Investigating the effect of perceived justice on post-purchase intentions through emotions and post-recovery satisfaction (case-study: customers of Ansar Bank branches in Golestan province)
Subject Areas : Jounal of Marketing ManagementFariba Khammar 1 , Mehdi Zanganeh 2 , Hormoz Mehrani 3
1 - Master of Marketing Management, Young and Elite Researchers Club, Aliabad Katoul Branch, Islamic Azad University, Aliabad Katoul, Iran
2 - Master of Marketing Management, Young and Elite Researchers Club, Aliabad Katoul Branch, Islamic Azad University, Aliabad Katoul, Iran
3 - Assistant Professor, Department of Business Management, Ghazali Institute of Higher Education, Qazvin, Iran
Keywords: Negative Emotions, Perceived justice, Positive Emotions, Post-recovery satisfaction, Post-purchase intentions,
Abstract :
The purpose of this study was to investigate the effect of perceived justice on post-purchase intentions through positive emotions, negative emotions and post-recovery satisfaction of customers of Ansar Bank branches in Golestan province in the second 6 months of 1398. The present research is an applied research in terms of purpose, and in terms of data collection method, it is descriptive-survey and it is also included in the field of causal research. In order to calculate the sample size, Krejcy and Morgan tables were used and 450 people were selected by available sampling method as a sample and a questionnaire was distributed among them that 389 available questionnaires were collected SPSS and Smart PLS software were used to analyze the research data. In the end, the research results showed that justice in the field of financial compensation has a significant effect on positive emotion and post-recovery satisfaction, but there is no significant effect on post-purchase intentions and negative emotions. Procedural justice also has a significant effect on post-purchase intentions and negative emotions and does not have a significant effect on positive emotions and post-recovery satisfaction. Interactive justice also has a significant effect on post-purchase intentions, positive emotions and post-recovery satisfaction. Finally, post-recovery satisfaction has a significant effect on positive emotions and intentions after purchase and has no significant effect on negative emotions.
بحری‌نژاد، ر.، خانلری، ا.، حسنقلی‌پور یاسوری، ط. و حسینی، س.م. ( 1397 ). "شناسایی مهم‌ترین فرایندهای بازاریابی در صنعت بانکداری ایران به منظور توسعه مدل بلوغ بازاریابی بانکی"، فصلنامه مدیریت بازرگانی، دوره 10، شماره 4، صص. 795-814.
داوری، ع. و رضازاده، آ. (1395). "مدل‌سازی معادلات ساختاری با نرم‌افزار PLS"، چاپ سوم، تهران: انتشارات جهاد دانشگاهی.
خادمی، ع.ا. و فرازنده، ه. (1398). "بررسی عوامل مؤثر بر کیفیت ارتباط مشتری در خلق ارزش برند و قصد خرید آنلاین (مورد مطالعه: فروشگاه‌های اینترنتی شهر تهران)"، مجله مدیریت بازاریابی، دوره 14، شماره 44، صص. 41-59.
خورسند دلچه.،ع. و جلال‌پور، س.ص. (1399). "تأثیر شهرت و کیفیت وب‌سایت‌ها بر احساس، ریسک درک شده و قصد خرید مشتریان از فروشگاه‌های آنلاین (مطالعه موردی: وبسایت دیجی‌کالا)"، مجله مدیریت بازاریابی، دوره 15، شماره 46، صص. 33-52.
رنجبریان، ب.، رشیدکابلی، م.، صنایعی، ع. و حدادیان، ع.ر. (1391). "تحلیل رابطه بین ارزش درک شده، کیفیت درک شده، رضایت مشتری و قصد خرید مجدد در فروشگاه‌های زنجیره‌ای تهران"، فصلنامه مدیریت بازرگانی، دوره 4، شماره 1(11)، صص. 55-70.
زنگانه، م.،؛ مهرانی، ه. و خمر، ف. (1396). "بازاریابی سبز"، چاپ دوم، گرگان: انتشارات نوروزی.
فتحیان بروجنی، م. و نصیرزاده، ا. ( 1399 ). "شناسایی و اولویت‌بندی پیشایندهای شخصیتی و جمعیت‌شناختی پذیرش سازوکارهای بازی گونگی، به منظور افزایش تعامل در باشگاه مشتریان بانکی (مورد مطالعه: بانک حکمت ایرانیان)"، فصلنامه مدیریت بازرگانی، دوره 12، شماره 2، صص. 477-501.
