نوع مقاله : مقالات
نویسندگان
1 استادیار دانشگاه سیستان و بلوچستان
2 کارشناس ارشد مدیریت بازرگانی دانشگاه سیستان و بلوچستان
چکیده
با توجّه به بروز اجتناب ناپذیر خطا و اشتباهات در ارائۀ خدمات و شکایات متعاقب آن از جانب مشتری، اتّخاذ سیاست‌های مناسب برای رسیدگی به شکایات مشتریان ضروری می نماید. تحقیق حاضر با هدف بررسی تأثیر ادراک عدالت در رسیدگی به شکایات مشتریان شرکت های هواپیمایی، بر رضایت و اعتماد مشتریان نسبت به این شرکت ها انجام شده است.از این رو تعداد 273 پرسش‌نامه بین آن دسته از مسافرین فرودگاه بین المللی شهید هاشمی نژاد مشهد توزیع گردید که در طول دو سال گذشته حداقل با یک مشکل خدماتی مواجه شده و مشکل خود را به شرکت منعکس کرده بودند. برای پردازش داده ها و تحلیل یافته‌های این تحقیق، از روش مدل‌یابی معادلات ساختاری استفاده شده است. نتایج به‌دست آمده، تأثیر هر یک از ابعاد عدالت، به ترتیب اهمیت، شامل تعاملی، رویه ای و توزیعی، بر رضایت از احیاء خدماتی را تأیید می‌کند. همچنین تأثیر رضایت از احیاء خدماتی بر اعتماد مشتریان، نیز مورد تأیید قرار گرفته است.
کلیدواژه‌ها
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- Blodgett, J. G., Granbois, D. H., and Walters, R. G. (1993). The effects of perceived justice on complainants’ negative word-of-mouth behavior and repatronage intentions. Journal of Retailing, 69(4), 399-428.
- Blodgett, J. G., Hill, D. J., and Tax, S. S. (1997). The effects of distributive, procedural, and interactional justice on post complaint behavior. Journal of Retailing, 73(2), 185–210.
- Bonifield, C., and Cole, C. A. (2008). Better him than me: social comparison theory and service recovery. Journal of the Academy Marketing Science, 36, 565-577.
- Bove, L. L., and Johnson, L. W. (2006). Customer loyalty to one service worker: should it be discouraged? International Journal of Research in Marketing, 23, 79-91.
- Bunker, M. P., and Ball, D. (2005). Transference: the effect of relationship history on consumers' Relationships with Other Firms. Advances in Consumer Research, 32, 507-513.
- Carter, T. (2003). Customer advisory boards: a strategic tool for customer relationship building. NY: Best Business Books.
- Casielles, R. V., Alvarez, L. S., and Martin, A. D. (2010). Percieved justice of service recovery strategies: impact on customer satisfaction and quality relationship. Psychology & Marketing , 27 (5), 487-509.
- Cater B., and Zabcar, V. (2009). Antecedents and consequences of commitment in marketing research services: The client's perspective. Industrial Marketing Management, 38, 785-797.
- Chang, E., Dillon, T., and Hussain, F. K. (2006). Trust and reputation for service-oriented environments: technologies for building business intelligence and consumer confidence. London: Wiley.
- Chang, H. S., and Hsiao, H. L. (2008). Examining the casual relationship among service recovery, perceived justice, perceived risk, and customer value in the hotel industry. The Service Industries Journal, 28(4), 513-528.
- Chebat, J. C., and Slusarczyk, W. (2005). How emotions mediate the effects of perceived justice on loyalty in service recovery situation: an empirical study. Journal of Business Research, 58(5), 664-673.
- Davidow, M. (2000). The bottom line impact of organizational responses to customer complaints. Journal of Hospitality & Tourism Research, 24(4), 473-490.
- Dayan, M., Al-Tamimi, H. A. H., and Elhadji, A. L. (2008). Perceived justice and customer loyalty in the retail banking sector in the UAE. Journal of Financial Services Marketing, 12(4), 320-330.
