Literature and Hypotheses 1 Perceived Justice and Service Recovery Satisfaction

371 Interactive Justice can be classified into interpersonal relationship and information equity. Apology covers the communication between interpersonal relationship quality and Service Recovery that the lack of politeness in the service recovery process would result in the reduction of satisfaction and Negative Word-of-Mouth of customers with unpleasant experiences Hocutt et al., 2006. Information equity refers to the adequacy and the truth of error factors Colquitt, 2001, and explanations would positively affect customer perception that adequate and specific explanations would enhance perceived information equity Mattila, 2006. A lot of research showed the remarkable effects of Interactive Justice on Service Recovery Satisfaction e.g., Kau Loh, 2006; McCollough et al., 2000; Mattila and Cranage, 2005; Weun et al., 2004. Bitner 1990 and Hart et al. 1990 suggested that apology was an essential strategy in errors. Hocutt et al. 2006 regarded empathymanner as the requirement for promoting Service Recovery Satisfaction and reducing Negative Word-of-Mouth. When businesses were lack of mannerempathy, customer satisfaction would be lowered and Negative Word-of-Mouth would not simply be reduced with compensation free meals. As a result, the following hypotheses were proposed. H 1a : Distributive Justice would positively affect Service Recovery Satisfaction. H 1b : Interactive Justice would positively affect Service Recovery Satisfaction. 2.2 The Moderating Effects of Consumer Experiences Previous experiences are likely to change individual expectation of products or service quality which therefore would be regarded as the key factors in individual expectation of productservice quality Cadotte, Woodruff and Jenkins, 1987; Grönroos, 2006. Customers are likely to depend on individual experiences to evaluate values when short of relative service information Chang and Hsiao, 2008. Therefore, the perceived fairness of compensation was affected by the previous purchase or service experiences of customers Montoya-Weiss et al., 2003; Sheth and Parvatiyar, 1995. Holloway et al. 2005 indicated that customers would appear less negative reactions e.g. lower satisfaction on similar unpleasant experiences when the online purchase experiences had taught them the common situation of service errorsrecovery. The research outcomes showed that low Consumer Experiences group presented higher satisfaction on fair recovery than high Consumer Experiences one did. Since high Consumer Experiences group had more consumer experiences and correct expectation of recovery, they would show lower Service Recovery Satisfaction on the fair recovery offered by businesses. However, high Consumer Experiences group would present higher Service Recovery Satisfaction when the recovery was higher than standard compensation high Distributive Justice. Consequently, low consumer experiences group with less previous experiences cannot generate correct expectation that they are likely to be satisfied with apology high Interactive Justice. On the contrary, apology is considered as the commonly expected situation for high consumer experiences group that it does not appear high service recovery satisfaction. In this case, the following hypotheses were proposed. H 2a : Consumer Experiences would moderate the effects of Distributive Justice on Service Recovery Satisfaction. 372 H 2b : Consumer Experiences would moderate the effects of Interactive Justice on Service Recovery Satisfaction. 2.3 Service Recovery Satisfaction and Consumer Post-Purchase Behaviors It has been proved that Service Recovery Satisfaction is the key element of word-of-mouth and Repurchase Intention Wirtz and Mattila, 2004, i.e. Service Recovery Satisfaction would affect Word-of-Mouth and Repurchase Intention. Stauss 2002 also emphasized Service Recovery Satisfaction as the intervening variable in Service Recovery and Recovery Intention Word-of- Mouth and Repurchase Intention. Maxham 2001 indicated that Word-of-Mouth provided customers with important message of the business for the purchase, and considered that favorable Service Recovery could reduce Negative Word-of-Mouth from service errors. In general, customers are likely to spread Negative Word-of-Mouth which would appear larger influence on the attitudes and the repurchase intention of word-of-mouth receivers Holloway et al., 2005. For this reason, the effects of Service Recovery Satisfaction on Negative Word-of- Mouth were discussed in this study. The following hypothesis was further proposed. H 3 : Service Recovery Satisfaction would negatively affect Negative Word-of-Mouth. The repurchase behaviors of consumers and the services provided by businesses present causal relationship that dissatisfactory purchase experiences would reduce the repurchase intention of customers Oliver and Swan, 1989. Service providers therefore would precede Service Recovery to redeem customers and remain the repurchase intention Goodwin and Ross, 1992. On the other hand, when businesses provide satisfactory service or product quality, the customers are likely to appear repurchase intention and repurchase behaviors. Francken 1993 also proposed that customers would present repurchase intention when the product or the service was satisfactory. Several research outcomes showed the positive correlations between Service Recovery Satisfaction and Repurchase Intention. Stauss 2002 further pointed out Service Recovery Satisfaction being the intervening variable of Service Recovery and Repurchase Intention Word-of-Mouth and Repurchase Intention. In this case the following hypothesis was proposed in this study. H 4 : Service Recovery Satisfaction would positively affect Repurchase Intention.

