When service recovery promises meet bystander comments: a cross-cultural study of complaint responses

Abstract This study examines how consumers from individualistic and collectivistic consumer markets form recovery expectations and loyalty intentions in response to service recovery promises and bystander comments on social media. Across two experiments, we find that complainants’ origin fundamentally shapes how they interpret recovery efforts. Individualistic consumers exposed to non-accommodative recovery promises respond more favorably when accompanied by positive consumer comments. In contrast, collectivistic consumers report higher recovery expectations and intentions when the same promises are paired with negative comments. Importantly, bystander comments exert greater influence when companies issue non-accommodative rather than accommodative responses across both markets. This research is the first to reveal that complainant origin (culture) and bystander presence jointly moderate the effects of recovery communications. The findings challenge uniform global customer behavior assumptions and offer actionable insights for managing service failures in global markets. The study advances online service recovery theory.