Handling online service recovery: Effects of perceived justice on online games

被引：50

作者：

Ding, May-Ching ^{[1
]}

Lii, Yuan-Shuh ^{[1
]}

机构：

[1] Feng Chia Univ, Coll Business, Dept Mkt, 100 Wenhwa Rd, Taichung 407, Taiwan

来源：

TELEMATICS AND INFORMATICS | 2016年 / 33卷 / 04期

关键词：

Trust; Satisfaction; Online game service recovery; E-WOM; Perceived justice; Distributional justice; Procedural justice; Interpersonal justice; Informational justice; WORD-OF-MOUTH; CUSTOMER LOYALTY; ORGANIZATIONAL JUSTICE; CONSUMER RESPONSES; SECURITY ISSUES; SATISFACTION; TRUST; FAILURE; MODEL; PERFORMANCE;

D O I：

10.1016/j.tele.2016.02.001

中图分类号：

G25 [图书馆学、图书馆事业]; G35 [情报学、情报工作];

学科分类号：

1205 ; 120501 ;

摘要：

This study examines online service recovery influenced by the relative effects of four dimensions of justice (distributive, procedural, interpersonal, and informational) on consumer attitudinal reactions (satisfaction and trust) and their subsequent effects on behavioral intentions (e-WOM and repurchase intention) in online games. A web-based survey of Taiwan Internet forums was used to collect data and yielded 265 valid responses. Structure equation modeling was conducted to assess the proposed relationships. Results revealed that all four dimensions influenced satisfaction and trust, with distributive justice producing the strongest relative effect in the online game context. As expected, positive perceptions of online service recovery efforts not only left customers satisfied and trusting, but also generated positive e-WOM about their service experiences as well as encouraged them to continue the service. An important contribution of this study for service recovery concerns the differential effects of perceived justice on post-recovery trust that is vital in forming loyalty behaviors in the online game context. Trust is a fundamental principle not only for establishing online exchange relationships but also for establishing trust relationships after online service failures. The results have the potential to design better marketing strategies for online game service recovery. (C) 2016 Elsevier Ltd. All rights reserved.

引用

页码：881 / 895

页数：15

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