The Roles of Service Recovery and Perceived Justice on Post-Recovery Satisfaction in M-Commerce

Abstract

Mobile commerce is a fast-growing industry expected to grow continuously thanks to the wide acceptance of mobile phones and the worldwide 4G infrastructure. Previous research on m-commerce mostly focused on theory, technology acceptance, and legal issues, while service failure and recovery in m-commerce have not yet been covered. However, service failure is inevitable as the service process is complicated, and successful service recovery can retain customers. This research adopts an experimental study to discover the relationship between service failure, service recovery strategy, perceived justice, and post-recovery satisfaction in mobile commerce. The results confirm that, for different types of service failure, the effect of satisfaction level would differ for a different recovery strategy. Moreover, perceived justice would be affected by the service failure magnitude and service recovery strategy and would further affect post-recovery satisfaction. This study will provide an essential reference for both academicians and professionals to conduct further empirical validation or develop appropriate programs to solve service recovery issues.

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