Présentation. Service recovery has become an important component of a firm's overall quality and satisfaction program. While research on service recovery in the West has long begun the field of cross-cultural services research has only gained the attention of academic research recently. Cross-cultural services research has great potential for developing interesting new insights in services marketing. Nonetheless, existing cross-cultural service research has focused greatly on the comparison between the Eastern and the Western culture. This study examines the effect of one type of service recovery strategy, namely explanation coupled with or without apology, on recovery responses among different Asian cultures. A 3 (ethnicity; Chinese, Malay and Indian) X 2 (recovery strategy: explanation with apology vs explanation without apology) quasi-experimental, between-subject design was used. Eighty respondents from each ethnic group participated in this study. Approximately 80% of the responses were used in the final data analysis. Results show that apology enhances the justice perceptions only among the Chinese consumers. On the other hand, the justice perceptions were the lowest among the Indians when apology was offered. Finally, only interactional justice was found important in influencing customer's post-recovery satisfaction. The findings of this study have several important implications for academic researchers and industry practioners.
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