This article provides the levels of customer satisfaction associated with procedural, interactional and distributive justice related with the service recovery strategies. Level of the concern, degree of the voice given to the customer, whether the company policy is applied or not, type of compensation is defined by using the video records. According to the results it is understood that customer satisfactions vary depending on different combinations of recovery measures. It is observed that; in the case when a 50% refund is given, provider is seen to be adhering to company policy which gives higher satisfaction rather than special favor for the customer. On the other hand, for example offering a couple of drink vouchers gives higher levels of satisfaction if the service provider is doing a special favor rather than adhering to company policy.
According to the researches; after customer complaint, they feel more negative emotions so the methods should be applied correctly. Also if the process of methods is wrong, this creates another problem.
Justice theories come from Social psychology in order to consider recovery strategies. As a result; three ways of theory can be identified as distributive issues, procedures and the communicative aspects. Procedural justice is the perceived fairness of the process to fix the problem. Voice and neutrality are the two main factors for the procedural justice. However, they do not produce a main effect on the customer satisfaction. Giving customer voice is not enough. Responsibility should be taken on behalf of the customer. Interactional justice focuses on the service quality and customer satisfaction. Also it is found that employee’s politeness and strong efforts gives comfort to the customer. The objective outcome of the service recovery is the key factor in the distrubutive justice. Compensation and giving an apology is so important for the customer satisfaction concerning to the distributive justice. Giving the appropriate reaction to the customer is also another important issue to be negotiated.
Our case takes place between the receptionist and the customer at a 4-star hotel with 250 persons capacity, including full range of services and facilities. At the time the customer was preparing to check out, he noticed that the minibar was charged to himself altough he did not use. Then the customer claims this matter to the receptionist with his conception that this is a non pleasing situation related to room service. To compensate this bad impression and to make a favour, firstly a 50% rebate was given to the customer and then two drinks were ordered. Receptionists specified that all the customers are treated the same in such cases and also added that customer satisfaction is more important than the company policy. İn this case concern was operationalized as high.
As a conclusion, needless to say that receiving a 50% discount or taking a couple of drink offer has a main effect, but treating these favors to all customers results in re-satisfaction.
Source: Journal of Business Research 2001 – ELSEVIER
Beverly A. Sparks, Janet R. McColl Kennedy
107604147 – Elif RENDECİ
According to the researches; after customer complaint, they feel more negative emotions so the methods should be applied correctly. Also if the process of methods is wrong, this creates another problem.
Justice theories come from Social psychology in order to consider recovery strategies. As a result; three ways of theory can be identified as distributive issues, procedures and the communicative aspects. Procedural justice is the perceived fairness of the process to fix the problem. Voice and neutrality are the two main factors for the procedural justice. However, they do not produce a main effect on the customer satisfaction. Giving customer voice is not enough. Responsibility should be taken on behalf of the customer. Interactional justice focuses on the service quality and customer satisfaction. Also it is found that employee’s politeness and strong efforts gives comfort to the customer. The objective outcome of the service recovery is the key factor in the distrubutive justice. Compensation and giving an apology is so important for the customer satisfaction concerning to the distributive justice. Giving the appropriate reaction to the customer is also another important issue to be negotiated.
Our case takes place between the receptionist and the customer at a 4-star hotel with 250 persons capacity, including full range of services and facilities. At the time the customer was preparing to check out, he noticed that the minibar was charged to himself altough he did not use. Then the customer claims this matter to the receptionist with his conception that this is a non pleasing situation related to room service. To compensate this bad impression and to make a favour, firstly a 50% rebate was given to the customer and then two drinks were ordered. Receptionists specified that all the customers are treated the same in such cases and also added that customer satisfaction is more important than the company policy. İn this case concern was operationalized as high.
As a conclusion, needless to say that receiving a 50% discount or taking a couple of drink offer has a main effect, but treating these favors to all customers results in re-satisfaction.
Source: Journal of Business Research 2001 – ELSEVIER
Beverly A. Sparks, Janet R. McColl Kennedy
107604147 – Elif RENDECİ
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