본 논문의 주요 목적은 문화적 차이가 소비자들의 공정성 인식과 회복 만족도에 어떻게 영향을 미치는지를 살펴보고자 함이다. 좀더 구체적으로 기술하자면 첫째, 세 가지 종류의 공정성, 즉 분배적, 절차적, 상호작용적 공정성의 중요성이 미국 소비자와 한국 소비자 사 ...

본 논문의 주요 목적은 문화적 차이가 소비자들의 공정성 인식과 회복 만족도에 어떻게 영향을 미치는지를 살펴보고자 함이다. 좀더 구체적으로 기술하자면 첫째, 세 가지 종류의 공정성, 즉 분배적, 절차적, 상호작용적 공정성의 중요성이 미국 소비자와 한국 소비자 사이에서 어떻게 달라지는지를 살펴보고자 하고, 두번째로는 각 공정성을 이루는 차원들의 중요성이 이 두 나라 소비자들 사이에서 어떻게 달라지는지를 살펴보고자 한다. 연구 결과 한국 소비자들은 만족도 형성에 있어 분배적 공정성과 절차적 공정성을 중요하게 여기며 미국 소비자들의 경우에는 상호작용적 공정성 충족이 만족도에 중요한 영향을 미치는 것으로 드러났다. 또한 한국 소비자들은 분배적 공정성을 형성함에 있어 동일 분배 (equality) 기준을 사용하며 미국 소비자들은 공평분배 (equity)기준을 사용하는 것으로 드러났다. 절차적 공정성의 경우 한국 소비자들은 유연성을 중요하게 생각하며 미국 소비자들은 회복 속도와 컨트롤(control)을 중요하게 생각하여 공정성을 인식하는 것으로 드러났다. 상호작용적 공정성의 경우 한국 소비자들은 종업원의 태도를 중심으로 공정성 인식을 하며 미국 소비자들은 서비스 실패 원인에 대한 설명 제공을 중요하게 고려하였다.

The primary objective of this article is to investigate how cultural differences influence the formation of justice perceptions and the effect of them on recovery satisfaction. More specifically, how different the importance of the three types of ju ...

The primary objective of this article is to investigate how cultural differences influence the formation of justice perceptions and the effect of them on recovery satisfaction. More specifically, how different the importance of the three types of justice; distributive, procedural, and interactional, is between American and Korean customers and how different the impacts of dimensions in each justice will be examined. Korea and the United States were chosen as a representative of East and West cultures (An and Kim 2007). Followings are specific hypotheses.
H1: Distributive justice influences Korean customers’ satisfaction more than American customers’ satisfaction.
H1-1: Korean customers are more likely to identify distributive justice based on equality than American customers.
H1-2: American customers are more likely to identify distributive justice based on equity than Korean customers.
H2: Procedural justice influences American customers’ satisfaction as much as Korean customers’ satisfaction.
H2-1: American customers are more likely to identify procedural justice based on control and accessibility than Korean customers.
H2-2: American customers are more likely to identify procedural justice based on time/speed than Korean customers.
H2-3: Korean customers are more likely to identify procedural justice based on flexibility than American customers.
H3: Interactional justice is more likely to influence the satisfaction of American customers than that of Korean customers.
H3-1: Korean customers are more likely to identify interactional justice based on a service provider’s manners/attitudes than American customers.
H3-2: American customers are more likely to identify interactional justice based on causal explanations than Korean customers.
The results of the study shows that Korean customers consider distributive and procedural justice more importantly while American customers take interactional justice more importantly. Korean customers base equality and Americans equity when they perceive distributive justice. The result is the same as existing literature (Leung and Bond 1982). As for procedural justice, Korean customers base their decision on flexibility whereas American customers focus more on control/accessibility and time/speed. Finally, Korean customers perceive interactional justice around manners/attitude while Americans value causal explanation.

The primary objective of this article is to investigate how cultural differences influence the formation of justice perceptions and the effect of them on recovery satisfaction. More specifically, how different the importance of the three types of just ...

The primary objective of this article is to investigate how cultural differences influence the formation of justice perceptions and the effect of them on recovery satisfaction. More specifically, how different the importance of the three types of justice; distributive, procedural, and interactional, is between American and Korean customers and how different the impacts of dimensions in each justice will be examined. Korea and the United States were chosen as a representative of East and West cultures

The results of the study shows that Korean customers consider distributive and procedural justice more importantly while American customers take interactional justice more importantly. Korean customers base equality and Americans equity when they perc ...

The results of the study shows that Korean customers consider distributive and procedural justice more importantly while American customers take interactional justice more importantly. Korean customers base equality and Americans equity when they perceive distributive justice. The result is the same as existing literature (Leung and Bond 1982). As for procedural justice, Korean customers base their decision on flexibility whereas American customers focus more on control/accessibility and time/speed. Finally, Korean customers perceive interactional justice around manners/attitude while Americans value causal explanation.