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Service Recovery Strategies: The Impact of Cultural Differences

Washington State University, Swiss Center Campus, cheri.becker{at}ritz.edu

Relationship marketing and economies of scope are predicted to become the next major shift in organizational practice. The service recovery concept is a major element in effective implementation of both. This article integrates current knowledge in the area of service recovery with existing knowledge pertaining to the effect of culture on consumer behavior. With the increasing globalization of our customer base, the exploration of service recovery within the context of culture is both timely and important.

Key Words: service recovery • culture • consumer behavior • consumption criticality

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