Philippine E-Journals

Integrating Justice Theory and Service Quality Concept to Evaluate Customer Recovery Satisfaction

Tiffany Adelaine G. Tan

Discipline: Business, Management

 

Abstract:

Service failure happens despite management’s effort to prevent it; therefore, appropriate handling of such situation is crucial to a company’s business strategy. The study extended the service quality concept in the recovery context to provide a complete picture of what influence customer satisfaction in service recovery programs. A self-administered survey questionnaire was used to collect data from selected graduate schools and the general public in Metro Manila, Philippines. To test the hypotheses, confirmatory factor analysis (CFA) was used. The justice theory provides an explanation on the way customers evaluate and respond to service recovery while the concept of service quality rationalizes what customers look for in a service. It is argued that even if the context changes from service to service recovery, customer satisfaction is still a consequence of a quality service. Results showed that all the recovery attributes (reliability, responsiveness and assurance) directly affect customer’s recovery satisfaction. The influence of these attributes on behavioral intentions (repurchase and word-ofmouth communication) is mediated by the customer’s level of satisfaction with the recovery performance.