How Does Culture Impact Customer Evaluation in Online Complaining?: Evidence from Germany and India

Sanchayan Sengupta

Source Title: Research Anthology on Social Media Advertising and Building Consumer Relationships

ISBN13: 9781668462874|ISBN10: 1668462877|EISBN13: 9781668462881

DOI: 10.4018/978-1-6684-6287-4.ch083

MLA

Sengupta, Sanchayan. "How Does Culture Impact Customer Evaluation in Online Complaining?: Evidence from Germany and India." Research Anthology on Social Media Advertising and Building Consumer Relationships, edited by Information Resources Management Association, IGI Global, 2022, pp. 1539-1572. https://doi.org/10.4018/978-1-6684-6287-4.ch083

APA

Sengupta, S. (2022). How Does Culture Impact Customer Evaluation in Online Complaining?: Evidence from Germany and India. In I. Management Association (Ed.), Research Anthology on Social Media Advertising and Building Consumer Relationships (pp. 1539-1572). IGI Global. https://doi.org/10.4018/978-1-6684-6287-4.ch083

Chicago

Sengupta, Sanchayan. "How Does Culture Impact Customer Evaluation in Online Complaining?: Evidence from Germany and India." In Research Anthology on Social Media Advertising and Building Consumer Relationships, edited by Information Resources Management Association, 1539-1572. Hershey, PA: IGI Global, 2022. https://doi.org/10.4018/978-1-6684-6287-4.ch083

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Abstract

This article investigates how customers' cultural orientation impacts their service evaluations when complaining online on social media. Two separate scenario-based experimental studies were conducted using non-student samples from two culturally diverse countries (Germany and India). Study 1 using 83 participants from Germany and 83 from India shows that when causal explanations for service failure are given, individualists have higher perceived justice. Study 2 with 81 participants from Germany and 82 from India shows that when cognitive control is given through regular updates during service recovery to high uncertainty avoidance seekers, they show higher perceived justice. The three independent justice dimensions positively influence recovery satisfaction, with informational justice showing the strongest impact, followed by procedural and distributive justice. This research thus contributes to the nascent literature in social media complaining. Managers of online service organizations can benefit from these findings when developing their complaint management strategies.