- Dong, B., Evans, K. R., and Zou, S. (2008). The effects of customer participation in co-created service recovery. J. of the Acad. Mark. Sci., 36, 123-137.
- Gustafsson, A. (2009). Customer satisfaction with service recovery. Journal of Business Research , 62, 1220-1222.
- Ha, J., and Jang, S. S. (2009). Perceived justice in service recovery and behavioral intentions: The role of relationship quality. International Journal of Hospitality Management , 28, 319-327.
- Hess-Junior, R. L., Ganesan, S., and Klein, N. M. (2003). Service failure and recovery: The Impact of relationship factors on customer satisfaction. Journal of the Academy of Marketing Science, 31(2), 127-145.
- Homburg, C., and Fürst, A. (2005). How organizational complaint handling drives customer loyalty: An Analysis of the Mechanistic and the Organic Approach. Journal of Marketing, 69, 95-114.
- Homburg, C., Fürst, A., and Koschate, N. (2010). On the importance of complaint handling design: a multi-level analysis of the impact in specific complaint situations, Journal of the Academy Marketing Science, 38(3), 265-287.
- Hooman, H. (2008). Structural equation modeling with lisrel application. Tehran: SAMT.
- Huang, J. H., and Lin, C. Y. (2005). The explanation effects on consumer perceived justice, Satisfaction and Loyalty Improvement: An Exploratory Study. The Journal of American Academy of Business, 7(2), 212-218.
- Karatepe, O. M. (2006). Customer complaints and organizational responses: the effects of complaints’ perceptions of justice on satisfaction and loyalty. International Journal of Hospitality Management, 25(1), 69-90.
- Liao, H. (2007). Do it right this time: The role of employee service recovery Performance in customer-perceived justice and customer loyalty after service failures. Journal of applied psychology, 92(2), 475-489.
- MaxhamIII, J. G., and Netemeyer, R. G. (2003). Firms reap what they sow: the effects of shared values and perceived organizational justice on customers' Evaluations of Complaint Handling. Journal of Marketing, 67, 46-62.
- Morgan, R. M., and Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.
- Ok, C., Back, K., and Shanklin, C. W. (2005). Modeling roles of service recovery strategy: a relationship-focused view. Journal of Hospitality and Tourism Research, 29(4), 484-507.
- Ok, C., Back, K., and Shanklin, C. W. (2007). Mixed findings on the service recovery paradox. The Service Industries Journal, 27(6), 671-686.
- Orsingher, C., Valentini, S., and Angelis, M. d. (2010). A meta-analysis of satisfaction with complaint handling in services. Journal of the Academy Marketing Science, 32(2), 169-186.
- Ruyter, K., D., and Wetzels, M. (2000). Customer equity considerations in service recovery: a cross-industry perspective. International Journal of Service Industry Management, 11(1), 91-108.
- Ruyter, K. D., Moorman, A., and Lemmink, J. (2001). Antecedents of commitment and trust in customer–supplier relationships in high technology Markets. Industrial Marketing Management, 30, 271-286.
- Schoefer, K. (2008). The role of cognition and affect in the formation of customer satisfaction judgements concerning service recovery encounters. Journal of Consumer Behaviour, 7, 210-221.
- Schoefer, K., and Diamantopoulos, A. (2008). Measuring experienced emotions during service recovery encounters: construction and assessment of the ESRE scale. Service Business, 2, 65-81.
- Smith, A. K., Bolton, R. N., and Wagner, J. (1999). A model of customer satisfaction with service encounters involving failure and recovery. Journal of Marketing Research, 36(3), 356-373.
- Sparks, B. A., and McColl-Kennedy, J. R. (2001). Justice strategy options for increased customer satisfaction in a service recovery setting. , Journal of Business Research, 54(3), 209-218.
- Tax, S. S., Brown, S. W., and Chandrashekaran, M. (1998). Customer evaluations of service complaint experiences: implication for relationship marketing. Journal of Marketing, 62(2), 60-76.
