Effect of Fairness of Service Recovery on Consumer Emotions and Behavior Intention

Zhang Shengliang; Liu Gang

Journal of Beijing University of Aeronautics and Astronautics Social Sciences Edition > 2013 > 26(2): 69-76.

Zhang Shengliang, Liu Gang. Effect of Fairness of Service Recovery on Consumer Emotions and Behavior Intention[J]. Journal of Beijing University of Aeronautics and Astronautics Social Sciences Edition, 2013, 26(2): 69-76.

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Effect of Fairness of Service Recovery on Consumer Emotions and Behavior Intention

School of Management, University of Science and Technology of China, Hefei 230026, China

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Received Date: November 05, 2011
Published Date: March 24, 2013

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Abstract

This study employs the scenario simulation experiment to research the effect of fairness of service recovery on consumer emotions and behavior intention, taking express service failure and recovery for example. The results show that: the fairness of service recovery have a significant effect on consumer sentiment and behavior intentions, in which fair perception of service recovery other than unfairness can lead to higher positive emotions, public praise and repurchase intentions and results in lower negative emotions; all the three dimensions of the fairness of service recovery affect significantly consumer sentiment and behavioral intentions, and in detail, distributive fairness and interactional fairness can lead to consumers positive emotions, public praise and repurchase intention and will not bring negative emotions, while procedural fairness cannot bring positive feelings, public praise and repurchase intentions, it also will not bring negative emotions, the importance of the three dimension followed by interactive fairness, interactional fairness and procedural fairness; unfair perception of the three dimensions of the fairness are not able to give consumers positive emotions, public praise and repurchase intentions but the negative emotions; there is a significant positive correlation between consumer positive emotion, public praise and repurchase intention, and significant negative correlation between consumer negative emotion, public praise and repurchase intention.
- service failure,
- fairness of service recovery,
- consumer emotions,
- consumer behavior intention

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