The role of self-service technologies in restoring justice

    Authors

    A. S. Mattila; W. Cho;H. Ro

    Comments

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    Abbreviated Journal Title

    J. Bus. Res.

    Keywords

    Self-service technology; Justice; Resource exchange theory; CONSUMER RESPONSES; SATISFACTION JUDGMENTS; CUSTOMER SATISFACTION; RECOVERY; EXCHANGE; ENCOUNTERS; FAILURES; BEHAVIOR; PERCEPTIONS; FAIRNESS; Business

    Abstract

    As an increasing number of customers choose to interact with service firms via technology, there is an urgent need to understand whether consumers react differently to technology-based failures/recovery efforts than human failures/recovery efforts. Using resource exchange theory as a framework, the present investigation examined the role of failure mode (SST vs. face-to-face encounter) and recovery mode on customers' fairness perceptions. Results from Study 1 suggest that compensation offered by a front-line employee might be more effective in restoring justice with traditional failures (match condition) than with SST failures (mismatch condition). Findings from Study 2 further support the matching hypothesis in terms of distributive justice. On the other hand, human touch seems more effective in restoring interactional fairness than on-line recovery. The follow-up study extends the matching hypothesis to satisfaction with problem handling and repurchase intent. Managerial implications of these findings are discussed. (C) 2010 Elsevier Inc. All rights reserved.

    Journal Title

    Journal of Business Research

    Volume

    64

    Issue/Number

    4

    Publication Date

    1-1-2011

    Document Type

    Article

    Language

    English

    First Page

    348

    Last Page

    355

    WOS Identifier

    WOS:000287566200002

    ISSN

    0148-2963

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