Customer’s Prior Experience, Interactional Justice, Procedural Justice, and Customer Personality


This research tests and analyse the influence of customer’s prior experience toward procedural justice and interactional justice perceived by customer toward the process of service recovery through the moderation role of customer personality in the e-banking service on three state-owned banks in West Java, Indonesia. The respondent of this research is e-banking customer in three banks (BRI, BNI, and BTN) in West Java, Indonesia with 300 respondents. The analysis technique that is used is Structural Equation Modeling (SEM). The research result proves that: (1) there is a positive and significant influence of customer’s prior experience toward interactional and procedural justice, (2) customer’s experience moderates the influence of customer’s prior experience toward interactional and procedural justice. This research result provides theoretical contribution toward the development model of customer’s prior experience in the process of service recovery on e-banking service with the moderation variable of customer personality. Besides, this research finding is also useful for e-banking service in Indonesia as a strategy to decide service recovery that provides sense of justice as the key to customer satisfaction. 

Full Text : PDF

  1. Andreassen, T. W. (2000). Antecedents to Satisfaction with Service Recovery.The European Journal of Marketing, Vol. 34, No. 1/2 , pp. 156-175.
  2. Aquino, K., Lewis, M.U., and Bradfield, M. (1999). Justice constructs, negative affectivity, and employee deviance: A proposed model and empirical test, Journal of Organizational Behavior 20, pp. 1073–1091.
  3. Awa. O.H., Ukoha. O., and Ogwo. E. O. (2016). Correlates of justice encounter in service recovery and word-of-mouth publicity. Cogent Business & Management.3: 1179613
  4. Badawi. (2012). Justice and Customer Emotion’s Effect on Complaint Handling Satisfaction: A Survey on Complaint Attitude Handling, “International Journal of Innovation, Management and Technology”, 3(5).
  5. Badawi. Tjahjono H.K., and Muafi. (2017). The Role of Corporate Reputation Moderation of Banking Services, Polish Journal of Management Studies. Vol.15 No.1
  6. Barrick, M. R., Parks, L., and Mount, M. K. (2005). Self-monitoring as a moderator of the relationships between personality traits and performance. Personnel Psychology, 58, 745–767
  7. Bauer, T. N., Morrison E.W., and Callister, R. R. (1998). Organizational socialization: A review and directions for future research. Research in Personnel and Human Resources Management, 16, 149-214.
  8. Berry, L. L., and Parasuraman, A. (1991). Marketing Services. New York, NY: The Free Press.
  9. Bies, R. J., &Moag, J. S. (1986). Interactional Justice: Communication Criteria for Fairness. In Lewicki, L. H., Sheppard, B. H., &Bazerman, M. H. (ed). Research on Negotiation in Organizations, Vol. 1, pp. 43-55. Greenwich, CT: JAI Press
  10. Bitner, M. J. (1990). Evaluating Service Encounters: The Effects of Physical Surroundings and Employee Responses. Journal of Marketing, Vol. 54 (April), pp. 69-82
  11. Bitner, M., Booms, B., and Tetreault, M. (1990). “The Service Encounter: Diagnosing Favourable and Unfavourable Incidents”, Journal of Marketing, Vol. 54, January, pp. 71-84
  12. Blodgett J.G., Hill D.J., and Tax S.S. (1997). The Effects of Distributive, Procedural, and Interactional Justice on Post-Complaint Behavior, “Journal of Retailing”, 73(2).
  13. Blodgett, J.G.D., and Tax. J.H.S. (1993). The effects of distributive and interactional justice on complainants’ repatronage intentions and negative word-of-mouth intentions. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior. 6.-100-110
  14. Chebat, J. C., Amor, K. B., and Davidow, M. (2010). Why bank customers dissatisfied with service recovery remain loyal: An affect control theory approach. Journal of Marketing Trends, 1, 77–83.
  15. Chelminski, P., and Coulter, R.A. (2011). An examination of consumer advocacy and complaining behavior in the context of service failure, Journal of Services Marketing, 25 (5), pp. 361-370.
