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Explaining Satisfaction In Double Deviation Scenarios: The Effects Of Anger And Distributive Justice

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Author Info

  • Ana B. Casado

    ()
    (Universidad de Alicante)

  • Francisco J. Mas

    ()
    (Universidad de Alicante)

  • Hans Kasper

    ()
    (Maastricht University, Department of Marketing)

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    Abstract

    Research has shown that more than half of attempted recovery efforts only reinforce dissatisfaction, producing a ‘double deviation’ effect. Surprisingly, these double deviation effects have received little attention in service marketing literature. Yet no study has specifically investigated which are the main determinants of the formation of customer satisfaction judgments in double deviation contexts. To fill this gap, we develop and empirically test a model based on the existing service recovery literature. Specifically, we focus on two theoretical frameworks: social justice theory and theories of emotion. We examine the effect of anger with service recovery on satisfaction with service recovery, as well as the role of distributive justice on the elicitation of the specific emotion of anger with service recovery and satisfaction with service recovery. Results support the model and highlight the important role of specific recovery-related emotions in double deviation contexts. Implications for practice and future research are discussed. La investigación previa ha mostrado que más de la mitad de los esfuerzos de recuperación sólo refuerzan la insatisfacción, produciendo un efecto de desviación doble. Sorprendentemente, estos efectos de desviación doble han recibido muy poca atención en la literatura de marketing de servicios. Hasta la fecha, ningún trabajo ha investigado empíricamente cuáles son los principales determinantes en la formación de los juicios de satisfacción en contextos de desviación doble. Para cubrir este hueco, desarrollamos y analizamos empíricamente un modelo basado en la literatura de recuperación de servicios existente. Específicamente, nos basamos en dos esquemas conceptuales: la teoría de la justicia social y las teorías sobre emociones. Examinamos el efecto del enfado con la recuperación del servicio en la satisfacción con la recuperación del servicio, así como el papel de la justicia distributiva como activador de emociones específicas de enfado y como antecedente de la satisfacción con la recuperación del servicio. Los resultados confirman el modelo propuesto y ponen de manifiesto el importante papel de las emociones específicas relacionadas con la recuperación en contextos de desviación doble. Finalmente, se discuten las implicaciones de gestión y las líneas futuras de investigación.

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    File URL: http://www.ivie.es/downloads/docs/wpasec/wpasec-2006-09.pdf
    File Function: Fisrt version / Primera version, 2006
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    Bibliographic Info

    Paper provided by Instituto Valenciano de Investigaciones Económicas, S.A. (Ivie) in its series Working Papers. Serie EC with number 2006-09.

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    Length: 33 pages
    Date of creation: Sep 2006
    Date of revision:
    Publication status: Published by Ivie
    Handle: RePEc:ivi:wpasec:2006-09

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    Keywords: enfado con la recuperación del servicio; justicia distributiva; satisfacción con la recuperación del servicio; desviación doble; industria bancaria anger with service recovery; distributive justice; satisfaction with service recovery; double deviation; banking industry;

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    References

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    1. Rajdeep Grewal & Joseph A. Cote & Hans Baumgartner, 2004. "Multicollinearity and Measurement Error in Structural Equation Models: Implications for Theory Testing," Marketing Science, INFORMS, vol. 23(4), pages 519-529, June.
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    4. Wirtz, Jochen & Bateson, John E. G., 1999. "Consumer Satisfaction with Services: Integrating the Environment Perspective in Services Marketing into the Traditional Disconfirmation Paradigm," Journal of Business Research, Elsevier, vol. 44(1), pages 55-66, January.
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    6. Albert Satorra & Peter Bentler, 2001. "A scaled difference chi-square test statistic for moment structure analysis," Psychometrika, Springer, vol. 66(4), pages 507-514, December.
    7. Bougie, J.R.G. & Pieters, R. & Zeelenberg, M., 2003. "Angry customers don't come back, they get back: The experience and behavioral implications of anger and dissatisfaction in services," Open Access publications from Tilburg University urn:nbn:nl:ui:12-123756, Tilburg University.
    8. Chebat, Jean-Charles & Slusarczyk, Witold, 2005. "How emotions mediate the effects of perceived justice on loyalty in service recovery situations: an empirical study," Journal of Business Research, Elsevier, vol. 58(5), pages 664-673, May.
    9. Robert Johnston & Adrian Fern, 1999. "Service Recovery Strategies for Single and Double Deviation Scenarios," The Service Industries Journal, Taylor & Francis Journals, vol. 19(2), pages 69-82, April.
    10. Ruth N. Bolton, 1998. "A Dynamic Model of the Duration of the Customer's Relationship with a Continuous Service Provider: The Role of Satisfaction," Marketing Science, INFORMS, vol. 17(1), pages 45-65.
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