Operations process of e-service recovery attributes and their relationship with perceived justice

• Main Authors: Abu Bakar, Siti Zakiah, Mohamed Elias, Ezanee, Mahidin, Norlila
• Format: Article
• Language: English
• Published: Advance Scientific Research 2020
• Subjects: HD28 Management. Industrial Management
• Online Access: http://repo.uum.edu.my/27361/1/JCR%207%208%202020%201703%201707.pdf; http://repo.uum.edu.my/27361/; http://www.jcreview.com/index.php?mno=16514
• Institution: Universiti Utara Malaysia

An e-service recovery process is an important operational process. It is a second chance to retain loyal customers by rectifying e-service failures. This study investigates the relationships between e-service recovery processes attributes (compensation, respond speed, and apology) and perceived justice constructs (interactional, distributive, and procedural). Based on the equity theory and exchange theory customers expect to be rewarded with equal value to the losses during the recovery process. This study looks at how users respond to perceived justice when subjected to different levels of e-service recovery attributes. The results indicate that all service recovery process attributes had a significant main effect on all perceived justice variables. The study suggests that the different levels of compensation, responds speed, and apology will affect customer’s perception of perceived justice differently. The results indicate that the relationship between service recovery process and perceived justice is applicable even in an e-service environment. The outcome of this study contributes to the research on e-service recovery processes. The empirical results further delineate the role of social justice in e-service recovery.