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Linda Hollebeek
Visiting professor
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Proactive Service Recovery Performance in Emerging (vs. Developed) Market-Based Firms: The Role of Clients’ Cultural Orientation
Author
Summary, in English
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.
Department/s
- Marketing
Publishing year
2023
Language
English
Pages
260-285
Publication/Series
Organizations and Markets in Emerging Economies
Volume
14
Issue
2(28)
Document type
Journal article
Publisher
Vilnius University Press
Topic
- Business Administration
Keywords
- proactive service recovery
- emerging markets
- cultural orientation
- perceived justice
- relationship quality
- scenario-based experiment
Status
Published
ISBN/ISSN/Other
- ISSN: 2029-4581