A cross-cultural investigation of customer reactions to service failure and recovery

Despite recent investigations into cross-cultural analyses of service failure and recovery, there has been little empirical research on the influence of customers' cultural orientation. This study analyzes a survey of 463 consumers from Brazil, France, Italy, and the Netherlands. Results showed that perceived justice has a significant effect on customer satisfaction, which in turn affects repurchase, word of mouth, and the intention to complain. More specifically, the effect of procedural justice on satisfaction with service recovery was moderated by uncertainty avoidance orientation, and the effect of recovery satisfaction on the intention to complain to third parties was moderated by power distance orientation.

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