IIARD International Institute of Academic Research and Development

IIARD International Journal of Economics and Business Management (IJEBM )

E-ISSN 2489-0065
P-ISSN 2695-186X
VOL. 4 NO. 3 2018

---

Interactional Justice and Post-Complaint Behaviour in the Fast- food Industry

Ogonu, Gibson Chituru and Nwogu, Cecilia Ugochukwu

---

Abstract

The study examined the effect of interactional justice on customer post-complaint behaviour. This paper is essential as any customer displeased and lost becomes a convert to the competitors, thereby reducing the company’s proceeds. The study reviewed relevant literature. Descriptive and inferential statistics were utilized in analyzing the data to achieve the paper’s objective. The findings of this study revealed that there is a strong nexus between interactional justice and repeat purchase, word- of-mouth and commitment. The paper thus conclude that consumers who experience dissatisfaction will be willing to enact positive post- complaint behaviours if the firm addresses their issues satisfactorily; and recommend amongst others that management of fast food firms should key in to effective complaint handling practices that engender interactional justice in order to drive customers towards positive post –complaint behaviours like repeat purchase, word of mouth and commitment

keywords:

Commitment, interactional justice, post-complaint behaviour, repeat purchase, word-of-mouth.

---

References:

Adams, S.J. (1965). Inequity in social exchange: Advances in social Psychology. New York:
Academic Press, 2, 267-299.

Andreassen, T.W. (2000). Antecedents to satisfaction with service recovery. European
Journal Customer Marketing, 34, 1/2, 156-175.

Ballantyne, D., & Varey, R.J. (2006). Creating value-in-use through marketing
interaction: The exchange logic of relating, communicating and knowing. Marketing
Theory, 6, 335-48.

Bies, R. J., & Moag, J.S. (1986). Interactional justice: Communication criteria of fairness.
Research on Negotiation in Organizations, 1.1 (1986): 43-55.

Bitner, M.J. (1990). Evaluating service encounters: the effects of physical surroundings and
employee responses. Journal of Marketing, 54, 69-83.

Blodgett, J.G., & Anderson, R.D. (2000). A Bayesian network model of the consumer
complaint process. Journal of Service Research, 2, 4, 321-38.

Broekhuizen, T. (2006). Understanding channel purchase intentions: measuring online and
offline shopping value perception (Unpublished doctoral thesis). Groningen
University, Groningen, Netherlands.

Chebat, J. C., & Slusarczyk, W. (2005). How emotions mediate the effects of perceived
justice on loyalty in service recovery situations: an empirical study. Journal of
Business Research, 58(5), 664-73.

Crie, D. (2003). Consumers' complaint behaviour: Taxonomy, typology and determinants:
towards a unified ontology. Journal of Database Marketing & Customer Strategy
Management, 11, 60-79.

Dean, A.M. (2004). Links between organisational and customer variables in service delivery:
Evidence, contradictions and challenges. International Journal of Service Industry
Management, 15, 4, 332 – 350.

Duffy, J.M., Miller, J.M.; & Bexley, J.B. (2006). Banking customers' varied reactions to
service recovery strategies. International Journal of Bank Marketing, 24, 2, 112-32.

Ellyawati, J., Purwanto, B. M.; & Dharmmesta, B. S. (2012). The Effect of Perceived Justice
on Customer Satisfaction in the Context of Service Recovery: Testing Mediating
Variables. Journal of Service Science, 5(2), 87-99.

Gelbrich, K., & Roschk, H. (2010). A Meta-analysis of organizational Complaint Handling
and Customer Responses: Journal of Service research. 1, 1-20. Marketing
Management, 22(5-6), 619-642.

Gruber, T., Szmigin, I.; & Voss, R. (2006). The desired qualities of customer contact
employees in complaint handling encounters. Journal of Marketing Management,
22(5-6), 619-642.

Gruber, T., Szmigin, I. & Voss, R. (2009). Handling customer complaints effectively. A
comparison of the value maps of female and male counterparts. Managing Service
Quality, Vol. 19, 6, 636-656.

Gruber, T. (2011). I want to believe they really care: How complaining customers want
to be
treated by frontline employees. Journal of Service Management, 22, 1, 85-110.

Gruberfirst, T. (2014). The complaint management process, published service at The Privacy
Marketing Review: Retrieved from Service www.reppel.co.uk/images/_pdf/the-
complaint-management-process.[Accessed on 4th Mat 2017].

Guba, E. G., & Lincoln, Y. S. (1994). Competing paradigms in qualitative research. In N. K.
Denzin & Y. S. Lincoln (Eds.), Handbook of qualitative research (105-117).
Thousand Oaks, CA: Sage.

