Influencing perception of justice to leverage behavioral outcome: A perspective from restaurant service failure setting

Abstract

This study evaluates a theoretical framework exploring the factors that influence restaurant customers’ positive-word-of-mouth behavior after a service failure and recovery experience. Anchored in the theoretical framework of justice theory and expectation disconfirmation theory (Oliver 1977), the authors’ research examines the complex interrelationships among different factors related to restaurant customers’ post-complaint behavioral process. To assess the proposed framework, they used partial least squares structural equation modeling (PLS-SEM) on survey data. This research adds to the quality management body of knowledge by: a) examining the roles of recovery disconfirmation and recovery satisfaction in influencing restaurant customers’ involvement in positive-word-of-mouth (PWOM) behavior; b) equipping quality management practitioners with insights into how to tailor their strategy to particular customer segments through the use of multi-group analysis and importance-performance map analysis; c) providing strategic tactics to improve the current relationship between the customer and the service-provider and to foster an improved market position. Findings suggest that quality professionals should aim to maximize the influence of restaurant customers’ perception of justice on their post-complaint behavior through the development of dual mediators: recovery satisfaction and recovery disconfirmation. Thus, the authors’ research provides insights that can help quality professionals influence restaurant customers’ post-complaint behavior in a positive way.