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

Author

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

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.

Suggested Citation

  • Alden, Dana L. & He, Yi & Chen, Qimei, 2010. "Service recommendations and customer evaluations in the international marketplace: Cultural and situational contingencies," Journal of Business Research, Elsevier, vol. 63(1), pages 38-44, January.
  • Handle: RePEc:eee:jbrese:v:63:y:2010:i:1:p:38-44
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    References listed on IDEAS

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    Cited by:

    1. Kastanakis, Minas N. & Balabanis, George, 2012. "Between the mass and the class: Antecedents of the “bandwagon” luxury consumption behavior," Journal of Business Research, Elsevier, pages 1399-1407.
    2. Fan Alei (Aileen) & Van Hoof Hubert B. & Loyola Sandra Pesantez & Granda Marlene Jaramillo & Lituma Sebastián Calle, 2016. "The impact of other customers and gender on consumer complaint behaviour in the Ecuadorian restaurant setting," European Journal of Tourism, Hospitality and Recreation, De Gruyter Open, pages 21-29.
    3. 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, pages 958-967.
    4. 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, pages 302-310.

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