The Influence of the Provider's Service Fairness on the Customer's Service Recovery Satisfaction and on Positive Behavioral Intentions in Cloud Computing

The study shows a statistically significant positive effect between the provider’s perceived structural service fairness and the customer’s service recovery satisfaction and, in turn, also shows statistically positive regression weights between the customer’s service recovery satisfaction and the intension to react positively in three directions: (1) to continue with the software, (2) to propagate a positive word-of-mouth (WOM), (3) to give honest feedback. The influence of the provider’s perceived social service fairness on the customer’s service recovery satisfaction does not appear to be significant but indicates a positive correlation. The study is based on data collected via a structured questionnaire from qualified users who have subscribed to Business-to-Business customer relationship management software and who use it as Software-as-a-Service in the cloud. Structural Equation Modelling was applied for the data analysis in order to confirm the chosen dependency model. The findings may help service providers to better understand their customers and to stimulate constructive actions to their continual improvement process.

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