Résumés
Abstract
This study investigated the relationships among justice dimensions (distributive, procedural, interpersonal, and informational), university image, service recovery satisfaction, and customer behavioural outcomes (trust, word of mouth, repurchase intention, and loyalty). This study adopted a cross-sectional survey approach and data were collected through a survey of 303 students of Open University Malaysia in Malaysia who experienced service failure and service recovery. The framework was tested via partial least square structural equation modelling, and the results revealed a significant relationship between justice dimensions and service recovery satisfaction in terms of procedural and interpersonal justice. Service recovery satisfaction had a significant effect on all customer behavioural outcomes investigated. University image did not have a moderating effect on the relationship between justice dimensions and service recovery satisfaction. Theoretical and practical implications of the study are discussed in this paper.
Keywords:
- justice dimensions,
- service recovery satisfaction,
- university image,
- behavioural outcomes,
- open and distance learning
Parties annexes
Bibliography
- Aghaz, A., Hashemi, A., & Sharifi Atashgah, M. S. (2015). Factors contributing to university image: The postgraduate students’ points of view. Journal of Marketing for Higher Education, 25(1), 104-126. doi: 10.1080/08841241.2015.1031314
- Andreassen, T. W. (2001). From disgust to delight: Do customers hold a grudge? Journal of Service Research, 4(1), 39-49. doi: 10.1177/109467050141004
- Bajaj, H., & Krishnan, V. R. (2016). Role of justice perceptions and social exchange in enhancing employee happiness. International Journal of Business Excellence, 9(2), 192-209. doi: 10.1504/IJBEX.2016.074843
- Bandyopadhyay, N. (2018). Whether service quality determinants and customer satisfaction influence loyalty: A study of fitness services. International Journal of Business Excellence, 15(4), 520-535. doi: 10.1504/IJBEX.2018.093875
- Barsky, J., & Nash, L. (2003). Customer satisfaction: Applying concepts to industry-wide measures. The Cornell Hotel and Restaurant Administration Quarterly, 44(5/6), 173-183. doi: 10.1016/S0010-8804(03)90122-4
- Bhandari, M. S., Tsarenko, Y., & Polonsky, M. J. (2007). A proposed multi-dimensional approach to evaluating service recovery. Journal of Services Marketing, 21(3), 174-185. doi: 10.1108/08876040710746534
- Brown, S. W., Cowles, D. L., & Tuten, T. L. (1996). Service recovery: Its value and limitations as a retail strategy. International Journal of Service Industry Management, 7(5), 32-46. doi: 10.1108/09564239610149948
- Çakıroğlu, Ü., Kokoç, M., Gökoğlu, S., Öztürk, M., & Erdoğdu, F. (2019). An analysis of the journey of open and distance education: Major concepts and cutoff points in research trends. International Review of Research in Open and Distributed Learning, 20(1), 1-20. doi: 10.19173/irrodl.v20i1.3743
- Cengiz, E., Er, B., & Kurtaran, A. (2007). The effects of failure recovery strategies on customer behaviours via complainants perceptions of justice dimensions in banks. Banks and Bank Systems, 2(3), 174-188. Retrieved from https://businessperspectives.org/author/ekrem-cengiz
- Chahal, H., & Devi, P. (2015). Consumer attitude towards service failure and recovery in higher education. Quality Assurance in Education, 23(1), 67-85. doi: 10.1108/QAE-07-2013-0029
- Chin, W. W. (1998). The partial least squares approach to structural equation modeling. In G. A. Marcoulides (Ed.), Modern methods for business research (pp. 295-336). Mahwah, NJ: Lawrence Erlbaum Associates.
