Customer-to-Customer Interactional Justice: A New Challenge for Service Recovery via Social Media

Todd J. Bacile, Jeremy S. Wolter, Alexis M. Allen, Pei Xu, Tara Luck Mariano

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review


The authors identify how customer-to-customer online incivility may negatively impact service recovery initiatives that take place via social media. In particular, the authors posit that such behavior necessitates the need to recognize and measure a new form of perceived justice: customer-to-customer interactional justice. Study 1 uses a content analysis to first examine the frequency of online incivility across multiple firms’ social media pages. Study 2 develops a new measure for the customer-to-customer interactional justice construct, which assesses the degree of fair treatment between customers when uncivil communications occur. Study 3 then models the new construct to evaluate its impact on other forms of organizational justice perceptions during a service recovery via social media. Theoretical implications include extending the perceived justice framework to include a customer-to-customer component. Managerial implications include the need for firms to manage customer-to-customer interactions when uncivil behavior occurs on corporate social media channels. Failure to do so may harm how customers perceive a company’s service recovery efforts.

Original languageEnglish
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
Number of pages10
StatePublished - 2018

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

Bibliographical note

Publisher Copyright:
© 2018, Academy of Marketing Science.


  • Customer-to-customer interactional justice
  • Fairness theory
  • Online incivility
  • Service recovery
  • Social media

ASJC Scopus subject areas

  • Marketing
  • Strategy and Management


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