Are We Satisfied With Incompetent Services? A Scale Development Approach For Service Recovery | Nidhi Sabharwal, Harmeen Soch & Harsandaldeep Kaur

Customers weigh service failures more heavily than outcomes of services received. These service failures are the main cause of customer switching behavior. Service recovery is one of the alternatives to restore customer satisfaction with the organization. In this study we propose a framework to investigate the impact of service failure and recovery procedures on customer satisfaction and their behavioral intentions based on equity and social exchange theory. According to these theories customers’ perceived justice plays significant role in shaping customer satisfaction after service failure and recovery. The study intends to examine the effect of procedural justice, distributive justice, interactional justice and severity of service failure on customer satisfaction and to examine whether a service recovery paradox exists or not. This article describes the development and refinement of the measure to assess service recovery and its impact on behavioral intentions. The study examines the reliability, internal consistency and validity of the scale. The study resulted in 33 item scale which measures behavioral intentions of customers after seeking redress.