Service failure recovery: The moderating impact of individual-level cultural value orientation on perceptions of justice

Patterson, Paul G.; Cowley, Elizabeth; Prasongsukarn, Kriengsin

doi:10.1016/j.ijresmar.2006.02.004

Cited by 525Customer Service Quality and LoyaltyService and Product InnovationCultural Differences and Values

Service failure recovery: The moderating impact of individual-level cultural value orientation on perceptions of justice

Patterson, Paul G., Cowley, Elizabeth, Prasongsukarn, Kriengsin·2006·International Journal of Research in Marketing

DOI 10.1016/j.ijresmar.2006.02.004

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The importance of different justice dimensions remains unclear; some studies show distributive justice is the most important determinant of post-complaint satisfaction, while others find it weaker than procedural and/or interactional justice.
“Similarly, the importance of different justice dimensions remains unclear.”
From A Meta-Analysis of Organizational Complaint Handling and Customer Responses (2011) · cites this paper as Patterson, Cowley, and Prasongsukarn 2006
Customers who perceive the organizational response to a complaint as fair display higher levels of post-complaint satisfaction than those who perceive the response as unfair.
“Justice theory is used in more recent studies, which provide evidence that customers, who perceive the organizational response to a complaint as fair, display higher levels of post-complaint satisfaction than those who perceive the response as unfair (Maxham III and Netemeyer 2002; Patterson, Cowley, and Prasongsukarn 2006; Smith, Bolton, and Wagner 1999).”
From A Meta-Analysis of Organizational Complaint Handling and Customer Responses (2011) · cites this paper as Patterson, Cowley, and Prasongsukarn 2006

