Identifying the determinants and consequences of post-recovery satisfaction in B2B customers: a multidimensional justice theory perspective
Journal of Business & Industrial Marketing
ISSN: 0885-8624
Article publication date: 12 September 2023
Issue publication date: 13 February 2024
Abstract
Purpose
Drawing on justice theory, this study aims to investigate the determinants and consequences of post-recovery satisfaction in a business-to-business (B2B) sales environment. In addition, customer demandingness is used as a moderator in this study to assess the relationship between distributive justice (DJ), procedural justice (PJ) and interactional justice (IJ) and post-recovery satisfaction.
Design/methodology/approach
A conceptual framework was developed by testing five hypotheses based on data collected from 337 salesperson–customer dyads.
Findings
The findings of this study reveal that DJ, PJ and IJ are positively linked with post-recovery satisfaction. In addition, post-recovery satisfaction negatively impacts customer distrust. On the contrary, customer distrust positively influences value co-creation behavior and has a negative impact on trusting intention. Finally, the customer’s level of demandingness significantly and positively moderates the linkage between the dimensions of justice perception and post-recovery satisfaction.
Originality/value
Despite extensive literature on distrust, a research model that examines customers’ distrust attitudes toward service failure and B2B recovery satisfaction needs to be developed and validated. In this regard, the authors developed a framework to measure post-recovery satisfaction and its association with customers’ distrust in B2B a context.
Keywords
Acknowledgements
Funding: This paper was financially supported by the National Natural Science Foundation of China (Grant Number: 72172094, 71972082); Humanities and Social Sciences Foundation of the Ministry of Education in China (Grant Number: 21YJC630160).
Citation
Ahmad, B., Yuan, J., Akhtar, N. and Ashfaq, M. (2024), "Identifying the determinants and consequences of post-recovery satisfaction in B2B customers: a multidimensional justice theory perspective", Journal of Business & Industrial Marketing, Vol. 39 No. 2, pp. 423-437. https://doi.org/10.1108/JBIM-08-2022-0366
Publisher
:Emerald Publishing Limited
Copyright © 2023, Emerald Publishing Limited