在競爭激烈的環境下，如何吸引新顧客其實只是行銷過程中的一部分，企業應將重心放在如何將顧客保留，因此，有效率的進行服務補救，讓顧客能在服務失誤發生後，獲得適當的補救，讓滿意度及正面口碑的傳遞上，反而有更好的效果，進而與顧客維持更長久的關係。
對於高度服務性質的航空業，每日接觸不同國籍、價值觀及文化背景的乘客，面對服務補救時，旅客重視而影響口碑傳遞的是什麼？是互動上的感知？還是程序上的安排？或是最後結果的安排？因此，本研究以航空服務為背景，並藉由實證調查的方式，探討三種知覺公平與服務補救後滿意度與信任度的交互作用對於顧客口碑傳遞意願的影響。另外，本研究加上乘客的文化背景為調節因素，探討文化差異與補救後滿意度、信任度及口碑傳遞意願有無之間關聯性。
本研究結果發現：(1) 服務補救之感知公平能影響顧客於補救後之信任度，且信任度也會正向的影響顧客傳遞口碑的意願。(2)服務補救所產生的知覺情緒影響顧客的補救後滿意度，且補救後滿意度也會正向的影響顧客口碑傳遞意願。(3) 高低不同程度的個人主義，顯著干擾知覺情緒、補救後滿意度與口碑傳遞意願之間的關係。最後本研究亦依照研究結果相關之管理意涵，提供於航空公司作為改善服務品質的重要參考依據。

The airline industry is highly competitive, but how to attract new customers is only a part of the marketing strategy, airline companies should focus on retaining customers. Therefore, an efficient service recovery after the service failure will be very important, and it might be a firm’s “last defense” against customer defections; moreover, customers’ satisfaction has been found to be a critical antecedent of positive word-of-mouth advertising and customer loyalty.
The purpose of this research is to investigate the effects among the perception of justice in service recovery, recovery satisfaction, and word-of-mouth intention. Furthermore, we use the individual rather than the nation as the unit of moderator, and use the experimental design with data from different level of individualism. To investigate how passengers evaluation of recovery effort are influenced by interplay of consumers' value orientation and service recovery attributes.
It is found that all three justice dimensions have a significant effect on customers’ trust, and WOM intention. Service recovery satisfaction mediates the relationship between customers’ emotion and WOM intention. It is further found that different level of individualism could be the moderate effect on the relation between emotions, satisfaction and WOM intention. Managerial implications for these findings are discussed.

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