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“…Value Differences The growth and spread of multinational service business on a global scale puts strong emphasis on the importance of integrating cultural elements in international service delivery (Donthu and Yoo 1998; Mattila 1999; Patterson, Cowley, and Prasongsukarn 2006; Voss et al. 2004).”
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“…that used the traditional four dimensions explored the influence of a collection of the dimensions (e.g. Johns et al., 2007; Kim et al., 2010; Patterson et al., 2006; Swanson et al., 2014), a few others did their research based on one dimension (e.g. Park, Kim, & O’Neill, 2014— individualism…”
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Green inclusive leadership and employee green behaviors in the hotel industry: Does perceived green organizational support matter?
Aboramadan, M., Crawford, J., Türkmenoğlu, M. A., & Farao, C. (2022) · International Journal of Hospitality Management · doi:10.1016/j.ijhm.2022.103330 · Cited by 164 · see citing works
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“Preliminary evidence clearly reveals that words speak louder than actions in relation to the short-term restoration of integrity because such restorative messages provide a signal of interactional justice (Patterson, Cowley, & Prasongsukarn, 2006).”
Sharing Sustainability: How Values and Ethics Matter in Consumers’ Adoption of Public Bicycle-Sharing Scheme
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“Prior studies on individual cultural values, such as those by Yoo and Donthu (2002) and Patterson et al. (2006), indicate that cultures are not homogenous, and individual cultural values have the same dimensionality as in Hofstede (1991) typology of national culture.”
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Blue and Red Voices: Effects of Political Ideology on Consumers’ Complaining and Disputing Behavior
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“The first factor reflects conditions in which groups or collective interests overcome the desires and needs of individuals (Patterson et al., 2006).”
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E-commerce Ethics and Its Impact on Buyer Repurchase Intentions and Loyalty: An Empirical Study of Small and Medium Egyptian Businesses
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“…for the service failure, apologising, empowering staff to resolve issues on the spot, making offers of compensation (i.e. refunds, price discounts, upgrade services, free products or services), and being courteous and respectful during the recovery process (for examples, see Patterson et al. 2006).”
Background
Tangible Service Automation: Decomposing the Technology-Enabled Engagement Process (TEEP) for Augmented Reality
Heller, J., Chylinski, M., de Ruyter, K., Keeling, D. I., Hilken, T., & Mahr, D. (2020) · Journal of Service Research · doi:10.1177/1094670520933692 · Cited by 124 · see citing works
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“Moreover, cultural congruency may minimize possible conflicts especially when dealing with incidents of service failure and recovery ( Patterson et al. , 2006”
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Cross-cultural research in international marketing: clearing up some of the confusion
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A Multinational Examination of the Symbolic–Instrumental Framework of Consumer–Brand Identification
Lam, S. K., Ahearne, M., & Schillewaert, N. (2011) · Journal of International Business Studies · doi:10.1057/jibs.2011.54 · Cited by 113 · see citing works
“We adapted these scales from Erdem et al. (2006) and Patterson, Cowley, and Prasongsukarn (2006).”
Cross-Cultural Differences in the Effect of Received Word-of-Mouth Referral in Relational Service Exchange
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“So, while several studies (Kau & Loh, 2006; Patterson et al., 2006; Smith et al., 1999) prove that distributive justice (redress) has more influence than interactional justice (courtesy) on satisfaction with the service recovery, Tax et al. (1998) find that interactional justice has the biggest…”
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Leveraging service recovery strategies to reduce customer churn in an emerging market
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The effect of emotional provider support on angry versus anxious consumers
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“Customer focused managers seek to provide redress for their customers via some recovery effort that attempts to offset the experienced loss (Patterson et al., 2006).”
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The effect of power distance and individualism on service quality expectations in banking
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“Still, perceived justice is a very broad concept and can be broken down into independent dimensions ( Patterson et al. , 2006”
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Sharing with perfect strangers: The effects of self-disclosure on consumers’ trust, risk perception, and behavioral intention in the sharing economy
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Schumann, J. H., von Wangenheim, F., Stringfellow, A., Yang, Z., Praxmarer, S., Jiménez, F. R., Blažević, V., Shannon, R. M., Shainesh, G., & Komor, M. (2010) · Journal of Service Research · doi:10.1177/1094670510368425 · Cited by 84 · see citing works
Why are Generation Y consumers the most likely to complain and repurchase?
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A bibliometric investigation of service failure literature and a research agenda
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Traveler preferences from online reviews: Role of travel goals, class and culture
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Examining empathy and responsiveness in a high-service context
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Development of hospitality and tourism employees’ emotional intelligence through developing their emotion recognition abilities
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“…indicates that consumer differences in individual level collectivist values play an important role in explaining differences in consumers' cognitive style, attitudes, self-concept and impulsive purchasing behavior (e.g. Bond, 2002; Kacen & Lee, 2002; McCarty & Shrum, 2001; Patterson et al., 2006).”
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Power distance and its implications for upward communication and empowerment: crisis management and recovery in hospitality services
Koç, E. (2013) · The International Journal of Human Resource Management · doi:10.1080/09585192.2013.778319 · Cited by 75 · see citing works
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“Our research supports the multidimensionality of service fairness and the relative influence of different justice perceptions on the formation of service loyalty (Patterson et al. 2006; Smith, Bolton, and Wagner 1999).”
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Service Failure and Recovery in B2B Markets – A Morphological Analysis
Baliga, A. J., Chawla, V., Vijaya Sunder, M., Ganesh, L. S., & Sivakumaran, B. (2020) · Journal of Business Research · doi:10.1016/j.jbusres.2020.09.025 · Cited by 73 · see citing works
“Justice theory, embracing the perceived fairness of both recovery processes and outcomes, is the most commonly used theoretical basis (Patterson et al., 2006).”
An examination of the impact of cultural orientation and familiarity in service encounter evaluations
Patterson, P. G., & Mattila, A. S. (2008) · International Journal of Service Industry Management · doi:10.1108/09564230810903514 · Cited by 73 · see citing works
“Furthermore, it has been suggested in cross-cultural studies that the chance of marketing success will be greatly improved if attention is directed at consumer, rather than country, characteristics (Patterson et al., 2006; Keilor et al., 2001).”
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The effect of psychological capital on start-up intention among young start-up entrepreneurs
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Perceived Justice in Service Recovery and Recovery Satisfaction: The Moderating Role of Corporate Image
