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Investing in Interactional Justice: A Study of the Fair Process Effect within a Hospitality Failure Context

Griffith University, Gold Coast, t.collie{at}gu.edu.au

Beverley Sparks

Griffith University, Gold Coast, b.sparks{at}gu.edu.au

Graham Bradley

Griffith University, Gold Coast, g.bradley{at}mailbox.gu.edu.au

Past research has demonstrated that considerations of distributive, procedural, and interactional justice independently influence customers’ fairness and satisfaction ratings in many contexts. Other research shows evidence of a "fair process" effect—a tendency for customers to be more accepting of poor outcomes when they perceive the outcome allocation process to be fair. Van den Bos, Lind, Vermunt, and Wilke (1997) have reported that this effect may operate only when the outcomes received by others are unknown. Set in a hospitality service recovery context, this study examined the impact of interactional justice and knowledge of others’ outcomes on customers’ service evaluations. A 2 (interactional justice) 4 (others’ outcomes) experimental design was employed in which 176 respondents reported their perceptions of fairness and levels of satisfaction after imagining themselves to be customers in a hypothetical service scenario. Contrary to previous research, evidence of the fair process effect was found irrespective of the presence or absence of information regarding others’ outcomes. Implications for the tourism and hospitality industry and justice theory development are discussed.

Key Words: justice theory • fairness perceptions • customer satisfaction • service recovery

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