Abstract – AOCRJ-V2I4P1

Role of Justice in the Complaint Handling Setting: Scenario-
Based Experiment Study

Dr. Maryam Mannaa
American University in the Emirates
Benish Chaudhry
American University in the Emirates

Abstract:
Recently, several scholars and practitioners have suggested that the manner in which a complaint is handled may affect subsequent consumer satisfaction and retention. However, little theoretical or empirical research has examined this issue especially in tourism domain. This thesis examines how customers’ evaluation of distributive, procedural and interactional justice in the complaint resolution process influences their satisfaction with complaint handling and their retention.
A scenario-based experiment was conducted to investigate the impact of the three justice dimensions on customers’ post complaint satisfaction and on their repatronage intentions. In order to test the hypotheses a 2 × 2 × 2 between groups experimental design was employed, resulted in 8 recovery profiles. Each subject was exposed to one of the 8 profiles. After each profile, the subjects were asked to evaluate the three aspects of justice as well as the dependent variables; satisfaction with complaint handling, and behavioral intentions.
The proposed hypotheses were confirmed. Interactional and distributive elements of justice were significantly and positively related to subjects’ satisfaction with complaint handling and to their repurchase intentions. Procedural justice was also positively related to complainants’ satisfaction and retention. However, the impact of the procedural justice on the dependent variables was weak compared to the impacts of the other dimensions of justice

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