Investigating the Role of Recovery Due to Service Failure on the Perception of Justice and Attitudinal Loyalty and Behavioral Loyalty

In today's world, communication with the customer and customer satisfaction is the top priority of all organizations. In particular, marketers in the service sector have highlighted the potential value associated with developing relationships between service providers and the customer. Today, companies want not only to attract customers, but also to maintain them for a lifetime. Banks are no exception to this rule. With the many efforts that banks make to provide quality services, providing services that are free of defects is unrealistic. On the other hand, customer dissatisfaction may be due to shortcomings in the services provided. Therefore, in this study, we examine the role of recovery due to service failure on the perception of justice and attitudinal loyalty and behavioral loyalty. The present research is applied and descriptive-survey. The statistical population is all citizens referring to the central branch of three state-owned banks (Melli, keshavarzi, Sepah); There are three semi-governmental banks (Trade, Welfare, Nation) and three private banks (Eghtesad-e-Novin, Pasargad, Ayandeh) in Khuzestan province, Shahrdaz-e-Fool, where 384 people were selected as a statistical sample. A questionnaire was used to collect data and the validity of the structures was assessed using confirmatory factor analysis. And Cronbach's alpha coefficient greater than 0.7 for different constructs of the questionnaire confirmed its reliability. Structural equation modeling technique was used to test the hypotheses. Findings showed that service failure has a positive and significant effect on service recovery. In addition, service recovery as a mediating role has a significant and positive effect on perceived perceptions, attitudinal and behavioral loyalty.