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“Many authors have found that all three forms of justice including distributive justice, procedural justice, interactional justice have a positive effect on overall service recovery satisfaction (Patterson et al., 2006; dos Santos & Fernandes, 2008; Kim et al., 2009; Karande et al., 2007; Karatepe, 2006; Ok et al., 200…”
Cultural Moderation in the Formation of Recovery Satisfaction Judgments: A Cognitive-Affective Perspective
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“Empirical evidence shows that compensation fulfills such an offsetting function: it enhances distributive justice, which in turn fosters post-complaint satisfaction (Mattila and Patterson 2004a; Patterson et al. 2006; Smith et al. 1999).”
Background
Re‐examining the effect of service recovery: the moderating role of brand equity
Huang, M. (2011) · Journal of Services Marketing · doi:10.1108/08876041111173633 · Cited by 69 · see citing works
“findings of Patterson et al. (2006), who also found that distributive justice accounts for large impact in perceptions of”
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The Effects of Apologies for Service Failures in the Global Online Retail
Sengupta, S., Ray, D., Trendel, O., & Vaerenbergh, Y. V. (2018) · International Journal of Electronic Commerce · doi:10.1080/10864415.2018.1462951 · Cited by 70 · see citing works
“For instance, Patterson, Cowley, and Prasongsukarn [50] showed that power distance influences customers’ interaction with the service provider based on the status of the service personnel performing the recovery: Customers from Eastern cultures receiving an apology from a high-status employee have higher justice perce…”
BackgroundResultInfluential
Cognitive image, affective image, cultural dimensions, and conative image: A new conceptual framework
Yang, S., Isa, S. M., Yao, Y., Xia, J., & Liu, D. (2022) · Frontiers in Psychology · doi:10.3389/fpsyg.2022.935814 · Cited by 66 · see citing works
“Patterson et al. (2006) put forward the idea that individual cultural traits provide greater explanatory power than nationality.”
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Too busy to help: Antecedents and outcomes of interactional justice in web-based service encounters
Turel, O., & Connelly, C. E. (2013) · International Journal of Information Management · doi:10.1016/j.ijinfomgt.2013.03.005 · Cited by 67 · see citing works
The Routledge Companion to the Future of Marketing
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“For example, Patterson et al. (2006) show that Power Distance, Uncertainty Avoidance, and Collectivism, interact with consumers’ fairness perceptions.”
Background
Employing proactive interaction for service failure prevention to improve customer service experiences
Shin, H., Ellinger, A. E., Mothersbaugh, D. L., & Reynolds, K. E. (2017) · Journal of Service Theory and Practice · doi:10.1108/jstp-07-2015-0161 · Cited by 64 · see citing works
Loyalty Programs in Emerging and Developed Markets: The Impact of Cultural Values on Loyalty Program Choice
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“When firms expand abroad, they are faced with the likelihood that consumers’ preferences for a particular value proposition will differ from country to country as a result of varying cultural values (e.g., De Mooij and Hofstede 2002; Patterson, Cowley, and Prasongsukarn 2006).”
Background
How to influence consumer mindset: A perspective from service recovery
Harun, A., Rokonuzzaman, M., Prybutok, G. T., & Prybutok, V. R. (2018) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2018.01.012 · Cited by 64 · see citing works
“A consumer considers treatment fair if information is exchanged and the outcomes are obtained in a respectful way (Patterson et al., 2006).”
Background
Effect of corporate social responsibility, customer attribution and prior expectation on post-recovery satisfaction
Siu, N. Y., Zhang, J., & Kwan, H. Y. (2014) · International Journal of Hospitality Management · doi:10.1016/j.ijhm.2014.08.007 · Cited by 62 · see citing works
Do supplier perceptions of buyer fairness lead to supplier sales growth?
Zaefarian, G., Najafi-Tavani, Z., Henneberg, S. C. M., & Naudé, P. (2015) · Industrial Marketing Management · doi:10.1016/j.indmarman.2015.07.003 · Cited by 63 · see citing works
“Fairness theory is related to complaint management (Yi & Gong, 2008), equity theory, and service recovery research (Patterson et al., 2006; Smith et al., 1999).”
BackgroundInfluential
An extended service recovery model: the moderating impact of temporal sequence of events
Prasongsukarn, K., & Patterson, P. G. (2012) · Journal of Services Marketing · doi:10.1108/08876041211266477 · Cited by 62 · see citing works
Self-citation
Demystifying Cultural Differences in Country-of-Origin Effects: Exploring the Moderating Roles of Product Type, Consumption Context, and Involvement
Sharma, P. (2011) · Journal of International Consumer Marketing · doi:10.1080/08961530.2011.602952 · Cited by 62 · see citing works
“Others find the 26-item CVSCALE (Donthu and Yoo 1998 ) quite reliable (Patterson, Cowley, and Prasongsukarn 2006 ; Soares et al.”
Background
Culture's Impact on the Importance of Fairness in Interorganizational Relationships
Lund, D. J., Scheer, L. K., & Kozlenkova, I. V. (2013) · Journal of International Marketing · doi:10.1509/jim.13.0020 · Cited by 61 · see citing works
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“Moreover, globalization and the diversity of cultural values (Vandello and Cohen 1999) suggest that it is important to consider voicing in a global context (Patterson, Cowley, and Prasongsukarn 2006; Van Birgelen et al. 2002).”
BackgroundInfluential
The Positive Effects of Customers’ Power on Their Behavioral Responses After Service Failure
Sembada, A. Y., Tsarenko, Y., & Tojib, D. (2016) · Journal of Service Research · doi:10.1177/1094670516645188 · Cited by 61 · see citing works
“…has shown that culture moderates how power influences purchase decisions (Wong, Newton, and Newton 2014; Wong and Shavitt 2010), service performance appraisal (Mattila 2000), response to service recovery (Patterson, Cowley, and Prasongsukarn 2006), and revenge (Zourrig, Chebat, and Toffoli 2009).”
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Antecedents and consequences of innate willingness to pay for innovations: Understanding motivations and consumer preferences of prospective early adopters
Frank, B., Enkawa, T., Schvaneveldt, S. J., & Torrico, B. C. H. (2015) · Technological Forecasting and Social Change · doi:10.1016/j.techfore.2015.06.029 · Cited by 59 · see citing works
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“Future research should conduct an individuallevel analysis, rather than a country-level analysis, because categorizing the findings based on cultural dimensions rather than on nationality should have greater explanatory power (Patterson et al., 2006).”
Method
Discrete emotional responses and face-to-face complaining: The joint effect of service failure type and culture
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“Contrairement à l’orientation individualiste, l’orientation collectiviste reflète les conditions dans lesquelles les intérêts collectifs surpassent les désirs et besoins individuels (Patterson et al., 2006).”
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Customer Responses to Switching Costs: A Meta-Analytic Investigation of the Moderating Influence of Culture
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“…of procedural justice when the employee kept them informed of what was happening during the service recovery process, whereas those with lower uncertainty avoidance orientation did not report a greater sense of procedural justice or distributive justice (Patterson, Cowley, and Prasongsukarn 2006).”
Background
Cross-cultural comparison of Chinese and Arab consumer complaint behavior in the hotel context
Jahandideh, B., Golmohammadi, A., Meng, F., O’Gorman, K. D., & Taheri, B. (2014) · International Journal of Hospitality Management · doi:10.1016/j.ijhm.2014.04.011 · Cited by 53 · see citing works
“Previous cross-cultural CCB studies (e.g., Ngai et al. 2007; Patterson et al. 2006) consider Asian consumers as a unique and homogeneous entity regarding complaint behavior.”
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Erratum to: Sharing Sustainability: How Values and Ethics Matter in Consumers’ Adoption of Public Bicycle-Sharing Scheme
Yin, J., Qian, L., & Singhapakdi, A. (2016) · Journal of Business Ethics · doi:10.1007/s10551-016-3120-z · Cited by 53 · see citing works

