earticle

영어

An equity theory-base contingency study is presented to further our understanding of customer evaluation of the service recovery process. Three contingencies are presented that proposed to influence the relative importance of interactional justice on customer-based of service recovery outcomes. The three contingencies include: depth of relationship, duration of relationship and degree of customization. The study examined the effects of interactional justice perception on the customers' loyalty. With in a total of 250 questionnaires, the study reviewed reliability and fitness of research model and verified total four hypotheses with SPSS program version 19.0. The study resulted that the depth of relationship showed a signigicant influence on customers' loyalty. Also, degree of customization had a positive influence on customer's loyalty. The implications revealed in the study would help establish strategies to enhance customer-based of service recovery outcomes.