Perceived Justice's Influence on Post-Purchase Intentions and Post-Recovery Satisfaction in Online Purchasing: the Moderating Role of Firm Reputation in Iran

Kamal Ghalandari

doi:10.19026/rjaset.5.5057

Abstract

The purpose of this study is to investigate the effects of perceived justice on post-purchase intentions and post-recovery satisfaction by considering the role of firm reputation. Perceived justice, the independent variable, was measured on distributive, procedural and interactional. Post-purchase intentions and post-recovery satisfaction, the dependent variable and also, Firm Reputation was the moderator variable. Totally, 400 questionnaires were distributed to university students, that 382 questionnaires were used for the final analysis, which the results from analysis of them based on simple linear regression and multiple hierarchical regression show that perceived justice Dimensions influences on post-purchase intentions and post-recovery satisfaction and in addition to it, variable of firm reputation moderates these influences too. Managerial implications of these findings are briefly discussed.

Highlights

Services are of an immaterial and intangible nature, so it is difficult for service providers to deliver services in a faultless manner
We propose that the relationship between perceived justice and Post-recovery satisfaction and post-purchase intentions vary as a function of the firm reputation
Hypothesis 4: Findings of original regression analysis table (t-value = 2.830; sig. = 0.005) in relation to hypothesis 4 show that distributive justice from perceived justice dimensions has a positive effect on post-recovery satisfaction; hypothesis 4 is supported

Summary

Introduction

Services are of an immaterial and intangible nature, so it is difficult for service providers to deliver services in a faultless manner. Service providers can still appease unsatisfied customers, increase the customer retention rate (McCollough et al, 2000) and even foster a long lasting relation with dissatisfied customers (Kelley et al, 1993), making them loyal ones (Boshoff, 1997). Service providers must take appropriate recoveries to return dissatisfied customers to a state of satisfaction, enhance customer Literature review and hypotheses development retention rate and even assist build long-term relationships that make customers loyal. Online shopping service failure and strategies for compensating them are of significant importance for academics and practitioners (Holloway and Beatty, 2003). Many researchers (Holloway and Beatty, 2003; Forbes et al, 2005; Collier and Bienstock, 2006; Holloway and Beatty, 2008; Wang et al, 2010; Kuo et al, 2011) have extended service failure and service recovery research in cyberspace, most have focus on the typology of online retailing service failures and recoveries as well as seldom explore the relationships between customer post-recovery satisfaction and post-purchase intentions with service recoveries in the context of online retailing

Objectives

Methods

Results

Conclusion