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Analysis of the moderating role of the gender variable in service recovery processes

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  • Cambra-Fierro, Jesús
  • Berbel-Pineda, Juan M.
  • Ruiz-Benítez, Rocío
  • Vázquez-Carrasco, Rosario

Abstract

In this study, the authors focus on service recovery processes and identify a set of key factors that drive satisfaction with the recovery process, which ultimately leads to customer loyalty. In addition, the authors investigate the role of gender as a potential moderating variable in the recovery process. Using a sample of 202 customers who had experienced a problem with their provider, filed a complaint and received a response from the company, the authors empirically test the proposed framework in the mobile phone market. The findings reveal that men tend to be more demanding when dealing with service providers and less loyal, while women tend to exhibit a more fully-developed sense of justice and greater attitudinal and behavioral loyalty. These results provide valuable insights for the consumer services industry: Companies can use gender information to manage complaints in order to restore customer satisfaction and increase customer loyalty more efficiently.

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  • Cambra-Fierro, Jesús & Berbel-Pineda, Juan M. & Ruiz-Benítez, Rocío & Vázquez-Carrasco, Rosario, 2013. "Analysis of the moderating role of the gender variable in service recovery processes," Journal of Retailing and Consumer Services, Elsevier, vol. 20(4), pages 408-418.
    • Handle: RePEc:eee:joreco:v:20:y:2013:i:4:p:408-418
    DOI: 10.1016/j.jretconser.2012.11.008
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    References listed on IDEAS

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    Cited by:

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    4. Ji Hee Song & Candice R. Hollenbeck, 2015. "The value of social presence in mobile communications," The Service Industries Journal, Taylor & Francis Journals, vol. 35(11-12), pages 611-632, August.
    5. Hollenbeck, Candice R. & Patrick, Vanessa M., 2016. "Mastering survivorship: How brands facilitate the transformation to heroic survivor," Journal of Business Research, Elsevier, vol. 69(1), pages 73-82.
    6. Bambauer-Sachse, Silke & Rabeson, Landisoa, 2015. "Determining adequate tangible compensation in service recovery processes for developed and developing countries: The role of severity and responsibility," Journal of Retailing and Consumer Services, Elsevier, vol. 22(C), pages 117-127.
    7. Gohary, Ali & Hamzelu, Bahman & Alizadeh, Hamid, 2016. "Please explain why it happened! How perceived justice and customer involvement affect post co-recovery evaluations: A study of Iranian online shoppers," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 127-142.
    8. Adil Zahoor, 2023. "Capitalizing on Service Failures: Implications for Customer Engagement and Loyalty," Business Perspectives and Research, , vol. 11(1), pages 81-93, January.
    9. Beatriz Moliner-Velázquez & Maria Fuentes-Blasco & David Servera-Francés & Irene Gil-Saura, 2019. "From retail innovation and image to loyalty: moderating effects of product type," Service Business, Springer;Pan-Pacific Business Association, vol. 13(1), pages 199-224, March.

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