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

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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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“…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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“Justice theory, embracing the perceived fairness of both recovery processes and outcomes, is the most commonly used theoretical basis (Patterson et al., 2006).”
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“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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“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…”
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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
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“findings of Patterson et al. (2006), who also found that distributive justice accounts for large impact in perceptions of”
Background
The Effects of Apologies for Service Failures in the Global Online Retail
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“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
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Turel, O., & Connelly, C. (2013) · International Journal of Information Management · doi:10.1016/j.ijinfomgt.2013.03.005 · Cited by 68
The Routledge Companion to the Future of Marketing
Moutinho, L., Bigné, E., & Manrai, A. K. (2014) · Routledge eBooks · doi:10.4324/9780203103036 · Cited by 69
“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 69
Loyalty Programs in Emerging and Developed Markets: The Impact of Cultural Values on Loyalty Program Choice
Thompson, F. M., & Chmura, T. (2015) · Journal of International Marketing · doi:10.1509/jim.14.0125 · Cited by 64
“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 68
“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 64
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
“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
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
“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
Switching barriers and customer retention
Li, C. (2015) · Journal of Service Theory and Practice · doi:10.1108/jstp-10-2013-0220 · Cited by 75
The Effects of Cultural Individualism and Self-Confidence on Propensity to Voice: From Theory to Measurement to Practice
Chelminski, P., & Coulter, R. A. (2007) · Journal of International Marketing · doi:10.1509/jimk.15.4.94 · Cited by 62
“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 64
“…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).”
Background
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
Determinants of Customer Complaint Behavior in a Restaurant Context: The Role of Culture, Price Level, and Customer Loyalty
Kim, M. G., Lee, C.-H., & Mattila, A. S. (2014) · Journal of Hospitality Marketing & Management · doi:10.1080/19368623.2014.896762 · Cited by 59
“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
Luo, A., & Mattila, A. S. (2020) · International Journal of Hospitality Management · doi:10.1016/j.ijhm.2020.102613 · Cited by 58
Customer satisfaction in Web 2.0 and information technology development
Sharma, G., & Li, B. (2013) · Information Technology and People · doi:10.1108/itp-12-2012-0157 · Cited by 63
Prior Relationships and Consumer Responses to Service Failures: A Cross-Cultural Study
Hui, M. K., Ho, C., & Wan, L. (2011) · Journal of International Marketing · doi:10.1509/jimk.19.1.59 · Cited by 61
“Us” to co-create value and hate “them”: examining the interplay of consumer-brand identification, peer identification, value co-creation among consumers, competitor brand hate and individualism
Itani, O. S. (2020) · European Journal of Marketing · doi:10.1108/ejm-06-2019-0469 · Cited by 67
To fly or not to fly? An empirical study of trust, post-recovery satisfaction and loyalty of Malaysia Airlines passengers
Mohd‐Any, A. A., Mutum, D. S., Ghazali, E. M., & Mohamed-Zulkifli, L. (2019) · Journal of Service Theory and Practice · doi:10.1108/jstp-10-2018-0223 · Cited by 61
Dix ans de co-création de valeur : une revue intégrative
Leclercq, T., Hammedi, W., & Poncin, I. (2016) · Recherche et Applications en Marketing (French Edition) · doi:10.1177/0767370116638270 · Cited by 64
“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).”
Background
Customer Responses to Switching Costs: A Meta-Analytic Investigation of the Moderating Influence of Culture
Pick, D., & Eisend, M. (2016) · Journal of International Marketing · doi:10.1509/jim.15.0139 · Cited by 54
“…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
“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.”
BackgroundResultInfluential
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

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 › Marketing › 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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