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Justice (is not the same) for all: The role of relationship activity for post-recovery outcomes
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Service Research Center (from 2013).ORCID iD: 0000-0003-0582-3324
EDHEC Business School, FRA.
Karlstad University, Faculty of Economic Sciences, Communication and IT, Service Research Center. Inland Norway Univ Appl Sci, NOR.ORCID iD: 0000-0003-2705-0836
Karlstad University, Faculty of Economic Sciences, Communication and IT, Service Research Center. Inland Norway Univ Appl Sci, NOR.ORCID iD: 0000-0002-5605-9285
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2021 (English)In: Journal of Business Research, ISSN 0148-2963, E-ISSN 1873-7978, Vol. 134, p. 342-351Article in journal (Refereed) Published
Abstract [en]

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.

Place, publisher, year, edition, pages
Elsevier, 2021. Vol. 134, p. 342-351
Keywords [en]
Justice theory, Latent class cluster analysis, PLS predict, Relationship activity, Service recovery
National Category
Business Administration
Research subject
Business Administration
Identifiers
URN: urn:nbn:se:kau:diva-85354DOI: 10.1016/j.jbusres.2021.05.031ISI: 000677680300001Scopus ID: 2-s2.0-85107695296OAI: oai:DiVA.org:kau-85354DiVA, id: diva2:1577512
Available from: 2021-07-02 Created: 2021-07-02 Last updated: 2022-11-09Bibliographically approved
In thesis
1. Proactivity in Service Failure and Service Recovery
Open this publication in new window or tab >>Proactivity in Service Failure and Service Recovery
2021 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

Although service failure and service recovery have been extensively researched, service employees struggle to recover an increasing number of customer complaints. The overall aim of this thesis is to explain the role of customer and employee proactivity in service failure and service recovery. Through a series of studies, this thesis examines how employee and customer proactivity influence customer responses after a service failure and in service recovery. In doing so, this thesis contributes to the service recovery literature in two ways.

First, by reconceptualizing service failure to include failures not necessarily linked to the core-service offering, this research contributes to the theory formation stressing the importance of seemingly “small details”. Doing so makes it possible to examine how seemingly minor interpersonal interaction can influence customer responses in the service environment and provide managers with a set of tools to manage failures of such seemingly minor interpersonal interaction. Introducing employee proactivity as a recovery tactic, this thesis demonstrates that when an employee shows a high level of proactivity during a service encounter, they can reduce the adverse effects that stem from the absence of expected interpersonal “small details” from earlier in the service encounter. As such, potentially serve to address a portion of the “silent mass” of customers who choose to stay silent.

Second, findings contrast lay belief that customers prefer the service providers to deal with service failures while they sit back and relax. Introducing service recovery collaboration as a potential service recovery response made it possible to document the benefits of including the customer as a proactive collaborator in the service recovery. Findings reveal that proactive customer behaviors in service recovery are particularly critical for customers with established relationships and in situations where compensation is the primary means of recovery.

Abstract [en]

The aim of this thesis is to explain the role of customer and employee proactivity in service failure and service recovery. Through a series of studies, this thesis examines how employee and customer proactivity influence customer responses after a service failure and in service recovery. In doing so, this thesis contributes to the service recovery literature in two ways. First, by reconceptualizing service failure, this research supports the theory formation stressing the importance of seemingly “small details”. However, by introducing employee proactivity as a recovery tactic, this thesis demonstrates how employee proactivity can reduce the adverse effects which stem from the absence of expected interpersonal “small details” which can potentially serve to address a portion of the “silent mass” of customers who choose to stay silent. Second, findings contrast lay belief that customers prefer the service providers to deal with service failures while they sit back and relax. In fact, this thesis documents the benefits of including the customer as a proactive collaborator in the service recovery. Findings reveal that customer inclusion is particularly critical for customers with established relationships and in situations where compensation is the primary means of recovery.

Place, publisher, year, edition, pages
Karlstad: Karlstads universitet, 2021. p. 90
Series
Karlstad University Studies, ISSN 1403-8099 ; 2021:25
Keywords
service failure, service recovery, complaint management, customer proactivity, employee proactivity, collaboration, customer responses
National Category
Business Administration
Research subject
Business Administration
Identifiers
urn:nbn:se:kau:diva-85983 (URN)978-91-7867-230-1 (ISBN)978-91-7867-241-7 (ISBN)
Public defence
2021-10-29, 11D227, Erlandersalen; Zoom, Karlstad, 13:00 (English)
Opponent
Supervisors
Note

Article 4 part of thesis as manuscript, now published.

Available from: 2021-10-07 Created: 2021-09-19 Last updated: 2022-11-09Bibliographically approved

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Arsenovic, JasenkoEdvardsson, BoTronvoll, Bård

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