What is it about?
How organizations should respond to service failures? This paper adopts the social exchange theory to explain how customers with different motivational orientations react differently with respect to the acknowledgement and prompt action of the organization to service failures.
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Why is it important?
There are chances that service organizations fail to meet customer expectations. We found that relation-oriented customers tend to be more responsive to the acknowledgement of service failure while task-oriented customers tend to be more reactive to the link between prompt action of organizational response and customer justice perceptions of service recovery.
Perspectives
Organizations should identify and segment customers based on their motivational orientations and pay attention to meeting their needs on service recovery encounters. They should devote more resources on training the employees how best they can adopt the appropriate type of service recovery strategies on matching different needs of task and relation oriented customers.
Professor W.M. To
Macao Polytechnic University
Read the Original
This page is a summary of: The effect of organizational responses to service failures on customer satisfaction perception, Service Business, December 2016, Springer Science + Business Media,
DOI: 10.1007/s11628-016-0328-z.
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