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Béatrice Siadou-Martin (2006)

Impact de la justice perçue sur l’évaluation d’une expérience de consommation et sur la relation au prestataire : application au domaine du restaurant

Thèse de doctorat, Université Montpellier II.

This research focuses on the impact of perceived justice on the consumption experience evaluation as well as on the relation between the consumer and the provider. The literature shows that people widely used perceived justice to evaluate social interactions. Nevertheless, few marketing studies have investigated the role of this concept in the evaluation of the consumption experience. The research process is articulated around three major steps. First of all, the theoretical framework of the research is based on the relational approach and on organizational justice theories. Then, in the qualitative study, using the critical incident method, we show that customers are strongly concerned by perceived injustice. Their judgments involve the three first components of justice developed in organizational and service marketing literature (distributive, procedural and interactional justice). We also identified a fourth dimension called "macro-justice" that concerns the evaluation of the collective practices within an activity sector considered at the whole industry level. According to the literature and to our qualitative study results, we proposed the conceptual model of the research. It focuses on the causal links between perceived justice and constructs developed in the service marketing literature (service evaluation, customer satisfaction and relationship quality). An experiment, involving 878 French consumers, applied to a dinner experience, was conducted in order to test the proposed model. We manipulate the three justice dimensions and check the macro-justice. The empirical results support that justice has effects on the three components of service evaluation (quality, value, satisfaction), on the relation quality (trust and engagement) as well as on the behavioral and emotional response of the consumers.


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