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date: 17 February 2020

Abstract and Keywords

The purpose of this paper is to review the existing research on justice theory as applied to failures and complaint handling, the area in which this theory has been most applied within the marketing discipline. Failures are product or service performances that fall below customer expectations and produce losses for customers. These losses produce customer perceptions of inequity with the exchange, creating an appropriate context for the application of justice principles. Our goal for this paper is to define the types of justice examined in marketing, as well as review the key antecedents and outcomes of justice. Particular attention is given to the relative impact of justice on these outcomes, as well as the nomological network that has been established in the literature. Finally, we identify several areas that warrant further attention by researchers.

Keywords: service failure, complaint handling, failure types, distributive justice, procedural justice, interpersonal justice, informational justice, satisfaction, loyalty, trust

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