Must Service Recovery Justice Lead to Customer Satisfaction? The Moderating Effects of Cultural Variables

Joseph L. M. Lee*, Noel Y. M. Siu, Tracy J. F. Zhang

*Corresponding author for this work

Research output: Chapter in book/report/conference proceedingChapterpeer-review


Providing zero-defect service should be the desired objective of all service marketers, but service failure is common and inevitable due to the unique characteristics of services. The present study advances the literature by examining the moderating roles of concern for face (CFF) and belief in fate (BIF) in the relationships linking distributive and interactional justice, and post-recovery satisfaction. The relationship between post-recovery satisfaction and service quality is also explored. The model is empirically tested using survey data collected from 600 telecommunications service customers in Hong Kong, and analyzed using partial least squares (PLS) technique. The findings indicate that CFF strengthens the relationship between interactional justice and post-recovery satisfaction, while BIF strengthens the effect of distributive justice on post-recovery satisfaction. Results signal the importance of employee training and self-service for face protection and free-of-charge services for fate control. Besides, post-recovery satisfaction is positively related to perceived service quality. It is the first study to explore cultural variables (CFF and BIF) as moderators in the relationship between service recovery justice and post-recovery satisfaction.

Original languageEnglish
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
EditorsPatricia Rossi
PublisherSpringer Cham
Number of pages12
ISBN (Electronic)9783319473314
ISBN (Print)9783319473307
Publication statusE-pub ahead of print - Apr 2017
EventMarketing at the Confluence between Entertainment and Analytics: 2016 Academy of Marketing Science (AMS) World Marketing Congress - Paris, France
Duration: 19 Jul 201623 Jul 2016

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173


ConferenceMarketing at the Confluence between Entertainment and Analytics

Scopus Subject Areas

  • Strategy and Management
  • Marketing


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