Homburg, C., & Furst, A. (2005). How organizational complaint handling drives customer
loyalty: an analysis of the mechanistic and the organic approach. Journal of
Marketing, 69, 95-114.

Johnston, R., & Michel, S. (2008). Three outcomes of service recovery: Customer recovery,
process recovery and employee recovery. International Journal of Operations and
Production Management, 28, 1, 79 – 99.

Kau, K.A., & Loh, E.W.Y. (2006). The effects of service recovery on consumer satisfaction:
A comparison between complainants and non-complainants. Journal of Services
Marketing, 20, 2, 101-11.

Kerr, A. H. (2004). Service recovery and the elusive paradox: An examination of the effects
of magnitude of service failure, service failure responsiveness, service guarantee and
additional recovery effort on service recovery outcomes. Dissertation. Coventry
University.

Kim, C. Kim, S., Im, S., & Shin, C. (2003). The effect of attitude and perception on consumer
complaint intentions. Journal of Consumer Marketing, 20, 4, 352-71.

Komunda, M., & Oserankhoe, A. (2012). Effects of Service Recovery on Customer
Satisfaction and Loyalty. Business Process Management Journal, 18, 1, 82-103.

Kotler, P., & Keller, K. (2012). A Framework for Marketing Management, (4th ed.). New
York: Prentice Hall. Pearson Education.

Liao, H. (2007). Do it right this time: the role of employee recovery in customer- perceived
justice and loyalty after service failures. Journal of Applied Psychology, 92(2), 475-
489. doi: 10.1037/0021-9010.92.2.475

Lin, H. Wang, Y., & Chang, L. (2011). Consumer responses to service retailer’s service
recovery after a service failure: A perspective of justice theory.

McCardle, J. G. (2007). Organizational justice and workplace deviance: The role of
organizational structure, powerlessness, and information salience (Unpublished
doctoral dissertation). University of Central Florida, Orlando, Florida.

Michel, S., & Meuter, M. L. (2008). The service recovery paradox: True or overrated?
International Journal of Service Industry Management, 19,(4), 441-57.

Michel, S., Bowen, D., & Johnston, R. (2009). Why service recovery fails: Tensions among
customer, employee, and process perspectives. Journal of Service Management, 20, 3,
253-273.

Morrisson, O., & Huppertz J. W. (2010). External equity, loyalty programme membership,
and service recovery. Journal of Services Marketing, 24, 3, 244 – 254.

Nakibin, D., Ismail, I.; Marimuthu, M.; & Abu-Jarad, I. (2011). The impact of firm
reputation on customers’ responses to service failure: The role of failure attributions.
Business Strategy Series, 12, 1, 19-29.

Namkung Y., & Jang S. (2009). The Effects of International Fairness on Satisfaction and
Behavioral Intentions: Mature versus Non-Mature Customers. International Journal
of Hospitality Management. 28, 397405.

Nibkin, D., Ishmail, I., Mairimuthu, M., & Jalakamali, M., (2010). Perceived Justice in
Service Recovery and Recovery Satisfaction: The Moderating Role of Corporate
Image, International Journal of Marketing Studies, 2(2) 47-56.

Ndibusi, N, O., & Ling T, Y. (2006). Complaint behaviour of Malasiyan consumers
Management Research News. 29, 1. 65-76.

Nwibere, B. M., & Olu-Daniels, S. O. (2014). Trust and Employees’ Commitment to
Supervisor: The Nigerian experience. European Journal of Business and
Management, 6(8), 121 – 133.

Oh, D. (2006). Complaining intentions and their relationships to complaining behaviour of
academic library users in South Korea, Library Management, 27, 3, 168-89.

Orisingher, C., Valentini, S., & Angelis, M. D. (2010). A meta-analysis of satisfaction and
complaint handling services. Journal of Academy and Marketing Science, 38(1):169-
186.

Osarenkhoe, A., & Komunda, M.A. (2013). Redress for Customer Dissatisfaction and Its
Impact on Customer Satisfaction and Customer Loyalty. Journal of Market.
Development and Competitiveness 7(2):102-114.

Rashid, M., & Ahmad, F. (2014). The Role of Recovery Satisfaction on the Relationship
between Service Recovery and Brand Evangelism: A Conceptual Framework,
International Journal of Innovation, Management and Technology, 5(5), 401-405.

Tan, A.G.N. (2014). Effects of Justice Theory on Service Recovery Satisfaction on Metro
Manila Dine-in Experiences. Philippine Management Review 21 (1), 25-38.

Tronvoll, B. (2007). Complainer characteristics when exit is closed. International Journal of
Service and Industrial Management. 18:25-51.

Tronvoll, B. (2012). A dynamic model of Customers’ complaint behaviour from the
perspective of service dominant logic. European Journal of Marketing. 46:2

DOWNLOAD PDF

---

Back