فندرسکی، ف.، زنگانه، م.، دیده‌خانی، ح. و مهرانی، ه. (1390). "واکاوی عوامل مؤثر بر عملکرد شرکت‌های تولیدی شهرک صنعتی شهر گرگان از منظر مدیریت بازاریابی و کارآفرینی"، مجله مدیریت بازاریابی، دوره 14، شماره 44، صص. 1-24.
فیض‌آبادی، ح.،؛ زنگانه، م.، شجاعی، س. و مهرانی، ه. (1397). "بررسی تأثیر موسیقی پس‌زمینه بر قصد خرید به واسطه برانگیختگی، لذت، اعتماد و تعدیل کنندگی طبقه محصول"، فصلنامه مدیریت بازرگانی، دوره 10، شماره 4، صص. 761-776.
قربی، س.س. و قاسمی نامقی، م. (1398). "بررسی تأثیر بازاریابی چریکی بر قصد خرید مشتری با نقش میانجی تبلیغات دهان به دهان الکترونیکی (موردمطالعه: مشتریان فروشگاه‌های افق کوروش شهر مشهد)"، مجله مدیریت بازاریابی، دوره 14، شماره 44، صص. 61-72.
کریمی سارمه، ز.، اسماعیل پور، رضا. و مباشر امینی، ر.ع. (1398). "بررسی تأثیر دروغ سبز در مسئولیت اجتماعی شرکت بر قصد خرید محصول‌های سبز با میانجی‌گری رضایت سبز و ریسک ادراک‌شده سبز"، فصلنامه مدیریت بازرگانی، دوره 11، شماره 4، صص. 850-868.
مرادی دیزگرانی.، م. و آقایی کردشامی، ا. (1399). " بررسی تأثیر لذت محتوا و لذت روابط اجتماعی در شبکه اینستاگرام بر قصد خرید مشتری؛ تبیین نقش واسطه‌ای تشدید مشتری"، مجله مدیریت بازاریابی، دوره 15، شماره 46، صص. 53-71.
Adams, J.S. (1965). “Inequity in social exchange”, Advances in Experimental Social Psychology, Vol. 2, PP. 267-269.
Azzahro, F., Handayani, P.W., Murti, S.S. & Yudhoatmojo, S.B. (2020). “The Effects of Perceived Justice and Emotions on Service Recovery Satisfaction on Indonesian Ecommerce Customers”, Jurnal Sistem Informasi (Journal of Information System), Vol. 16(1), PP. 38-48.
Azmi, A., Ang, Y.D. & Talib, S.A. (2016). “Trust and justice in the adoption of a welfare epayment system”, Transforming Government: People, Process and Policy, Vol. 10(3), PP. 391-410.
Bagozzi, R.P., Gopinath, M. & Nyer, P.U. (1999). “The role of emotions in marketing”, Journal of the Academy of Marketing Science, Vol. 27(2), PP. 184-206.
Bansal, A. (2017). “A revelation of employee feelings of alienation during post-mergers and acquisition”, Journal of Organizational Change Management, Vol. 30(3), PP. 417-439.
Bitner, M.J., Brown, S.W. & Meuter, M.L. (2000). “Technology infusion in service encounters”, Journal of Academy of Marketing Science, Vol. 28(1), PP. 138-149.
Collier, J.E. & Bienstock, C.C. (2006). “Measuring service quality in e-retailing”, Journal of Service Research, Vol. 8(3), PP. 260-275.
Chebat, J.C. & Slusarczyk, W. (2005). “How emotions mediate the effects of perceived justice on loyalty in service recovery situations: An empirical study”, Journal of Business Research, Vol. 58(5), PP. 664-673.
Chullen, C.L. & Rowe, W.J. (2018). “The perceived fairness of human resource practices”, American Journal of Management, Vol. 18(1), PP. 100-107.
Del Río-Lanza, A.B., Vázquez-Casielles, R. & Díaz-Martín, A.M. (2009). “Satisfaction with service recovery: Perceived justice and emotional responses”, Journal of Business Research, Vol. 62(8), PP. 775-781.
Gohary, A., Hamzelu, B. & Alizadeh, H. (2016). “Please explain why it happened! How perceived justice and customer involvement affect post co-recovery evaluations: A study of Iranian online shoppers”, Journal of Retailing and Consumer Services, Vol. 31, PP. 127-142.
