EXPLORING THE RELATIONSHIPS BETWEEN PERCEIVED JUSTICE AND SERVICE RECOVERY OUTCOMES BY MEANS OF PLS-SEM
Journal Title: Güncel Pazarlama Yaklaşımları ve Araştırmaları Dergisi / Journal of Current Marketing Approaches and Researches - Year 2020, Vol 1, Issue 1
Abstract
Objective: Service sector is a very important and fast-growing industry in the global era. Most firms work hard to satisfy their customers by providing high quality service in order to keep them happy and to differentiate from their competitors. Although the service companies try their best, it is quite hard for them to provide 100% error-free service. Implying efficient service recovery strategies is a must for service firms due to the fact that service failures are inevitable and occur at some point of the service encounter. Successful service recovery strategies mostly rely on whether the customers perceive them as fair or not. Thus, the concept of perceived justice which has three dimensions (distributional, procedural and interactional) is very important for the customers for evaluating service recovery. This study aims to explore the relationships between perceived justice and service recovery outcomes and suggest strategies for service firms. Materials and Methods: A convenience sampling method was used in the research. In order to test the relationships among dimensions of perceived justice (distributive justice, procedural justice, interactional justice) and satisfaction, repurchase intention and positive word of mouth, a research model was developed based on the literature. PLS-SEM was conducted to analyze the data. Results: The results showed that procedural and interactional justice had positive effects on the satisfaction and satisfaction leads to repurchase intentions and positive word of mouth. Various strategies were proposed for service managers in order to improve the effectiveness of management strategies. Conclusion: Service firms need to pay attention for their service recovery processes and the behaviors of their frontline personel in order to satisfy their customers after a service failure. Satisfied customers may increase the probability of having new customers for the firm by word of mouth.
Authors and Affiliations
Onur ÖZTÜRK Ahmet Akif KARADAMAR Çağatan TAŞKIN
Keywords
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