Service recovery, justice perception, and forgiveness

the “other customers” perspectives

Hyunju Shin, Riza Casidy*, Anna S. Mattila

*Corresponding author for this work

Research output: Contribution to journalArticle

8 Citations (Scopus)

Abstract

While extant research has examined the effects of service recovery on customer attitude and behavior, little is known about whether customers react differently to the same recovery depending on whether they are victims or observers of a service failure. Adopting the “other customers” perspectives, this study used a quasiexperimental design using scenarios in a professional services context with 267 U.S. respondents recruited from Qualtrics national online panel. We found that when compensation is offered, victims will perceive a higher level of distributive justice than observers. However, the effects of service recovery on forgiveness intention is stronger among observers than victims.

Original languageEnglish
Pages (from-to)1-21
Number of pages21
JournalServices Marketing Quarterly
Volume39
Issue number1
DOIs
Publication statusPublished - 4 Jan 2018
Externally publishedYes

Keywords

  • Distributive justice
  • forgiveness
  • interactional justice
  • other customers
  • service failure
  • service recovery

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