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Consumer control in service recovery: beyond decisional control

Consumer control in service recovery: beyond decisional control PurposeFocusing on decisional control of the outcome provides only a partial picture of how firms may handle customer complaints and ignores many (alternative) opportunities to recover the relationship with the customer when service delivery fails. The purpose of this paper is to introduce other types of control and explore their effects.Design/methodology/approachThis paper conducts a field study using survey instruments to collect data from real consumers, which are subsequently analyzed with structural equations modeling.FindingsThe main conclusion of this study is that there is more to control than having a choice. Different types of control have differential main effects: behavioral control affects distributive justice, cognitive control affects procedural justice and decisional control affects interactional justice (which in turn affect satisfaction and loyalty).Research limitations/implicationsService recovery research should include behavioral, cognitive and decisional control of the service recovery as aspects of the firm’s organizational response to customer complaints. The effects of these customer control types on satisfaction and loyalty are mediated by dimensions of justice.Practical implicationsFirms should offer complaining customers information to interpret and appraise the failure (cognitive control), opportunities to personally take action and influence the recovery (behavioral control), and choices in the recovery process and outcome (decisional control).Originality/valueThis study is the first to offer a comprehensive investigation of the subtle interrelationships between types of control and dimensions of justice in a service recovery context. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Service Management Emerald Publishing

Consumer control in service recovery: beyond decisional control

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1757-5818
DOI
10.1108/JOSM-07-2016-0192
Publisher site
See Article on Publisher Site

Abstract

PurposeFocusing on decisional control of the outcome provides only a partial picture of how firms may handle customer complaints and ignores many (alternative) opportunities to recover the relationship with the customer when service delivery fails. The purpose of this paper is to introduce other types of control and explore their effects.Design/methodology/approachThis paper conducts a field study using survey instruments to collect data from real consumers, which are subsequently analyzed with structural equations modeling.FindingsThe main conclusion of this study is that there is more to control than having a choice. Different types of control have differential main effects: behavioral control affects distributive justice, cognitive control affects procedural justice and decisional control affects interactional justice (which in turn affect satisfaction and loyalty).Research limitations/implicationsService recovery research should include behavioral, cognitive and decisional control of the service recovery as aspects of the firm’s organizational response to customer complaints. The effects of these customer control types on satisfaction and loyalty are mediated by dimensions of justice.Practical implicationsFirms should offer complaining customers information to interpret and appraise the failure (cognitive control), opportunities to personally take action and influence the recovery (behavioral control), and choices in the recovery process and outcome (decisional control).Originality/valueThis study is the first to offer a comprehensive investigation of the subtle interrelationships between types of control and dimensions of justice in a service recovery context.

Journal

Journal of Service ManagementEmerald Publishing

Published: Jun 19, 2017

References