Cultural Differences in the Effect of an Explanation on Consumers' Perceived Justice and Post-Recovery Satisfaction / Boo Huey Chern and Ting Lee Hui

Boo, Huey Chern and Ting, Lee Hui (2011) Cultural Differences in the Effect of an Explanation on Consumers' Perceived Justice and Post-Recovery Satisfaction / Boo Huey Chern and Ting Lee Hui. Journal of Tourism, Hospitality & Culinary Arts, 3 (2). pp. 19-29. ISSN 1985-8914 , 2590-3837

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Abstract

Service failure is an unavoidable reality faced by many service businesses today. A failure in service delivery leads to dissatisfied customer behaviors such as switching and spreading negative word-of mouth. Therefore, service providers need to be actively involved in returning customers' negative perceptions to a state of satisfaction. This study was conducted to speccally examine the effect of an explanation in mitigating the ill effect of unfavorable outcomes. In addition, the present study extended previous cultural research by focusing on the three major Eastern cultures (i.e., Chinese, Indian, and Malay/Muslim). The results of this study reveal that an explanation is associated with procedural justice. The provision of an explanation actually backfires in the Eastern cultures. Furthermore, perceived interactional justice and post-recovery satisfaction are lower among the Chinese than the Malay, while the Indian is indifferent. This study contributes to the cross-cultural relationship marketing literature. In addition, it is also provide guidance to industry practitioners in using this simplest and the most cost-effective tool as a service recovery initiative in managing customer perception.

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Item Type: Article
Creators:
Creators
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Boo, Huey Chern
UNSPECIFIED
Ting, Lee Hui
UNSPECIFIED
Subjects: G Geography. Anthropology. Recreation > GT Manners and customs > Customs relative to transportation and travel
H Social Sciences > HD Industries. Land use. Labor > Service industries
T Technology > TX Home economics > Hospitality industry. Hotels, clubs, restaurants, etc. Food service
Divisions: Universiti Teknologi MARA, Selangor > Puncak Alam Campus > Faculty of Hotel and Tourism Management
Journal or Publication Title: Journal of Tourism, Hospitality & Culinary Arts
UiTM Journal Collections: UiTM Journal > Journal of Tourism, Hospitality & Culinary Arts (JTHCA)
ISSN: 1985-8914 , 2590-3837
Volume: 3
Number: 2
Page Range: pp. 19-29
Official URL: https://www.jthca.org/
Item ID: 44417
Uncontrolled Keywords: culture, service recovery, explanation, service failure, perceived justice, post-recovery satisfaction.
URI: https://ir.uitm.edu.my/id/eprint/44417

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44417

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