The Influence of the Provider’s Service Fairness on the Customer’s Service Recovery Satisfaction and on Positive Behavioral Intentions in Cloud Computing

Montri Lawkobkit, Roland Blomer


The study shows a statistically significant positive effect between the provider’s perceived structural service fairness and the customer’s service recovery satisfaction and, in turn, also shows statistically positive regression weights between the customer’s service recovery satisfaction and the intension to react positively in three directions: (1) to continue with the software, (2) to propagate a positive word-of-mouth (WOM), (3) to give honest feedback. The influence of the provider’s perceived social service fairness on the customer’s service recovery satisfaction does not appear to be significant but indicates a positive correlation. The study is based on data collected via a structured questionnaire from qualified users who have subscribed to Business-to-Business customer relationship management software and who use it as Software-as-a-Service in the cloud. Structural Equation Modelling was applied for the data analysis in order to confirm the chosen dependency model. The findings may help service providers to better understand their customers and to stimulate constructive actions to their continual improvement process.


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Paper Citation

in Harvard Style

Lawkobkit M. and Blomer R. (2015). The Influence of the Provider’s Service Fairness on the Customer’s Service Recovery Satisfaction and on Positive Behavioral Intentions in Cloud Computing . In Proceedings of the 5th International Conference on Cloud Computing and Services Science - Volume 1: CLOSER, ISBN 978-989-758-104-5, pages 268-275. DOI: 10.5220/0005438902680275

in Bibtex Style

author={Montri Lawkobkit and Roland Blomer},
title={The Influence of the Provider’s Service Fairness on the Customer’s Service Recovery Satisfaction and on Positive Behavioral Intentions in Cloud Computing},
booktitle={Proceedings of the 5th International Conference on Cloud Computing and Services Science - Volume 1: CLOSER,},

in EndNote Style

JO - Proceedings of the 5th International Conference on Cloud Computing and Services Science - Volume 1: CLOSER,
TI - The Influence of the Provider’s Service Fairness on the Customer’s Service Recovery Satisfaction and on Positive Behavioral Intentions in Cloud Computing
SN - 978-989-758-104-5
AU - Lawkobkit M.
AU - Blomer R.
PY - 2015
SP - 268
EP - 275
DO - 10.5220/0005438902680275