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Perceived Justice and Email Service Recovery

Neale, Larry & Murphy, Jamie (2007) Perceived Justice and Email Service Recovery. Australasian Marketing Journal, 15(3), pp. 5-20.

Abstract

This study adds to the limited research of email service recovery. It is perhaps the first non-US study of email service recovery as well as the first study to apply a theoretical perspective ¬– perceived justice – to email service recovery. The results of three annual studies using Australian data resemble US results and support extending perceived justice to service recovery via email. The distributive elements of replying and offering compensation, the procedural element of answering completely and the interactional element of thanking the customer showed significant positive relationships with customer satisfaction, positive word-of-mouth and repurchase intent. Perhaps most importantly for practitioners, the results of a stepwise regression showed that incorporating the simple phrase "thank-you" in the email reply was a strong predictor of successful email service recovery. Finally, this study found that response time might be less critical than previously thought.

Impact and interest:

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ID Code: 12942
Item Type: Journal Article
Additional URLs:
ISSN: 1441-3582
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Copyright Owner: Copyright 2007 Larry Neale & Jamie Murphy
Deposited On: 20 Mar 2008
Last Modified: 29 Feb 2012 23:40

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