Service Recovery and Fairness Perceptions in Collectivist and Individualist Contexts
通过实验对比东亚和美国消费者，发现补偿对公平感知的影响因文化而异，而解释对公平感知有普遍正面作用，且公平感知直接影响补救后满意度。
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.