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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
How Does Culture Impact Customer Evaluation in Online Complaining?
Sengupta, S. (2019) · Journal of Global Information Management · doi:10.4018/jgim.2020040107 · Cited by 10
In the eye of the beholder
Sharifi, S., & Spassova, G. (2020) · European Journal of Marketing · doi:10.1108/ejm-06-2018-0427 · Cited by 5
Service employees' willingness to report complaints scale: Cross-country application and replication
Walsh, G., Northington, W. M., Hille, P., & Dose, D. B. (2014) · Journal of Business Research · doi:10.1016/j.jbusres.2014.09.013 · Cited by 9
Perceived Justice's Influence on Post-Purchase Intentions and Post-Recovery Satisfaction in Online Purchasing: the Moderating Role of Firm Reputation in Iran
Ghalandari, K. (2013) · Research Journal of Applied Sciences Engineering and Technology · doi:10.19026/rjaset.5.5057 · Cited by 10
“This finding is similar to those of Mattila and Patterson (2004) on service recovery measures in various cultures.”
MethodResult
Perceived justice in South African airline and hospital industries: measurement model
Meyer-Heydenrych, C. F. D., Petzer, D. J., Svari, S., & Svensson, G. (2013) · International Journal of Quality and Service Sciences · doi:10.1108/ijqss-04-2013-0021 · Cited by 9
Impact of virtual presence of others on social media service recovery evaluations: A cross-cultural perspective
Sengupta, S., Rokonuzzaman, M., Jaiswal, A., & Filieri, R. (2025) · Journal of Business Research · doi:10.1016/j.jbusres.2025.115245 · Cited by 10
The Impact of the Internet on Values in India
Lane, V. R., Khuntia, J., Parthasarathy, M., & Hazarika, B. (2017) · Journal of Global Information Management · doi:10.4018/jgim.2017070106 · Cited by 8
Cross‐Cultural Difference in Reactions to Facework During Service Failures
Friedman, R., Olekalns, M., & Oh, S. (2011) · Negotiation and Conflict Management Research · doi:10.1111/j.1750-4716.2011.00086.x · Cited by 8
The effect of implicit service guarantees on business performance
Shin, H., & Ellinger, A. E. (2013) · Journal of Services Marketing · doi:10.1108/jsm-02-2012-0037 · Cited by 8
Customer satisfaction, service failure, and service recovery
Ryan, C., & Gu, H. (2009) · Routledge eBooks · doi:10.4324/9780080569437-18 · Cited by 8
The effects of perceived justice toward service recovery on electronic word of mouth of four- and five-star hotels in Thailand
Hemthong, N., Ruanguttamanun, C., Sukprasert, A., & Tai, Y.-N. (2025) · International Journal of Quality and Service Sciences · doi:10.1108/ijqss-01-2025-0028 · Cited by 7
Thai and American mothers socialize preschoolers’ emotional development differently
Rochanavibhata, S., & Marian, V. (2023) · Scientific Reports · doi:10.1038/s41598-023-39947-0 · Cited by 10
“There is also the common phrase “jai yen,” which can be translated to “cool heart” and describes the common Thai quality of remaining calm and in control of one’s emotions 59 .”
Background
Antecedent and Outcomes of Satisfaction with Service Recovery: A Study among Mobile Phone Users in Central Region of Malaysia
Piaralal, N. K., Piaralal, S. K., & Bhatti, M. A. (2014) · Asian Social Science · doi:10.5539/ass.v10n12p210 · Cited by 7
“Therefore service providers need to have different strategies for different ethnicity (Mattila & Patterson, 2004) to enhance effective service recovery and positive behavioral outcomes.”
