CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS
5.4 Conclusion
This study examined the influences of perceived justice on customer satisfaction after a service failure occurs and how customer satisfaction affects customer loyalty as well as word-of-mouth intention. This study focusses on the concept of justice theory and three dimensions of justice (distributive, procedural and interaction). The results in this study have contributed to the service recovery literature that perceived justice strongly and positively affect customer satisfaction and satisfaction significantly influences customer loyalty. Further findings indicate that there is a significant difference in the level of satisfaction, loyalty and WOM intention between people that have different ages, occupations and monthly income. However, there is no difference in satisfaction, loyalty and WOM intention among people with different background. Finally, the difference in WOM intention among male and female customers also found.
49
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Appendix A Questionnaire Design
Dear Ms./Mrs./Mr.,
First of all, thank you for your help. This is a scholarly research questionnaire, the main purpose on understanding the effect of perceived justice on customer satisfaction and loyalty after a service failure in a restaurant. Your participation in this survey is valuable to our research. The information will be absolutely classified.
Yours faithfully,
Graduate of International Business Administration, I-shou University Advisor: Associate Professor Ming-Chi Tsai Graduate Student: Nguyen Thanh Hai (Anna) Part I:
This questionnaire supposes to collect information related to your latest experiences of service failure and recovery in a FAST FOOD restaurant. (KFC, McDonalds, Loterria, Burger King, BBQ chicken, etc.) Service failure: a mistake in providing the service of the restaurant that makes customers unsatisfied or disappointed.
1. The LATEST service failure that I have experienced in a Fast food restaurant related to: (you can choose more than one answer)
Dish defect Out of stock Wrong cooking degree
Wrong order Food/Beverage spillage Slow service
Incorrect temperature Inappropriate servers’ behavior Billing error
Others (___________)
2. After service failure, the restaurant offered me compensation. Yes No (If the answer is NO, please skip Part II and continue with Part III)
3. The LATEST compensation that I have been offered is: (please choose ONE answer)
Free food Coupon Replacement Restaurant apology
Discount Management intervention Correction Others
(_____________)
59
Part II: Please tick () the response which is closest to how you feel about restaurant’s compensation after service failure
Strongly
Disagree Disagree Neutral Agree Strongly Agree
1 The compensation I received was fair
2 I did get what I deserved
3 In resolving the problem, the restaurant
gave me what I needed
4 Given the circumstances, I feel that the restaurant offered adequate
compensation
5 I think my problem was resolved in the
right way
6 I think the restaurant has good policies and practices for dealing with my problems
7 My complaint was resolved as quickly
as it should have been
8 The restaurant showed adequate
flexibility in dealing with my problem
9 The restaurant tried to solve my
problem as quickly as possible
10 The restaurant was appropriately
concerned about my problem
11 The restaurant put the proper effort
into resolving my problem
12 The restaurant proved able and to have
enough authority to solve my problem
13 I was treated with courtesy and respect
14 The restaurant showed interest in being
fair when solving my problem
15 The treatment and communication with managers of the restaurant to solve my problem were acceptable
Part III: Please tick () the response which is closest to your satisfaction and your future behavior after receiving the restaurant’s compensation
1 I am satisfied with the way my
problem was dealt with and resolved
2 I am happy with the way my problem
was solved
3 I am satisfied with the treatment from restaurant involved in resolving my problem
4 I am satisfied with the procedure (way of working) and the resources used to solve my problem
60 5 I am satisfied with the resources used
to solve my problem
6 In my opinion. the restaurant provided
a satisfactory solution to my problem
7 I am satisfied with the compensation
offered by the restaurant
8 When choosing restaurants, I will consider this restaurant as my first choice
9 I will continue to visit this restaurant in
the future
10 I will continue to visit this restaurant,
even if other restaurants are available
11 I will say positive things about this
restaurant
12 I am willing to recommend this
restaurant to others
13 I will tell my friends and relatives to
visit this restaurant
Thank you very much for your support in this study!