The impact of cultural value orientation on customer perceptions of post-recovery service satisfaction in an Eastern context
Prasongsukarn, K. (2022) · UNSWorks (University of New South Wales, Sydney, Australia) · doi:10.26190/unsworks/21938 · Cited by 2 · see citing works
Self-citation
Hofstede의 5가지 문화 차원에 따른 서비스회복 공정성 지각이 고객만족에 미치는 영향
유창, & 한진수 (2012) · 관광연구저널
Service Recovery and Fairness Perceptions in Collectivist and Individualist Contexts
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Self-citation
A Cross-Cultural Investigation of Customer Reactions to Service Failure and Recovery
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Investigating the role of customers’ perceptions of employee effort and justice in service recovery
Yani‐de‐Soriano, M., Hanel, P. H. P., Vázquez‐Carrasco, R., Cambra‐Fierro, J., Wilson, A. M., & Centeno, E. (2019) · European Journal of Marketing · doi:10.1108/ejm-09-2017-0570 · Cited by 47 · see citing works

Authors: Patterson, P. G., Cowley, E., & Prasongsukarn, K.
Affiliations: UNSW Sydney (AU)
The University of Sydney (AU)
Assumption University (TH)
Corresponding author: Patterson, Paul G.
ORCID: Patterson, Paul G.
Cowley, Elizabeth
Venue: International Journal of Research in Marketing
Publisher: Elsevier BV
Published: 2006-09
Volume: 23
Issue: 3
Pages: 263-277
ISSN: 0167-8116 (ISSN-L)
DOI: 10.1016/j.ijresmar.2006.02.004
OpenAlex: W1966247556
Cited by: 525
References: 76
Citations by year: 2026: 10 · 2025: 20 · 2024: 15 · 2023: 28 · 2022: 25 · 2021: 27 · 2020: 46 · 2019: 35 · 2018: 31 · 2017: 53 · 2016: 36 · 2015: 31 · 2014: 30 · 2013: 28 · 2012: 21
FWCI: 25.48
Type: journal article
Language: en
Open access: closed
Licence: www.elsevier.com/tdm/userlicense/1.0/ (tdm)
Locations: International Journal of Research in Marketing (publishedVersion)
Topics: Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Customer Service Quality and Loyalty
Social Sciences › Business, Management and Accounting › Marketing › Service and Product Innovation
Social Sciences › Psychology › Social Psychology › Cultural Differences and Values
Keywords: service recovery, cultural value orientations, perceptions of justice, distributive justice, procedural justice, interactional justice, power distance, uncertainty avoidance, collectivism, apology, cognitive control, customer satisfaction, customer loyalty, Eastern and Western cultures

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Service failure recovery: The moderating impact of individual-level cultural value orientation on perceptions of justice

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