Background
Fairness in the local movements of tourists within a destination: justice perceptions, bus services, and destination loyalty
Zoghbi‐Manrique‐de‐Lara, P., & Guerra-Báez, R. M. (2016) · International Journal of Culture Tourism and Hospitality Research · doi:10.1108/ijcthr-09-2015-0103 · Cited by 7
Cross-Cultural Examination on Content Bias and Helpfulness of Online Reviews: Sentiment Balance at the Aspect Level for a Subjective Good
Nakayama, M., & Wan, Y. (2019) · Hawaii International Conference on System Sciences (HICSS) · doi:10.24251/hicss.2019.141 · Cited by 7
“Mattila and Patterson [43] frame such differences as distributive vs. interactional justice.”
Background
A study of the influence of individual-level cultural value orientation on the formation of service quality expectations
Reid, V. (2011) · Nottingham ePrints (University of Nottingham) · Cited by 7
Relational Networks and Family Firm Capital Structure in Thailand : Theory and Practice
Chuairuang, S. (2013) · KTH Publication Database DiVA (KTH Royal Institute of Technology) · Cited by 7
Turizm İşletmelerinde Hizmet Hataları ve Hizmet Telafisi Yöntemlerinin Müşteri Memnuniyeti Üzerindeki Etkisi: Bir Uygulama
Tarakçı, İ. E., & Göktaş, B. (2020) · Turk Turizm Arastirmalari Dergisi · doi:10.26677/tr1010.2020.311 · Cited by 6
Interpersonal Strategies in E-Complaint Refusals: Textbook Advice Versus Actual Situated Practice
Decock, S., Clerck, B. D., & Herck, R. E. V. (2020) · Business and Professional Communication Quarterly · doi:10.1177/2329490620904952 · Cited by 6
Service Recovery Activities and Customer Satisfaction: Mediating Role of Justice Dimensions: A Case Study of China
XiaoRan, W., & Omar, R. (2014) · Asian Social Science · doi:10.5539/ass.v10n18p253 · Cited by 7
How Culture Moderates the Effects of Justice in Service Recovery
Chebat, É.-R., Roth, Y., & Chebat, J. (2020) · Review of Marketing Science · doi:10.1515/roms-2019-0043 · Cited by 9
State of the Art der Forschung zum Interkulturellen Konsumentenverhalten. Eine Analyse der Literatur von 2005 bis 2010
Hoffmann, S., Fischer, S., Schwarz, U., & Mai, R. (2012) · Journal für Betriebswirtschaft · doi:10.1007/s11301-012-0090-9 · Cited by 6
The Service Recovery Process in the Meetings, Incentives, Conventions, and Exhibitions Industry: A Conceptual Model
Fawzy, A. (2009) · Journal of Convention & Event Tourism · doi:10.1080/15470140903304304 · Cited by 5
“A growing body of literature has applied the theory of justice to the investigation and understanding of service failure and recovery (eg, Collie, Sparks, & Bradley, 2000 ; Mattila & Patterson, 2004 ; Tax, Brown, & Chandrashekaran, 1998 ).”
The impact of other customers and gender on consumer complaint behaviour in the Ecuadorian restaurant setting
Fan, A., Hoof, H. B. V., Loyola, S. P., Lituma, N. S. C., & Granda, M. J. (2016) · European journal of tourism, hospitality and recreation · doi:10.1515/ejthr-2016-0003 · Cited by 5
“…was conducted in the United States and in Western Europe, and more recently was extended into Asia for cross-cultural comparison purposes (e.g., Mattila and Patterson, 2004a, 2004b; Chan and Wan, 2008; Zhang, Beatty, and Walsh, 2008; Chan, Wan, and Sin, 2009; Kim, Wen, and Doh, 2010; Wan,…”
Proactive Service Recovery Performance in Emerging (vs. Developed) Market-Based Firms: The Role of Clients’ Cultural Orientation
Bakhsh, N. N., Hollebeek, L. D., Riivits-Arkonsuo, I., Clark, M. K., & Časas, R. (2023) · Organizations and Markets in Emerging Economies · doi:10.15388/omee.2023.14.92 · Cited by 5

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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