Antecedents and Consequences of Consumer Trust in the Context of Service Recovery

• Main Authors: Cristiane Pizzutti dos Santos, Daniel Von der Heyde Fernandes
• Format: Article
• Language: English
• Published: Associação Nacional de Pós-Graduação e Pesquisa em Administração (ANPAD) 2008-07-01
• Series: BAR: Brazilian Administration Review
• Subjects: service recovery; complaint management; fairness; trust; loyalty.
• Online Access: http://www.anpad.org.br/periodicos/arq_pdf/a_762.pdf

The purpose of this paper is to investigate the antecedents and consequences of consumer trust after complaint handling episodes about services. A cross-sectional study was carried out with complainers of banks and airline companies. The respondents were approached at an International Airport in Brazil. Structural Equation Modeling was used to test the hypotheses developed. The building of consumer trust was sensitive to perceptions of justice regarding the way complaints were handled by the company. More specifically, the perception of interactional fairness strongly impacted consumer trust in the employees which, in turn, revealed a high impact on trust in the company. Insofar as satisfaction with complaint handling does not mediate the relationship between the dimensions of fairness and trust, following a conflict it loses part of its importance. Finally, both repurchase intention and word-of-mouth communication were influenced by trust in the company, satisfaction with complaint handling and perceived value. The company should attentively observe the interactional aspect in terms of developing relationships with customers. Appropriate complaint handling and the consequent trust created between the parties is an efficient form of developing and maintaining solid relationships with customers.