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Service recommendations and customer evaluations in the international marketplace: Cultural and situational contingencies
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- Author(s): Alden, Dana L.1 ; He, Yi2 ; Chen, Qimei1
- Source:
Journal of Business Research. Jan2010, Vol. 63 Issue 1, p38-44. 7p.- Subject Terms:
- Source:
- Additional Information
- Subject Terms:
- 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. [Copyright &y& Elsevier]
- Abstract: Copyright of Journal of Business Research is the property of Elsevier B.V. and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
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