T Service failure is inevitable due to the unique nature of the service. Service recovery is therefore conducted to compensate the loss of customer after a service failure occurs. Service failure attribution and purchasing experience play important roles in service recovery context. However, most study simply focused on the impact of service failure attribution on post-recovery satisfaction, few researches investigate the relationships between consumers' purchasing experiences and service recovery. Therefore, this study aims to examine the impacts of failure attribution on satisfaction, its impact on post-purchasing behaviors and the moderating effect of purchasing experience between perceived justice and satisfaction and failure attribution on satisfaction. An experimental procedure is employed to evaluate hypotheses. Experiments in airline check-in service scenarios are designed and data were collected via e-mail or paper-and-pencil questionnaires. It is found that unstable failure and the failure which an airline is less responsible for lead to higher recovery satisfaction. In addition, when the company is responsible for the failure, high purchasing experiences has lower post-recovery satisfaction than low purchasing experiences group. Managers, therefore, can adopt different recovery policy to different customer group with different purchasing experiences to improve satisfaction.
All Science Journal Classification (ASJC) codes
- Safety, Risk, Reliability and Quality
- Management Science and Operations Research