Witnessing justice in action: how emotions, moral identity and commitment shape third-party reactions to service recovery

Purpose The concept of third-party justice has received limited attention in service recovery literature. This study aims to explore the concept of third-party justice and examine how emotions, moral identity and affective commitment influence third parties’ reactions to witnessed service recovery. Design/methodology/approach This study used a recall-based survey methodology to collect data from 662 customers. Data was analysed using the partial least square-structural equation modelling technique. Findings The findings of the study suggest that third-party reactions to witnessed service recovery are an interplay between cognition (self-interest motives) and emotions (moral judgements). Third-party customers’ negative word-of-mouth intentions are entirely emotion-driven, whereas their repurchase intentions are influenced by both emotion and cognition. Furthermore, the study indicates that not all customers are equally responsive to witnessed service recovery efforts. Their reactions to perceived wrongdoing are influenced by factors such as their moral identity and affective commitment to the service provider. Originality/value This study demonstrates the complex interrelationship and strategic significance of third-party justice, emotions, moral identity and affective commitment in determining customer outcomes within a shared service environment. It also highlights the importance of self-interest and moral perspective in the service recovery literature.