The Effects of Social Justice and Stigma-Consciousness on Gay Customers' Service Recovery Evaluation

Keywords

gay, service recovery, justice, stigma-consciousness

Abstract

This study examines how social justice and the stigma-consciousness level of gay customers influence their service recovery perceptions. The results, based on an experiment involving 379 gay respondents, indicate that distributive justice, procedural justice, and interactional justice significantly affect gay customers' service recovery evaluations (satisfaction) and post-complaint behavioral intentions (negative word-of-mouth and repatronage). Also, higher stigma-consciousness gay customers show more negative service recovery evaluations and behavioral intentions than those with lower stigma-consciousness. Service providers who are interested in attracting and maintaining gay customers should create awareness among their employees about stigma-consciousness.

Publication Date

5-30-2013

Original Citation

Ro, Heejung & Olson, Eric. D. (2014). The effects of social justice and stigma-consciousness on gay customers’ service recovery evaluation. Journal of Business Research, 67(6), 1162-1169.

Number of Pages

1162-1169

Document Type

Paper

Language

English

Source Title

Journal of Business Research

Volume

67

Issue

6

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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