3. Methodology

Based on the literatures, the research framework was classified into four dimensions, namely Perceived Justice Distributive and Interactive, Service Recovery Satisfaction, Consumer Experiences, and Post-Purchase Behaviors Negative Word-of-Mouth and Repurchase Intention, to discuss the effects of Perceived Justice on Service Recovery Satisfaction. Furthermore, having Consumer Experiences as the moderating variable, it tended to understand the moderating effect of Consumer Experiences on the relations between Perceived Justice and Service Recovery Satisfaction. Finally, the effects of Service Recovery Satisfaction on Post-Purchase Behaviors Negative Word-of-Mouth and Repurchase Intention were examined. Previous research on service recovery has used hypothetical scenarios describing service failure and recovery. This study also used hypothetical scenarios for service failure and recovery situations. 2lowhigh Distributive Justice ×2lowhigh Interactive Justice factors generated four 373 experimental groups for discussing the effects of Perceived Justice on Service Recovery Satisfaction. A NT450 meal coupon and no compensation were provided for operating distributive justice in this study. According to the convention of international law, flights 1 delaying less than four hours because of weather or mechanical factors can be ignored; 2 delaying within 4-8 hours, the airlines should provide passengers with meals; and 3 delaying more than eight hours and the transit flight being the same airlines, the airlines sometimes need to provide accommodation. In this study, the flight delayed three hours that it could be ignored. The NT450 meal coupon therefore was regarded as high recovery i.e. high Distributive Justice. Service Recovery Satisfaction was defined as customer satisfaction with failure management of service providers Wirtz Mattila, 2004. Customers would evaluate the overall satisfaction with error management and recovery process, including the measurement of recovery result and interpersonal relationship. Based on the viewpoints of Goodwin and Ross 1992 and Holloway et al. 2005, favorable response and satisfactory and pleasant management were considered as the characteristics of Service Recovery Satisfaction, and a scale with three measuring items was further developed. Negative Word-of-Mouth was defined as telling or complaining bad Consumer Experiences to others after consuming specific products or services Singh, 1990. According to the viewpoints of Blodgett et al. 1997 and Wirtz and Mattila 2004, complaints and suggestions of not visiting the business were regarded as the characteristics of Negative Word-of-Mouth, and a scale with three measuring items was then developed. Repurchase Intention was defined as the consuming intention to the same service provider Bitner, 1990; Levesque and McDougall, 2000; Smith and Bolton, 1998. With the viewpoints of Blodgett et al. 1997, Grewal et al. 2008, and Wirtz and Mattila 2004, the first choice of next service and consuming at the same business was considered as the characteristic of Repurchase Intention, and a scale with three measuring items was further developed. Consumer experience was defined as the purchase experiences of individual consuming times and the previous consuming quantity Holloway et al., 2005. Based on the viewpoint of Holloway et al. 2005, frequency and consuming amount were regarded as the characteristics of Consumer Experiences, and a scale with four measuring items was further developed.

4. Data Analysis and Discussion

According to the research outcomes, 73 respondents 65.8 of total samples were female; most of them were in the age group of 21-50 94.6, in which 73 of them were in the age of 21-30 65.8; and 64 respondent 57.7 presented the education background of college and 46 41.4 of graduate schools. Regarding the occupation, 38 respondents 34.2 were students and 30 respondents were in the business service industry 27. In terms of dispensable income, 54 respondents 47.7 had monthly dispensable income above NT15001 and 31 respondents 28.0 had it between NT5,001-10,000.