Variación en la percepción de justicia como resultado de la comparación con otro consumidor en un contexto de recuperación del servicio. Aplicación a las compañías aéreas

Abstract

Comparing ourselves to others is part of our daily routine. We do this many times, almost without realizing it. Social comparison is a useful tool for information, for self-assessment and for determining what emotions and behavior to adopt. The aim of this paper is to analyze how the perceived fairness of a consumer varies in a failure and service recovery scenario in an airline, not just based on what consumer gets, but also what other consumers get. Specifically, we investigated social comparison by experimentation methodology through eight scenarios, covering elements of interpersonal justice, procedural justice, and distributive justice. From these results we conclude that, although during the recovery process the result of the consumer does not change their perception, it changes when compared to another consumer who has received a better or worse result in each of the three dimensions of justice.