Societal Norms, Need for Closure, and Service Recovery

Anna S. Mattila, Sunmee Choi

Research output: Contribution to journalArticle

Abstract

There is an increasing need for an understanding of how culture shapes consumers' service encounter evaluations. This study introduces a new aspect of culture (societal tightness or looseness) to the global marketing literature. In addition, the authors examine the role of a novel individual-level factor (Need for Closure) in influencing fairness judgments. Findings of this quasi-experimental study suggest that consumers faced with strict societal norms have more negative reactions to socially deviant employee behaviors than their counterparts in looser societies. Moreover, high Need-for-Closure individuals perceived equal compensation as more fair than either under- or overcompensation vis-à-vis other customers. The article concludes with a discussion of managerial implications for global service providers.

Original languageEnglish
Pages (from-to)356-371
Number of pages16
JournalJournal of International Consumer Marketing
Volume24
Issue number5
DOIs
Publication statusPublished - 2012 Oct 1

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Marketing
Personnel
Recovery
Compensation and Redress
Closure
Service recovery
Service provider
Fairness
Employee behaviour
Service encounter
Factors
Evaluation
Experimental study
Consumer services
Global marketing

All Science Journal Classification (ASJC) codes

  • Management Information Systems
  • Marketing

Cite this

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Societal Norms, Need for Closure, and Service Recovery. / Mattila, Anna S.; Choi, Sunmee.

In: Journal of International Consumer Marketing, Vol. 24, No. 5, 01.10.2012, p. 356-371.

Research output: Contribution to journalArticle

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