A cross-cultural investigation of customer reactions to service failure and recovery

Celso Augusto de Matos, Daniel von der Heyde Fernandes, Rodrigo Pinto Leis, Guilherme Trez

Research output: Contribution to journalArticlepeer-review

23 Citations (Scopus)


Despite recent investigations into cross-cultural analyses of service failure and recovery, there has been little empirical research on the influence of customers' cultural orientation. This study analyzes a survey of 463 consumers from Brazil, France, Italy, and the Netherlands. Results showed that perceived justice has a significant effect on customer satisfaction, which in turn affects repurchase, word of mouth, and the intention to complain. More specifically, the effect of procedural justice on satisfaction with service recovery was moderated by uncertainty avoidance orientation, and the effect of recovery satisfaction on the intention to complain to third parties was moderated by power distance orientation.

Original languageEnglish
Pages (from-to)211-228
Number of pages18
JournalJournal of International Consumer Marketing
Issue number3-4
Publication statusPublished - May 2011
Externally publishedYes


  • Cross-cultural
  • Cultural orientation
  • Justice
  • Recovery satisfaction
  • Satisfaction
  • Service failure
  • Service recovery
  • Word of mouth


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