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| Author: | Patterson, P. G. Cowley, E. Prasongsukarn, K. |
| Title: | Service failure recovery: the moderating impact of individual-level cultural value orientation on perceptions of justice |
| Journal: | International Journal of Research in Marketing
2006 : VOL. 23:3, p.263-277 |
| Index terms: | service marketing research |
| Freeterms: | service recovery individual cultural values satisfaction justice theory fairness |
| Language: | eng |
| Abstract: | It is now well recognized that to generate customer satisfaction and loyalty, effective service recovery program is essential. Using an experimental design with data from both Eastern and Western cultures, this study investigates how customer evaluations of recovery efforts are influenced by interplay of consumers' value orientation and service recovery attributes. The results reveal that cultural values of individual Power Distance, Uncertainty Avoidance and Collectivism do indeed interact with a firm's recovery tactics to influence perceptions of fairness (justice). Finally, all three forms of justice positively impact on overall service recovery satisfaction. |
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