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Public perception of service recovery and its effect on service recovery satisfaction, trust and word of mouth: the case of complainants from the local authorities in Selangor / Norizan Sharif

Citizen dissatisfaction with public services erodes trust in government and generates negative word of mouth behaviour (WOM) publicity. Public organizations must proactively seek, not only to design and operate better service delivery systems to reduce failures, but it must also establish systems to...

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Main Author: Sharif, Norizan
Format: Thesis
Language:English
Published: 2010
Subjects:
General. Comparative government
Online Access:https://ir.uitm.edu.my/id/eprint/38630/1/38630.pdf
https://ir.uitm.edu.my/id/eprint/38630/
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id my.uitm.ir.38630
record_format eprints
institution Universiti Teknologi Mara
building Tun Abdul Razak Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknologi Mara
content_source UiTM Institutional Repository
url_provider http://ir.uitm.edu.my/
language English
topic General. Comparative government
spellingShingle General. Comparative government
Sharif, Norizan
Public perception of service recovery and its effect on service recovery satisfaction, trust and word of mouth: the case of complainants from the local authorities in Selangor / Norizan Sharif
description Citizen dissatisfaction with public services erodes trust in government and generates negative word of mouth behaviour (WOM) publicity. Public organizations must proactively seek, not only to design and operate better service delivery systems to reduce failures, but it must also establish systems to deal with service recovery. Prior researches have shown that decreasing the number of disgruntled citizens has greater impact on raising trust in government than increasing the number of delighted citizens. Therefore, if the service recovery systems are effective, trust in government can be significantly improved. This study examines complainants' perception of the justice in service recovery and its relationship with trust and WOM; with service recovery satisfaction as a mediator. Using the Organizational Justice Theory as the foundation, this study examines the complaints-handling process from three justice perspectives, namely fairness of the outcome (distributive justice), fairness of the procedures (procedural justice) and fairness of the interactional treatment during the service (interactional justice). A cross-sectional survey design of 1,625 complainants from 12 local authorities in the of state Selangor representing the three types of local authorities (city councils, municipal councils and district councils) was carried out to study the postulated relationships. The study found a strong relationship between the three perceived justice constructs (namely, interactional, procedural and distributive); and a positive relationship between trust and positive WOM. Regression tests showed that all perceived justice significantly influenced service recovery satisfaction; confirming earlier research that the three dimensions of perceived justice are antecedents to service recovery satisfaction. Complainants who perceived greater justice tended to have higher satisfaction level. Regressions of trust and positive WOM on justice constructs indicated that these antecedents are statistically significant and have strong influence on the outcomes. Regression tests also confirmed that service recovery satisfaction significantly influences trust and positive WOM supporting prior researches that service recovery satisfaction has a positive effect on behavioural outcomes. A series of multiple regression analyses were carried out using Baron and Kenny's (1986) procedure and Sobel's Test to determine mediation effect. Baron and Kenny's protocols indicated that service recovery satisfaction served as a partial mediator of the influence of justice constructs on trust and positive WOM; however, the extent of mediation varies. Service recovery satisfaction has the highest mediation effect on distributive justice, followed by procedural and interactional. However, R2only improved marginally indicating that the mediator, though significant, adds little to the understanding of the behaviour of the criterion (positive WOM). This study showed that the complainants' perceptions of the service recovery have strong effects on their overall satisfaction and their trust in government and the proclivity to say good things about the local authorities. Local authorities must go beyond mere creation of the service recovery systems to ensuring that complaining citizens are treated with respect and dignity. Good recovery procedures can create fairly satisfactory perceptions to offset or reduce the initial upset. Effective service recovery systems can help reverse the declining trust in government and create better image of the local authorities.
