Salient Dimensions of Perceived Fairness in Resolution of Service Complaints

Abstract

This paper suggests that the consumer who seeks complaint resolution from a service provider may resemble a participant in civil litigation. The procedural fairness literature suggests that perceived fairness of a conflict resolution procedure will influence satisfaction as well as willingness to trust the institution in future interaction. Subjects who recalled complaint resolution following a service failure did identify dimensions of fairness which remained salient after the transaction was completed. Rudeness and style of interaction were important determinants of perceived fairness; however, presence or absence of tangible compensation was not only mentioned most often as a dimension of fairness, but also appeared to critically influence satisfaction and willingness to reuse the firm. This result is theoretically consistent with psychological theories which suggest that allowing people to "let off steam" will lead to a frustration effect unless the judge appears to be responsive to the information provided by parties to the litigation. Implications are identified for both researchers and practitioners.