Authors:
Montri Lawkobkit
1
and
Roland Blomer
2
Affiliations:
1
Sripatum University, Thailand
;
2
UMIT, University for Health Sciences and Medical Informatics and Technology, Austria
Keyword(s):
Service Fairness, Service Recovery Satisfaction, Behavioral Intentions, Continual Improvement, Structural Equation Modelling.
Related
Ontology
Subjects/Areas/Topics:
Business Services Realized by IT Services
;
Cloud Computing
;
Services Science
Abstract:
The study shows a statistically significant positive effect between the provider’s perceived structural service
fairness and the customer’s service recovery satisfaction and, in turn, also shows statistically positive
regression weights between the customer’s service recovery satisfaction and the intension to react positively
in three directions: (1) to continue with the software, (2) to propagate a positive word-of-mouth (WOM), (3)
to give honest feedback. The influence of the provider’s perceived social service fairness on the customer’s
service recovery satisfaction does not appear to be significant but indicates a positive correlation. The study
is based on data collected via a structured questionnaire from qualified users who have subscribed to
Business-to-Business customer relationship management software and who use it as Software-as-a-Service
in the cloud. Structural Equation Modelling was applied for the data analysis in order to confirm the chosen
dependency model. The find
ings may help service providers to better understand their customers and to
stimulate constructive actions to their continual improvement process.
(More)