- Colquitt, J. A. (2001). On the dimensionality of organizational justice: A construct validation of a measure. Journal of Applied Psychology, 86(3), 386-400. doi: 10.1037/0021-9010.86.3.386
- Colquitt, J. A., Conlon, D. E., Wesson, M. J., Porter, C. O. L. H., & Ng, K. Y. (2001). Justice at the millenium: A meta-analytic review of 25 years of organizational justice research. Journal of Applied Psychology, 86(3), 425-445. doi: 10.1037/0021-9010.86.3.425
- Crosby, L. A., Evans, K. R., & Cowles, D. (1990). Relationship quality in services selling: An interpersonal influence perspective. Journal of Marketing, 54(3), 68-81. doi: 10.2307/1251817
- De Clercq, D., & Saridakis, G. (2015). Informational injustice with respect to change and negative workplace emotions: The mitigating roles of structural and relational organizational features. Journal of Organizational Effectiveness: People and Performance, 2(4), 346-369. doi: 10.1108/JOEPP-09-2015-0033
- del Río-Lanza, A. B., Vázquez-Casielles, R., & Díaz-Martín, A. M. (2009). Satisfaction with service recovery: Perceived justice and emotional responses. Journal of Business Research, 62(8), 775-781. doi: 10.1016/j.jbusres.2008.09.015
- Ferrentino, R., Cuomo, M. T., & Boniello, C. (2016). On the customer lifetime value: A mathematical perspective. Computational Management Science, 13(4), 521-539. doi: 10.1007/s10287-016-0266-1
- Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable and measurement error. Journal of Marketing Research, 18(1), 39-50. doi: 10.2307/3151312
- Fu, H., Wu, D. C., Huang, S. S., Song, H., & Gong, J. (2015). Monetary or nonmonetary compensation for service failure? A study of customer preferences under various loci of causality. International Journal of Hospitality Management, 46, 55-64. doi: 10.1016/j.ijhm.2015.01.006
- Garver, M., & Mentzer, J. (1999). Logistics research methods: Employing structural equation modelling to test for construct validity. Journal of Business Logistics, 20(1), 33-57. Retrieved from https://search.proquest.com/openview/a778d630df6747e2918f1527a34cbd76/1?pq-origsite=gscholar&cbl=36584
- Goodwin, C., & Ross, I. (1992). Consumer responses to service failures: Influence of procedural and interactional fairness perceptions. Journal of Business Research, 25(2), 149-163. doi: 10.1016/0148-2963(92)90014-3
- Greenberg, J. (1994). Using socially fair treatment to promote acceptance of a work site smoking ban. Journal of Applied Psychology, 79(2), 288-297. doi: 10.1037/0021-9010.79.2.288
- Greenberg, J. (2009). Promote procedural and interactional justice to enhance individual and organizational outcomes (2nd ed.). Hoboken, NJ: Wiley. doi: 10.1002/9781119206422.ch14
- Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Upper Saddle River, NJ: Prentice Hall.
- Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2014). A primer on partial least squares structural equation modeling (PLS-SEM). Thousand Oaks, CA: Sage Publications.
- Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). Los Angeles, CA: Sage.
- Hansemark, O. C., & Albinsson, M. (2004). Customer satisfaction and retention: The experiences of individual employees. Managing Service Quality: An International Journal, 14(1), 40-57. doi: 10.1108/09604520410513668
- Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115-135. doi: 10.1007/s11747-014-0403-8
- Juhari, A. S., Awais Bhatti, M., & Kumar Piaralal, S. (2016). Service quality and customer loyalty in Malaysian Islamic insurance sector exploring the mediating effects of customer satisfaction. International Journal of Academic Research in Business and Social Sciences, 6(3), 17-36. doi: 10.6007/IJARBSS/v6-i3/2030
- Kau, A., & Loh, W. Y. E. (2006). The effects of service recovery on consumer satisfaction: A comparison between complainants and non‐complainants. Journal of Services Marketing, 20(2), 101-111. doi: 10.1108/08876040610657039
