Behavioural responses to service encounter involving failure and recovery: the influence of contextual factors |
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| Authors: | Celso Augusto de Matos Valter Afonso Vieira Ricardo Teixeira Veiga |
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| Institution: | 1. Unisinos Business School , University of the Rio dos Sinos Valley (UNISINOS) , Marketing, Centro 5, Sala 403C, CEP 93022-000 , Sao Leopoldo , Brazil celsoam@unisinos.br;3. Post-Graduation in Business Administration (PPGA) , Maringá State University (UEM), Marketing , Maringá , Brazil;4. Center for Post-Graduate Studies and Research on Administration (CEPEAD) , Federal University of Minas Gerais (UFMG), Marketing , Belo Horizonte , Brazil |
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| Abstract: | This study investigates two features of customer satisfaction within the context of service failure and recovery: (i) the effect of perceived justice on customer satisfaction and (ii) the effect of customer satisfaction on repurchase intentions, negative word-of-mouth, and intention to complain. The study takes into account the influence of important contextual factors, including severity of failure, recovery responsiveness, attitude toward complaining, switching cost, and the relationship level. Based on a survey of 556 customers with complaints in Brazil, the results supported the influence of perceived justice on satisfaction and of satisfaction on behavioural responses. Specifically, findings revealed that perceived failure severity, attitude toward complaining, and switching costs were the more relevant contextual factors, as these were significantly associated with satisfaction, intention to complain, and negative word-of-mouth. |
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| Keywords: | failure severity perceived justice attitude toward complaining customer satisfaction |
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