Perceived Justice Initiatives and Customers’ Post-Complaint Satisfaction in the Fastfood Industry

Abstract

The primary aim of every business organisation is to create satisfied customers. Not only because it leads to a secured customer base, but also because it leads to greater financial performance in the long term. This study investigated the connection between perceived justice initiatives and customers’ post-complaint satisfaction in the fast food industry in Port Harcourt, Nigeria. One hundred and eighty-five respondents who are patrons of forty fastfood firms participated in the study. The study collected data from the respondent through the use of questionnaire, while the hypotheses were tested using the spearman’s rank order correlation coefficient, relying on the Statistical Package for Social Sciences (SPSS) version 16.0. The study found positive and significant relationship between the three dimensions of perceived justice initiatives considered in the study and customers’ post-complaint satisfaction, with interactional justice showing the strongest relationship with customers’ post-complaint satisfaction. The study concluded that effective and efficient service recovery programmes anchored on sound grasp of customers’ expectation will enhance customers’ post complaint satisfaction; and recommends that fastfood firms which seek to improve their performance through customers’ post complaint satisfaction should institute perceived justice initiatives through interactional justice, distributive justice and procedural justice.

Keywords: Perceived justice initiatives, Distributive justice, Procedural justice, Interactional justice, Post-complaint satisfaction.