The Effect Of Perceived Justice On Customer Satisfaction After Recovery: Service Failure Severity As Moderator Variables

The effect of perceived justice on customer satisfaction after recovery:servicefailure severity as moderator variablesService industry takes larger and larger part and plays a more and more important role in economy as Chinese economy develops. However,due to features of service industry which makes service failure inevitabe, service recovery has been brought into focus. But service recovery influnces customer satisfaction by perceived justice not directly.The effects on customer satisfaction after recovery by perceived justice has been well documented in service marketing literature,but some factors also affect their relationship,such as service failure attribution, service failure severity and service importance.However, few empirical research has been made to examine how these effects may vary with service failure severity(Kelley and Davis,1994). Although foreigners(Mattila,2001;Weun,Beatty&Jones,2004) has proved the moderator role of service failure severity between percieved justice and customer satisfaction, but they only considerd two dimensions of perceived justice, they're distributive justice and interative justice, and didn't take procedural justice into the model. Moreover, domestic research in this facet is little and unentact, at the same time,whether the moderator is applicable in china is unknown.Based on the researches and condition in china, the paper verifies the effct of three aspects of perceived justice on customer satisfaction, what's more, we also try to verify the moderate effect of different service failure severity on the relationship of perceived justice and customer satisfaction by empirical study.Set in restaurant industry, take college students and citizens in changchun as sample, the paper conducts discreptive satatistics, validity and reliability analysis, Pearson relative analysis and regression analysis, product term Sig. Which could examine the moderator effect, more than that, we also cluster service failure severity by K-Means cluster and then take regression analysis of perceived justice and customer satisfaction by SPSS 17.0. The conclusions manifest:three dimensions of perceived justice——distributive justice, procedural justice, interactive justice and informational justice, have obviously positive effect on customer satisfaction after recovery, particularly distributive justice, then interactive justice and last procedural justice. At the same time, the paper also proves the moderating role of service failure severity between perceived justice and customer satisfaction after recovery, moreover, the effects of perceived justice on customer satisfaction after recovery weakens as the service failure severity increases.The paper plays an important role in understanding the relationship of perceived justice, customer satisfaction and service failure severity, and guides managers to a certain distance. Firstly, managers should pay attention to customers'perceived justice, complete service recovery strategy and intensify recovery system. Tangible distributive justice is critical to service recovery, besides that, interactive justice and procedural justice also play an important role in customer satisfaction after recovery due to the fact that cutomers pay more and more attention to politeness,respect, policies the restaurant uses and procedures. Secondly, managers should take appropriate recovery strategies according to the service failure severity. It is necessary to draw up track and feedback system in order to fix service failure severity and customer satisfactionafter recovery. Generally speaking, service recovery decides on the spot, so service enterprises should actively empower firstline employees and encourage them to take immediate actions rather than just wait for professionals to tackle service failure. It also proves that at severe service failure condition, managers shouldn't expect high customer satisfaction even though excellent recovery actions. Therefore, it is necessary and important for anagers to provide resonable actions to comfort unsatisfied customers.