Ha, J., & Jang, S.C.S. (2009). “Perceived justice in service recovery and behavioral intentions: The role of relationship quality”, International Journal of Hospitality Management, Vol. 28(3), PP. 319-327.
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_||_بحری‌نژاد، ر.، خانلری، ا.، حسنقلی‌پور یاسوری، ط. و حسینی، س.م. ( 1397 ). "شناسایی مهم‌ترین فرایندهای بازاریابی در صنعت بانکداری ایران به منظور توسعه مدل بلوغ بازاریابی بانکی"، فصلنامه مدیریت بازرگانی، دوره 10، شماره 4، صص. 795-814.
داوری، ع. و رضازاده، آ. (1395). "مدل‌سازی معادلات ساختاری با نرم‌افزار PLS"، چاپ سوم، تهران: انتشارات جهاد دانشگاهی.
خادمی، ع.ا. و فرازنده، ه. (1398). "بررسی عوامل مؤثر بر کیفیت ارتباط مشتری در خلق ارزش برند و قصد خرید آنلاین (مورد مطالعه: فروشگاه‌های اینترنتی شهر تهران)"، مجله مدیریت بازاریابی، دوره 14، شماره 44، صص. 41-59.
خورسند دلچه.،ع. و جلال‌پور، س.ص. (1399). "تأثیر شهرت و کیفیت وب‌سایت‌ها بر احساس، ریسک درک شده و قصد خرید مشتریان از فروشگاه‌های آنلاین (مطالعه موردی: وبسایت دیجی‌کالا)"، مجله مدیریت بازاریابی، دوره 15، شماره 46، صص. 33-52.
رنجبریان، ب.، رشیدکابلی، م.، صنایعی، ع. و حدادیان، ع.ر. (1391). "تحلیل رابطه بین ارزش درک شده، کیفیت درک شده، رضایت مشتری و قصد خرید مجدد در فروشگاه‌های زنجیره‌ای تهران"، فصلنامه مدیریت بازرگانی، دوره 4، شماره 1(11)، صص. 55-70.
زنگانه، م.،؛ مهرانی، ه. و خمر، ف. (1396). "بازاریابی سبز"، چاپ دوم، گرگان: انتشارات نوروزی.
فتحیان بروجنی، م. و نصیرزاده، ا. ( 1399 ). "شناسایی و اولویت‌بندی پیشایندهای شخصیتی و جمعیت‌شناختی پذیرش سازوکارهای بازی گونگی، به منظور افزایش تعامل در باشگاه مشتریان بانکی (مورد مطالعه: بانک حکمت ایرانیان)"، فصلنامه مدیریت بازرگانی، دوره 12، شماره 2، صص. 477-501.
فندرسکی، ف.، زنگانه، م.، دیده‌خانی، ح. و مهرانی، ه. (1390). "واکاوی عوامل مؤثر بر عملکرد شرکت‌های تولیدی شهرک صنعتی شهر گرگان از منظر مدیریت بازاریابی و کارآفرینی"، مجله مدیریت بازاریابی، دوره 14، شماره 44، صص. 1-24.
فیض‌آبادی، ح.،؛ زنگانه، م.، شجاعی، س. و مهرانی، ه. (1397). "بررسی تأثیر موسیقی پس‌زمینه بر قصد خرید به واسطه برانگیختگی، لذت، اعتماد و تعدیل کنندگی طبقه محصول"، فصلنامه مدیریت بازرگانی، دوره 10، شماره 4، صص. 761-776.
قربی، س.س. و قاسمی نامقی، م. (1398). "بررسی تأثیر بازاریابی چریکی بر قصد خرید مشتری با نقش میانجی تبلیغات دهان به دهان الکترونیکی (موردمطالعه: مشتریان فروشگاه‌های افق کوروش شهر مشهد)"، مجله مدیریت بازاریابی، دوره 14، شماره 44، صص. 61-72.
کریمی سارمه، ز.، اسماعیل پور، رضا. و مباشر امینی، ر.ع. (1398). "بررسی تأثیر دروغ سبز در مسئولیت اجتماعی شرکت بر قصد خرید محصول‌های سبز با میانجی‌گری رضایت سبز و ریسک ادراک‌شده سبز"، فصلنامه مدیریت بازرگانی، دوره 11، شماره 4، صص. 850-868.
