Service Failure and Recovery: A Cross-Cultural Study Comparing Brazil and France

Informações

Código: MKT1501
Divisão: MKT - Marketing
Tema de Interesse: MKT-B - Comportamento do Consumidor

Autores

Celso Augusto de Matos, Rodrigo Pinto Leis

Resumo

Managers and academicians working with service failure/recovery are concerned with thespecific variables that influence customer behavior in this context. But when it comes tocompanies that provide services for customers from different nationalities, the aspect ofcultural differences emerge as a relevant factor. Despite the recent investigations about crossculturalanalysis of service failure/recovery, there is still a gap regarding an integration of themain relevant constructs and the test of the relationships across the customer’s culturalorientation (cultural values as moderator). In order to investigate this point, a survey wasconducted with consumers from Brazil and France, using a convenience sample of 443participants. Our main results indicated that (i) there were significant differences between thetwo countries in terms of collectivism, uncertainty avoidance and power distance; (ii)Brazilians are more likely to engage in word-of-mouth as a reaction of low satisfaction, whilethe French are more likely to complain directly to the company or the consumer agency,which is attributed to the higher trait of collectivism in the Brazilian culture. These resultswere supported by the analysis of moderation at the individual level, when low collectivistsand low power distance individuals showed stronger tendencies of complaining behavior.

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