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Justice (is not the same) for all: The role of relationship activity for post-recovery outcomes
journal contributionposted on 04.06.2021, 10:11 by Jasenko Arsenovic, Arne De Keyser, Bo Edvardsson, Bård Tronvoll, Thorsten GruberThorsten Gruber
Despite the widespread adoption of the justice framework in service recovery literature, research findings vary as to what dimension - distributive, interactional, procedural - is most important. This paper contributes to this debate by considering how an easily accessible variable like relationship activity (i.e., the frequency of visiting and purchasing from a company) moderates the impact of the justice dimensions on post-recovery customer outcomes. Findings show that distributive justice is the only dimension impacting word of mouth (WOM) and repurchase behavior for low- and medium-relationship-activity customer segments. For a high-relationship-activity segment, all justice dimensions have a positive and balanced impact on WOM and/or repurchase behavior. This research demonstrates the potential of a segmented approach for recovery, while also providing managers with valuable insights into how they can use readily available information to adapt their service recovery efforts.
- Business and Economics