Post-service recovery emotion and customer trust: The role of satisfaction as mediation

Resekiani Mas Bakar, Zhafran Fadhil Damara, Ahmad Yasser Mansyur

Abstract


Service failure is inevitable, leading to the provision of a recovery method by companies to overcome customer mistrust, that creates certain emotions. This research, therefore, aims to examine the indirect effect of customer emotion on trust and service recovery mediated by satisfaction. Data were obtained from 104 participants that read the vignette on service failure and recovery. This study used the data analysis of Process Hayes to measure the role of mediation. The result showed that customer satisfaction moderated the indirect effect between emotion and trust after service failure. In addition, cognitive appraisal theory supports the interactional and procedural process used to provide positive judgment. The implication of this study is useful for companies to minimize the possibility of service failure and provide recovery in order to maintain customer trust.


Keywords


customer emotion; customer satisfaction; service recovery; trust.

Full Text:

PDF

Article Metrics

Abstract views : 89| PDF views : 0

References


Ali, F., Hussain, K., & Omar, R. (2016). Diagnosing customers experience, emotions and satisfaction in Malaysian resort hotels. European Journal of Tourism Research, 12, 25–40.

Asad, M. M., Mohajerani, N. S., & Nourseresh, M. (2016). Prioritizing factors affecting customer satisfaction in the internet banking system based on cause and effect relationships. Procedia Economics and Finance, 36(16), 210–219. https://doi.org/10.1016/s2212-5671(16)30032-6

Bagozzi, R. P., Gopinath, M., & Nyer, P. U. (1999). The role of emotions in marketing. Journal of the Academy of Marketing Science, 27(2), 184–206. https://doi.org/10.1177/0092070399272005

Bakar, R. M., Hidayati, N., & Giffani, I. R. (2019). Apology and compensation strategy on customer forgiveness and negative word of mouth. Jurnal Manajemen dan Kewirausahaan, 21(1), 41–50. https://doi.org/10.9744/jmk.21.1.41-50

Balaji, M. S., Roy, S. K., & Quazi, A. (2017). Customers’ emotion regulation strategies in service failure encounters. European Journal of Marketing, 51(5–6), 960–982. https://doi.org/10.1108/EJM-03-2015-0169.

Burns, D. J., & Neisner, L. (2006). Customer satisfaction in a retail setting: The contribution of emotion. International Journal of Retail & Distribution Management, 34(1), 49–66. https://doi.org/10.1108/09590550610642819.

Chang, W. Y., & Chang, I. (2017). The effect of failures of tourism services on perceived justice and repurchase intention. Journal of Interdisciplinary Mathematics, 20(3), 921–935. https://doi.org/10.1080/09720502.2017.1358891.

Chaparro-Peláez, J., Hernández-García, Á., & Urueña-López, A. (2015). The role of emotions and trust in service recovery in business-to-customer electronic commerce. Journal of Theoretical and Applied Electronic Commerce Research, 10(2), 77–90. https://doi.org/10.4067/S0718-18762015000200006.

Chebat, J., & Slusarczyk, W. (2005). How emotions mediate the effects of perceived justice on loyalty in service recovery situations: An empirical study. Journal of Business Research, 58, 664–673. https://doi.org/10.1016/j.jbusres.2003.09.005.

Chen, P., & Kim, Y. G. (2017). Role of the perceived justice of service recovery: A comparison of first-time and repeat visitors. Tourism and Hospitality Research, 19(1), 1–14. https://doi.org/10.1177/1467358417704885.

Cheshin, A., Amit, A., & van Kleef, G. A. (2018). The interpersonal effects of emotion intensity in customer service: Perceived appropriateness and authenticity of attendants’ emotional displays shape customer trust and satisfaction. Organizational Behavior and Human Decision Processes, 144, 97–111. https://doi.org/10.1016/j.obhdp.2017.10.002.

Cheung, M. F. Y., & To, W. M. (2017). The effect of organizational responses to service failures on customer satisfaction perception. Service Business, 11(4), 767–784. https://doi.org/10.1007/s11628-016-0328-z.

Choi, B., & Choi, B. J. (2014). The effects of perceived service recovery justice on customer affection, loyalty, and word-of-mouth. European Journal of Marketing, 48(1), 108–131. https://doi.org/10.1108/EJM-06-2011-0299.