- Terrykim, T., Kim, W. G., and Kim, H. B. (2009). The effects of perceived justice on recovery satisfaction, trust, word-of-mouth, and revisit intention in upscale hotels. Tourism Management, 30, 51-62.
- Wong, A., and Sohal, A. (2002). An examination of the relationship between trust, commitment, and relationship quality. International Journal of Retail & Distribution Management, 30(1), 34-50.
- Yousafzai, S. Y., Pallister, J. G., and Foxall, G. R. (2003). A proposed model of e-trust for electronic banking. Technovation, 23, 847-860.
- Zamani, M., and Pourshams, M. R. (2006). Quality management - customer Satisfaction - guidelines for complaints handling in organization. Tehran: Industrial Research and Training Center of Iran, (in Persian).
- Blodgett, J. G., Granbois, D. H., and Walters, R. G. (1993). The effects of perceived justice on complainants’ negative word-of-mouth behavior and repatronage intentions. Journal of Retailing, 69(4), 399-428.
- Blodgett, J. G., Hill, D. J., and Tax, S. S. (1997). The effects of distributive, procedural, and interactional justice on post complaint behavior. Journal of Retailing, 73(2), 185–210.
- Bonifield, C., and Cole, C. A. (2008). Better him than me: social comparison theory and service recovery. Journal of the Academy Marketing Science, 36, 565-577.
- Bove, L. L., and Johnson, L. W. (2006). Customer loyalty to one service worker: should it be discouraged? International Journal of Research in Marketing, 23, 79-91.
- Bunker, M. P., and Ball, D. (2005). Transference: the effect of relationship history on consumers' Relationships with Other Firms. Advances in Consumer Research, 32, 507-513.
- Carter, T. (2003). Customer advisory boards: a strategic tool for customer relationship building. NY: Best Business Books.
- Casielles, R. V., Alvarez, L. S., and Martin, A. D. (2010). Percieved justice of service recovery strategies: impact on customer satisfaction and quality relationship. Psychology & Marketing , 27 (5), 487-509.
- Cater B., and Zabcar, V. (2009). Antecedents and consequences of commitment in marketing research services: The client's perspective. Industrial Marketing Management, 38, 785-797.
- Chang, E., Dillon, T., and Hussain, F. K. (2006). Trust and reputation for service-oriented environments: technologies for building business intelligence and consumer confidence. London: Wiley.
- Chang, H. S., and Hsiao, H. L. (2008). Examining the casual relationship among service recovery, perceived justice, perceived risk, and customer value in the hotel industry. The Service Industries Journal, 28(4), 513-528.
- Chebat, J. C., and Slusarczyk, W. (2005). How emotions mediate the effects of perceived justice on loyalty in service recovery situation: an empirical study. Journal of Business Research, 58(5), 664-673.
- Davidow, M. (2000). The bottom line impact of organizational responses to customer complaints. Journal of Hospitality & Tourism Research, 24(4), 473-490.
- Dayan, M., Al-Tamimi, H. A. H., and Elhadji, A. L. (2008). Perceived justice and customer loyalty in the retail banking sector in the UAE. Journal of Financial Services Marketing, 12(4), 320-330.
- Dong, B., Evans, K. R., and Zou, S. (2008). The effects of customer participation in co-created service recovery. J. of the Acad. Mark. Sci., 36, 123-137.
- Gustafsson, A. (2009). Customer satisfaction with service recovery. Journal of Business Research , 62, 1220-1222.
- Ha, J., and Jang, S. S. (2009). Perceived justice in service recovery and behavioral intentions: The role of relationship quality. International Journal of Hospitality Management , 28, 319-327.
- Hess-Junior, R. L., Ganesan, S., and Klein, N. M. (2003). Service failure and recovery: The Impact of relationship factors on customer satisfaction. Journal of the Academy of Marketing Science, 31(2), 127-145.
