- 學位論文
The Effect of Perceived Justice on Customer Satisfaction after a Service Failure in Restaurant
The Effect of Perceived Justice on Customer Satisfaction after a Service Failure in Restaurant
並列摘要
This study examines the influences of perceived justice on customer satisfaction after a service failure occurs and how customer satisfaction affects customer loyalty as well as word-of-mouth intention. This study focuses on the concept of justice theory and three dimensions of justice (distributive, procedural and interaction). The study considered a sample of 255 customers of fast-food restaurant in Vietnam, whose had experienced service failure and had been offered service recovery at least one time. This study hypothesized that perceived justice will positively affect customer satisfaction directly after service recovery satisfaction. It is further hypothesized that customer satisfaction will significantly influence customer loyalty and word-of-mouth intention. In addition, this study hypothesizes that people with different demographic information (gender, age, educational background, occupation and income) will have different level of satisfaction, brand loyalty and WOM intentions. This study applies quantitative methods such as factor, correlation and regression. The results found that two dimensions perceived justice (distributive and interactional justice) positively affect customer satisfaction and satisfaction significantly influences customer loyalty. Further findings indicate that there is a significant difference in the level of satisfaction, loyalty and WOM intention between people that have different ages, occupations and monthly income. However, there is no difference in satisfaction, loyalty and WOM intention among people with different background. Finally, the difference in WOM intention among male and female customers also found. Managerial implications of these findings are briefly discussed.