مرادی دیزگرانی.، م. و آقایی کردشامی، ا. (1399). " بررسی تأثیر لذت محتوا و لذت روابط اجتماعی در شبکه اینستاگرام بر قصد خرید مشتری؛ تبیین نقش واسطه‌ای تشدید مشتری"، مجله مدیریت بازاریابی، دوره 15، شماره 46، صص. 53-71.
Adams, J.S. (1965). “Inequity in social exchange”, Advances in Experimental Social Psychology, Vol. 2, PP. 267-269.
Azzahro, F., Handayani, P.W., Murti, S.S. & Yudhoatmojo, S.B. (2020). “The Effects of Perceived Justice and Emotions on Service Recovery Satisfaction on Indonesian Ecommerce Customers”, Jurnal Sistem Informasi (Journal of Information System), Vol. 16(1), PP. 38-48.
Azmi, A., Ang, Y.D. & Talib, S.A. (2016). “Trust and justice in the adoption of a welfare epayment system”, Transforming Government: People, Process and Policy, Vol. 10(3), PP. 391-410.
Bagozzi, R.P., Gopinath, M. & Nyer, P.U. (1999). “The role of emotions in marketing”, Journal of the Academy of Marketing Science, Vol. 27(2), PP. 184-206.
Bansal, A. (2017). “A revelation of employee feelings of alienation during post-mergers and acquisition”, Journal of Organizational Change Management, Vol. 30(3), PP. 417-439.
Bitner, M.J., Brown, S.W. & Meuter, M.L. (2000). “Technology infusion in service encounters”, Journal of Academy of Marketing Science, Vol. 28(1), PP. 138-149.
Collier, J.E. & Bienstock, C.C. (2006). “Measuring service quality in e-retailing”, Journal of Service Research, Vol. 8(3), PP. 260-275.
Chebat, J.C. & Slusarczyk, W. (2005). “How emotions mediate the effects of perceived justice on loyalty in service recovery situations: An empirical study”, Journal of Business Research, Vol. 58(5), PP. 664-673.
Chullen, C.L. & Rowe, W.J. (2018). “The perceived fairness of human resource practices”, American Journal of Management, Vol. 18(1), PP. 100-107.
Del Río-Lanza, A.B., Vázquez-Casielles, R. & Díaz-Martín, A.M. (2009). “Satisfaction with service recovery: Perceived justice and emotional responses”, Journal of Business Research, Vol. 62(8), PP. 775-781.
Gohary, A., Hamzelu, B. & Alizadeh, H. (2016). “Please explain why it happened! How perceived justice and customer involvement affect post co-recovery evaluations: A study of Iranian online shoppers”, Journal of Retailing and Consumer Services, Vol. 31, PP. 127-142.
Ha, J., & Jang, S.C.S. (2009). “Perceived justice in service recovery and behavioral intentions: The role of relationship quality”, International Journal of Hospitality Management, Vol. 28(3), PP. 319-327.
Harris, K.E., Grewal, D., Mohr, L.A. & Bernhardt, K.L. (2006). “Consumer responses to service recovery strategies: The moderating role of online versus offline environment”, Journal of Business Research, Vol. 59(4), PP. 425-431.
Homans, G.C. (1961). “The humanities and the social sciences: Joint concern with “individual” and values the arts distinct from social science distinctions of social status”, The American Behavioral Scientist, Vol. 4(8), PP. 3-6.
Holloway, B.B., Wang, S., & Parish, J.T. (2005). “The role of cumulative online purchasing experience in service recovery management”, Journal of Interactive Marketing, Vol. 19(3), PP. 54-66.
Karatepe, OM. (2006). “Customer complaints and organizational responses: the effects of complainants’ perceptions of justice on satisfaction and loyalty”, International Journal of Hospitality Management, Vol. 25(1), PP. 69-90.
Kim, E. & Tang, R. (Liang) (2016). “Rectifying Failure of Service: How Customer Perceptions of Justice Affect Their Emotional Response and Social Media Testimonial”, Journal of Hospitality Marketing and Management, Vol. 25(8), PP. 897-924.
Kiran, D.R. (2016). “Total Quality Management. Key concepts and case studies”, First Edition, United Kingdom: Elsevier Science, Butterworth Heineman.
Kuo, Y-F., Wu, C-M. & Deng, W-J. (2009). “The relationships among service quality, perceived value, customer satisfaction, and post-purchase intention in mobile value-added services”, Computers in Human Behavior, Vol. 25(4), PP. 887-896.
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