The influence of different service recovery response strategies on procedural justice, distributive justice, interactional justice and recovery satisfaction, and the influence of context on these relationships
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2023-07-05
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en
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Abstract
Since the growing popularity of social media, it has also evolved into a new platform for
consumer complaints. Companies must therefore continuously monitor and manage online
complaints and they do this through different service recovery strategies to satisfy and retain
customers. This study aims to examine which response strategy (accommodative, defensive or
a combination of both) is most useful for handling consumer complaints on social media and to
determine whether a utilitarian or hedonic context makes a difference. There is an inconsistency
regarding which service recovery strategy leads to the highest satisfaction requiring more
research to break down this inconsistency. In addition, there is a continuum between
accommodative and defensive through which a third service recovery response strategy needs
to be explored. Context (utilitarian or hedonistic) could be influential and there is no prior
research on how brand responses might handle these various situations. To answer the research
question, an online scenario-based experiment was conducted amongst Dutch respondents. The
results show that an accommodative response strategy leads to the highest procedural justice,
distributive justice, interactional justice and recovery satisfaction, followed by a combination
of accommodative and defensive response strategies and then defensive response strategy. In
addition, there is no difference in service recovery strategies between utilitarian and hedonic
brands. The results of this study are valuable for companies, as these results provide information
about which strategy they could best use for handling consumer complaints.
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Faculteit der Managementwetenschappen