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Culture’s Impact on Customer Motivation to Engage in Professional Service Enactments


  • Jan H. Schumann
  • Nancy V. Wünderlich
  • Marcus S. Zimmer


Although professional service providers increasingly deliver their services globally, little is known about cross-cultural differences in customers’ motivation to participate in service production. To address this lacuna, we survey a total of 2,284 banking customers in 11 countries on their motivation to provide personal information to, and follow the advice of, their service providers. We find differences in both aspects, but only the differences in providing personal information can be explained by the cultural values of uncertainty avoidance, individualism/collectivism, and masculinity/femininity. To perform certain tasks in the service process, global professional service providers should acknowledge cultural differences in customers’ motivations.

Suggested Citation

  • Jan H. Schumann & Nancy V. Wünderlich & Marcus S. Zimmer, 2012. "Culture’s Impact on Customer Motivation to Engage in Professional Service Enactments," Schmalenbach Business Review (sbr), LMU Munich School of Management, vol. 64(2), pages 141-165, April.
  • Handle: RePEc:sbr:abstra:v:64:y:2012:i:2:p:141-165

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    References listed on IDEAS

    1. Pedro Ortín-Ángel & Vicente Salas-fumás, 1998. "Agency-Theory and Internal-Labor-Market Explanations of Bonus Payments: Empirical Evidence from Spanish Firms," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 7(4), pages 573-613, December.
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    Cited by:

    1. Gunkel, Marjaana & Schlägel, Christopher & Engle, Robert L., 2014. "Culture's Influence on Emotional Intelligence: An Empirical Study of Nine Countries," Journal of International Management, Elsevier, vol. 20(2), pages 256-274.

    More about this item


    Co-Production; Culture; Customer Participation; Professional Services;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing


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