چکیده:
In recent years, a significant factor for success of service industry is the rate of meeting customers’ expectation and after service recovery satisfaction especially in banking system. The aim of this study is to fill the existing gaps in the marketing literature by providing a comprehensive model to examine the impacts of perceived justice on secondary satisfaction through the mediating role of positive and negative emotions. Further, this study is an attempt to explore the factors which have effects on post recovery satisfaction based on the perceived justice theory in Iranian banking system. The total numbers of respondents were 384 customers of bank who had experienced at least one time service failure. The hypotheses of this research were tested and analyzed by structural equation modeling and LISREL and PLS software. The findings suggest that the increase of distributive justice, procedural justice and interactional justice enhances post-recovery satisfaction as well as increases positive emotions and decreases negative ones. In addition, as well as positive emotions raises, the secondary satisfaction will grow while increase of negative emotions will result in reduction of secondary satisfaction.
خلاصه ماشینی:
The aim of this study is to fill the existing gaps in the marketing literature by providing a comprehensive model to examine the impacts of perceived justice on secondary satisfaction through the mediating role of positive and negative emotions.
Also, during service recovery, customers experience a level of justice that would make positive and negative emotions in them that it would eventually have an impact on customers’ secondary satisfaction (Rio-Lanza et.
Generally the researches have shown that the more customers perceive the mentioned factors (politeness, kindness, modesty, respect) in the procedure of failure recovery in service organizations, the less would be their negative emotions and the more their positive emotions would increase, and vice versa (Schoefer & Ennew, 2005; Chebat & Slusarczyk, 2005; DeWitt et.
5. Conclusions In this research and according to the prior studies, perceived justice is categorized in three types of distributive justice, procedural justice, and interactional justice and their effects on positive and negative emotions and eventually on customers’ secondary satisfaction after the service organization was discussed.
In this research and according to the prior studies, perceived justice is categorized in three types of distributive justice, procedural justice, and interactional justice and their effects on positive and negative emotions and eventually on customers’ secondary satisfaction after the service organization was discussed.
58 Significant at P Results indicated that the more the customers perceive distributive, procedural, and interactional justice during the process of service failure recovery, the more their positive emotions due to the failure would increase and their negative emotions would decrease, and vice versa.