format Thesis
author Sharif, Norizan
author_facet Sharif, Norizan
author_sort Sharif, Norizan
title Public perception of service recovery and its effect on service recovery satisfaction, trust and word of mouth: the case of complainants from the local authorities in Selangor / Norizan Sharif
title_short Public perception of service recovery and its effect on service recovery satisfaction, trust and word of mouth: the case of complainants from the local authorities in Selangor / Norizan Sharif
title_full Public perception of service recovery and its effect on service recovery satisfaction, trust and word of mouth: the case of complainants from the local authorities in Selangor / Norizan Sharif
title_fullStr Public perception of service recovery and its effect on service recovery satisfaction, trust and word of mouth: the case of complainants from the local authorities in Selangor / Norizan Sharif
title_full_unstemmed Public perception of service recovery and its effect on service recovery satisfaction, trust and word of mouth: the case of complainants from the local authorities in Selangor / Norizan Sharif
title_sort public perception of service recovery and its effect on service recovery satisfaction, trust and word of mouth: the case of complainants from the local authorities in selangor / norizan sharif
publishDate 2010
url https://ir.uitm.edu.my/id/eprint/38630/1/38630.pdf
https://ir.uitm.edu.my/id/eprint/38630/
_version_ 1756687551342575616
spelling my.uitm.ir.386302023-01-27T02:32:00Z https://ir.uitm.edu.my/id/eprint/38630/ Public perception of service recovery and its effect on service recovery satisfaction, trust and word of mouth: the case of complainants from the local authorities in Selangor / Norizan Sharif Sharif, Norizan General. Comparative government Citizen dissatisfaction with public services erodes trust in government and generates negative word of mouth behaviour (WOM) publicity. Public organizations must proactively seek, not only to design and operate better service delivery systems to reduce failures, but it must also establish systems to deal with service recovery. Prior researches have shown that decreasing the number of disgruntled citizens has greater impact on raising trust in government than increasing the number of delighted citizens. Therefore, if the service recovery systems are effective, trust in government can be significantly improved. This study examines complainants' perception of the justice in service recovery and its relationship with trust and WOM; with service recovery satisfaction as a mediator. Using the Organizational Justice Theory as the foundation, this study examines the complaints-handling process from three justice perspectives, namely fairness of the outcome (distributive justice), fairness of the procedures (procedural justice) and fairness of the interactional treatment during the service (interactional justice). A cross-sectional survey design of 1,625 complainants from 12 local authorities in the of state Selangor representing the three types of local authorities (city councils, municipal councils and district councils) was carried out to study the postulated relationships. The study found a strong relationship between the three perceived justice constructs (namely, interactional, procedural and distributive); and a positive relationship between trust and positive WOM. Regression tests showed that all perceived justice significantly influenced service recovery satisfaction; confirming earlier research that the three dimensions of perceived justice are antecedents to service recovery satisfaction. Complainants who perceived greater justice tended to have higher satisfaction level. Regressions of trust and positive WOM on justice constructs indicated that these antecedents are statistically significant and have strong influence on the outcomes. Regression tests also confirmed that service recovery satisfaction significantly influences trust and positive WOM supporting prior researches that service recovery satisfaction has a positive effect on behavioural outcomes. A series of multiple regression analyses were carried out using Baron and Kenny's (1986) procedure and Sobel's Test to determine mediation effect. Baron and Kenny's protocols indicated that service recovery satisfaction served as a partial mediator of the influence of justice constructs on trust and positive WOM; however, the extent of mediation varies. Service recovery satisfaction has the highest mediation effect on distributive justice, followed by procedural and interactional. However, R2only improved marginally indicating that the mediator, though significant, adds little to the understanding of the behaviour of the criterion (positive WOM). This study showed that the complainants' perceptions of the service recovery have strong effects on their overall satisfaction and their trust in government and the proclivity to say good things about the local authorities. Local authorities must go beyond mere creation of the service recovery systems to ensuring that complaining citizens are treated with respect and dignity. Good recovery procedures can create fairly satisfactory perceptions to offset or reduce the initial upset. Effective service recovery systems can help reverse the declining trust in government and create better image of the local authorities. 2010 Thesis NonPeerReviewed text en https://ir.uitm.edu.my/id/eprint/38630/1/38630.pdf Public perception of service recovery and its effect on service recovery satisfaction, trust and word of mouth: the case of complainants from the local authorities in Selangor / Norizan Sharif. (2010) Masters thesis, thesis, Universiti Teknologi MARA (UiTM).
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