  16. Chidambaram, V., and Ramachandran, A. (2012). A review of customer satisfaction towards service quality of banking sector. Social and Management Sciences, V2(2), 71-79
  17. Choi, B. &Choi, B.J. (2014). The effects of perceived service recovery justice on customer affection, loyalty, and word-of-mouth, European Journal of Marketing, 48 (1/2), pp. 108-131.
  18. Clemmer, E. C., and Schneider, B. (1996). Fair Service. Advances in Services Marketing and Management. Vol. 5, pp. 109–126
  19. Colquitt, J. A. (2001). On the Dimensionality of Organizational Justice: A Construct Validation of a Measure. Journal of Applied Psychology, Vol. 86, pp. 386–400.
  20. Colquitt, J. A., Scott A, B. A., Judge, T.A., and Shaw, J.C. (2006). Organizational Behavior and Human Decision Processes. 100. 110–127
  21. Cronin, J.J., and Taylor, S.A. (1994). “SERVPERF versus SERVQUAL: reconciling performance based and perceptions-minus-expectations measurement of service quality”, Journal of Marketing, Vol. 58 No. 1, January, pp. 125-31.
  22. Del Rio-Lanza, AB., Vazquez-Casielles, R., Diaz-Martin, A. M. (2009). Satisfaction with service recovery: Perceived justice and emotional responses. Journal of Business Research, 62(8): 775-781
  23. Elovainio, M., Kivimaki, M., Vahtera, J., Keltikangas-Jarvinen, L., and Virtanen, M. (2003). Sleeping problems and health habits as mediators between organizational justice and health. Health Psychology, 22, 287–293
  24. Engel, R. D., Blackwell, J.F., and Miniard, P.W. (1993). Consumer Behavior, 7th. ed., NY: Dryden Press
  25. Etzel, M. J., and Silverman, B. I. (1981). A managerial perspective on directions for retail customer dissatisfaction research. Journal of Retailing, 57, 124–136.
  26. Fornell, C., and Wernerfelt, B. (1988), A model for customer complaint management, Marketing Science, Vol. 7 No. 3, pp. 287-98.
  27. George. J. M., and Joners. G.R. (2002). Understanding and Managing Organizational Behavior. Prentice Hall, 2002 - Business & Economics - 728 pages
  28. Gibson.J. L, Ivancevich, J.M., and Donney. J.H. (1990). Organizations: conduct, structure, process Behavior. Dallas: Business Publication, Inc
  29. Goodwin, C., and Ross, I. (1992). Consumer Responses to Service Failures: Influence of Procedural and Interactional Fairness Perception. Journal of Business Research, Vol. 25 No. 2, pp. 149-63.
  30. Gountas, J., and Gountas, S. (2007). Personality orientations, emotional states, customer satisfaction, and intention to repurchase, Journal of Business Research, Volume 60, Issue 1 Pages 72-75
  31. Greenberg, J., and Baron, R. A. (2000) Behavior in Organizations: Managing the Human Side of Work, Seventh Edition. New Jersey: Prentice Hall International, Inc
  32. Hair, J. F., Anderson, R. E., Tathan, R. L., and Black, W. C. 2006. Multivariate Data Analysis, Seventh Edition. New Jersey, NJ: Prentice Hall International
  33. Hart, C. W. L., Heskett, J. L., & Sasser Jr, W. E. (1990). The profitable art of service recovery. Harvard Business Review, 68, 148–156.
  34. Hess, T. M., Auman, C., Colcombe, S. J., and Rahhal, T. A. (2003). The impact of stereotype threat of age difference in memory performance. J. Gerontol. B Psychol. Sci. Soc. Sci. 58, P3–P11. doi: 10.1093/geronb/58.1. P3
  35. Hogan, J. E., Lemon, K. N., and Libai, B. (2003). What ıs the true value of a lost customer? Journal of Service Research, 5, 196–208.
  36. Hogan, R., Hogan, J., and Roberts, B. W. (1996). Personality measurement and employment decisions: Questions and answers. American Psychologist, 51, 469-477.
  37. Huang, M. H. (2011). Re-examing the Effect of Service Recovery : The Moderating Role of Brand Equity. Journal of Services Marketing, Vol. 25, No. 7, pp. 509–516.
