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A cross-cultural comparison of business complaint management expectations

journal contribution
posted on 13.04.2016 by Stephan C. Henneberg, Thorsten Gruber, Alexander E. Reppel, Peter Naude, Bahar Ashnai, Frank Huber, Ilma Nur Chowdhury
Copyright © 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 Practice

Volume

23

Issue

3

Pages

254 - 271

Citation

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 & Francis

Version

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

2015

Notes

This paper is in closed access until 9th Dec 2016.

ISSN

1069-6679

eISSN

1557-928X

Language

en

Exports

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Keyword(s)

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