How to explain service failure? Impacts of justifications

Abstract

This study examines how justifications that are offered by service providers affect the impacts of inferred motives and negative emotions on perceived fairness after service failure. Some researchers have indicated that justifications enhance perceived fairness, whereas others argue that they decrease the post-recovery satisfaction. After analyzing 270 responses, this study found that justifications mitigate the negative effects of inferences regarding service providers’ motives on perceived fairness, while they amplify the effects of negative emotions. Furthermore, when the affective relationship strength between service providers and consumers is greater, justifications effectively minimize the negative consequences of inferred motives and negative emotions.