[[alternative]]The Impact of Perceived Justice on Customers' Attitude and Behavior in Service Recovery

[[abstract]]For service providers, maintaining existing customers and attracting new customers are of great importance in marketing. The root cause to lose customers is service failure which happens occasionally. Successful recovery of service failure will increase customer satisfication and loyalty to service providers. Therefore, serivce recovery is very important that service providers shall make good service recovery strategies to convey service failure. For good service recovery strategies, this thesis studied on the impact of perceived justice on behavior and attitudes of cusomters in service recovery process. The perceived justice covers distributive justice, procedural justice, interactional justice and informational justice. The customers’ behavior and attitudes include service recovery satisfaction, repurchase intention, positive and negative word-of-mouth. To investigate the impact, the service recovery processes are simulated at restaurant service. For fair investigation and statistical analyses, the experimental operations are based on 16 different situations of service recovery. Each situation of service recovery is applied to single type of questionnaires. The questionnaires that are operated by the snowball sampling method were randomly distributed to all testees. The investigation adopts 800 questionnaires in total. 643 out of 800 questionnaires are returned to be effective for statistical analysis and theoretical model verification. All data from the effective questionnaires were analyzed and verified with SPSS for Windows 11.5 and LISREL 8.5 statistics software. The results of analysis and verification are summarized for different aspects. 1. The service recovery methods have impact on perceived justice. Compensation has significant impact on distributive justice, recovery speed has significant impact on procedural justice and apology has significant impact on interactional justice. 2. The informed selection has significant impact on informational justice. 3. The perceived justice impacts on service recovery satisfaction in the following ways. The distributive justice, procedural justice and interactional justice are positively correlated to the service recovery satisfaction. The informational justice might not be correlated to the post-recovery customer satisfaction. 4. The impact of perceived justice on repurchase intention is not significant. The distributive justice, procedural justice, interactional justice and informational justice are not correlated to the repurchase intention 5. The service recovery satisfaction impacts on the repurchase intention in the following manner. The service recovery satisfaction is positively correlated to the repurchase intention and the positive word-of-mouth. In addition, the service recovery satisfaction is negatively correlated to the negative word-of-mouth.