Service Recovery and Fairness Perceptions in Collectivist and Individualist Contexts

Mattila, Anna S.; Patterson, Paul G.

doi:10.1177/1094670503262947

Cited by 325Customer Service Quality and LoyaltyService and Product InnovationAI in Service Interactions

Service Recovery and Fairness Perceptions in Collectivist and Individualist Contexts

Mattila, Anna S., Patterson, Paul G.·2004·Journal of Service Research

DOI 10.1177/1094670503262947

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Abstract

As in other social exchanges, cultural norms and values are likely to influence customers’ perceptions of fairness and satisfaction with the service recovery process. This study contrasts the impact of two recovery attributes (compensation and explanation) on customers’ postrecovery perceptions in a cross-cultural context (East-Asia versus United States). The results from this experimental study indicate that compensation seems to drive customers’ fairness perceptions, in particular with American consumers. Offering an explanation for the failure had a positive impact on customer perceptions regardless of the customer’s cultural orientation. Finally, the study’s findings show that perceived fairness is directly linked to postrecovery satisfaction.

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Customer reactions to service failure depend on what is done to fix problems (outcomes), as well as how they are resolved (processes).
“Many service recovery studies have pointed out that customer reactions to service failure depend on what is done to fix problems (outcomes), as well as how they are resolved (processes) (e.g., Mattila and Patterson 2004;Sparks and McColl-Kennedy 2001).”
From Recovery Voice and Satisfaction After Service Failure: An Experimental Investigation of Mediating and Moderating Factors (2007) · cites this paper as Mattila and Patterson 2004

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Authors: Mattila, A. S., & Patterson, P. G.
Affiliations: Pennsylvania State University (US)
UNSW Sydney (AU)
ORCID: Mattila, Anna S.
Patterson, Paul G.
Venue: Journal of Service Research
Publisher: SAGE Publications
Published: 2004-05
Volume: 6
Issue: 4
Pages: 336-346
ISSN: 1094-6705 (ISSN-L)
1552-7379
DOI: 10.1177/1094670503262947
OpenAlex: W2153088094
Cited by: 325
References: 44
Citations by year: 2026: 12 · 2025: 13 · 2024: 9 · 2023: 20 · 2022: 13 · 2021: 9 · 2020: 19 · 2019: 27 · 2018: 23 · 2017: 18 · 2016: 18 · 2015: 14 · 2014: 13 · 2013: 16 · 2012: 10
FWCI: 13.72
Type: journal article
Language: en
Open access: closed
Licence: journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
Locations: Journal of Service Research (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
Physical Sciences › Computer Science › Artificial Intelligence › AI in Service Interactions
Keywords: service recovery, perceived fairness, compensation, explanation, collectivist culture, individualistic culture, cross-cultural comparison, East Asia, United States, customer satisfaction, cultural values

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Service Recovery and Fairness Perceptions in Collectivist and Individualist Contexts

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