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Customer equity considerations in service recovery: a cross‐industry perspective

Ko de Ruyter (Department of Marketing and Marketing Research, Faculty of Economics and Business Administration, Maastricht University, Maastricht, The Netherlands)
Martin Wetzels (Department of Marketing and Marketing Research, Faculty of Economics and Business Administration, Maastricht University, Maastricht, The Netherlands)

International Journal of Service Industry Management

ISSN: 0956-4233

Publication date: 1 March 2000

Abstract

Service recovery, or “doing things very right the second time” has been identified as a strategic issue in the services marketing and management literature. So far, much of the research on this phenomenon has departed from the disconfirmation paradigm. However, since perceptions of fairness play such an important role in service recovery situations, it seems desirable to supplement extant literature with the equity paradigm. Therefore, we designed an experimental study to assess the impact of customer equity considerations on perceived quality, satisfaction, loyalty and trust with respect to service recovery across different service industries. Our findings reveal that in general, distributional fairness and procedural fairness during the service recovery significantly improve scores for service quality, customer satisfaction, customer loyalty and trust, whereas interactional fairness only enhances customer trust perceptions. Furthermore, our results suggest that the effects of equity considerations in a service recovery situation are idiosyncratic to specific service industries.

Keywords

Citation

de Ruyter, K. and Wetzels, M. (2000), "Customer equity considerations in service recovery: a cross‐industry perspective", International Journal of Service Industry Management, Vol. 11 No. 1, pp. 91-108. https://doi.org/10.1108/09564230010310303

Publisher

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MCB UP Ltd

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