SERICSAT

Abstract

ABSTRACT In the first part of the present paper, a preliminary instrument is developed to measure the satisfaction customers experience as an outcome of the perceived fairness of the service recovery process. Towards this end, the concept of justice with its three dimensions, that is, procedural justice, interaction justice, and distributive justice, is modeled after the expectation-performance paradigm of customer satisfaction, resulting in the service recovery satisfaction scale, SERICSAT. The validity and reliability of the scale has been established for tourism and allied services. Later, the scale is employed to examine a proposition related to the effect of tourist satisfaction with particular service recovery situations upon future complaint behavior. It is posited that satisfactory complaint redressal associated with a tourist service has the effect of reinforcing the propensity not only to repurchase that service but also to complain about it in the future.