This dissertation builds on a service recovery framework to create new perspectives on customer voice in a service recovery context. Finally, the fourth study sheds light on the role of customer voice management in sustainable marketing by examining the interaction effect between compliant initiation and coping potential on service recovery evaluations, specifically in terms of perceived justice and post-recovery satisfaction.
THE ROLE OF CUSTOMER VOICE IN CUSTOMER EVALUATION OF SERVICE RECOVERY
Introduction
THE ROLE OF THE VOICE OF THE CUSTOMER IN CUSTOMER EVALUATION OF SERVICE RECOVERY. failure management process model”. Existing literature suggests that negative emotions initially caused by a service failure have a negative impact on customers' service recovery evaluations (Smith & Bolton, 2002; Taylor, 1994).
SERVICE FAILURE MANAGEMENT PROCESS
AN INTEGRATIVE REVIEW
- Introduction
- Phase 1: Service Failure Identification
- Theory of Attribution
- Phase 2: Consumers’ Coping Strategies
- Taking no Action or Inertia
- Negative Word of Mouth
- Complaining to a Third Party
- Complaining to the Service Provider
- Phase 3: Service Recovery
- Phase 4: Evaluation of Service Recovery
- Theory of Perceived Justice
- Customer Satisfaction
- Phase 5: Evaluation of Service Provider
- Cumulative Satisfaction
- Phase 6: Behavioral Outcome
- Conclusion
Consequently, the service provider faces more difficulties in successfully executing service recovery after a high-magnitude service failure (Hoffman et al., 1995). How the service provider provides service recovery can influence customers' behavioral responses after service failure.
THE EFFECT OF VENTING INTERACTION ON CUSTOMER SATISFACTION AFTER SERVICE FAILURE
Introduction
The limited studies of pre-recovery negative emotions are largely limited to detrimental effects of pre-recovery negative emotions on customer evaluation of service recovery (e.g., Nikbin et al., 2015; Tektas & Basgoze, 2017) rather than dealing with initial negative emotions . The primary purpose of the current study is to use venting interaction to serve as an emotional support tool for managing pre-recovery negative emotions in the service recovery process.
Theoretical Background
- Service Failure and Service Recovery
- Perceived Justice
- Customer Emotions in Service Failure
- Venting Negative Emotions
In many situations, emotions can more clearly explain customer responses to service failure and service recovery (Zhou et al., 2014). Third, perceived interactional justice includes interpersonal treatments that the individual perceives during the service recovery process (Blodgett et al., 1997; Maxham.
Conceptual Model and Hypotheses
- Venting Interaction and Perceived Interactional Justice
- Venting Interaction and Perceived Distributive justice
- Mediating Effect of Perceived Interactional Justice
- Perceived Justices and Customer Satisfaction
- Moderating Effect of Pre-recovery Anger
- Mediating Effects of Post-recovery Anger
H1: When negative emotions arise from service failure, customers who received a venting interaction will exhibit higher perceived interactional fairness of service recovery than customers who did not receive a venting interaction. H2: When negative emotions arise from service failure, customers who received a venting interaction will exhibit higher perceived distributive justice of service recovery than a customer who did not receive a venting interaction.
Research Methodology
- Study Design
- Scenario
- Measurement of Variables
- Manipulation and Realism Checks
- Participants
- Procedure
- Manipulation and Realism Check Results
- Control Variables
- Confounding Check and Results
- Common Method Bias
In the second scenario (no venting interaction), the bank employee provides the solution of canceling the insurance policy (for details, see Appendix). Dabholkar (1990, p. 484) defined customer participation as "the degree to which the customer is involved in producing and delivering the service".
Analysis and Results
- Measurement Model Assessment
- Structural Model Assessment and Test of Hypotheses
An investigation of collinearity between venting interaction and interactional justice as a predictor of distributive justice was conducted. In order to test the indirect effect of the venting interaction on distributive justice and procedural justice through the mediation of interactional justice, the indirect effect was first tested. This suggests that interactional justice partially mediates the effects of venting interaction on distributive justice and procedural justice, respectively (Hair, Hult, Ringle, & Sarstedt, 2016).
The test of H6 shows that interaction venting has a significant influence on post-recovery anger through the mediation of interactional justice. The variance accounted for (VIF) is equal to 0.44, indicating that interactional justice partially mediates the relationship between interactional venting and anger after recovery (Hair, et al., 2016).
