The antecedents of complaint behaviour for Brazilian and French consumers of services

Using a cross‐cultural approach, this study investigates customer satisfaction after a service failure and recovery experience, considering (i) the influence of perceived justice on satisfaction; (ii) the impact of satisfaction on consumer repurchasing and complaint intentions; (iii) the moderating role of the customer cultural orientation; and (iv) the relevance of contextual variables. Based on a survey of 298 consumers from Brazil and France, the results indicated that (i) distributive and interactional justice influenced satisfaction; (ii) satisfaction was a significant predictor of repurchase intentions; (iii) satisfaction influenced third‐party, private and voice responses; and (iv) the level of the customer relationship, the severity of the failure and the responsiveness of the firm were significant contextual variables. Moreover, the individual‐level analysis suggested that only power distance cultural orientation was a significant moderator.