A Study Of Power Distance Effect On Customers' Justice Perception And Satisfaction In The Process Of Service Recovery

Due to the heavy involvement of human elements in the production and consumption of service, it's hard to avoid service failure, and in order to prevent the loss of customers and the diffusion of negative word-of-mouth, service corporations must take service recovery measures. However, the effectiveness of service recovery taken by the service companies doesn't depend on themselves, but depend on the customers. So how to improve the success rate of the service recovery measures is very important for service companies. Meanwhile, as more and more service enterprises start to begin international business, culture's effect on the customers'consuming psychology and behaviors is increasingly attracting scholars'attention worldwide. In the process of service recovery, consumers'justice perception and satisfaction will be influenced by their culture values. Based on this context, this research explores the impact of power distance and different service recovery measures on customer's evaluation about the service recovery, so as to give some important marketing advices to the service corporations.The scenario is the method in this study, and the students are the samples. The data is analyzed by SPSS 16.0, includes descriptive statistical analysis, reliability testing, one-way ANOVA, independent samples T-test and regression analysis. The results indicate:1) No matter which service recovery measures are taken, the levels of customers' distributive justice, procedural justice, interactional justice and recovery satisfaction will all be improved; customers will be more satisfied, if service providers can apology & compensation or apology & explanation; the distributive justice and interactional justice will be affect on customers' recovery satisfaction, but not the procedural justice.2) Whether the bad service are recovered by the manager or the attendant, high power distance customers will feel more justice and more satisfaction than low power distance customers:but for high power distance customers, the effect of the service recovery will be stronger if it is recovered by the manager, because their'face'and prestige are valued.This study contributes to the service marketing management, consumer behavior and justice perception literature by shedding light onto power distance orientation in influencing consumers'evaluation to service recovery. It extends the research scale of service marketing, and makes up the blank point of researches at home and abroad. Meanwhile, it also gives the service enterprises some very significant advices on service marketing management. Thus, this study has very important theoretical and practical meanings.