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Do organizational policies matter? The impact of service guarantee on customer perceptions of recovery fairness

Do organizational policies matter? The impact of service guarantee on customer perceptions of recovery fairness
Do organizational policies matter? The impact of service guarantee on customer perceptions of recovery fairness
Delivering fair service recovery is crucial to restoring customer satisfaction and repatronage. This study contends that organizational policies impact recovery fairness perceptions. Underpinned by signaling and justice theories, the study examines the influence of service guarantees on customer perceptions of recovery fairness. Given that businesses extensively use service guarantees, knowledge on perceptions of fairness towards such policies is relevant to designing effective guarantees. Employing a scenariobased experiment, this study shows that fairness varies according to the type of guarantee payout. The pledge for monetary compensation has differential impact on fairnessperceptions, discount offers lower fairness and increase negative motive attributions. Theoretical and managerial implications are discussed.
Crisafulli, B.
150dbcd8-a886-4dd0-af40-507c379fbc24
Singh, Jaywant
db6316ed-e404-4c5a-873c-6e97c94fe531
Riley, Francesca Dall'Olmo
96fbbe50-e8d6-47a5-acdf-f54b45d328ad
Crisafulli, B.
150dbcd8-a886-4dd0-af40-507c379fbc24
Singh, Jaywant
db6316ed-e404-4c5a-873c-6e97c94fe531
Riley, Francesca Dall'Olmo
96fbbe50-e8d6-47a5-acdf-f54b45d328ad

Crisafulli, B., Singh, Jaywant and Riley, Francesca Dall'Olmo (2014) Do organizational policies matter? The impact of service guarantee on customer perceptions of recovery fairness. 43rd EMAC European Marketing Academy conference: Paradigm shifts & Interactions, Valencia, Spain. 03 - 06 Jun 2014.

Record type: Conference or Workshop Item (Paper)

Abstract

Delivering fair service recovery is crucial to restoring customer satisfaction and repatronage. This study contends that organizational policies impact recovery fairness perceptions. Underpinned by signaling and justice theories, the study examines the influence of service guarantees on customer perceptions of recovery fairness. Given that businesses extensively use service guarantees, knowledge on perceptions of fairness towards such policies is relevant to designing effective guarantees. Employing a scenariobased experiment, this study shows that fairness varies according to the type of guarantee payout. The pledge for monetary compensation has differential impact on fairnessperceptions, discount offers lower fairness and increase negative motive attributions. Theoretical and managerial implications are discussed.

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More information

Published date: 4 June 2014
Venue - Dates: 43rd EMAC European Marketing Academy conference: Paradigm shifts & Interactions, Valencia, Spain, 2014-06-03 - 2014-06-06

Identifiers

Local EPrints ID: 436911
URI: http://eprints.soton.ac.uk/id/eprint/436911
PURE UUID: 864c255e-5f9d-457d-9b91-a97caa0a428e
ORCID for Jaywant Singh: ORCID iD orcid.org/0000-0002-0766-0162

Catalogue record

Date deposited: 14 Jan 2020 17:30
Last modified: 11 Feb 2020 01:47

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