Customer experience in the process of e-banking service recovery through the moderation role of customer personality

Abstract

This research tests and analyse the influence of customer’s prior experience toward procedural justice and interactional justice perceived by customer toward the process of service recovery through the moderation role of customer personality in the e-banking service on three state-owned banks in West Java, Indonesia. The respondent of this research is e-banking customer in three banks (BRI, BNI, and BTN) in West Java, Indonesia with 300 respondents. The analysis technique that is used is Structural Equation Modeling (SEM). The research result proves that: (1) there is a positive and significant influence of customer’s prior experience toward interactional and procedural justice, (2) customer’s experience moderates the influence of customer’s prior experience toward interactional and procedural justice. This research result provides theoretical contribution toward the development model of customer’s prior experience in the process of service recovery on e-banking service with the moderation variable of customer personality. Besides, this research finding is also useful for e-banking service in Indonesia as a strategy to decide service recovery that provides sense of justice as the key to customer satisfaction. Corresponding author: Badawi Email addresses for the corresponding author: badawiumc2018@gmail.com First submission received: 8th October 2018 Revised submission received: 6th December 2018 Accepted: 14th December 2018 Introduction The role of information technology on banking industry services is a banking system supported by information technology. The growing and complexity of the facility applied can provide ease of service for customers (Muafi., Suwitho., Purwohandoko., and Salsabil, 2017). Currenly, almost all products in the banking fincance industry use information technology. This has an impact on the high competition with various services. Banking service industry has a high level of involvement between customer and employee. This does not close the possibility of errors or failures in the service and efforts to meet the expectations of all customers (Badawi, Tjahjono & Muafi, 2017). Service failure occurs when customer’s expectation is not met by the company or service provider (Sholeh, 2014). No matter how good the services the company gives to its customers, there is still the possibility of companies making mistakes in meeting the expectations of customers who tend to be more demanding; and then reduce their loyalty (Nikbin., Ismail., & Marimuthu. 2010). Service failures generate dissatisfaction and lead to customer losses (Chelminski& Coulter, 2011) such as the disconnected relationship of customer with the company, brandswitching, and negative word-of-mouth recommendation (Andreassen, 2000). Customer personality traits are a basis to understand a number of differences in customer behavior (Adams. 2001).Several prior Journal of Business and Retail Management Research (JBRMR), Vol. 13 Issue 3 April 2019 www.jbrmr.com A Journal of the Academy of Business and Retail Management (ABRM) 27 researches have stated that there is a relationship between personality and emotion (Gountas & Gountas, 2007).The research result from Lin (2009); Parasuraman, Zeithaml, and Berry (1996) explains that postpurchase satisfaction is helpful to strengthen consumer confidence and preferences toward the products and services that they buy and reinforce their repurchase intention (Lin, 2009). This means that consumer behaviour intentions are usually affected by their purchasing experience and emotional response (Parasuraman et al., 1996; Singh & Wilkes, 1996; Singh, 1990; Fornell & Wernerfelt, 1988). Personality research in the justice research in the field of human resources and marketing has been researched, for example in hostile environment and neuroticism that moderate the relationship between the perception of justice and absenteeism (Elovainio et al., 2003). The research that is conducted by Aquino, Lewis, and Bradfield, (1999) in the justice perception and effectiveness has a negative influence on behavioural deviation. Martocchio &Judge (1995) examines the personality traits associated with justice in slightly different way, by knowing and explaining stable personality traits that influence the different ways of decision making between supervisors and employees at the level of discipline. The research from Lin (2009) states that personality trait is a model that influence the factor of customer’s postpurchasing behaviour with external self-control character. It is done by showing low self-awareness and self-confidence, and it can be influenced by external environment such as advertising media. Whereas, customers with internal self-control characters tend to collect information internally and externally to find a difference; and they do not show reaction or desire behaviour in a sudden. Customer personality traits are other factors that influence