The role of customer voice in customer evaluation of service recovery
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2018
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2561
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eng
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application/pdf
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157 leaves
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b205925
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National Institute of Development Administration. Library and Information Center
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Citation
Phimai Nuansi (2018). The role of customer voice in customer evaluation of service recovery. Retrieved from: https://repository.nida.ac.th/handle/662723737/6460.
Title
The role of customer voice in customer evaluation of service recovery
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Abstract
This dissertation builds upon a service recovery framework to establish new
perspectives on customer voice in a service recovery context. Specifically, four
studies were conducted to determine how to turn customer voice to opportunity in
recovering from service failure. The first study provides an integrative review of the
literature associated with service failure situations. This study combines two major
research streams and proposes the “service failure management process model” to
explain the end-to-end process of service failure in six sequential phases.
The second study deals with the negative emotions that arise as a consequence
of service failure by employing venting interaction as an emotion management
strategy. The study tests how this strategy affects customer evaluation of service
recovery, specifically in terms of perceived justice, post-recovery emotions and postrecovery satisfaction. Drawing on the role of initiation in the service recovery process,
the third study explores how inviting customers to voice dissatisfaction enhances
service recovery evaluations, specifically in terms of perceived justice, post-recovery
satisfaction and negative word-of-mouth. Finally, the fourth study sheds light on the
role of customer voice management in sustainable marketing by examining the
interaction effect between compliant initiation and coping potential on service
recovery evaluations, specifically in terms of perceived justice and post-recovery
satisfaction.
Three separate scenario-based experiments were carried out in a bank service
setting. Partial least squares structural equation modeling was conducted to test the research hypotheses in study 2. Study 3 used multivariate analysis of covariance as a
statistical technique. Analysis of variance was used to test the hypotheses in study 4.
As hypothesized, this dissertation demonstrates that venting interaction and
voice initiation can yield favorable recovery outcomes. Specifically, venting
interaction plays an important role in lessening negative emotions and enhancing
perceived justice and satisfaction. In addition, preferable outcomes of perceived
justice, satisfaction and negative word-of-mouth intention were found when service
recovery was provided based on voice invited by the service organization, and the
effects on interactional justice and satisfaction were found to be stronger for low
coping potential customer. These findings suggest that service managers should
encourage customers to voice their complaints and should use the customers’ voice as
an opportunity to enhance positive service recovery outcomes.
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Thesis (Ph.D. (Business Administration))--National Institute of Development Administration, 2018