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Explaining Satisfaction In Double Deviation Scenarios: The Effects Of Anger And Distributive Justice

Author

Listed:
  • Ana B. Casado

    (Universidad de Alicante)

  • Francisco J. Mas

    (Universidad de Alicante)

  • Hans Kasper

    (Maastricht University, Department of Marketing)

Abstract

Research has shown that more than half of attempted recovery efforts only reinforce dissatisfaction, producing a ‘double deviation’ effect. Surprisingly, these double deviation effects have received little attention in service marketing literature. Yet no study has specifically investigated which are the main determinants of the formation of customer satisfaction judgments in double deviation contexts. To fill this gap, we develop and empirically test a model based on the existing service recovery literature. Specifically, we focus on two theoretical frameworks: social justice theory and theories of emotion. We examine the effect of anger with service recovery on satisfaction with service recovery, as well as the role of distributive justice on the elicitation of the specific emotion of anger with service recovery and satisfaction with service recovery. Results support the model and highlight the important role of specific recovery-related emotions in double deviation contexts. Implications for practice and future research are discussed. La investigación previa ha mostrado que más de la mitad de los esfuerzos de recuperación sólo refuerzan la insatisfacción, produciendo un efecto de desviación doble. Sorprendentemente, estos efectos de desviación doble han recibido muy poca atención en la literatura de marketing de servicios. Hasta la fecha, ningún trabajo ha investigado empíricamente cuáles son los principales determinantes en la formación de los juicios de satisfacción en contextos de desviación doble. Para cubrir este hueco, desarrollamos y analizamos empíricamente un modelo basado en la literatura de recuperación de servicios existente. Específicamente, nos basamos en dos esquemas conceptuales: la teoría de la justicia social y las teorías sobre emociones. Examinamos el efecto del enfado con la recuperación del servicio en la satisfacción con la recuperación del servicio, así como el papel de la justicia distributiva como activador de emociones específicas de enfado y como antecedente de la satisfacción con la recuperación del servicio. Los resultados confirman el modelo propuesto y ponen de manifiesto el importante papel de las emociones específicas relacionadas con la recuperación en contextos de desviación doble. Finalmente, se discuten las implicaciones de gestión y las líneas futuras de investigación.

Suggested Citation

  • Ana B. Casado & Francisco J. Mas & Hans Kasper, 2006. "Explaining Satisfaction In Double Deviation Scenarios: The Effects Of Anger And Distributive Justice," Working Papers. Serie EC 2006-09, Instituto Valenciano de Investigaciones Económicas, S.A. (Ivie).
    • Handle: RePEc:ivi:wpasec:2006-09
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    References listed on IDEAS

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    More about this item

    Keywords

    enfado con la recuperación del servicio; justicia distributiva; satisfacción con la recuperación del servicio; desviación doble; industria bancaria anger with service recovery; distributive justice; satisfaction with service recovery; double deviation; banking industry;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • G21 - Financial Economics - - Financial Institutions and Services - - - Banks; Other Depository Institutions; Micro Finance Institutions; Mortgages

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