Authors: Edward Shih-Tse Wang; Lily Shui-Lien Chen
Addresses: National Chung Hsing University, 250, Kuo Kuang Road, Taichung 40227, Taiwan ' Department of Management Sciences, Tamkang University, No. 151, Ying-Chuan Road, Tamsui, Taipei County 25137, Taiwan
Abstract: This study extends the justice-trust-word-of-mouth (WOM) model to identify which forms of perceived justice of service recovery have a greater impact on the consumers' affective/cognitive trust and to identify which trust more significantly influences WOM behaviour. Data was collected through a self-reported questionnaire administered to 326 undergraduate students who had experienced service failure and service recovery within the previous three months. The results reveal that while interactional justice dominates influences on affective trust, distributive justice has more significant influence on cognitive trust. Consequently, affective trust is one of the more crucial determinants of WOM behaviour. The finding assists service marketers in creating effective service and standards in the process of service recovery.
Keywords: service recovery; perceived justice; affective trust; cognitive trust; WOM; word of mouth; services; standards; service failure; marketing; interactional justice; distributive justice.
International Journal of Services and Standards, 2011 Vol.7 No.3/4, pp.278 - 290
Published online: 20 Jan 2012 *Full-text access for editors Access for subscribers Purchase this article Comment on this article