The Impact of Service Fairness Perceptions on Relationship Quality

The success of marketing has increasingly become more dependent on the service quality of marketing. It is important that marketers understand how the service provided affects the future quality of the relationship. The overall goal of this study is to understand the relationships between justice perceptions, transaction-specific postrecovery satisfaction and relationship quality in a service failure/recovery encounter. Based on a sample of 138 respondents in the restaurant industry, we found that distributive, procedural, and interactional justice all positively impact the customer's transaction-specific postrecovery satisfaction with the service organization, and ultimately, the quality of the customer-firm relationship. Managerial and theoretical implications are provided.