on revenge and avoidance. Empathy is a mediator between perceived justice and positive word-of-mouth. Blame attribution and service failure severity are the moderators in the relationship between perceived justice and empathy/anger. Research limitations/implications Consumers might have experienced the scenarios described in the questionnaire and their responses might be based on recall of their previous dining experiences in other restaurants, thereby resulting in a time lapse problem and affecting the conclusions of this study. Practical implications It is not adequate to gain consumers’ choices just demonstrate favorable customer perceived justice and empathy in today’s industrial highly competitiveness because blame attribution and perception of service failure severity result in different positive and negative emotions and behavioral intentions. Therefore, food and beverage industry must have a various recovery approaches to recover service failure and create a more appealing relationship with consumers. Originality/value This study investigates the relationships among perceived justice, emotions and behavioral intentions which are seldom discussed in the past studies. In addition, this study investigates the mediating effect of empathy in the relationship between perceived justice and positive word-of-mouth. The results of this study indicate that blame attribution and service failure severity are the moderators between perceived justice and emotions (empathy/anger). The mediator of empathy and the moderators of blame attribution and service failure severity can enhance the research gap in the context of service recovery for the tri-component attitude model.

Fair or Unfair: The Moderating Effect of Sustainable CSR Practices on Anticipatory Justice Following Service Failure Recovery

“…MasterCard conducted a survey on consumer spending behavior in 2016 and found that Taiwan ranks fourth in dining-out spending in the Asia Pacific region behind South Korea, Australia, and Singapore [124]. Since the one thing every service can count on is that there is a service failure in the future [3], this study, similar to the research of Ortiz et al (2017), investigates service failure recovery during the dining period regarding restaurant services in Taiwan [13].…”

“…For example, Alamri et al [22] showed that corneal polymodal nociceptors have TRPV1-positive small ramifying nerve endings, whereas the cold thermoreceptor has TRPM8-positive large complex endings. TRPV1 has also been detected in human corneal epithelial and conjunctival cells [13,23]. Generally, it is known that TRPV1 plays a role in DED, since it can be activated by hypertonic challenge, which in turn leads to an increased release of pro-inflammatory cytokines [24,25].…”

“…Indeed, good service recovery can help a company turn a potentially negative situation into a positive one [6]. Previous research has shown that a successful service recovery can have a positive effect on consumer attitudes as well as behavioral intentions, such as satisfaction, trust, emotions, repurchase intentions, and the spread of positive word of mouth (WOM) [5,[7][8][9][10][11][12][13]. However, providing successful service recovery remains a challenge for many service organizations [5,[14][15][16][17].…”

“…Figure 1 illustrates the interactions and relationships of the constructs investigated in the research model. When service failure occurs, consumers are likely to feel anger and betrayal [13], therefore, companies need to respond immediately through anticipatory justice to restore organizational legitimacy and consumer trust toward the company. In addition, CSR theories provide a rationale for corporations to use sustainable CSR practices as a moderator to influence consumer perceptions of organizational legitimacy and consumer trust that can be recovered after service recovery efforts.…”

Customer complaint journey mapping: a qualitative approach

“…It is recognized that service failures trigger negative emotions" (Ortiz et al, 2017) such as anger, regret, disappointment, frustration, shame, guilt, and fear (Laros and Steenkamp, 2005;Sánchez-García and Currás-Pérez, 2011). Such human responses are inconsistent and responses can vary dramatically to near identical failures.…”