The Focal Determinants of Service Fairness and Service Recovery Satisfaction in Cloud Computing
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Abstract
The purpose of this study is to analyze the implications of service fairness on satisfaction recovery in business relationships. Adopting a service fairness perspective on cloud computing business directs suppliers’ focus in business relationships towards engaging with their customers’ service recovery satisfaction. In the article it is demonstrated that a service fairness perspective is multi-dimensional (structural and social), enabling the creation of recovery satisfaction, which enhances continued usage of cloud computing system. This perspective enables marketers to better understand how to develop and extend structural and social service fairness through equally service delivery and fair treatment relevant to their businesses.
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Kohsuwan, P., & Lawkobkit, M. (2014). The Focal Determinants of Service Fairness and Service Recovery Satisfaction in Cloud Computing. AU-GSB E-JOURNAL, 6(1). Retrieved from http://www.assumptionjournal.au.edu/index.php/AU-GSB/article/view/459
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