The Impact of Online Service Recovery Strategies on Perceived Justice and Customer Satisfaction: A Gender-Moderated Analysis

The paper investigates the influence of various service recovery strategies (SRS) on consumer-perceived justice and satisfaction, with gender explored as a potential moderating variable.The study is well-structured and theoretically grounded, drawing on justice and social exchange theories, and employs structural equation modeling with a substantial sample of 510 Vietnamese online consumers.The findings showed that problem solving, follow-up, apology, response speed, explanation, courtesy, and effort significantly influence consumers' perceived justice and contribute to satisfaction with service recovery.Additionally, the findings indicate that problem-solving exerts the most significant influence on perceived justice, and that gender significantly moderates only the relationship between effort and justice.Overall, the research offers valuable contributions both theoretically and managerially.