Chu, P. Y., Lee, G. Y., & Chao, Y. (2012). Service quality, customer satisfaction, customer trust, and loyalty in an e-banking context. Social Behavior and Personality, 40(8), 1271–1284. https://doi.org/10.2224/sbp.2012.40.8.1271.

Crisafulli, B., & Singh, J. (2016). Article information: Journal of Service Management, 27(12), 1–46. https://doi.org/10.1108/JSOM-10-2015-0309.

Danesh, S. N., Nasab, S. A., & Ling, K. C. (2012). The study of customer satisfaction, customer trust and switching barriers on customer retention in Malaysia hypermarkets. International Journal of Business and Management, 7(7), 141–150. https://doi.org/10.5539/ijbm.v7n7p141.

DeCelles, K. A., DeVoe, S. E., Rafaeli, A., & Agasi, S. (2019). Helping to reduce fights before flights: How environmental stressors in organizations shape customer emotions and customer–employee interactions. Personnel Psychology, 72(1), 49–80. https://doi.org/10.1111/peps.12292.

Eisingerich, A. B., Auh, S., & Merlo, O. (2014). Acta non verba? The role of customer participation and word of mouth in the relationship between service firms’ customer satisfaction and sales performance. Journal of Service Research, 17(1), 40–53. https://doi.org/10.1177/1094670513490836.

Etemad-Sajadi, R., & Bohrer, L. (2017). The impact of service recovery output/process on customer satisfaction and loyalty: The case of the airline industry. Tourism and Hospitality Research, 19(2), 1–8. https://doi.org/10.1177/1467358417743080.

Gracia, E., Bakker, A. B., & Grau, R. M. (2011). Positive emotions: The connection between customer quality evaluations and loyalty. Cornell Hospitality Quarterly, 52(4), 458–465. https://doi.org/10.1177/1938965510395379.

Ha, J., & Jang, S. C. S. (2009). Perceived justice in service recovery and behavioral intentions: The role of relationship quality. International Journal of Hospitality Management, 28(3), 319–327. https://doi.org/10.1016/j.ijhm.2008.12.001.

Hult, G. T. M., Sharma, P. N., Morgeson III, F. V., & Zhang, Y. (2019). Antecedents and consequences of customer satisfaction: do they differ across online and offline purchases? Journal of Retailing, 95(1), 10-23. https://doi.org/10.1016/j.jretai.2018.10.003.

Hume, M., & Mort, G. S. (2010). The consequence of appraisal emotion, service quality, perceived value and customer satisfaction on repurchase intent in the performing arts. Journal of Services Marketing, 24(2), 170–182. https://doi.org/10.1108/08876041011031136.

Hussain, R., Al Nasser, A., & Hussain, Y. K. (2015). Service quality and customer satisfaction of a UAE-based airline: An empirical investigation. Journal of Air Transport Management, 42, 167–175. https://doi.org/10.1016/j.jairtraman.2014.10.001.

Imran, B., & Ramli, A, B. (2019). Kepuasan pasien, citra rumah sakit dan kepercayaan pasien di Provinsi Sulawesi Barat. Prosiding Seminar Nasional Pakar 2019 Buku II, 2.48.1-2.48.7. https://www.trijurnal.lemlit.trisakti.ac.id/pakar/article/view/4328/3436.

Khuong, M. N., & Dai, N. Q. (2016). The factors affecting customer satisfaction and customer loyalty — A study of local taxi Companies in Ho Chi Minh City, Vietnam. International Journal of Innovation, Management and Technology, 7(5), 228–233. https://doi.org/10.18178/ijimt.2016.7.5.678.

Koc, E. (2019). Service failures and recovery in hospitality and tourism: A review of literature and recommendations for future research. Journal of Hospitality Marketing and Management, 28(5), 1–26. https://doi.org/10.1080/19368623.2019.1537139.

Kundu, S., & Datta, S. K. (2015). Impact on trust on the relationshop of e-service quality and customer satisfaction. EuroMed Journal of Business, 10(1), 21–46. https://doi.org/10.1108/EMJB-10-2013-0053.

Ladhari, R., Souiden, N., & Dufour, B. (2017). The role of emotions in utilitarian service settings: The effects of emotional satisfaction on product perception and behavioral intentions. Journal of Retailing and Customer Services, 34(June 2015), 10–18. https://doi.org/10.1016/j.jretconser.2016.09.005.

Liang, J. C. L. H., Lin, J. C., & Liang, H. (2011). The influence of service environments on customer emotion and service outcomes. Managing Service Quality: An International Journal, 21(4), 350–372. https://doi.org/10.1108/09604521111146243.

