Proactive Service Recovery Performance in Emerging (vs. Developed) Market-Based Firms: The Role of Clients’ Cultural Orientation
(2023) In Organizations and Markets in Emerging Economies 14(2(28)). p.260-285- Abstract
- Though service recovery plays a key role in industrial clients’ post-recovery supplier evaluations, the impact of customers’ cultural orientation on the effectiveness of supplier-instigated proactive recovery (i.e., a supplier’s recovery efforts before clients notice/complain) remains tenuous, particularly in emerging (vs. developed) markets. Addressing this gap, we develop a model that examines (a) the moderating role of clients’ cultural orientation on the association of supplier-instigated proactive recovery and client-perceived recovery-related justice, and (b) the impact of customer-perceived justice on relationship quality in the emerging (vs. developed) market context. To test the model, we deploy a cross-cultural scenario-based... (More)
- Though service recovery plays a key role in industrial clients’ post-recovery supplier evaluations, the impact of customers’ cultural orientation on the effectiveness of supplier-instigated proactive recovery (i.e., a supplier’s recovery efforts before clients notice/complain) remains tenuous, particularly in emerging (vs. developed) markets. Addressing this gap, we develop a model that examines (a) the moderating role of clients’ cultural orientation on the association of supplier-instigated proactive recovery and client-perceived recovery-related justice, and (b) the impact of customer-perceived justice on relationship quality in the emerging (vs. developed) market context. To test the model, we deploy a cross-cultural scenario-based experiment using 117 Danish industrial clients (i.e., developed market) and 109 Iranian industrial clients (i.e., emerging market). The results suggest that customers’ cultural orientation partially moderates the relationship of suppliers’ proactive recovery and customer-perceived justice, in turn boosting relationship quality in the emerging/developed market context. (Less)
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/record/a2cb5f7f-4d19-4476-a3ca-b5528792c3f8
- author
- Nik Bakhsh, Naghmeh ; Hollebeek, Linda LU ; Riivits-Arkonsuo, Iivi ; K. Clark, Moira and Casas, Ramunas
- organization
- publishing date
- 2023
- type
- Contribution to journal
- publication status
- published
- subject
- keywords
- proactive service recovery, emerging markets, cultural orientation, perceived justice, relationship quality, scenario-based experiment
- in
- Organizations and Markets in Emerging Economies
- volume
- 14
- issue
- 2(28)
- pages
- 260 - 285
- publisher
- Vilnius University Press
- external identifiers
-
- scopus:85166907369
- ISSN
- 2029-4581
- DOI
- 10.15388/omee.2023.14.92
- language
- English
- LU publication?
- yes
- id
- a2cb5f7f-4d19-4476-a3ca-b5528792c3f8
- date added to LUP
- 2023-08-14 12:02:44
- date last changed
- 2023-08-17 08:23:14
@article{a2cb5f7f-4d19-4476-a3ca-b5528792c3f8,
abstract = {{Though service recovery plays a key role in industrial clients’ post-recovery supplier evaluations, the impact of customers’ cultural orientation on the effectiveness of supplier-instigated proactive recovery (i.e., a supplier’s recovery efforts before clients notice/complain) remains tenuous, particularly in emerging (vs. developed) markets. Addressing this gap, we develop a model that examines (a) the moderating role of clients’ cultural orientation on the association of supplier-instigated proactive recovery and client-perceived recovery-related justice, and (b) the impact of customer-perceived justice on relationship quality in the emerging (vs. developed) market context. To test the model, we deploy a cross-cultural scenario-based experiment using 117 Danish industrial clients (i.e., developed market) and 109 Iranian industrial clients (i.e., emerging market). The results suggest that customers’ cultural orientation partially moderates the relationship of suppliers’ proactive recovery and customer-perceived justice, in turn boosting relationship quality in the emerging/developed market context.}},
author = {{Nik Bakhsh, Naghmeh and Hollebeek, Linda and Riivits-Arkonsuo, Iivi and K. Clark, Moira and Casas, Ramunas}},
issn = {{2029-4581}},
keywords = {{proactive service recovery; emerging markets; cultural orientation; perceived justice; relationship quality; scenario-based experiment}},
language = {{eng}},
number = {{2(28)}},
pages = {{260--285}},
publisher = {{Vilnius University Press}},
series = {{Organizations and Markets in Emerging Economies}},
title = {{Proactive Service Recovery Performance in Emerging (vs. Developed) Market-Based Firms: The Role of Clients’ Cultural Orientation}},
url = {{http://dx.doi.org/10.15388/omee.2023.14.92}},
doi = {{10.15388/omee.2023.14.92}},
volume = {{14}},
year = {{2023}},
}