An Empirical Study On The Impact Of Customer Perceived Justice On Service Recovery Effects

As market competition continues to intensify and service industry is developing, service marketing is widely concerned by both academia and business world. Service quality and customer satisfaction is always the core of market research and management. But, the "zero defects" service can't be achieved because of the intangibility, heterogeneousness, simultaneity of producing and consuming, and easy-passing characters of service. Service failure decreases customer satisfaction and destroys customer loyalty, which doesn't mean that the company will certainly lose customers. Effective service recovery can not only make the company restore over from the failure, but also increase customer awareness of the company image. More and more companies consider service recovery as an opportunity to consolidate customer loyalty, and implement it as a key strategy for maintaining and improving overall customer satisfaction. It has both theoretical and practical significances to study on customer satisfaction with service failure and recovery encounters.Since first introduced into the marketing literature, justice theory has been applied to customer satisfaction research. Previous studies have found that the perception of justice plays a very important role in explaining customer satisfaction after recovery. In terms of related theories, the dissertation proposes hypotheses, and uses the critical incidents technique (CIT) method with a sample of consumers from Chongqing catering industry. It explores the influence of customer perceived justice on recovery effects when service failure occurs, including service recovery quality, customer satisfaction and behavioral intentions. Such kind of study has great meaning of initiation in the field of marketing management in China now.After doing a two-stage study, i.e. pilot study and large sample study, we do the factor analysis and test the reliability and the validity of the variables used in this dissertation. The factor analysis shows that the perceived justice has three dimensions which are distributive justice, procedural justice and interactional justice. A structural equation model is established to explain how perceived justice affects the customers'evaluation for service recovery effects. The results show that each dimension of justice has a different direct impact on service recovery quality and customer satisfaction, and the impact of interactional justice on service recovery quality is greatest while the impact of distributive justice on customer satisfaction is greatest; interactional justice...