WHO SHOULD BE RESPONSIBLE? EFFECTS OF VOICE AND COMPENSATION ON RESPONSIBILITY ATTRIBUTION, PERCEIVED JUSTICE, AND POST‐COMPLAINT BEHAVIORS ACROSS CULTURES

Effects of voice, compensation, and responsibility attribution on justice perception and post‐complaint behavior in a consumer setting were studied in a cross‐cultural study. Hotel school students in China and Canada (N = 168) read and responded to a scenario which described how a service provider handled the complaint from a customer whose coat was stained with tea. The results showed that collectivists were more likely than individualists to blame the service provider. Also, voice offered by the service provider failed to reduce its blame, and compensation actually led to more blame attributed to the service provider. Responsibility attribution was found to be able to mediate the effect of culture on post complaint behavior. A culture by voice interaction indicated that when voice was offered by the service provider, Canadians were less likely to attribute the responsibility to themselves than were Chinese. The implications of these results on justice, culture, and responsibility attribution are discussed.