Is high recovery more effective than expected recovery in addressing service failure?: a moral judgment perspective

Chen, Tong and Ma, Ke and Bian, Xuemei and Zheng, Chundong and Devlin, James (2018) Is high recovery more effective than expected recovery in addressing service failure?: a moral judgment perspective. Journal of Business Research, 82 . pp. 1-9. ISSN 0148-2963

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Abstract

In the context of two distinctive consumer categories and two different product settings, this research examines the effects of recovery on recovery performance as a function of consumer moral judgment of service failure. The findings of two studies reveal that consumers' response to recovery anchors on the magnitude of recovery but these responses are adjusted according to consumers' moral judgment of service failure. Specifically, consumers react more positively toward expected recovery than high recovery and these effects are pronounced when consumers are low in moral judgment of service failure. In contrast, when consumers are high in moral judgment of service failure, although high recovery (compared with expected recovery) lessens the likelihood of negative word of mouth this effect does not transfer to repurchase tendency. Product involvement does not provide alternative explanations for the findings. The findings of this research have important and meaningful implications for business providers.

Item Type: Article
Keywords: Service failure, Moral judgment, Recovery magnitude, Expected recovery, High recovery, Recovery performance
Schools/Departments: University of Nottingham, UK > Faculty of Social Sciences > Nottingham University Business School
Identification Number: 10.1016/j.jbusres.2017.08.025
Depositing User: Eprints, Support
Date Deposited: 27 Sep 2017 09:47
Last Modified: 06 Dec 2017 02:16
URI: http://eprints.nottingham.ac.uk/id/eprint/46768

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