Purpose

The purpose of this study is to examine the effect of perceived justice and consumer's moral judgment of a service failure on recovery outcomes.

Design/methodology/approach

The research model is examined by adopting a field study approach followed by an experiment. The SPSS program with the PROCESS tool was used to analyze the simple moderation and moderated mediation effects.

Findings

The research findings show that consumer's moral judgment of a service failure moderates the relationship between service recovery (psychological compensation vs monetary compensation) and recovery outcomes (recovery satisfaction, negative word of mouth and repurchase intention). Moreover, the conditional indirect effect of service recovery on recovery outcomes through perceived justice is significant when service failure is seen as less moral. Specifically, consumers report lower perceived justice and react negatively to recovery measures when service failure is seen as less moral. In contrast, when consumers perceive a service failure as moral, a psychological compensation outperforms a monetary compensation, lessening negative word of mouth (NWOM).

Originality/value

These findings provide important insights into recovery measure development when considering consumer moral perspectives.

中文翻译：

---

服务恢复中的道德判断和正义感

目的

这项研究的目的是检验感知的正义和消费者对服务失败的道德判断对恢复结果的影响。

设计/方法/方法

通过采用现场研究方法并进行实验来检验研究模型。使用带有PROCESS工具的SPSS程序来分析简单的调节和调节的中介效果。

发现

研究结果表明，消费者对服务失败的道德判断会缓和服务恢复（心理补偿与货币补偿）与恢复结果（恢复满意度，负面口碑和回购意向）之间的关系。此外，当服务失败被视为道德问题时，服务恢复通过感知的正义对恢复结果的条件间接影响就很重要。具体来说，当服务失败被认为是道德低劣时，消费者报告的感知正义程度较低，并对恢复措施产生负面反应。相比之下，当消费者将服务失败视为道德时，心理补偿胜过金钱补偿，从而减少了负面口碑（NWOM）。

创意/价值

当考虑到消费者的道德观点时，这些发现为恢复措施的发展提供了重要的见识。