- Kaura, V. (2013). Service convenience, customer satisfaction, and customer loyalty: Study of Indian commercial banks. Journal of Global Marketing, 26(1), 18-27. doi: 10.1080/08911762.2013.779405
- Kelley, S. W., Hoffman, K. D., & Davis, M. A. (1993). A typology of retail failures and recoveries. Journal of Retailing, 69(4), 429-452. doi: 10.1016/0022-4359(93)90016-C
- Kim, T., Kim, W. G., & Kim, H.-B. (2009). The effects of perceived justice on recovery satisfaction, trust, word-of-mouth, and revisit intention in upscale hotels. Tourism Management, 30(1), 51-62. doi: 10.1016/j.tourman.2008.04.003
- Knox, G., & van Oest, R. (2014). Customer complaints and recovery effectiveness: A customer base approach. Journal of Marketing, 78(5), 42-57. doi: 10.1509/jm.12.0317
- Krishna, A., Dangayach, G. S., & Jain, R. (2011). Service recovery: Literature review and research issues. Journal of Service Science Research, 3(1), 71-121. doi: 10.1007/s12927-011-0004-8
- Kumar Piaralal, N., Kumar Piaralal, S., & Awais Bhatti, M. (2014). Antecedent and outcomes of satisfaction with service recovery: A study among mobile phone users in central region of Malaysia. Asian Social Science, 10(12), 210-221. doi: 10.5539/ass.v10n12p210
- Lai, F., Griffin, M., & Babin, B. J. (2009). How quality, value, image, and satisfaction create loyalty at a Chinese telecom. Journal of Business Research, 62(10), 980-986. doi: 10.1016/j.jbusres.2008.10.015
- Lee, E. J., & Park, J. (2010). Service failures in online double deviation scenarios: Justice theory approach. Managing Service Quality: An International Journal, 20(1), 46-69. doi: 10.1108/09604521011011621
- Lee, S. H. (2018). Guest preferences for service recovery procedures: Conjoint analysis. Journal of Hospitality and Tourism Insights, 1(3), 276-288. doi: 10.1108/JHTI-01-2018-0008
- Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80, 69-96. doi: 10.1509/jm.15.0420
- Leticia Santos‐Vijande, M., María Díaz‐Martín, A., Suárez‐Álvarez, L., & Belén del Río‐Lanza, A. (2013). An integrated service recovery system (ISRS): Influence on knowledge‐intensive business services performance. European Journal of Marketing, 47(5/6), 934-963. doi: 10.1108/03090561311306994
- Mahalakshmi, V., & Karthikeyan, K. (2018). An empirical evaluation of customer satisfaction and customer loyalty towards the services rendered by both private and public sector banks in Tamil Nadu. International Journal of Business Excellence, 16(2), 233-255. doi: 10.1504/IJBEX.2018.094706
- Mattila, A. S. (2001). The effectiveness of service recovery in a multi-industry setting. Journal of Services Marketing, 15(7), 583-596. doi: 10.1108/08876040110407509
- Maxham, J. G., III., & Netemeyer, R. G. (2002a). A longitudinal study of complaining customers’ evaluations of multiple service failures and recovery efforts. Journal of Marketing, 66(4), 57-71. doi: 10.1509/jmkg.66.4.57.18512
- Maxham, J. G., III., & Netemeyer, R. G. (2002b). Modeling customer perceptions of complaint handling over time: The effects of perceived justice on satisfaction and intent. Journal of Retailing, 78(4), 239-252. doi: 10.1016/S0022-4359(02)00100-8
- McColl-Kennedy, J. R., & Sparks, B. A. (2003). Application of fairness theory to service failures and service recovery. Journal of Service Research, 5(3), 251-266. doi: 10.1177/1094670502238918
- Nikbin, D., Ismail, I., & Marimuthu, M. (2013). The relationship between informational justice, recovery satisfaction, and loyalty: The moderating role of failure attributions. Service Business, 7(3), 419-435. doi: 10.1007/s11628-012-0169-3
- Nikbin, D., Ismail, I., Marimuthu, M., & Abu-Jarad, I. Y. (2011). The impact of firm reputation on customers’ responses to service failure: The role of failure attributions. Business Strategy Series, 12(1), 19-29. doi: 10.1108/17515631111106849
- Nikbin, D., Marimuthu, M., Hyun, S. S., & Ismail, I. (2015). Relationships of perceived justice to service recovery, service failure attributions, recovery satisfaction, and loyalty in the context of airline travelers. Asia Pacific Journal of Tourism Research, 20(3), 239-262. doi: 10.1080/10941665.2014.889028
