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Article
Publication date: 13 September 2024

Joseph Lok-Man Lee, Noel Yee-Man Siu, Tracy Junfeng Zhang and Shun Mun Helen Wong

The purpose of this paper is to investigate the moderating role of cultural factors (concern for face and stability of attribution) in the relationships among service recovery…

150

Abstract

Purpose

The purpose of this paper is to investigate the moderating role of cultural factors (concern for face and stability of attribution) in the relationships among service recovery quality, postrecovery satisfaction and repurchase intention. Based on the politeness theory, this paper proposes a theoretical model for understanding how concern for face and stability of attribution may affect collectivists’ consumption behavior.

Design/methodology/approach

Data were collected in a field survey of 600 Hong Kong consumers who had experienced a telecommunications service failure. Partial least squares structural equation modeling (PLS-SEM) was used to test the theoretical hypotheses.

Findings

A cultural factor of concern for face is found to negatively moderate the relationship between service recovery quality and postrecovery satisfaction. Face also positively influences the relationship between postrecovery satisfaction and repurchase intention. Another cultural factor, stability of attribution, is found to negatively moderate the relationship between service recovery quality and postrecovery satisfaction and to negatively moderate the relationship between postrecovery satisfaction and repurchase intention.

Practical implications

This study contributes to the understanding of the relevance of concern for face and stability of attribution in collectivists’ consumption behavior. The findings have significant implications for managers in a position to exploit the cultural value mechanisms of collectivist consumers.

Originality/value

To the best of the authors’ knowledge, this has been the first research to examine the impact of concern for face and stability of attribution among service recovery quality, postrecovery satisfaction and repurchase intention.

Details

Journal of Asia Business Studies, vol. 18 no. 6
Type: Research Article
ISSN: 1558-7894

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Article
Publication date: 14 June 2023

Joseph Lok-Man Lee, Vanessa Liu and Calvin Cheng

Unlike traditional products and services, customer motivation to purchase green products/services may be due to non-marketing factors, such as their personal values about health…

963

Abstract

Purpose

Unlike traditional products and services, customer motivation to purchase green products/services may be due to non-marketing factors, such as their personal values about health. In this study, the authors aim to propose and validate an integrative model using both advertising attitude factors and health beliefs to explain purchase intention and word of mouth in the context of green marketing. The authors focus specifically on collectivist consumers as values and social norms that tend to be more salient in driving their decisions.

Design/methodology/approach

The model was tested empirically using a survey study with 308 Chinese consumers in Hong Kong. The data were analyzed using confirmatory composite analysis (CCA) and partial least squares structural equation modeling.

Findings

All health beliefs were significant predictors of green advertising attitude. Green satisfaction fully mediates the relationship between green advertising attitude and positive word of mouth for products and services with green advertising for collectivist Chinese consumers. Meanwhile, green satisfaction partially mediates the relationship between green advertising attitude and purchase intention. In addition, green brand equity partially mediates the green advertising attitude–purchase intention/positive word of mouth link.

Practical implications

The significant impacts of health belief factors on green advertising attitude present important implications to advertising managers in terms of the use of information appeal in promoting green products/services. Green brand equity should also be developed in order to optimize green advertising effectiveness, especially in the context of collectivist customers.

Originality/value

This research is one of the first few studies investigating the mediating role of green satisfaction and green brand equity for collectivist consumer behaviors based on the health belief model (HBM).

Details

Asia Pacific Journal of Marketing and Logistics, vol. 35 no. 12
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 15 September 2020

Joseph Lok-Man Lee, Noel Yee-Man Siu and Tracy Jun-Feng Zhang

Can we always expect that service recovery justice leads to satisfaction? Literature has shown that a number of moderating factors impact the recovery justice-satisfaction link in…

753

Abstract

Purpose

Can we always expect that service recovery justice leads to satisfaction? Literature has shown that a number of moderating factors impact the recovery justice-satisfaction link in different cultures. However, there is a dearth of research that has indicated the key cultural variables that play a moderating role. This study aims to attempt to fill the research gap by investigating the moderating role of concern for face, belief in fate and brand equity in the relationship between perceived justice and satisfaction in Chinese culture during service recovery.

Design/methodology/approach

The hypothesized relationships are tested using data from interviews with 600 persons who have recently complained about their telecommunications services. Structural equation modeling is applied in analyzing their responses.

Findings

Concern for face is found to strengthen the relationship between interactional justice perceptions and satisfaction, but to weaken the relationship between distributive justice perceptions and satisfaction. Belief in fate weakens the link between perceptions of interactional justice and satisfaction. Brand equity positively moderates the relationship between perceptions of interactional justice and satisfaction, but it negatively moderates the relationship between perceptions of distributive justice and satisfaction.

Practical implications

The cultural variables, namely, face, fate and brand equity, are found to serve as a moderating role in the relationship between recovery justice dimensions and satisfaction. They are more salient when it is related to social element. Face and brand equity, as interpersonal constructs, aggravate the impact of interactional justice on satisfaction. Fate, as non-social factor, weakens the impact of interactional justice on satisfaction. It is argued that managers should provide staff training in product knowledge and customer service as a preventive measure against damage to the brand. Regular customer satisfaction research and benchmarking exercises should be conducted to understand how customers perceive interactional justice.

Originality/value

This has been the first research to examine the impact of concern for face, belief in fate and brand equity in the relationship between justice perceptions and post-recovery satisfaction during service recovery.

Details

Journal of Consumer Marketing, vol. 37 no. 7
Type: Research Article
ISSN: 0736-3761

Keywords

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