Start Date

7-1-2011 2:30 PM

End Date

7-1-2011 3:15 PM

Track

1. Track 1 – Formal Paper Presentation

Subject Area

Consumer Behavior

Faculty Member

Anna S. Mattila asm6@psu.edu

Abstract

Service failures are common and often times such failures are witnessed by other customers, but very little is known about how consumers react to service recovery efforts aimed at other customers. Using the deontic theory of justice as a framework, this study examines consumers’ reactions to justice directed toward other customers. Results show that the valence of the other customer’s recovery attempt had a significant impact on the focal customer’s reactions and evaluations, and that the focal customer’s reactions were moderated by the valence of their own service experience. Managerial implications and limitations are discussed.

Keywords

justice theory, deontic, third-party justice, service recovery



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Jan 7th, 2:30 PM Jan 7th, 3:15 PM

The Next Table Over: The Impact of Others' Service Experiences on Emotions, Perceived Justice, and Satisfaction

Service failures are common and often times such failures are witnessed by other customers, but very little is known about how consumers react to service recovery efforts aimed at other customers. Using the deontic theory of justice as a framework, this study examines consumers’ reactions to justice directed toward other customers. Results show that the valence of the other customer’s recovery attempt had a significant impact on the focal customer’s reactions and evaluations, and that the focal customer’s reactions were moderated by the valence of their own service experience. Managerial implications and limitations are discussed.