FAILURE SEVERITY RE-EXAMINED: THE MODERATION OF PROCEDURAL JUSTICE AND MEDIATION OF SATISFACTION

摘要

The service industry has greatly increased over the last decades and faced different challenges compared to the manufacturing (Gronroos 2000). In these settings, the quality of interactions is crucial, and failures are more prone to happen (Gummesson 2002). Service failures can thus decrease customer satisfaction (Hess Jr. 2008; McCollough 2009). Nevertheless, firms are capable of recovering from an unpleasant situation by adopting different marketing strategies (Christopher, Payne, and Ballantyne 2002). For instance, providing a fair service recovery is crucial to regain customer satisfaction (Tax and Brown 1998).