The role of cognition and affect in the formation of customer satisfaction judgements concerning service recovery encounters

Abstract

It is widely accepted that justice perceptions play an important role in shaping customers' evaluations of service recovery experiences. However, this stream of justice research has evolved with little cross‐reference to emotion research. The current paper seeks to address this issue by explicitly considering the role of perceived justice in the elicitation of recovery‐specific consumer emotions. Specifically, we develop and test a model suggesting that perceived justice represents a cognitive appraisal dimension, which helps to explain the elicitation of positive and negative emotions during and/or after service recovery encounters. Furthermore, we argue that customer satisfaction with service recovery (i.e. recovery satisfaction) is based partly on cognitive (i.e. perceived justice based) and partly on affective responses. Support for the proposed model is provided through findings from an empirical study showing that both cognitive and affective influences work to create the recovery satisfaction judgement. This finding has significant implications for the theory and practice of service recovery management. Copyright © 2008 John Wiley & Sons, Ltd.