Title: Service recovery in low contact context: an empirical study

Authors: Anirban Chakraborty

Addresses: Indian Institute of Management Lucknow, Prabandh Nagar, IIM Road, Lucknow – 226013, Uttar Pradesh, India

Abstract: Using archival data, this study, in the context of service failure in low contact situations, empirically investigates the dynamics of the three dimensions of justice in achieving customer satisfaction with the service recovery effort and moderating role of length of relationship the customer with the service provider on the exhibited exit behaviour. Distributive justice was found to have the most profound impact on satisfaction with the recovery effort. The length of the customer's relationship with the firm was found to moderate the linkage between (dis)satisfaction with the recovery effort and customer exit behaviour. The findings of the study indicate strategic implications for service firms to design and execute their service recovery efforts optimally.

Keywords: customer exit behaviour; service failure; relationship length; justice theory.

DOI: 10.1504/IJICBM.2020.109744

International Journal of Indian Culture and Business Management, 2020 Vol.21 No.2, pp.262 - 278

Received: 17 Apr 2019
Accepted: 10 Jun 2019
Published online: 22 Sep 2020 *

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