Relationships between Variables and
- Control Variables
- Discussion and Implications
- Discussion
- Theoretical Contributions
- Managerial Implications
- Limitations and Future Research Directions
The study of the effect of venting interaction on post-recovery emotions showed that venting interaction results in less anger by mediating interactional justice. The second contribution of this research is to establish the role of venting interaction on evaluations of service recovery. The current study investigates the effects of venting interaction as an additional part of the service recovery process.
Future research should examine whether the effects of leveraged interaction on perceived justice, post-recovery emotions, and satisfaction differ depending on different service recovery strategies, for example, offering compensation and apologizing. It may also be valuable to examine how severity of service failure and severity of ventilation flow shape interaction effects of ventilation on estimates of service recovery.
PROACTIVE COMPLAINT MANAGEMENT: EFFECTS OF CUSTOMER VOICE INITIATION ON PERCEIVED JUSTICES,
SATISFACTION AND NEGATIVE-WORD-OF MOUTH
Introduction
The existing literature provides considerable insight into the necessity of customer complaint after service failure, and customer response logic suggests that customer complaint provides a service recovery opportunity for the service provider to restore the customer-firm relationship and improve service quality (e.g., Lovelock, Walker, & Patterson, 2001; Kim et al., 2010; Tax & Brown, 2012; Ro, 2014). However, a possibility of service recovery driven by customer complaints is relatively low due to the majority: up to 95%, of dissatisfied customers not complaining to the service provider (Tax & Brown, 2012). In the service recovery literature, customers evaluate the service provider's recovery efforts through the lens of perceived fairness.
What's more, considering the role of voice effect and initiation, this study aims to develop a voice initiation concept and to test its effects on customer evaluation of service recovery. Altogether, the effects of three types of customer complaints in service recovery are compared in terms of perceived justice, satisfaction and negative word-of-mouth intention.
Theoretical Background
- Consumer Complaint Behavior
- Direct Voice
- Customer-voice Initiation
- Perceived Justice
- Post-recovery Satisfaction
- Negative Word-of-Mouth
For this reason, service recovery studies have suggested that managers encourage customers to express poor service experiences directly to the company. However, no studies have explored the effects of service recovery based on company-initiated customer expression. There is no voice when the customer receives service recovery based on service provider initiation without customer complaint (Voorhees et al., 2006).
No vote No direct customer complaint: service provider provides service recovery after service failure without customer complaint. Consistent with previous studies, the current study tests the effects of service recovery on overall satisfaction (Maxham & Netemeyer, 2002).
Research Hypotheses
- Voice Initiation and Perceived Procedural Justice
- Voice Initiation and Perceived Distributive Justice
- Voice Initiation and Perceived Interactional Justice
- Voice Initiation and Post-recovery Satisfaction
- Voice Initiation and Negative Word-of-Mouth Intention
H2b In a service recovery situation, a company-initiated voice has a greater effect on perceived distributive justice than no voice. H4b In a service recovery situation, company-initiated voice has a greater effect on post-recovery satisfaction than no voice. H5a In a service recovery situation, company-initiated voice has a lower effect on negative word-of-mouth than customer-initiated voice.
H5b In a service recovery situation, firm-initiated voice has a lower effect on negative word-of-mouth intention than no voice. H5c In a service recovery situation, customer-initiated voice has a greater effect on negative word-of-mouth intention than no voice.
Research Methodology
- Study Design
- Scenario Development
- Measurement of Variables
- Manipulation and Realism Checks
- Participants
- Procedures
- Control Variables
- Common Method Bias
The customer then complained that he/she did not intend to apply for the card with insurance, where the annual fee was more expensive. The staff apologized and offered that if the customer wanted the option to switch to the normal card, she (the staff) could arrange it. In the customer-initiated speech mode, when the transaction was completed, the customer decided to go back to the staff and complain that he/she had not intended to apply for the card with insurance, where the annual fee was more expensive.
The staff apologized and asked if the customer wanted to change to the normal card and if so the staff could arrange it. Finally, the silent condition describes that after the transaction was completed, the staff came to the customer to inform him of the error and apologize for it.
Analysis and Results
- Manipulation and Realism Check Results
- Construct validity
- Preliminary Analysis
- MANCOVA Results
However, there was no significant difference between the company-initiated speech group and the customer-initiated speech group (p > 0.05). However, there was no significant difference between a company-initiated voting group and a no-vote voting group (p > 0.05). The results of multiple comparison tests indicated that perceived interaction justice for customers in the company-initiated voice group and without voice group was significantly higher than that of customers in the customer-initiated voice group (p < 0.01).
