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The effects of social justice and stigma-consciousness on gay customers' service recovery evaluation

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  • Ro, Heejung
  • Olson, Eric D.

Abstract

This study examines how social justice and the stigma-consciousness level of gay customers influence their service recovery perceptions. The results, based on an experiment involving 379 gay respondents, indicate that distributive justice, procedural justice, and interactional justice significantly affect gay customers' service recovery evaluations (satisfaction) and post-complaint behavioral intentions (negative word-of-mouth and repatronage). Also, higher stigma-consciousness gay customers show more negative service recovery evaluations and behavioral intentions than those with lower stigma-consciousness. Service providers who are interested in attracting and maintaining gay customers should create awareness among their employees about stigma-consciousness.

Suggested Citation

  • Ro, Heejung & Olson, Eric D., 2014. "The effects of social justice and stigma-consciousness on gay customers' service recovery evaluation," Journal of Business Research, Elsevier, vol. 67(6), pages 1162-1169.
    • Handle: RePEc:eee:jbrese:v:67:y:2014:i:6:p:1162-1169
    DOI: 10.1016/j.jbusres.2013.05.006
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    References listed on IDEAS

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    3. Vandecasteele, Bert & Geuens, Maggie, 2009. "Revising the myth of gay consumer innovativeness," Journal of Business Research, Elsevier, vol. 62(1), pages 134-144, January.
    4. Kates, Steven M, 2002. "The Protean Quality of Subcultural Consumption: An Ethnographic Account of Gay Consumers," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(3), pages 383-399, December.
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    Cited by:

    1. Casidy, Riza & Shin, Hyunju, 2015. "The effects of harm directions and service recovery strategies on customer forgiveness and negative word-of-mouth intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 27(C), pages 103-112.
    2. Terblanche, Nic S. & Kidd, Martin, 2021. "Exploring an in-store customer journey for customers shopping for outdoor apparel," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).

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