Perceived justice and social comparison after a service failure
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Alfredo Pérez-Rueda [1] ; Carmina Fandos-Herrera [1]
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[1] Universidad de Zaragoza
Universidad de Zaragoza
Zaragoza, España
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- Localización: Leveraging new business technology for a sustainable economic recovery / coord. por Abel Monfort, Susana Fernández Lores, 2022, ISBN 978-84-19480-06-4, pág. 131
- Idioma: inglés
- Texto completo no disponible (Saber más ...)
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Resumen
Making a comparison with other consumers is among the tools consumers most use toobtain information and evaluate a situation when a service failure occurs. For thisreason, and taking a new approach, this study analyzes how the consumer’sperceptions of the justice (perceived justice) (s)he receives in a service recoveryscenario varies, not only due to the company’s actions, but due also to the comparisons(s)he makes with the experiences of other consumers. Based on justice theory, socialcomparison theory and referent cognitions theory, this study describes an eightscenarioexperiment with varying degrees of interactional, procedural and distributivejustice. The results suggested, first, that consumers’ perceptions of interactional,procedural and distributive justice vary based on comparisons with other consumers’experiences. Second, the results confirmed the moderation effect of interactionaljustice on procedural justice, and that procedural justice does not significantlymoderate distributive justice. These results provide interesting implications andrecommendations for managers. For example, airline companies should designrecovery plans in the knowledge that perceived justice is a sequential process in whichthe experiences of other consumers play a key role.
