Social media has changed the ways in which people communicate with organizations.
Specifically, Facebook and Twitter are emerging as innovative ways for customers to
communicate problems with products and services to an organization. There are few
objectives of this study which are to identify the level of customer satisfaction on service
recovery. Secondly, to identify the relationship between organizational justice and
customer satisfaction on service recovery. Thirdly, to determine the most influential
organizational justice dimension towards customers’ satisfaction on service recovery.
Lastly, to investigate the role of social media in moderating organizational justice and
customer satisfaction on service recovery. This study uses purposive sampling technique
where questions were distributed to customers of Telekom Malaysia (TM) who engaged
with them in social media. This study utilized an organizational justice framework to
identify customer satisfaction which include loyalty intentions, positive word of mouth
(PWOM), and negative word of mouth (NWOM) intentions following a service failure and
recovery that occurred. The findings of this study show the overall customer satisfaction
of Telekom Malaysia Berhad customer are not satisfied with the service recovery done by
TM through their social media. This study also shows that there is positive and strong
relationship between organizational justice framework and customers’ satisfaction. Lastly,
this study shows that social media does moderate organizational justice and customers’
satisfaction on service recovery. The recommendation in this study is regarding the usage
of organizational justice framework on service recovery by service providers which would
help in increasing the satisfaction of customers. There are several limitations in this study
which are it uses purposive sampling technique, the severity of the service failure, the type
of service of service industry, and lastly, there are no use of other scenarios which could
probably yield different results compared to this study.
