Service recovery strategy research on Chinese telecommunication: A perspective of justice theory

Abstract

For telecom operators, customer loyalty contributed to customer relationship stabilization which is the key to corporate profits. Nevertheless, service failure in telecommunication industry is inevitable, which affects the customer satisfaction and loyalty. This research is mainly to explore the relationship between perceived justice and customer satisfaction based on justice theory and background of Chinese telecommunication. The ANOVA result indicated that the three dimensionalities of perceived justice can affect consumer satisfaction. The consumer satisfaction is most sensitive to procedural justice. There is an interaction effect between some dimensionalities of perceived justice, but some of them don't, which reveals some invalid service recovery strategies. In addition, consumer satisfaction can influence repurchase intention and negative WOM, two of which attached to customer loyalty.