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A cross-cultural comparison of business complaint management expectations
journal contribution
posted on 2016-04-13, 12:17 authored by Stephan C. Henneberg, Thorsten GruberThorsten Gruber, Alexander E. Reppel, Peter Naude, Bahar Ashnai, Frank Huber, Ilma Nur ChowdhuryCopyright © Taylor and Francis Group, LLC. This study explores the complaint management expectations of 72 British and 74 German organizational buyers using automated online means-end laddering and a Hierarchical Value Map presentation. It conceptualizes the links between expected complaint resolution attributes by the buyer (i.e., means) and the buyer's value perceptions (i.e., ends). Unlike previous research, we highlight similarities and differences in the drivers behind and attributes of complaint management expectations across two countries (Germany and the United Kingdom). Even in countries appearing to be similar economically and culturally, we find differences in the desired attributes. British buyers, for example, emphasize softer complaint resolution attributes compared to Germans. Our study is the first to present a model of complaint management expectations incorporating the role of culture, and it provides managerial directions on standardization and adaption of complaint resolution attributes. Furthermore, it evaluates justice dimensions (especially interactional justice) and their impact on perceptions of complaint management.
History
School
- Business and Economics
Department
- Business
Published in
Journal of Marketing Theory and PracticeVolume
23Issue
3Pages
254 - 271Citation
HENNEBERG, S.C. ...et al., 2015. A cross-cultural comparison of business complaint management expectations. Journal of Marketing Theory and Practice, 23(3), pp. 254-271.Publisher
© Taylor & FrancisVersion
- AM (Accepted Manuscript)
Publisher statement
This work is made available according to the conditions of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) licence. Full details of this licence are available at: https://creativecommons.org/licenses/by-nc-nd/4.0/Publication date
2015Notes
This paper is in closed access until 9th Dec 2016.ISSN
1069-6679eISSN
1557-928XPublisher version
Language
- en