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Service Recovery and Fairness Perceptions in Collectivist and Individualist Contexts

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

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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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Background
Crime and Punishment
Kim, Y. “. K., & Smith, A. K. (2005) · Journal of Service Research · doi:10.1177/1094670505279418 · Cited by 47
Geysers or Bubbling Hot Springs? A Cross-Cultural Examination of Customer Rage From Eastern and Western Perspectives
Patterson, P. G., Brady, M. K., & McColl‐Kennedy, J. R. (2016) · Journal of Service Research · doi:10.1177/1094670516649057 · Cited by 46
“To help answer this question, other relevant individual differences such as desire for control, anger proneness (Spielberger 1999), attribution of blame (Mattila and Patterson 2004), and seeking redress (Chebat, Davidow, and Codjovi 2005) might be examined.”
BackgroundSelf-citation
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 51
“This argument is consistent with the finding that East Asian consumers have less tolerance for uncertain and ambiguous situations than US consumers do (Mattila and Patterson, 2004b).”
BackgroundResultInfluential
The Behavioral Consequences of Regret, Anger, and Frustration in Service Settings
Le, A. N. H., & Ho, H. X. (2019) · Journal of Global Marketing · doi:10.1080/08911762.2019.1628330 · Cited by 46
“Confucian societies are more likely to respect social harmony (Nguyen et al., 2009; Manrai et al., 2019; Mattila & Patterson, 2004); thus, consumers are less aggressive, and the level of anger might be lower than in individualistic societies.”
Background
Perceived justice, service satisfaction and behavior intentions following service recovery efforts in a South African retail banking context
Petzer, D. J., De Meyer-Heydenrych, C. F., & Svensson, G. (2017) · International Journal of Bank Marketing · doi:10.1108/ijbm-04-2016-0047 · Cited by 45
Interactive Effects of Proactive and Reactive Service Recovery Strategies: The Case of Rapport and Compensation1
Worsfold, K., Worsfold, J., & Bradley, G. (2007) · Journal of Applied Social Psychology · doi:10.1111/j.1559-1816.2007.00267.x · Cited by 45
Understanding effects of co-creation on cognitive, affective and behavioral evaluations in service recovery: An ethnocultural analysis
Gohary, A., Hamzelu, B., Pourazizi, L., & Hanzaee, K. H. (2016) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2016.03.016 · Cited by 45
“In the same vein, Mattila and Patterson (2004a) found that perceived justice and customer satisfaction in post-recovery behavior differ in the U.S and Malaysia as an Islamic country.”
Background
Knowledge sharing motives and value co-creation behavior of the consumers in physiotherapy services: a cross-cultural study
Bhatti, W. A., Glowik, M., & Arslan, A. (2020) · Journal of Knowledge Management · doi:10.1108/jkm-04-2020-0273 · Cited by 48
Determining adequate tangible compensation in service recovery processes for developed and developing countries: The role of severity and responsibility
Bambauer-Sachse, S., & Rabeson, L. E. (2014) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2014.08.001 · Cited by 49
Understanding Guest Tolerance and the Role of Cultural Familiarity in Hotel Service Failures
Trianasari, N., Butcher, K., & Sparks, B. (2017) · Journal of Hospitality Marketing & Management · doi:10.1080/19368623.2017.1329677 · Cited by 44
“Several scholars have placed more importance on core service aspects (Levesque & McDougall, 2000; Mattila & Patterson, 2004).”
Background
A Study of Perceived Innovation Characteristics Across Cultures and Stages of Diffusion
Flight, R. L., Allaway, A. W., Kim, W.-M., & D’Souza, G. (2011) · The Journal of Marketing Theory and Practice · doi:10.2753/mtp1069-6679190107 · Cited by 44
“…including Lee and Green (1991) in their application of the Fishbein behavioral intentions model to each culture, Wickliffe and Pysarchik’s (2001) consumer behavior through group integration work, and Mattila and Patterson (2004) in their investigation of perceived fairness during social exchanges.”
Background
