Others service experiences: emotions, perceived justice, and behavior

Abstract

Purpose

Often, service failures are witnessed by other customers, but little is known about how consumers react to service recovery aimed at other customers. Using the deontic theory of justice, this paper aims to examine consumers' reactions to justice directed toward other customers.

Design/methodology/approach

Two studies were conducted to test the hypotheses. Both were 2 x 2 between subjects quasi experimental designs using written scenarios and surveys. The scenarios depicted an observing customer witnessing a service failure and recovery happening to another customer.

Findings

Results show that the valence of the recovery attempt impacted the observing customer's reactions and evaluations, and that the observer's processing frame and loyalty status of the victim impacted the observing customer's judgments of fairness and behavioral intentions.

Originality/value

These results provide guidance to service providers by shedding light on the impact of service failures and recovery on surrounding customers.

Citation

Mattila, A., Hanks, L. and Wang, C. (2014), "Others service experiences: emotions, perceived justice, and behavior", European Journal of Marketing, Vol. 48 No. 3/4, pp. 552-571. https://doi.org/10.1108/EJM-04-2012-0201