Perceived justice and CSR after service recovery

Abstract

Purpose The purpose of this paper is to examine the relationships between perceived justice and perceived corporate social responsibility (CSR) and the impact of perceived justice and CSR perceptions on customers’ behavioral responses, such as satisfaction and repatronage intention after service recovery. The authors also investigate the moderating role of service failure severity in the relationship between perceived justice and perceived CSR. Design/methodology/approach The data were collected using individually completed questionnaires. The proposed model was tested using structural equation modeling, and the moderation effects of failure severity in the relationship between perceived justice and perceived CSR were analyzed using stepwise multiple regression models. Findings The results suggest a path from satisfaction to CSR perceptions, which indicates that the link between CSR perceptions and satisfaction is reversed in the context of service recovery. The authors further reveal recovery satisfaction in two ways: It has a direct influence on repatronage intentions as well as an indirect influence via perceived CSR. Finally, the results demonstrate that the severity of a service failure intensifies the impact of distributive and procedural justice perceptions on perceived CSR, and perceived CSR serves as a partial mediator in the path from recovery satisfaction to repatronage intentions. Research limitations/implications The results demonstrate that perceived justice of service recovery affects perceived CSR after a service failure and that the severity of a service failure moderates the impact of justice perceptions on perceived CSR. However, the possibility of intercausal relationships among distributive, procedural and interactional justice may need to be further explored in future research. Practical implications Given that the impact of distributive and procedural justice on CSR perceptions has become more critical as the severity of service failure increases, companies should prioritize allocating a fair amount of monetary compensation in a timely manner, particularly for those who experience a severe service failure. Originality/value The authors propose a model of perceived justice – perceived CSR – repatronage intentions within the service recovery context in an attempt to deepen the understanding of the antecedents of repatronage intention and the relationship between repatronage intention and recovery satisfaction following service recovery encounters by introducing perceived justice and CSR. Moreover, the authors discover the moderating effect of service failure severity on the relationship between justice perceptions and perceived CSR.

Mapping of Journal of Services Marketing themes: a retrospective overview using bibliometric analysis

“…and La and Choi (2019). Tam et al (2016) investigate the role of customers' personal cultural orientations in the attributions of service failures and success within the context of intercultural service encounters.…”

Moral judgment and perceived justice in service recovery

“…The findings of this research indicate that perceived justice plays a fundamental role in the effect of moral judgment on recovery outcomes. Consideration for the consumer's moral judgment of the service failure is thus necessary, and a proper and well-designed recovery may help to enhance perceived justice (La and Choi, 2019). In addition, monetary compensation which impacts distributive justice in general may not positively impact recovery outcomes for consumers who have a low moral judgment of the failure.…”

“…Second, perceived justice is commonly used in analyzing the function of service recovery (Smith et al , 1999; La and Choi, 2019). Research shows that perceived justice is a critical factor in the evaluation of recovery performance and significantly impacts consumer recovery attitude (Sabharwal et al , 2010).…”

Pendekatan Psikologis Dalam Mendapatkan Kepercayaan Konsumen Dari Kegagalan Pelayanan

“…Ketika konsumen sudah menerima service recovery performance yang diberikan, hal yang perlu dirasakan konsumen dalah perceived justice, dimana dalam bidang ini perceived justice yang dirasakan semakin diidentifikasi sebagai pengaruh utama dalam pembentukan penilaian evaluative konsumen dari proses pemulihan (Schoefer and Ennew 2005). Dalam service recovery performance, perceived justice yang dirasakan semakin diidentifikasi sebagai pengaruh utama dalam pembentukan penilaian evaluatif konsumen dari proses pemulihan (La and Choi 2019).…”

“…Perceived justice di anggap sebagai evaluasi yang berfokus pada diri sendiri berdasarkan pertukaran antara kerugian yang disebabkan oleh kegagalan layanan dan keuntungan dari pemulihan layanan. (La and Choi 2019). Perceived justice merupakan pengaruh utama dalam pembentukan penilaian evaluative konsumen tentang pemulihan proses (Schoefer and Ennew 2005).…”