Perceived fairness on service recovery satisfaction and on positive behavioral intentions in cloud service

The study examines the perception of fairness in cloud service and how it affects the level of service recovery satisfaction and behavioral intentions. A structured questionnaire was used to collect data. The findings showed that service recovery satisfaction was significantly affected by three of four-dimensional fairness. The behavioral intentions in terms of continuing to use the software, propagating a positive word-of-mouth and giving honest feedback to the provider and external agencies were also found to affect their satisfaction with the service recovery. The findings may help providers to better understand their subscribed customers and to stimulate constructive actions in their improvement process.