Document Type : مقالات
Authors
1 Assistant professor, Sistan & Baluchestan University
2 M.A of Sistan & Baluchestan University
Abstract
Failures and consequent complaints that are inevitable whenever any service is provided, requires a well known logical regulations to handle the customers' complaints. The purpose of the present study is to investigate the effect of the perceived justice of the airline customers in the process of resolving their complaints, on their favorites and also the consequent trust in the respective company. To this end, 273 questionnaires were distributed among the passengers of Mashhad's Shahid Hasheminejad International Airport, who had faced at least one service failure in the recent last two years and had complained to the respective company. Structural Equation Modeling approach was applied to process and analyze research data. The results have confirmed the effect of all aspects of justice on the extent to which the costumers feel satisfied by the service recovery. It was shown that the interactional justice leads to the maximum recovery satisfaction and procedural and distributive justices stand after it. Also the effect of the costumers' satisfaction of the service recovery on their trust has been confirmed
Keywords
1- Baker, T. L., Meyer, T., and Johnson, J. D. (2008). Individual differences in
perceptions of service failure and recovery: the role of race and
discriminatory bias. Journal of Academic. Marketing. Sci., 36, 552-564.
2- 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.
3- 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.
4- 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.
5- 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.
6- 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.
7- Carter, T. (2003). Customer advisory boards: a strategic tool for customer
relationship building. NY: Best Business Books.
8- 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.
9- 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.
10- 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.
11- Chang, H. S., and Hsiao, H. L. (2008). Examining the casual relationship
among service recovery, perceived justice, perceived risk, and customer
عدالت ادراک شده از احیاء خدماتی و تأثیر آن... 201
value in the hotel industry. The Service Industries Journal, 28(4), 513-528.
12- 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.
13- Davidow, M. (2000). The bottom line impact of organizational responses
to customer complaints. Journal of Hospitality & Tourism Research, 24(4),
473-490.
14- 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.
15- 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.
16- Gustafsson, A. (2009). Customer satisfaction with service recovery. Journal
of Business Research , 62, 1220-1222.
17- 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.
18- 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.
19- 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.
20- 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.
21- Hooman, H. (2008). Structural equation modeling with lisrel application.
Tehran: SAMT.
22- 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.
23- 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.
24- 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.
25- 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.
26- Morgan, R. M., and Hunt, S. D. (1994). The commitment-trust theory of
202 پژوهش نامة مدیریت تحول؛ سال دوم، شمارة ،3 نیمة اول 1389
relationship marketing. Journal of Marketing, 58(3), 20-38.
27- 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.
28- Ok, C., Back, K., and Shanklin, C. W. (2007). Mixed findings on the service
recovery paradox. The Service Industries Journal, 27(6), 671-686.
29- 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.
30- 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.
31- 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.
32- 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.
33- 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.
34- 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.
35- 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.
36- 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.
37- 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.
38- 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.
39- Yousafzai, S. Y., Pallister, J. G., and Foxall, G. R. (2003). A proposed model
of e-trust for electronic banking. Technovation, 23, 847-860.
40- 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).
perceptions of service failure and recovery: the role of race and
discriminatory bias. Journal of Academic. Marketing. Sci., 36, 552-564.
2- 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.
3- 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.
4- 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.
5- 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.
6- 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.
7- Carter, T. (2003). Customer advisory boards: a strategic tool for customer
relationship building. NY: Best Business Books.
8- 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.
9- 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.
10- 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.
11- Chang, H. S., and Hsiao, H. L. (2008). Examining the casual relationship
among service recovery, perceived justice, perceived risk, and customer
عدالت ادراک شده از احیاء خدماتی و تأثیر آن... 201
value in the hotel industry. The Service Industries Journal, 28(4), 513-528.
12- 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.
13- Davidow, M. (2000). The bottom line impact of organizational responses
to customer complaints. Journal of Hospitality & Tourism Research, 24(4),
473-490.
14- 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.
15- 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.
16- Gustafsson, A. (2009). Customer satisfaction with service recovery. Journal
of Business Research , 62, 1220-1222.
17- 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.
18- 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.
19- 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.
20- 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.
21- Hooman, H. (2008). Structural equation modeling with lisrel application.
Tehran: SAMT.
22- 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.
23- 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.
24- 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.
25- 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.
26- Morgan, R. M., and Hunt, S. D. (1994). The commitment-trust theory of
202 پژوهش نامة مدیریت تحول؛ سال دوم، شمارة ،3 نیمة اول 1389
relationship marketing. Journal of Marketing, 58(3), 20-38.
27- 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.
28- Ok, C., Back, K., and Shanklin, C. W. (2007). Mixed findings on the service
recovery paradox. The Service Industries Journal, 27(6), 671-686.
29- 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.
30- 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.
31- 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.
32- 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.
33- 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.
34- 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.
35- 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.
36- 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.
37- 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.
38- 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.
39- Yousafzai, S. Y., Pallister, J. G., and Foxall, G. R. (2003). A proposed model
of e-trust for electronic banking. Technovation, 23, 847-860.
40- 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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