Antecedents and consequences of consumer trust in the context of service recovery

Cristiane Pizzutti Dos Santos,Daniel Von Der Heyde Fernandes

doi:10.1590/s1807-76922008000300005

Cristiane Pizzutti Dos Santos, Daniel Von Der Heyde Fernandes

Open Access

https://doi.org/10.1590/s1807-76922008000300005

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Abstract

The purpose of this paper is to investigate the antecedents and consequences of consumer trust after complaint handling episodes about services. A cross-sectional study was carried out with complainers of banks and airline companies. The respondents were approached at an International Airport in Brazil. Structural Equation Modeling was used to test the hypotheses developed. The building of consumer trust was sensitive to perceptions of justice regarding the way complaints were handled by the company. More specifically, the perception of interactional fairness strongly impacted consumer trust in the employees which, in turn, revealed a high impact on trust in the company. Insofar as satisfaction with complaint handling does not mediate the relationship between the dimensions of fairness and trust, following a conflict it loses part of its importance. Finally, both repurchase intention and word-of-mouth communication were influenced by trust in the company, satisfaction with complaint handling and perceived value. The company should attentively observe the interactional aspect in terms of developing relationships with customers. Appropriate complaint handling and the consequent trust created between the parties is an efficient form of developing and maintaining solid relationships with customers.

Highlights

Researchers and practitioners have witnessed a gradual paradigm shift in the area of marketing that essentially emphasizes the retention of current customers, rather than the pursuit of new customers or the focus on singular exchanges
The core objective of this paper is to investigate the antecedents and consequences of consumer trust after situations of complaint handling
In addition to the influence of trust and final satisfaction on consumer loyalty, this study proposes the existence of a third antecedent of consumer loyalty: the level of perceived value, which concerns the consumer's evaluation regarding the benefits and costs of maintaining a relationship with the company www.anpad.org.br/bar

Summary

Introduction

Researchers and practitioners have witnessed a gradual paradigm shift in the area of marketing that essentially emphasizes the retention of current customers, rather than the pursuit of new customers or the focus on singular exchanges. In this context, the critical role of trust in promoting loyalty and more relational exchanges has been emphasized (Berry, 1996; Ganesan, 1994; Nooteboom, Berger, & Nooderhaven, 1997). Reducing risk in business exchanges, trust contributes to giving continuity to the relationship and to creating feelings of loyalty. Regarding complaint episodes, seem to be critical to trust because there is the perception that it is in adversity that partners are put to the test

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