Role of downward versus upward social comparison in service recovery: Testing a mediated moderation model with two empirical studies |
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| Affiliation: | 1. School of Business, University of International Business and Economics, Beijing, China;2. Discipline of International Business, University of Sydney, Sydney, Australia;3. School of Management and Marketing, Faculty of Business and Law, Curtin University, Kent Street, Bentley, WA 6102, Australia;1. School of Management, University of Science and Technology of China, Jinzhai Road, 230026, Hefei, China;2. School of Economics and Management, Anhui Polytechnic University, Beijing Road, 241000, Wuhu, China;1. Graduate School of Economics, Osaka University, Japan;2. School of Business Administration, Kwansei Gakuin University, Japan;3. Robert H. Smith School of Business, University of Maryland, USA;1. School of Business Administration, Northeastern University, Shenyang, Liaoning, 110819, China;2. Northeastern University at Qinhuangdao, Qinhuangdao, 066004, China;3. College of Mathematics and Informatics, Fujian Normal University, Fuzhou, Fujian, 350117, China;4. Digital Fujian Internet-of-Things Laboratory of Environmental Monitoring, Fujian Normal University, Fuzhou, Fujian, 350117, China;1. Department of Human Studies, LUMSA University of Rome, Piazza delle Vaschette, 101, 00193, Rome, Italy;2. Department of Management and Quantitative Studies, University of Naples Parthenope, Via Generale Parisi, 13, 80132, Naples, Italy;3. Department of Communication and Social Research (CORIS), Sapienza, University of Rome, Via Salaria 113, 00198, Rome, Italy;1. Department of Industrial Design, Zhejiang University, Hangzhou, China;2. Department of Management and Marketing, The Hong Kong Polytechnic University, Hong Kong, China |
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| Abstract: | This paper extends prior research into the role of social comparison in service recovery by investigating the role of both downward and upward social comparison. Social comparison theory and attribution theory are applied to explore the differences in how upward and downward inter-customer comparison affects post-recovery satisfaction and word-of-mouth intentions. The mediating role of distributive justice perceptions and the moderating effects of the attribution of inter-customer differences in service recovery and customers’ justice sensitivity are also examined. Two online scenario-based experimental studies show that downward social comparison leads to greater satisfaction and lower negative word-of-mouth intentions. In addition, distributive justice mediates the relationship. Finally, attribution of difference in inter-customer influence and individual-level justice sensitivity moderate these effects. Besides its conceptual contributions, the findings from this paper may help managers design more effective service recovery strategies. |
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| Keywords: | Attribution Distributive justice Social comparison Justice sensitivity Service recovery Word-of-mouth |
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