The role of customer voice in customer evaluation of service recovery

dc.contributor.advisorPiya Ngamcharoenmongkolth
dc.contributor.authorPhimai Nuansith
dc.descriptionThesis (Ph.D. (Business Administration))--National Institute of Development Administration, 2018th
dc.description.abstractThis 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
dc.format.extent157 leavesth
dc.publisherNational Institute of Development Administrationth
dc.rightsผลงานนี้เผยแพร่ภายใต้ สัญญาอนุญาตครีเอทีฟคอมมอนส์แบบ แสดงที่มา-ไม่ใช้เพื่อการค้า-ไม่ดัดแปลง 4.0 (CC BY-NC-ND 4.0)th
dc.subject.otherCustomer servicesth
dc.subject.otherCustomer relationsth
dc.subject.otherConsumer satisfactionth
dc.titleThe role of customer voice in customer evaluation of service recoveryth
dc.typetext--thesis--doctoral thesisth
mods.physicalLocationNational Institute of Development Administration. Library and Information Centerth Business Schoolth Administrationth Institute of Development Administrationth of Philosophyth
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