- Osman, A., Saputra, R., & Luis, M. (2018). Exploring mediating role of institutional image through a complete structural equation modeling (SEM): A perspective of higher education. International Journal for Quality Research, 12(2), 517-536. doi: 10.18421/IJQR12.02-13
- Pai, F. (2015). The effects of perceived justice and experience on service recovery satisfaction and post-purchase behaviours in the airline industry. International Journal of Services and Operations Management, 21(2), 175-186. doi: 10.1504/IJSOM.2015.069378
- Phuong, T. H. (2018). Perceived justice in performance appraisal among Vietnamese employees: Antecedents and consequences. International Journal of Business Excellence, 15(2), 209-221. doi: 10.1504/IJBEX.2018.091920
- Podsakoff, P. M., Mackenzie, S. B., Lee, J. Y., & Padsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879-903. doi: 10.1037/0021-9010.88.5.879
- Richard, J. E., & Zhang, A. (2012). Corporate image, loyalty, and commitment in the consumer travel industry. Journal of Marketing Management, 28(5/6), 568-593. doi: 10.1080/0267257X.2010.549195
- Roschk, H., & Gelbrich, K. (2014). Identifying appropriate compensation types for service failures: A meta-analytic and experimental analysis. Journal of Service Research, 17(2), 195-211. doi: 10.1177/1094670513507486
- Sabharwal, N., Soch, H., & Kaur, H. (2010). Are we satisfied with incompetent services? A scale development approach for service. Journal of Services Management, 10(1), 125-142. Retrieved from https://web.a.ebscohost.com/abstract?direct=true&profile=ehost&scope=site&authtype=rnl%3d09724702%26AN%3d50746193
- Singh, J., & Crisafulli, B. (2016). Managing online service recovery: Procedures, justice and customer satisfaction. Journal of Service Theory and Practice, 26(6), 1-37. doi: 10.1108/JSTP-01-2015-0013
- Smith, A., & Mpinganjira, M. (2015). The role of perceived justice in service recovery on banking customers’ satisfaction and behavioral intentions : A case of South Africa. Banks and Bank Systems, 10(2), 35-43. Retrieved from https://businessperspectives.org/author/alex-smith
- Taamneh, A. (2015). The impact of practicing interactional justice on employees organizational citizenship behavior (OCB) in the Jordanian Ministry of Justice. International Journal of Business and Social Science, 6(1), 108-119. Retrieved from https://www.iiste.org/Journals/index.php/EJBM/article/view/20954/21519
- Tamta, V., & Rao, M. K. (2017). The effect of organisational justice on knowledge sharing behaviour in public sector banks in India: Mediating role of work engagement. International Journal of Business Excellence, 12(1), 1-22. doi: 10.1504/IJBEX.2017.083330
- Thomas, J. S., Blattberg, R. C., & Fox, E. J. (2004). Recapturing lost customers. Journal of Marketing Research, 41(1), 31-45. doi: 10.1509/jmkr.41.1.31.25086
- Timming, A. R. (2012). Tracing the effects of employee involvement and participation on trust in managers: An analysis of covariance structures. The International Journal of Human Resource Management, 23(15), 3243-3257. doi: 10.1080/09585192.2011.637058
- Wang, E. S. T., & Chang, S. Y. (2013). Creating positive word-of-mouth promotion through service recovery strategies. Services Marketing Quarterly, 34(2), 103-114. doi: 10.1080/15332969.2013.770661
- Waqas, M., Ali, H., & Khan, M. A. (2014). An investigation of effects of justice recovery dimensions on students’ satisfaction with service recovery in higher education environment. International Review on Public and Nonprofit Marketing, 11(3), 263-284. doi: 10.1007/s12208-014-0120-5
- Wen, B., & Chi, C. G. (2013). Examine the cognitive and affective antecedents to service recovery satisfaction: A field study of delayed airline passengers. International Journal of Contemporary Hospitality Management, 25(3), 306-327. doi: 10.1108/09596111311310991