Consumer's evaluation about service recovery : the role of social comparison

• Autor(a) principal: Bortoli, Luiza Venzke
• Data de Publicação: 2017
• Outros Autores: Santos, Cristiane Pizzutti dos
• Tipo de documento: Artigo
• Idioma: eng
• Título da fonte: Repositório Institucional da UFRGS
• Texto Completo: http://hdl.handle.net/10183/174452
• topic: Comportamento do consumidor; Reclamação : Queixa; Service recovery; Service; Social comparison; Compensation; Complaining

Purpose: This theoretical essay aims to contribute to a deeper understanding of distributive justice in situations of service recovery. More specifically, we seek to investigate distributive justice evaluations based on social comparisons. Originality/value: This article seeks to fill a gap in the existing knowledge to discuss the social comparison theory applied to the service recovery context. Design/methodology/approach: After a literature review, we present three research propositions about comparisons between consumers in terms of compensation received after complaining about a service and their effects on the evaluation of distributive justice, taking into account the perceived similarity between consumers and the time elapsed between the complaint handling and the comparison. Findings: Even though social comparisons are increasingly frequent, they have been neglected in the service marketing literature. It is possible for consumers to compare the compensation received after a complaint with the compensation given to another consumer and, perceiving upward differences, have negative reactions to the company.