- Homburg, C., and Fürst, A. (2005). How organizational complaint handling drives customer loyalty: An Analysis of the Mechanistic and the Organic Approach. Journal of Marketing, 69, 95-114.
- Homburg, C., Fürst, A., and Koschate, N. (2010). On the importance of complaint handling design: a multi-level analysis of the impact in specific complaint situations, Journal of the Academy Marketing Science, 38(3), 265-287.
- Hooman, H. (2008). Structural equation modeling with lisrel application. Tehran: SAMT.
- Huang, J. H., and Lin, C. Y. (2005). The explanation effects on consumer perceived justice, Satisfaction and Loyalty Improvement: An Exploratory Study. The Journal of American Academy of Business, 7(2), 212-218.
- Karatepe, O. M. (2006). Customer complaints and organizational responses: the effects of complaints’ perceptions of justice on satisfaction and loyalty. International Journal of Hospitality Management, 25(1), 69-90.
- Liao, H. (2007). Do it right this time: The role of employee service recovery Performance in customer-perceived justice and customer loyalty after service failures. Journal of applied psychology, 92(2), 475-489.
- MaxhamIII, J. G., and Netemeyer, R. G. (2003). Firms reap what they sow: the effects of shared values and perceived organizational justice on customers' Evaluations of Complaint Handling. Journal of Marketing, 67, 46-62.
- Morgan, R. M., and Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.
- Ok, C., Back, K., and Shanklin, C. W. (2005). Modeling roles of service recovery strategy: a relationship-focused view. Journal of Hospitality and Tourism Research, 29(4), 484-507.
- Ok, C., Back, K., and Shanklin, C. W. (2007). Mixed findings on the service recovery paradox. The Service Industries Journal, 27(6), 671-686.
- Orsingher, C., Valentini, S., and Angelis, M. d. (2010). A meta-analysis of satisfaction with complaint handling in services. Journal of the Academy Marketing Science, 32(2), 169-186.
- Ruyter, K., D., and Wetzels, M. (2000). Customer equity considerations in service recovery: a cross-industry perspective. International Journal of Service Industry Management, 11(1), 91-108.
- Ruyter, K. D., Moorman, A., and Lemmink, J. (2001). Antecedents of commitment and trust in customer–supplier relationships in high technology Markets. Industrial Marketing Management, 30, 271-286.
- Schoefer, K. (2008). The role of cognition and affect in the formation of customer satisfaction judgements concerning service recovery encounters. Journal of Consumer Behaviour, 7, 210-221.
- Schoefer, K., and Diamantopoulos, A. (2008). Measuring experienced emotions during service recovery encounters: construction and assessment of the ESRE scale. Service Business, 2, 65-81.
- Smith, A. K., Bolton, R. N., and Wagner, J. (1999). A model of customer satisfaction with service encounters involving failure and recovery. Journal of Marketing Research, 36(3), 356-373.
- Sparks, B. A., and McColl-Kennedy, J. R. (2001). Justice strategy options for increased customer satisfaction in a service recovery setting. , Journal of Business Research, 54(3), 209-218.
- Tax, S. S., Brown, S. W., and Chandrashekaran, M. (1998). Customer evaluations of service complaint experiences: implication for relationship marketing. Journal of Marketing, 62(2), 60-76.
- Terrykim, T., Kim, W. G., and Kim, H. B. (2009). The effects of perceived justice on recovery satisfaction, trust, word-of-mouth, and revisit intention in upscale hotels. Tourism Management, 30, 51-62.
- Wong, A., and Sohal, A. (2002). An examination of the relationship between trust, commitment, and relationship quality. International Journal of Retail & Distribution Management, 30(1), 34-50.
- Yousafzai, S. Y., Pallister, J. G., and Foxall, G. R. (2003). A proposed model of e-trust for electronic banking. Technovation, 23, 847-860.
- Zamani, M., and Pourshams, M. R. (2006). Quality management - customer Satisfaction - guidelines for complaints handling in organization. Tehran: Industrial Research and Training Center of Iran, (in Persian).
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