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Service recommendations and customer evaluations in the international marketplace: Cultural and situational contingencies

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  • Alden, Dana L.
  • He, Yi
  • Chen, Qimei
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    Abstract

    As the international service market continues its phenomenal growth, understanding the nature of effective interpersonal interactions between service providers and their customers is increasingly important. However, cross-national theory and research on this topic remain limited. In response, the following study employs data from China and the United States to test whether the cultural congruency of benefits emphasized by the service provider interacts with the customer's value orientation and/or consumption objective to affect evaluations of service quality. Results indicate that the cultural congruency of provider recommendations affects evaluations. Preliminary evidence also suggests that this effect is moderated by consumption objective.

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    File URL: http://www.sciencedirect.com/science/article/B6V7S-4VPCVJM-1/2/baee44fee7dc5aaf1de27e5cbd6f1ef7
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    Bibliographic Info

    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 63 (2010)
    Issue (Month): 1 (January)
    Pages: 38-44

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    Handle: RePEc:eee:jbrese:v:63:y:2010:i:1:p:38-44

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    Web page: http://www.elsevier.com/locate/jbusres

    Related research

    Keywords: Service Culture Consumption objectives Satisfaction;

    References

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    Cited by:
    1. Cleveland, Mark & Laroche, Michel & Hallab, Ranim, 2013. "Globalization, culture, religion, and values: Comparing consumption patterns of Lebanese Muslims and Christians," Journal of Business Research, Elsevier, vol. 66(8), pages 958-967.
    2. Kastanakis, Minas N. & Balabanis, George, 2012. "Between the mass and the class: Antecedents of the “bandwagon” luxury consumption behavior," Journal of Business Research, Elsevier, vol. 65(10), pages 1399-1407.
    3. He, Yi & Chen, Qimei & Alden, Dana L., 2012. "Consumption in the public eye: The influence of social presence on service experience," Journal of Business Research, Elsevier, vol. 65(3), pages 302-310.

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