post-behavioural intentions toward related products or services (Todd & Olver, 1997; Engel, Blackwell, & Miniard, 1993). Although the perceived justice provided by the organization has been shown to have consequences on behaviour, there are some variables that explain how personality reacts to fair treatment and injustice (Lin, 2009). The research from Shin, Casidy, and Mattila (2018) examined the influence of service recovery toward customers'attutude and behavior reaction that are different with professional service in the US The research result explains that distributive justice provides thehighest contribution compared to the response for apologyfrom the service provider to customers. Customer’s previous experience continually renewed their beliefs and expectations on some form of service and integrated new information with prior knowledge. Woodruff, Ernest., and Roger (1983) states that expectations are normative based on experience of goods or products. Zeithaml et al. (1990) adds that there is a diverse expectation from each customer, which is formed from past experience along with word of mouth recommendations and advertisements about the company. Thus, recovery management can be considered to have an impact on customer evaluation, as customers are accustomed to involve their feelings or emotion in the process of service recovery, and they can be increasingly unsatisfied if the company’s recovery efforts fail (Bitner, Booms, and Tetreault, 1990; Berry dan Parasuraman, 1991). Tax et al. (1998) identifies customer’s prior experience as an important component in service experience, because it affects subsequent service experience and the relationship between customer and service provider in the future. Whereas, Clemmer and Schneider (1996) states that service recovery leads to the aspect of process and relationship in service recovery as well as outputs. Therefore, according to McDougall and Levesque (2000) what the company has done and how it is done will affect the customer’s perception of justice. Previous research has proved that there are substantial differences in personality relationship with performance result that remain unexplained (Barrick, Parks, & Mount. 2005, Hogan, 2003; Nikolaou & Robertson, 2001). Barrick et al. (2005), states that personality and situational condition will mediate the influence of personality traits toward service recovery performance. Organ (1990) also suggests that personality can have indirect influence toward service recovery performance through personality. Lewin (1951) suggests that individual behaviour is a function of the environment. Some researchers have focused on prior experience in the context of service recovery of information technology toward procedural and interactional justice that are perceived to be lacking much less connected to the moderation of customer’s personality; which can explain various reactions to perceived justice (Colquitt, Greenberg, & Zapata-Phelan 2005: Colquitt., 2001: Lind, 2001; Van & Bos, 2001; Badawi, et al., 2017). This research attempts to narrow the gap in the literature of personality traits by examining the relationship of personality as moderation between customer, perceived procedural justice, and perceived interactional justice (Colquitt, Scott, Judge, & Shaw. 2006). This research is conducted in three Journal of Business and Retail Management Research (JBRMR), Vol. 13 Issue 3 April 2019 www.jbrmr.com A Journal of the Academy of Business and Retail Management (ABRM) 28 large state-owned banks in the Province of West Java, especially customers who use e-banking. This is because some customers still have the perception that they do not have a satisfactory channel with fair procedural and interactional about e-banking problems that happened to them. Literature review Customer’s Prior Experience and Interactional Justice on Service Recovery Mossberg (2007) defines that customer’s prior experience is a mixture of elements that involve consumer emotionally, physically, intellectually, and spiritually as a whole. Hess et al. (2003; Tax et al., 1998; Kelley & Davis, 1994) explains about quality evaluation perceived from past service performance. Oh and Parks (1997) states that prior experience is the relationship between customer and business through the assessment of service quality comparison with the level of customer satisfaction. Interactional justice according to Tax et al. (1998), is a procedure that has been established in service improvement process. The measure that is used in this research is the basis shown by individual to the company such as empathy, attention to problem solving, and willingness to explain why complaints occur (Tax et al., 1998; Blodgett, Hill., & Tax, 1997). Interactional justice is also a part of equity in the company’s response as a reward and resources. Interactional justice is also related with communication aspect between company and customer such as politeness, honesty, and respect (Tyler & Bies, 1990; Bies & Moag, 1986).The study fromYuan& Wu (2008