Department of Marketing
The role of cultural tightness–looseness in the ethics of service recovery
This research was intended to examine the moderating role of cultural tightness-looseness orientation (i.e., how strongly or weakly people pursue standardized social norms) in influencing consumers' postrecovery behaviors at an individual level. Results of two studies demonstrated that the differential level of tightness-looseness orientation of consumers to societal norms influences their perceptions of service recovery efforts, which in turn affects their postrecovery complaint behaviors. Specifically, study 1 showed that overcompensation for service failure reduced postrecovery complaint tendency among "loose" consumers but not among "tight" consumers. Study 2 revealed that while either tangible compensation or an apology might ameliorate the dissatisfaction from the failure and alleviate complaint intention among loose consumers, tight consumers seek an apology rather than tangible compensation when a service failure occurs. These findings affirmed the vital role of tightness-looseness orientation of consumers in their responses to service failures and recovery efforts. © 2012 Copyright Taylor and Francis Group, LLC.
Attainability, ethical service recovery, tightness-looseness orientation
Source Publication Title
Journal of Global Marketing
Taylor & Francis
Link to Publisher's Edition
Li, Connie, Henry Fock, and Anna S. Mattila. "The role of cultural tightness–looseness in the ethics of service recovery." Journal of Global Marketing 25.1 (2012): 3-16.