Maxham, J. G., & Netemeyer, R. G. (2002). A longitudinal study of complaining customers’ evaluations of multiple service failures and recovery efforts. Journal of Marketing, 66(4), 57–71. https://doi.org/10.1509/jmkg.66.4.57.18512.

Min, H. K., & Kim, H. J. (2019). When service failure is interpreted as discrimination: Emotion, power, and voice. International Journal of Hospitality Management, 82, 59–67. https://doi.org/10.1016/j.ijhm.2019.03.017

Norizan, N. S., Arham, A. F., & Norizan, M. N. (2019). The influence of perceived organisational justice on customer’ s trust: An overview of public higher educational students. International Journal of Business and Management, 3(3), 1–8. https://doi.org/10.26666/rmp.ijbm.2019.3.1.

Osman, Z., & Sentosa, I. (2013). A study of mediating effect of trust on customer satisfaction and customer loyalty relationship in Malaysian rural tourism. European Journal of Tourism Research, 6(2), 192–206.

Radu, A. G., Arli, D., Surachartkumtonkun, J., Weaven, S., & Wright, O. (2018). Empathy and apology: The effectiveness of recovery strategies. Marketing Intelligence and Planning, 37(4), 358–371. https://doi.org/10.1108/MIP-03-2018-0080.

Ramli, A. H. (2016). Patient trust on the hospital service delivery system. Business and Entrepreneurial Review, 16(1), 17-30. http://dx.doi.org/10.25105/ber.v16i1.4907.

Rio-Lanza, A. B. del, Vázquez-Casielles, R., & Díaz-Martín, A. M. (2009). Satisfaction with service recovery: Perceived justice and emotional responses. Journal of Business Research, 62(8), 775–781. https://doi.org/10.1016/j.jbusres.2008.09.015.

Santos, C. P. dos, & Fernandes, D. V. der H. (2008). Antecedents and consequences of customer trust in the context of service recovery. Brazilian Administration Review, 5(3), 225–244. https://doi.org/10.1590/s1807-76922008000300005.

Sirdeshmukh, D., Singh, J., & Sabol, B. (2002). Customer trust, value, and loyalty in relational exchange. Journal of Marketing, 66(1), 15–37. https://doi.org/10.1509/jmkg.66.1.15.18449.

Siu, N. Y., Zhang, T. J., & Yau, C. J. (2013). The roles of justice and customer satisfaction in customer retention: A lesson from service recovery. Journal Business Ethic, 114(4), 675–686. https://doi.org/10.1007/s10551-013-1713-3.

Smith, A. K., & Bolton, R. N. (2002). The effect of customers’ emotional responses to service failures on their recovery effort evaluations and satisfaction judgments. Journal of the Academy of Marketing Science, 30(1), 5–23. https://doi.org/10.1177/03079450094298.

Suchánek, P., Richter, J., & Králová, M. (2014). Customer satisfaction, product quality and performance of companies. Review of Economic Perspectives, 14(4), 329–344. https://doi.org/10.1515/revecp-2015-0003.

Tumbat, G. (2011). Co-constructing the service experience: Exploring the role of customer emotion management. Marketing Theory, 11(2), 187–206. https://doi.org/10.1177/1470593111403219.

Vázquez-casielles, R., Álvarez, L. S., & Martín, A. M. D. (2010). Perceived justice of service recovery strategies: Impact on customer satisfaction and quality relationship. Psychology & Marketing, 27(5), 487–509. https://doi.org/10.1002/mar.

Xu, X., Liu, W., & Gursoy, D. (2019). The impacts of service failure and recovery efforts on airline customers’ emotions and satisfaction. Journal of Travel Research, 1(18), 1034–1051. https://doi.org/10.1177/0047287518789285.

Yap, B. W., Ramayah, T., & Wan Shahidan, W. N. (2012). Satisfaction and trust on customer loyalty: A PLS approach. Business Strategy Series, 13(4), 154–167. https://doi.org/10.1108/17515631211246221.




DOI: http://dx.doi.org/10.25105/jmpj.v13i1.5900

Refbacks

  • There are currently no refbacks.




Copyright (c) 2020 Jurnal Manajemen dan Pemasaran Jasa

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Lisensi Creative Commons

Jurnal manajemen dan pemasaran jasa  Lisensi Creative Commons Atribusi-NonKomersial 4.0 Internasional.