An empirical investigation of the role of culture on service recovery expectations

Abstract

Purpose To investigate the impact of culture on service recovery expectations. Design/methodology/approach Service recovery is measured through a recently developed instrument (RECOVSAT), while culture is measured through Hofstede's cultural dimensions. A total of 200 respondents completed the survey. The primary statistical technique used is multiple regression analysis. Findings The findings support the hypothesis that culture has an impact on service recovery expectations. Three of the five cultural dimensions (i.e. individualism, masculinity, and long‐term orientation) are associated with service recovery expectations. In particular, individualism is linked to higher expectations about empowerment and lower expectations about explanation. Masculinity is associated with higher expectations about the need for explanation and tangibles, whereas long‐term orientation is linked to higher expectations about tangibles. Research limitations/implications The study examines service recovery in traditional (as opposed to online) settings. Practical implications Four different strategies are recommended for managing service recovery across different cultures. Originality/value Findings have important implications for managers interested in the globalization of services.

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