Perceived justice, service satisfaction and behavior intentions following service recovery efforts in a South African retail banking context

Daniel J. Petzer (Department of Marketing Management, University of Johannesburg, Johannesburg, South Africa)
Christine F. De Meyer-Heydenrych (Department of Marketing Management, University of Johannesburg, Johannesburg, South Africa)
Göran Svensson (Kristiania University College, Oslo, Norway)

International Journal of Bank Marketing

ISSN: 0265-2323

Publication date: 3 April 2017

Abstract

Purpose

The interactional and distributive dimensions of perceived justice as one of its objectives are to reveal the link between perceived justice and service satisfaction (SS). The purpose of this paper is to consider the influence of the perceived justice that South African retail bank customers experience based on the service recovery efforts of these banks in response to their complaints, the customers’ SS, and, consequently, the behavioral intention (BI) toward these banks.

Design/methodology/approach

This study focuses on the perceived justice construct where a service failure has occurred followed by a customer complaint and a resultant service provider response. In total, 281 respondents completed a structured self-administered questionnaire.

Findings

The study found that interactional and distributive justice (DJ) experienced in response to the service recovery efforts of a bank significantly and positively influence SS, and that SS in turn significantly and positively influences the BI of these customers. However, it was found that interactional and DJ had no direct effect on BI.

Research limitations/implications

The research model tested addresses the interfaces between service receivers’ perception of interactional justice, distributional justice and SS as well as the interface between SS and BI. The tested research model indicates that both are interrelated through SS.

Practical implications

It is evident from the findings that retail banks should utilize the service encounter that follows a customer complaint as a desirable prospect to implement strategies to recover from service failures in an effort to bring about perceived justice that will ultimately influence customers’ levels of SS and BI.

Originality/value

This study makes a complementary contribution to previous studies and existing theory building a nomological framework of constructs in service encounters consisting of service receivers’ perceived justice, SS and BI.

Keywords

Acknowledgements

This work is based on the research supported in part (language and technical editing of this manuscript) by the National Research Foundation of South Africa (Grant Number: 104662). Any opinion, finding and conclusion or recommendation expressed in this material is that of the author(s) and the NRF does not accept any liability in this regard.

Citation

Petzer, D., De Meyer-Heydenrych, C. and Svensson, G. (2017), "Perceived justice, service satisfaction and behavior intentions following service recovery efforts in a South African retail banking context", International Journal of Bank Marketing, Vol. 35 No. 2, pp. 241-253. https://doi.org/10.1108/IJBM-04-2016-0047

Download as .RIS

Publisher

:

Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.