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Online merchants use various explanation types (excuse, defense, referring to others and apology) as recovery forms for service failure. Customers with different cultural tendency have different culture norm tightness and self-construal. This study investigates three research questions: (1) how do recovery forms affect recovery performance? (2) how does self-construal affect the recovery process? (3) how does social norm tightness affect the recovery process? Accordingly, this study has found that first, fairness perception and failure attributions mediate recovery forms and performances. Second, defense angles and tone styles affect positive word-of-mouth and self-construal is a moderator in the process. Third, defense angles and tone styles affect persuasiveness and social norm tightness is a moderator.Overall, this study could provide managerial insights and practical advice for online services.

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The Impact of Service Recovery Forms and Cultural Differences on Recovery Performance

  • 会议论文

  • 发表日期：

    2025年

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  • Ling Zhang,
  • Pin-Hsuan Chen,
  • Weiting Zheng,
  • Pei-Luen Patrick Rau

摘要

Online merchants use various explanation types (excuse, defense, referring to others and apology) as recovery forms for service failure. Customers with different cultural tendency have different culture norm tightness and self-construal. This study investigates three research questions: (1) how do recovery forms affect recovery performance? (2) how does self-construal affect the recovery process? (3) how does social norm tightness affect the recovery process? Accordingly, this study has found that first, fairness perception and failure attributions mediate recovery forms and performances. Second, defense angles and tone styles affect positive word-of-mouth and self-construal is a moderator in the process. Third, defense angles and tone styles affect persuasiveness and social norm tightness is a moderator.Overall, this study could provide managerial insights and practical advice for online services.