Marketing: Faculty Publications

Service Recovery, Justice Perception, and Forgiveness: The “Other Customers” Perspectives

Document Type

Article

Publication Date

2018

Publication Title

Services Marketing Quarterly

DOI

10.1002/mar.2128010.1080/15332969.2017.1398021

ISSN

1533-2977

Abstract

While extant research has examined the effects of service recovery on customer attitude and behavior, little is known about whether customers react differently to the same recovery depending on whether they are victims or observers of a service failure. Adopting the “other customers” perspectives, this study used a quasiexperimental design using scenarios in a professional services context with 267 U.S. respondents recruited from Qualtrics national online panel. We found that when compensation is offered, victims will perceive a higher level of distributive justice than observers. However, the effects of service recovery on forgiveness intention is stronger among observers than victims.

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