However, there was no significant difference between a company-initiated voting group and a no-vote voting group (p > 0.05). However, there was no significant difference between the customer-initiated speech group and the non-speech group (p > 0.05).
Discussion and Implications
- Discussion
- Theoretical Contributions
- Managerial Implications
- Limitation and Future Research Directions
The findings supported the research hypotheses positing that customers who received service recovery based on firm-initiated voice and no voice had higher perceived distributive justice than other customers who received service recovery based on customer-initiated voice. More importantly, it shows that customer ratings of service recovery may vary within different complaint initiators. Furthermore, the present study shows that customers are more satisfied if service recovery is provided based on firm-initiated voice rather than customer-initiated voice.
The current study contributes to the service recovery literature, while recognizing limitations provides opportunities for future research. Fourth, future research should consider examining more service recovery outcomes based on different complaint initiation conditions.
PROMOTING RESPONSIBLE SERVICE POLICY: THE IMPACT OF COMPLAINT INVITATION ON PERCEIVED SERVICE
RECOVERY PERFORMANCE
- Introduction
- Theoretical Background
- Service Failure and Service Recovery
- Customer Complaint
- Complaint Invitation
- Perceived Justice
- Customer Satisfaction
- Coping Potential
- Research Hypotheses
- The Effects of Complaint Situation on Perceived Justice
- The Effects of Complaint Situation on Customer Satisfaction
- The Moderating Effects of Coping Potential
- Research Methodology
- Research design
- Scenario Development
- Sample and Procedure
- Measurements
- Analysis and Results
- Manipulation and Realism Check Results
- MANOVA Results
- Discussions and Implications
- Theoretical Contributions
- Managerial Implications
- Limitations and Future Research Directions
To address this issue, the current study seeks to examine the beneficial effects of promoting responsible service provider actions on customer perceived service recovery efforts. Since the company may not recognize service failures on its own, customer complaints are the only source leading to service recovery activities. Perceived interactional justice includes ways and interactions in which the service provider interacts with customers during a service recovery encounter (McColl-Kennedy & Sparks, 2003).
Although this study has made significant contributions to the service recovery literature, some limitations provide ideas for future research. The favorable effects of a complaint call on perceived service recovery performance raise the question of.
CONCLUSION
The above findings are consistent with previous research on the role of initiation in the service recovery context. Quantifying the dynamic effects of service recovery on customer satisfaction evidence from Chinese mobile phone markets. The impact of service failure and service recovery on the updating process of consumer satisfaction in the hospitality industry (Doctoral dissertation).
Service recovery and the elusive paradox: An examination of the effects of service failure magnitude, service failure responsiveness, service assurance, and additional recovery efforts on service recovery outcomes. Emotions and pre-recovery satisfaction: A moderated mediation model of service recovery and reputation in the banking industry.
APPENDICES
APPENDIX A
SURVEY QUESTIONNAIRES FOR CHAPTER 3
- What is your
- What is your age?
- What is the highest level of
- What is your employment
- What is your
- Have you ever had a dissatisfying experience with the service of the bank?
To keep your money safe and earn some interest, you went to the bank and opened a deposit account. The bank staff suggested that there is a special account that offers a good annual return. The next day you had to spend some money on urgent and unexpected expenses; you went to the bank to withdraw.
You explained to the staff that you were not at all aware of the conditions of the deposit because the bank staff did not provide you with this information. The bank staff provided the solution to cancel the insurance policy and return money to you.
APPENDIX B
LOADINGS AND CROSS LOADINGS OF INDICATORS AND CONSTRUCTS AND PATH MODEL RESULTS FOR CHAPTER 3
APPENDIX C
SURVEY QUESTIONNAIRES FOR CHAPTER 4 AND CHAPTER 5
Respondent Profile
APPENDIX D
SUMMARY OF THE DEFINITIONS AND INDICATORS OF THE CONSTRUCTS
In terms of its policies and procedures, the firm handled the problem fairly. To prevent this error, there are actions the bank could have taken, but did not. In general, I don't think people should bother to complain when they're unhappy with the service they're getting (the opposite results).
If this had happened to me, I would have made sure to tell my friends and family not to do business with this bank. The individuals' evaluation of their own ability to handle the situation (Watson & . Spence, 2007; Gelbrich, 2010).
