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P2b: Religiosity will moderate the relation-
ship between procedural justice and recovery
satisfaction.
P2c: Religiosity will moderate the relation-
ship between interactional justice and recovery
satisfaction.
that have never been examined. Typical areas that
have been investigated include restaurant, online
service, retailing, hotel and banking sector.
ACKNOWLEDGEMENT
The work was supported by the Ministry of Higher
Education (MOHE) via Exploratory Research
Grant Scheme of Universiti Teknologi Malaysia
(UTM). Research name: Integrating Intercultural
Competence for Superior Service Satisfaction:
A Structural Equation Modeling in Dynamic
Economy of Malaysia and Turkey, grant no.
PY//2012/01358- Q.K130000.2563.04H80.
3 CONCLUSION
The central issue discussed in this paper is the
integration of religiosity in service recovery stud-
ies. While the area of religiosity has been exam-
ined in other marketing studies, less attention has
been directed to its role in service recovery con-
text. The developing trend of religious awareness
demonstrated that this study is critical to be con-
ducted. Theoretically, this study will contribute to
the body of knowledge in service recovery related
area. Practically, this study will help service pro-
vider to be more alert in treating frustrated cus-
tomers when service failure occurs. Low or highly
religious people may have different perception
towards company's efforts in rectifying the prob-
lem. As mentioned earlier, highly religious people
tend to be more forgiving when they experienced
service failure compared to the less religious peo-
ple (Tsarenko & Tojib, 2012).
This paper also discusses the role of service
recovery towards recovery satisfaction. Attaining
customer satisfaction following service failure is a
challenging task for the organization. A success-
ful recovery may promote loyalty; however poor
recovery will lead to double-deviation and bad
reputation. The concept of justice theory in service
recovery was deliberated in this paper. Distributive
justice (tangible compensation), procedural justice
(policies and procedures), and interactional justice
(communication process) are the three dimensions
of justice theory that are believed to influence
recovery satisfaction.
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4
RECOMMENDATIONS FOR FUTURE
RESEARCH
This paper introduces the moderating role of relig-
iosity on the relationship between service recovery
and recovery satisfaction. Future research may
explore other potential variable such as personality
type to be examined. While most service recovery
studies were conducted in western countries, less
attention has been given in Asian region. There-
fore future researcher is suggested to conduct such
studies in their country which may yield different
findings. Future research is recommended to con-
duct service recovery studies in other industries
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