Understanding the Impact of Service Failure and Recovery Justice on Consumers' Satisfaction and Repurchase Intention

This research attempts to explore the impacts of different types of justice and their interactions on the satisfaction toward service failure recovery. We attempt to classify justices into hygiene, motivator, or asymmetric variable, based on the concept of asymmetric effect and two factors theory proposed by Herzberg. Specifically, we predict that procedural and distributive justices are hygiene or performance factor and interpersonal justice is motivator. In addition, based on expectancy-disconfirmation theory (EDT), we also attempt to understand the interaction between paired justices by arguing that motivator can generate more effect when hygiene factor or performance factors meet initial expectation. An experiment, with 3x2x2 between-subjects factorial design consisting of three factors to represent different levels of justice provided by online retailer, will be conducted to test the proposed hypotheses. A two-step approach will be used to (1) confirmation the types (hygiene, performance, or motivator) that each justice dimension belongs to, (2) understand the impact of each justice on satisfaction, and (3) test whether motivator will generate more effect when hygiene and performance factor are satisfied. Keyword: Expectation disconfirmation theory, Justice theory, Service failure and recovery, Two factor theory, Satisfaction

[1]  Ruth N. Bolton,et al.  A Model of Customer Satisfaction with Service Encounters Involving Failure and Recovery , 1999 .

[2]  Jack Shih-Chieh Hsu,et al.  Does confirmation always matter? Extending confirmation-based theories , 2014, Behav. Inf. Technol..

[3]  Wei-Ting Wu,et al.  The Impacts of Online Retailing Service Recovery and Perceived Justice on Consumer Loyalty , 2010, Int. J. Electron. Bus. Manag..

[4]  James G. Maxham,et al.  Modeling customer perceptions of complaint handling over time: the effects of perceived justice on satisfaction and intent , 2002 .

[5]  Jochen Wirtz,et al.  Consumer responses to compensation, speed of recovery and apology after a service failure , 2004 .

[6]  Bongsik Shin,et al.  Understanding Post-adoption Usage of Mobile Data Services: The Role of Supplier-side Variables , 2009, J. Assoc. Inf. Syst..

[7]  Abhijit Chaudhury,et al.  Product Customization on the Web: An Empirical Study of Factors Impacting Choiceboard User Satisfaction , 2006, Inf. Resour. Manag. J..

[8]  Hsin-Hui Lin,et al.  The relationship of service failure severity, service recovery justice and perceived switching costs with customer loyalty in the context of e-tailing , 2011, Int. J. Inf. Manag..

[9]  Nancy K. Lankton,et al.  Examining Two Expectation Disconfirmation Theory Models: Assimilation and Asymmetry Effects , 2012, J. Assoc. Inf. Syst..

[10]  Hsin Hsin Chang,et al.  Recovery of online service: Perceived justice and transaction frequency , 2012, Comput. Hum. Behav..

[11]  John C. Mowen,et al.  The Impact of Perceived Justice on Customer Satisfaction and Intention to Complain in a Service Recovery , 1997 .

[12]  J. Bloemer,et al.  The complex relationship between consumer satisfaction and brand loyalty , 1995 .

[13]  C. Goodwin,et al.  Consumer responses to service failures: Influence of procedural and interactional fairness perceptions , 1992 .

[14]  Jooyeon Ha,et al.  Perceived justice in service recovery and behavioral intentions: the role of relationship quality. , 2009 .

[15]  William T. Ross,et al.  The Asymmetric Impact of Negative and Positive Attribute-Level Performance on Overall Satisfaction and Repurchase Intentions , 1998 .

[16]  Maik Hammerschmidt,et al.  The service quality-satisfaction link revisited: exploring asymmetries and dynamics , 2010 .

[17]  Celso Augusto de Matos,et al.  Service Recovery Paradox: A Meta-Analysis , 2007 .

[18]  S. Seyedaliakbar,et al.  An investigation into the determinants of customer satisfaction , 2016 .

[19]  C. Boshoff.  An experimental study of service recovery options , 1997 .

[20]  W. DeSarbo,et al.  Response Determinants in Satisfaction Judgments , 1988 .

[21]  R. Oliver.  A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions , 1980 .

[22]  W. Kim,et al.  The effects of perceived justice on recovery satisfaction, trust, word-of-mouth, and revisit intention in upscale hotels. , 2009 .

[23]  Vatcharaporn Esichaikul,et al.  What makes websites trustworthy? A two-phase empirical study , 2005, Int. J. Electron. Bus..

[24]  Stephen S. Tax,et al.  Customer Evaluations of Service Complaint Experiences: Implications for Relationship Marketing , 1998 .

[25]  M. Hui,et al.  Perceived Control and the Effects of Crowding and Consumer Choice on the Service Experience , 1991 .

[26]  Ying-Feng Kuo,et al.  Satisfaction and post-purchase intentions with service recovery of online shopping websites: Perspectives on perceived justice and emotions , 2012, Int. J. Inf. Manag..

[27]  N. Kano,et al.  Attractive Quality and Must-Be Quality , 1984 .

[28]  Anol Bhattacherjee,et al.  Understanding Information Systems Continuance: An Expectation-Confirmation Model , 2001, MIS Q..

[29]  A. Kau,et al.  The effects of service recovery on consumer satisfaction: a comparison between complainants and non‐complainants , 2006 .

[30]  James G. Maxham.  Service recovery's influence on consumer satisfaction, positive word-of-mouth, and purchase intentions , 2001 .

[31]  M. Prakash,et al.  Service Quality: Revisiting the Two Factors Theory , 2001 .

[32]  Richard A. Spreng,et al.  An empirical examination of a model of perceived service quality and satisfaction , 1996 .

[33]  Mary Jo Bitner,et al.  The Service Encounter: Diagnosing Favorable and Unfavorable Incidents: , 1990 .

[34]  Tomás Kincl,et al.  Measuring website quality: asymmetric effect of user satisfaction , 2012, Behav. Inf. Technol..

[35]  J. Brockner,et al.  An integrative framework for explaining reactions to decisions: interactive effects of outcomes and procedures. , 1996, Psychological bulletin.

[36]  Stephen S. Tax,et al.  The effects of distributive, procedural, and interactional justice on postcomplaint behavior , 1997 .

[37]  Klaus Solberg Søilen,et al.  How do interactions of Kano model attributes affect customer satisfaction? An analysis based on psychological foundations , 2013 .

[38]  J. E. Swan,et al.  Equity and Disconfirmation Perceptions as Influences on Merchant and Product Satisfaction , 1989 .

[39]  F. Herzberg.  Work and the nature of man , 1967 .

[40]  R. Oliver.  Effect of expectation and disconfirmation on postexposure product evaluations: An alternative interpretation. , 1977 .

[41]  A. Parasuraman,et al.  A Conceptual Model of Service Quality and Its Implications for Future Research , 1985 .

[42]  J. E. Swan,et al.  Disconfirmation of expectations and satisfaction with a retail service. , 1981 .

[43]  Viswanath Venkatesh,et al.  E XPECTATION D ISCONFIRMATION AND T ECHNOLOGY A DOPTION : P OLYNOMIAL M ODELING AND R ESPONSE S URFACE A NALYSIS 1 , 2010 .