Volume 29, Issue 3
DOI: 10.24205/03276716.2020.946
An Empirical Study of The Role of Failure Severity in Service Recovery Evaluation in The Context of Online Retailing Industry: Focus on The Moderating Effect of Failure Severity
Abstract
The purpose of this study is to empirically investigate the relationship among failure severity, perceived justice, recovery satisfaction and word-of-mouth intention. In addition, this research also examines the moderating effect of failure severity in the relationship between perceived justice and recovery satisfaction based on online shoppers. Data were collected through a survey of online shoppers among undergraduate students who experienced services failure and thus, a service recovery effort in the past year. The results indicate that failure severity had a negative effect on perceived justice and recovery satisfaction. Perceived justice had a positive effect on recovery satisfaction. Perceived justice and recovery satisfaction had significant effects on word-of-mouth intention. Also, the results provide support for the moderating effect of service failure severity in the relationship between distributive justice and recovery satisfaction, as well as the relationship between procedural justice and recovery satisfaction. These research findings have important implications and provide some interesting avenues for future studies.
Keywords
failure severity, perceived justice; recovery satisfaction; word-of-mouth intention