Justice Perceptions of Complaint-handling: A Cross-cultural Comparison between PRC and Canadian Customers
Author(s)
Hui, M. K.; Au, K.
Abstract
This study compares the effects of three kinds of complaint-handling strategies, voice, compensation, and apology, on customers’ justice perceptions and post-complaint behaviors in a cross-cultural setting. Results from an experiment revealed that voice (i.e., allowing customers a chance to express dissatisfaction and listen to them) had a stronger effect on PRC customers than Canadian customers, whereas compensation had a stronger effect on Canadian customers than PRC customers. The results can be attributed to psychological determinants, including face, harmony, social status, and conflict avoidance implied by the cultural values of individualism-collectivism and consumption values. Implications and limitations of the findings are also discussed