Perceived justice in complaint handling

Complainants judge a resolution on three things: the outcome, the process, and how they were treated.

Trust and risk reduction Mainly on Post-purchase pages
Where it applies

Two of the eight page areas.

HomepageNot typical CategoryNot typical SearchNot typical ProductNot typical CartNot typical CheckoutNot typical Post-purchaseMainly here

It also applies sitewide, on every page. See everything at work on Post-purchase pages

How to use it

Four ways to use it, and one to avoid.

  • Match compensation to the size and type of loss.
  • Make returns and complaints fast, with few handoffs.
  • Build apology, explanation and ownership into every reply.
  • Pair any voucher with an apology and explanation, because a voucher alone is not enough.
  • Avoid: making a refund conditional on removing or changing a review.
What the research found

Perceived fairness links the response to satisfaction and loyalty. Mostly service-sector studies.

For long-run loyalty, how people were treated mattered slightly more than what they got.

Tax and colleagues found complainants judged the outcome, the process and how they were treated. Two meta-analyses supported a chain from fair handling to satisfaction to loyalty intentions. The outcome mattered most for satisfaction with the complaint itself, while treatment mattered slightly more for long-run satisfaction and loyalty. Mostly service-sector studies.

Key research

Four sources, each checked.

Last reviewed

Tax, Brown & Chandrashekaran (1998) Customer Evaluations of Service Complaint Experiences: Implications for Relationship Marketing J. Marketing Read the source Smith, Bolton & Wagner (1999) A Model of Customer Satisfaction with Service Encounters Involving Failure and Recovery J. Marketing Research Read the source Gelbrich & Roschk (2011)Meta-analysis A Meta-Analysis of Organizational Complaint Handling and Customer Responses J. Service Research Read the source Orsingher, Valentini & De Angelis (2010)Meta-analysis A meta-analysis of satisfaction with complaint handling in services J. Academy of Marketing Science Read the source
Before you use it · UK law

Never make a refund conditional on removing or changing a review.

This is simply a pointer to check, not legal advice. Seek legal advice before you put this principle into action.