The Impact of Perceived Fairness on Post-complaint Intention:An Examination of SST Service Failures

• Main Authors: Ya-Lung Hsiao, 蕭雅蓉
• Other Authors: Stephen Donald Strombeck
• Format: Others
• Language: en_US
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/68247697774534760234

碩士 === 國立高雄第一科技大學 === 行銷與流通管理所 === 92 === The ‘drive for efficiency’ has become critical in this present age, and self-service technologies (SSTs) have become an indispensable tool for achieving operational results. Firms that “outsource” portions of their service offering to their end customers using SSTs have been shown to be more efficient. Customers have grown to value the convenience, consistency, and self-control of automated transactions over a friendly service smile. Whereas, companies value the increased coverage, lower cost of operations, and reliability gained from automating transactions. In spite of the clear benefits of SSTs, it is also clear that self-service technologies are a double-edged sword. Technologies that are not reliable often leave customers angry and disloyal. This study explores how service recoveries after an SST failure can be used by services to maintain customer loyalty. Limited research has begun to explore the role of implementing effective service recoveries in self service technology environment. This study extends existing research on customers’ post-complaint intentions when varying levels of fairness are given to customers after an SST failure with an internet auction. Surprisingly, disputes which people attach most importance to are all person-caused and the result of independent samples test indicated that there are significant differences between a personal and a technological SST service failure related with post-complaint intentions of a service. Results of regression analyses also suggest that two of the three dimensions of fairness – procedural and interactional fairness – are positively and significantly related to customers’ loyalty with SST service providers. Contrary to expectations, no significant relationship was found between distributive fairness and post-complaint intentions.