Service recovery and post-purchasing behaviors: The moderation effects of corporate image and previous perceived value

Fan Yun Pai, Tsu Ming Yeh, Chuan-Cheng-Lin

Research output: Contribution to journalArticle

Abstract

Most of the previous literatures about service recovery focus on service failure and compensation types and how to provide compensation or focus on the impact of perceived justice on the satisfaction after service recovery. There are few research that investigate how service provider’s corporate image and the customer’s previous experiences with the service provider influence the relationships among customer’s perceived justices, satisfaction and post-purchasing behaviors. We analyze the moderating effects of corporate image and the perceived value of the previous experiences. Questionnaires were distributed and 320 were collected. It is found that perceived justices positively influence service satisfaction and satisfaction is positively related to post-purchasing behaviors. However, corporate image and prior experiences moderate those positive effects. Customers have higher expectation on service recovery for companies with high corporate image or which customers have positive interaction experience with. Corporate image and prior experiences play important roles. Managerial implications are provided accordingly.

Original languageEnglish
Pages (from-to)105-120
Number of pages16
JournalJournal of Quality
Volume22
Issue number3
DOIs
Publication statusPublished - 2015 Dec 1

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Purchasing
Recovery
Perceived value
Service recovery
Moderation
Corporate image
Purchasing behavior
Industry
Compensation and Redress
Perceived justice
Service provider

All Science Journal Classification (ASJC) codes

  • Safety, Risk, Reliability and Quality
  • Management Science and Operations Research

Cite this

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abstract = "Most of the previous literatures about service recovery focus on service failure and compensation types and how to provide compensation or focus on the impact of perceived justice on the satisfaction after service recovery. There are few research that investigate how service provider’s corporate image and the customer’s previous experiences with the service provider influence the relationships among customer’s perceived justices, satisfaction and post-purchasing behaviors. We analyze the moderating effects of corporate image and the perceived value of the previous experiences. Questionnaires were distributed and 320 were collected. It is found that perceived justices positively influence service satisfaction and satisfaction is positively related to post-purchasing behaviors. However, corporate image and prior experiences moderate those positive effects. Customers have higher expectation on service recovery for companies with high corporate image or which customers have positive interaction experience with. Corporate image and prior experiences play important roles. Managerial implications are provided accordingly.",
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Service recovery and post-purchasing behaviors : The moderation effects of corporate image and previous perceived value. / Pai, Fan Yun; Yeh, Tsu Ming; Chuan-Cheng-Lin.

In: Journal of Quality, Vol. 22, No. 3, 01.12.2015, p. 105-120.

Research output: Contribution to journalArticle

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