| Title |
Proactive service recovery performance in emerging (vs. developed) market-based firms: the role of clients’ cultural orientation / |
| Authors |
Bakhsh, Naghmeh Nik ; Hollebeek, Linda Desiree ; Riivits-Arkonsuo, Iivi ; Clark, Moira K ; Časas, Ramūnas |
| DOI |
10.15388/omee.2023.14.92 |
| Full Text |
|
| Is Part of |
Organizations and markets in emerging economies.. Vilnius : Vilniaus universiteto leidykla. 2023, vol. 14, no. 2, p. 260-285.. ISSN 2029-4581. eISSN 2345-0037 |
| Keywords [eng] |
proactive service recovery ; emerging markets ; cultural orientation ; perceived justice ; relationship quality ; scenario-based experiment |
| Abstract [eng] |
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 markets). The results suggest that customers’ cultural orientation partially moderates the relationship between suppliers’ proactive recovery and customer-perceived justice, in turn, boosting relationship quality in the emerging/developed market context. |
| Published |
Vilnius : Vilniaus universiteto leidykla |
| Type |
Journal article |
| Language |
English |
| Publication date |
2023 |
| CC license |
|
