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Speaking up against service unfairness: The role of negative meta-perceptions

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  • Ho, Ting Hin
  • Tojib, Dewi
  • Khajehzadeh, Saman

Abstract

Taking into account customers’ rapport with a service staff and levels of service unfairness, this paper aims to examine the role of negative meta-perceptions in predicting customers’ intention to directly speak up to the service staff following an unfair service treatment. The results show that negative meta-perceptions mediate the indirect effect of levels of rapport and service unfairness on speaking up directly to the service staff. The study offers a new explanation on why customers are hesitant to confront the service staff directly owing to negative meta-perceptions that they develop during service encounters.

Suggested Citation

  • Ho, Ting Hin & Tojib, Dewi & Khajehzadeh, Saman, 2017. "Speaking up against service unfairness: The role of negative meta-perceptions," Journal of Retailing and Consumer Services, Elsevier, vol. 35(C), pages 12-19.
    • Handle: RePEc:eee:joreco:v:35:y:2017:i:c:p:12-19
    DOI: 10.1016/j.jretconser.2016.11.002
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    References listed on IDEAS

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    1. repec:cup:judgdm:v:5:y:2010:i:5:p:411-419 is not listed on IDEAS
    2. He, Yi & Chen, Qimei & Alden, Dana L., 2012. "Consumption in the public eye: The influence of social presence on service experience," Journal of Business Research, Elsevier, vol. 65(3), pages 302-310.
    3. Lopes, Evandro Luiz & da Silva, Marcos Antonio, 2015. "The effect of justice in the history of loyalty: A study in failure recovery in the retail context," Journal of Retailing and Consumer Services, Elsevier, vol. 24(C), pages 110-120.
    4. 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.
    5. Brumbaugh, Anne M. & Rosa, José Antonio, 2009. "Perceived Discrimination, Cashier Metaperceptions, Embarrassment, and Confidence as Influencers of Coupon Use: An Ethnoracial–Socioeconomic Analysis," Journal of Retailing, Elsevier, vol. 85(3), pages 347-362.
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    Cited by:

    1. Chen, Ke & Wu, Zhan & Sharma, Piyush, 2023. "Role of downward versus upward social comparison in service recovery: Testing a mediated moderation model with two empirical studies," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    2. Moudrý, Dann Vít & Thaichon, Park, 2020. "Enrichment for retail businesses: How female entrepreneurs and masculine traits enhance business success," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    3. Steven Kayambazinthu Msosa & Nkululeko Fuyane, 2020. "Making Sense of Service Recovery in Higher Education Institutions: Exploring the Relationship between Perceived Justice and Recovery Satisfaction," International Journal of Economics & Business Administration (IJEBA), International Journal of Economics & Business Administration (IJEBA), vol. 0(1), pages 340-352.

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