The Relationships between Culture and Behavioral Intentions towards Services
until further notice
SourceJournal of Service Research, 4, 2, (2001), pp. 117-128
Article / Letter to editor
Display more detailsDisplay less details
Strategie - t/m 2007
Journal of Service Research
Some recent studies have shown that culture influences how consumers perceive service quality. Others have shown the relationship between perceived service quality and behavioral intentions. In this article, the authors study how culture influences behavioral intentions toward services on the basis of services marketing and cross-cultural psychology literature. They tested and found that customers from cultures with lower individualism or higher uncertainty avoidance tend to have a higher intention to praise if they received superior service. On the other hand, the same groups tend not to switch, give negative word of mouth, or complain even if they received poor service quality. Customers from cultures with higher individualism or lower uncertainty avoidance tend to switch, engage in negative word of mouth, or complain if they received poor service quality. But they do not tend to praise when they received superior service. Managerial implications, contribution, and future research directions are also discussed.
Upload full text
Use your RU credentials (u/z-number and password) tolog in with SURFconextto upload a file for processing by the repository team.