 Is service recovery of equal importance for private vs public complainers?Mathieu Béal, Anshu Suri, Nguyen Nguyen, Yany Grégoire and Sylvain Sénécal Journal of Business Research, 2022, vol. 153, issue C, 392-400 Abstract: The current research questions if service recovery has differential effects on complainers depending on the way that they initially complain, being privately (e.g., emails, phone call) or publicly (e.g., social media, blogs). Using four studies, the current research offers several core contributions. First, building on justice theory, our findings show that a recovery is especially effective at appeasing private complainers’ negative affect, while this same recovery has less impact for public complainers. Second, we show that for public complainers, the role of a recovery will be different depending on the level of public exposure. When public complaints are viewed by just a few observers on social media (i.e., low exposure), such complainers assess their own actions of justice restoration as being ineffective. Third, we find that our previous findings are robust no matter if the customer is a complainer or an observer. Keywords: Service recovery; Service failure; Justice theory; Public exposure; Observers (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:153:y:2022:i:c:p:392-400 DOI: 10.1016/j.jbusres.2022.08.049 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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