Customers need to relate: The conditional warm glow effect of CSR on negative customer experiences
Alhouti, S., Wright, S. A., & Baker, T. L. (2020) · Journal of Business Research · doi:10.1016/j.jbusres.2020.11.047 · Cited by 52
The relationship between job demand stressors, service recovery performance and job outcomes in a state-owned enterprise
Rod, M., Ashill, N. J., & Carruthers, J. (2007) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2007.02.002 · Cited by 43
“To date, studies of service recovery performance and job demand stressors have exclusively focused on services such as banking, hospitality and health (Boshoff and Allen, 2000; Yavas et al., 2003; Matilla and Patterson, 2004; Ashill et al., 2005).”
Background
Testing the Impact of the Human Resource Management Practices on Job Performance: An Empirical Study in the Egyptian Joint Venture Petroleum Companies
Atteya, N. M. (2012) · Cited by 42
Effects of Service Recovery Expectation and Recovery Justice on Customer Citizenship Behavior in the E-Retailing Context
Zhu, T., Liu, B., Song, M., & Wu, J. (2021) · Frontiers in Psychology · doi:10.3389/fpsyg.2021.658153 · Cited by 42
“Wirtz and Mattila (2004) stated that post-recovery satisfaction is the intermediate variable between service recovery characteristics and behavioral intention.”
Background
The entitlement/forgiveness conflict of self-relevant and self-neutral relationships during service failure and recovery
Wolter, J. S., Bacile, T. J., Smith, J. S., & Giebelhausen, M. D. (2019) · Journal of Business Research · doi:10.1016/j.jbusres.2019.07.008 · Cited by 44
How individualism–collectivism influences consumer responses to the sharing economy: Consociality and promotional type
Mai, S., Ketron, S. C., & Yang, J. (2019) · Psychology and Marketing · doi:10.1002/mar.21269 · Cited by 40
The Importance of Error Management Culture in Organizations: The Impact on Employee Helping Behaviors During Service Failures and Recoveries in Restaurants
Guchait, P., Paşamehmetoğlu, A., & Lanza-Abbott, J. (2014) · Journal of Human Resources in Hospitality & Tourism · doi:10.1080/15332845.2014.904175 · Cited by 45
“The concept of service failure and service recovery has been extensively studied in the hospitality field (e.g., Hoffman, Kelly, & Rotalsky, 1995; Mattila & Patterson, 2004; Smith, Bolton, & Wagner, 1999).”
Background
To post or not to post? Exploring the motivations behind brand-related engagement types on social networking sites
Yesiloglu, S., Memery, J., & Chapleo, C. (2021) · Internet Research · doi:10.1108/intr-01-2020-0038 · Cited by 40
Explaining consumer complaining behaviour in double deviation scenarios: the banking services
Casado‐Díaz, A. B., & Nicolau, J. L. (2009) · Service Industries Journal · doi:10.1080/02642060902793524 · Cited by 38
“In this study, we centre on two of the previous dimensions, apology and explanation, as two recovery strategies that recent research has claimed to deserve more attention (Mattila & Patterson, 2004).”
Dining Occasions, Service Failures and Customer Complaint Behaviours: an Empirical Assessment
Chang, J., Khan, M. H., & Tsai, C. (2011) · International Journal of Tourism Research · doi:10.1002/jtr.874 · Cited by 38
The moderating roles of organizational justice on the relationship between emotional exhaustion and organizational loyalty in airline services
Hur, W., Park, S. I., & Moon, T. (2014) · Journal of Services Marketing · doi:10.1108/jsm-07-2012-0118 · Cited by 42
MORALS AND MORES: EXPERIMENTAL EVIDENCE ON EQUITY AND EQUALITY
Konow, J., Saijo, T., & Akai, K. (2009) · Cited by 36
When and Why a Squeakier Wheel Gets More Grease: The Influence of Cultural Values and Anger Intensity on Customer Compensation
Glikson, E., Rees, L. L., Wirtz, J., Kopelman, S., & Rafaeli, A. (2019) · Journal of Service Research · doi:10.1177/1094670519838623 · Cited by 37

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 › Marketing › Customer Service Quality and Loyalty
Social Sciences › Business, Management and Accounting › Marketing › Service and Product Innovation
Social Sciences › Business, Management and Accounting › Marketing › 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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