  38. Jani, D., and Han, H. (2015). Influence of environmental stimuli on hotel customer emotional
  39. loyalty response: Testing the moderating effect of the Big Five personality factors’, International Journal of Hospitality Management, 44: 48–57
  40. Judge.T.A., and Martocchio, J. J. (1995).  The Role of Fairness Orientation and Supervisor Attributions, Absence Disciplinary Decisions. Journal of Business and Psychology Volume 10, No. 1
  41. Kelley, S., and M. Davis. (1994). Antecedents to customer expectations for service recovery, Journal of International Consumer Marketing 8(2) 59-76.
  42. Khalifah, A.S. (2004). "Customer value: a review of recent literature and an integrative configuration." Management Decision, 42(5), 645-666.
  43. Lewin, K. (1951). Field theory in social science; selected theoretical papers. D. Cartwright (ed.). New York: Harper & Row
  44. Li, W. (2011). Study of Service Recovery of Travel Agency Based on Customer Satisfaction: An Empirical Investigation. International Conference on Economics and Finance Research – IPEDR, Vol. 4, pp. 545-548.
  45. Lin, W. B. (2009). A Study of Relations among Service Quality Differences, Post-purchase Behavior Intentions with Personality Traits, and Service Recovery Strategy as Intervening Variables.International Journal of Commerce and Management, Vol. 19, No. 2, pp. 137-157
  46. Lin, W. B. (2009). A Study of Relations among Service Quality Differences, Post-purchase Behavior Intentions with Personality Traits, and Service Recovery Strategy as Intervening Variables. International Journal of Commerce and Management, Vol. 19, No. 2, pp. 137-157.
  47. Lin. L.Y. (2010) "The relationship of consumer personality trait, brand personality and brand loyalty: an empirical study of toys and video games buyers", Journal of Product & Brand Management, Vol. 19 Issue: 1, pp.4-17
  48. Lind, E.A. (2001). Fairness heuristic theory: Justice judgments as pivotal cognitions in organizational relations. In J. Greenberg & R. Cropanzano (Eds.), Advances in
  49. Makdessian, L. (2004). Consumers’ reactions to service failures: The intervening roles of anger and gender. Canada: Concordia University
  50. Mattila, A., and Wirtz, J. (2006). “Arousal expectations and service evaluations”, International Journal of Service Industry Management, Vol. 17 No. 3, pp. 229-44.
  51. Mattila. A.S. (2001) "The effectiveness of service recovery in a multi‐industry setting", Journal of Services Marketing, Vol. 15 Issue: 7, pp.583-596.
  52. McDougall, G.H.G., and Levesque. T (2000), Customer Satisfaction with Services: Putting Perceived Value into The Equation, Journal of Services Marketing, Vol. 14 No. 5, pp 392-410.
  53. Mossberg, L. (2007). A marketing approach to tourist experience. Scandinavian Journal of Hospitality and Tourism, 7 (1), 59-74.
  54. Muafi., Suwitho., Purwohandoko., and Salsabil, I. (2017). Human Capital in Islamic Bank and Its Effect on the Improvement of Healthy Organization and Employee Performance, International Journal for Quality Research, 11 (4), p. 849-868. 
  55. Nadiri.H. (2016). Diagnosing the impact of retail bank customers’ perceived justice on their service recovery satisfaction and post-purchase behaviours: an empirical study in financial center of middle east, Economic Research-EkonomskaIstraživanja, 29:1
  56. Nikbin D., Ismail I., and Marimuthu M. (2010). Perceived Justice in Service Recovery and Recovery Satisfaction: The Mediating Role of Trust, “World Applied Sciences Journal”, 10
  57. Nikolaou, I., and Robertson, I. T. (2001). “The Five-Factor Model of personality and work behavior in Greece”, European Journal of Work and Organizational Psychology, vol. 10, no. 2, pp. 161 – 186.  
  58. Oh, H., and Parks, S. (1997). Customer Satisfaction and Service Quality: A Critical Review of the Literature and Research Implications for the Hospitality Industry. Hospitality Education Research Journal, Vol. 20, No. 3, pp. 34-64.
