Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

Nonverbal Behavior in Service Recovery
Previous research suggests that customers evaluate service encounters on three dimensions: 
outcome
, the 
benefits customers receive as a result of the encounter; 
procedure
, the organization’s policies and methods that 
guide the encounter, and 
interaction
, the quality of the interpersonal treatment and communication during the 
encounter (Mattila, 2001). Similarly, social exchange theory assumes that people will have expectations with regard 
to outcome, procedure and interpersonal treatment in a complaint situation and that perceived justice on these 
dimensions will influence how people evaluate exchanges (McCollough et al., 2000). More specifically, 
distributive 
justice
, which involves resource allocation and perceived outcome of an exchange; 
procedural justice
, which 
involves by means by which decisions are made and conflicts are resolved, and 
interactional justice
which involves 

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