Consumer responses to service failures: Influence of procedural and interactional fairness perceptions

Abstract

This study suggests that consumer responses to service failures may be influenced by perceptions of procedural and interactional fairness. Procedural fairness is operationalized as the consumer's opportunity to present information and express feelings, or “voice.” Interactional fairness is operationalized as an apology to the consumer. A 2 X 2 X 2 X 4 between-subjects experimental design manipulated levels of complaint outcome, apology, voice, and type of service. Apology and voice appeared to enhance fairness and satisfaction perceptions in the “favorable outcome” condition, when consumers were offered a discount or gift after service failure. When no tangible offering was made, apology and voice had lesser effect and in some instances were associated with lower perceptions of fairness and satisfaction. Implications for practitioners and researchers are discussed.