  59. Oh, H., Fiore, A., and Jeoung, M. (2007). Measuring experience economy concepts: Tourism applications. Journal of Travel Research, 46, 119-132
  60. Organ, D. W. (1990). “The motivational basis of organizational citizenship behavior”, in: Staw, B. M. & Cummings, L. L.  (Eds.) Research in organizational behavior, JAI Press, Greenwich, CT., Vol. 12, PP.43-72.
  61. Ostrom, A., and Iacobucci, D. (1995). Consumer trade-offs and the evaluation of services. Journal of Marketing, 59(1), 17-28
  62. Parasuraman, A., Zeithaml, V.A., and Berry, L.L. (1985). “A conceptual model of service quality and implications for future research”, Journal of Marketing, Vol. 49, Fall, pp. 41-50
  63. Parasuraman, A., Zeithaml, V.A., and Berry, L.L. (1996). “The behavior consequences of service quality”, Journal of Marketing, Vol. 60, pp. 31-46 
  64. Ryan. A. M., and Chan, D. (1999). Self-serving biases in perceptions of fairness and the psychology licensing examination. Paper presented at the 14"' annual conference of the Society for Industrial and Organizational Psychology. Atlanta, GA
  65. Shin. H., Casidy. R., and Mattila. A.S., (2018) Service Recovery, Justice Perception, and Forgiveness: The Other Customers Perspectives.  Services Marketing Quarterly. 39 NO. 1.1-21 
  66. Singh, J. (1990). Voice, Exit, and negative Word of Mouth Behavior, An Investigation. Across Three Service Categories, Journal of the academy of Marketing Science 18. 1-15
  67. Singh, J. (1990a). A Typology of Consumer Dissatisfaction Response Styles. Complaint Intentions and Behavior: Definitional and Taxonomical Issues. Journal of Marketing, Vol. 52 (1), p. 93-107.
  68. Singh, J., and Wilkes, R.E. (1996). “When consumers complain: a path analysis of the key antecedents of consumer complain response estimates”, Journal of the Academy of Marketing Science, Vol. 24, pp. 350-65.
  69. Soleh H., (2014). The Role of the Personality of Customers and Reputation the Company as the Restoration of Services on the model of moderation variable: in the Automotive Industry in Indonesia, “Business and Entrepreneurial Review”, 14(1) October
  70. Tax, S. S., Brown, W. W., and Chandrashekaran, M. (1998). Customer evaluations of service complaint experiences: Implications for relationship marketing. Journal of Marketing, 62, 60–76.
  71. Tax, S.S., and Brown, S.W. (1998). Recovering and learning from service failure. Sloan Management Review 40, 75–88.
  72. Todd A. M., and Olver. J, M (1997). “I Can’t Get No Satisfaction:" The Impact of Personality and Emotion on Post purchase Processes,” Psychology & Marketing, 14 (4), 379–93
  73. Truxillo, D.M., Bauer, T.N., and Sanchez, R.J. (2001). Multiple dimensions of procedural justice: Longitudinal effects on selection system fairness and test-taking self-efficacy. International Journal of Selection and Assessment, 9, 336-349.
  74. Tyler, T. R. (1987). Conditions leading to value-expressive effects in judgments of procedural justice: A test of four models. Journal of Personality and Social Psychology, (2), 333-344.
  75. Tyler, T. R., and Bies, R. J. (1990). Beyond Formal Procedures: The Interpersonal Context of Procedural Justice. In J. Carroll (Ed.), Applied Social Psychology and Organizational Settings, pp. 77-98. Hillsdale, NJ: L. Erlbaum Associates.
  76. Van den Bos, K. (2001). Uncertainty management: The influence of uncertainty salience on reactions to perceived procedural fairness. Journal of Personality and Social Psychology, 80, 931–941.
  77. Woodruff, R. B., Ernest R. C., and Roger L. J. (1983). Modeling Consumer Satisfaction Processes Using Experience Based Norms. Journal of Marketing Research, Vol. 20 (August), pp. 296-304.
  78. Yuan, Y.-H.E., and Wu, C.K. (2008). Relationships among experiential marketing, experiential value, and customer satisfaction, Journal of Hospitality & Tourism Research, 32(3), 387–410
  79. Zeithaml, V., Parasuraman, A., and Berry, L. L. (1990). Deliverying Quality Service: Balancing Perceptions and Expectations.New York, NY : The Free Press.