Does service recovery lead to customer satisfaction and loyalty in airline industry? A perceived justice theory approach

Purpose: Service failure has been the subject of researches in airline industry in the contemporary. This failure continues to be an enigma for the industry and this paper is an attempt to offer primary solution through perceived justice theory approach. Design/methodology/approach: This paper adopts conceptual method of reviewing literatures. Findings: Evidences from the extant literature have suggested that service recovery strategies remain the only tools that can be used to redeemthe customers in service failure situations. Therefore, this research has conceptualized that the effective implementations of the Justice Theory componentswill positively affect customer satisfaction and loyalty within the Airline Industry. Research limitations/implications: The major limitation of this work is that it is conceptual and it thereby requires empirical data to verify the hypotheses formulated. Practical implications: This paper conceptually suggests that for Airline Industry to gain satisfaction and loyalty of their customers, they must implement components of justice theory in service recovery process. Originality/value: This is the only paper that has combined how customers react in service failure and recovery situation with the justice theory components. The paper is thereby a guide for service provider on how to treat customers in service recovery situation