新兴(与发达)市场公司的主动服务恢复绩效:客户文化取向的作用

IF 0.9 Q3 ECONOMICS

Organizations and Markets in Emerging Economies Pub Date : 2023-07-13 DOI:10.15388/omee.2023.14.92

N. N. Bakhsh, L. Hollebeek, I. Riivits-Arkonsuo, Moira K. Clark, Ramūnas Časas

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引用次数: 0

摘要

尽管服务恢复在工业客户恢复后的供应商评估中发挥着关键作用，但客户的文化取向对供应商主动恢复（即供应商在客户通知/投诉之前的恢复努力）的有效性的影响仍然很微弱，尤其是在新兴（与发达）市场。为了解决这一差距，我们开发了一个模型，该模型考察了（a）客户的文化取向对供应商发起的主动恢复和客户感知的恢复相关公正之间的关联的调节作用，以及（b）在新兴（与发达）市场背景下，客户感知的公正对关系质量的影响。为了测试该模型，我们部署了一个基于跨文化场景的实验，使用了117个丹麦工业客户（即发达市场）和109个伊朗工业客户（如新兴市场）。研究结果表明，在新兴/发达市场背景下，客户的文化取向在一定程度上调节了供应商的主动恢复和客户感知的正义之间的关系，进而提高了关系质量。

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Proactive Service Recovery Performance in Emerging (vs. Developed) Market-Based Firms: The Role of Clients’ Cultural Orientation

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.

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来源期刊

Organizations and Markets in Emerging Economies ECONOMICS-

CiteScore

1.60

自引率

0.00%

发文量

审稿时长

20 weeks

期刊介绍： The journal aims to contribute to the development and dissemination of multidisciplinary knowledge on organizations and markets in emerging economies, to increase dialogue among scholars focused on a specific emerging economy or region and to encourage and give an outlet to high quality scholarship, both local and international, to this subject. Organizations and Markets in Emerging Economies welcomes analysis of emerging economies from the perspectives of organizational sciences, marketing, economics, finance and related disciplines. The journal appreciates studies that highlight specificities and patterns that occur in emerging economies and develop new empirical and theoretical knowledge on the subject.