Abstract
With recent increase in international travel and tourism, globalization of service businesses and rise in purchasing of consumers around the world, the interactions between customers and service employees from different cultures are becoming increasingly common. Despite this growing importance of intercultural service encounters, there is little research on the influence of cultural distance on customers’ perceptions of service. Misunderstandings and problems are more likely to arise when customers interact with a service employee from a significantly different cultural background. This study investigates the influence of cultural distance on customer responses to a service failure.
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Tam, J.L.M., Sharma, P., Kim, N. (2017). Intercultural Service Encounters: Exploring the Role of Cultural Attribution and Intercultural Competence. In: Campbell, C.L. (eds) The Customer is NOT Always Right? Marketing Orientationsin a Dynamic Business World. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-50008-9_201
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DOI: https://doi.org/10.1007/978-3-319-50008-9_201
Publisher Name: Springer, Cham
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Online ISBN: 978-3-319-50008-9
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